Transcreation and translation; two different processes that can produce good results. To decide whether transcreation or a traditional translation is best suited to a particular text, it’s important for you to decide exactly what you’re aiming for.
Let’s start off by defining these two terms.
Expressing text in another language.
A translation is therefore an exact reproduction of the source text. The information contained in the source text returns in the same form in the target text. If you want quality translations, you will need to engage a professional translation agency, which has experienced translators as well as revisers who go over the texts one last time. This will assure you of a perfect translation.
Adapting a text from one language to another while maintaining the intention, context, style and tone of the original.
A transcreated text should evoke the same emotions in both source and target language. So while the origin of these two processes is clearly the same, they’re not identical. The fact is that transcreation goes a lot further than translation. It’s a combination of translation and copywriting. This results in a freer translation, which is mainly used in marketing.
Now that we understand the definitions of the terms translation and transcreation, we can have a closer look at how the two processes differ.
If you simply want your text translated, then there’s generally no need to provide extra information at the start of the process. Your source text will be translated word for word and you can be sure that it will be practically copy-pasted into the target text. This is often exactly what needs to be done. This is the case for contracts and annual reports, for example. You don’t want documents of that sort to be freely translated because the consequences could be serious. In other cases, such as in creative or SEO copy or in online content, the source text needs to be translated more freely, for example to evoke the same emotions in your target readers. To achieve this to maximum effect, it’s important to have a clear vision and objective and to communicate these clearly.
As stated, translations are done by professional translators. Transcreation, on the other hand, is the domain of professional, experienced copywriters. They will need to have an outstanding command of the target language as well as an affinity with the relevant culture and the terminology.
This will ensure that you reach your target audience in the way you envisage. This requires a different writing style and language usage. It could involve using specific sayings or puns, for example. The result of this creative approach to writing is new and compelling content.
You may be accustomed to paying a word rate for translations. This is a logical and convenient method because it enables us to make a good estimate of the time a translation will take. It also means you get a fixed quotation up front.
But this is not really an option for transcreation, meaning that we work with an hourly rate. The main reason for this is that we’re not quite certain how long a particular text will take at the start of the process. The amount of research a copywriter will have to do depends on exactly what you want.
It’s also quite possible for there not to be much difference between a translation and a transcreation. That could be the case if, for instance, the source text is well-written and the culture of your target audience is fairly similar. In that case, the cost would be about the same as for a translation.
Although we have now clearly established the similarities and the differences between translation and transcreation, you might still wonder when to decide on transcreation.
Translation is the way to go if your texts need to be informative and if it’s important for them not to be overly creative. After all, you don’t want your translation to create major misunderstandings, which could be the case with free translations of legal documents or financial reports.
Transcreation is a better option if you want to convey the same message as the original and evoke emotions in your readers. A free translation, or transcreation, is obviously a good option in situations like this. The aim of transcreation is to get your readers to actually take action. You therefore need to make sure that it aligns well with the culture you have in mind. It must speak to it and entice your target readers into doing what you want them to do. Transcreation is widely used in international marketing texts and advertisements.