Are you looking to get the same reaction to your message transposed into another language? Translation, adaptation, localization and copywriting – transcreation.
Transcreation, unlike translation, involves the recreation of a concept in a different language, and it is used in various situations, mostly in marketing communications, when we are dealing with an international audience, getting it to resonate with the employed language.
By using transcreation, instead of a copywriter in the target language, the initial sense of the communication is better preserved. The purpose of transcreation does not consist of saying the exact same thing in a different language, but rather of getting the same reactions from the target audience.
If the resulting text has managed to make you forget that you are dealing with a translation, then its mission is accomplished. Transcreation has to be able to recreate the concept from the source language into another language, instead of sticking to the rules, the grammar, the terms, to being an accurate translation. This service should aim at providing the same feeling to the audience, not just the same information, as is the case of translations.
You will need transcreation in various circumstances: for translations related to communication or marketing materials, social media messages or communications concerning a certain brand, or the products launched on various markets.