Transcreation
From Wikipedia, the free encyclopedia
Transcreation is the process of translation that takes into consideration the cultural aspects of the source and target languages. While translation takes each sentence and states it using the target language, transcreation take the ideas and general themes and creates them anew using the target language. Transcreation gains importance in culturally rich content. Literary and poetic pieces might not be easily translated, as they contain many elements that cannot be easily transformed to another language. Thus, the transcreator take the general theme, fully understands it, and creates something totally new , with its own character, while staying true to the original piece of work. Advertising is another field in which great care has to be taken in the process of transcreation. This is gaining more and more importance in the globalized world, where global corporations need to localize their messages in the different markets they serve.
Translation agencies are more frequently using the term to differentiate their offering from tanslation as a commodity. [ Textappeal]http://www.textappeal.com expressly presents transcreation as one of its services. [ Gotham Comics]http://www.gothamcomics.com/spiderman_india/ explain what they did with Batman as an example of transcreation.
