Transcreation is a way to be adapted

Not all international companies heard about term “transcreation” and automatically choose translation instead making information relevant for that audience.

Translation is the process of translating from one language into another. Transcreation is a mixture from translation and creation. It means ‘translating’ and ‘recreating’ the original text in a new language by changing it’s meaning culturally appropriate for a target market whilst making sure it is still appropriate in the context for which it is intended.

In process of transcription take into consideration marketing researches and tricks.

First of all, you should define what do you want to say and what effect or goal to achieve.

Next step could be the answering to the questions:

• What audience would you like to attract?
• For what category of audience do you want to use translation only? For example, Europeans, businessmen from America.
• Do your text (expressions, idioms, words) don’t break cultural norms?
• What is your budget? Maybe it would be enough to translate separate web pages.
• What are the main criteria for transcreator?

Transcreation can be of use when translating the following:

• Idioms
• Taglines
• General Branding Materials
• Humor
• Specific Phrases
• Wordplay
• Words that may have unacceptable meaning in other language.

Transcreation isn't only about text, because it’s possible to adapt tagline, logo, product information, or website graphics.

Not always transcreation is strongly necessary, but if you care of your business and of product to international audience it would be more to think in your website.