En
International line +380 44 221-36-84
Free line in Ukraine 0-800-502-761

Transcreation and text translation: key differences

A business owner, before expanding the scope of his business and entering the foreign market, should immediately learn about the difference between text translation and transcreation. A lot depends on the service choice. A standard text translation is often not enough. Every language on the planet is unique and has its own characteristics. In different languages there are words with the same spelling, but with completely different meanings. When translating a text, replacing words in one language with words from another language is unacceptable. This only leads to a misunderstanding of the text by the target audience. To avoid incorrect understanding, companies resort to transcreation services. This service guarantees that all the features of the target language and culture of the country will be taken into account when translating the text. In this article, a detailed analysis of how a simple text translation differs from transcreation. After reading the article, everyone will be able to make a decision for themselves and make the right choice in favor of a particular service.

Transcreation and its fundamental principles

"Transcreation" is a hybrid word. This word is formed by merging two other words, namely:

  • Translation;
  • Creation.

Transcreation is a process in which a text is transformed in order to fully convey all the meaning from the point of view of the cultural characteristics of the target country. Transcreation service is required when it is necessary to adapt slogans and creative messages in the text for the target audience. The service will also be required if the author of the original text and the one for whom the translation of the text is intended speak different dialects of the same language. For example, Americans will not be able to understand or will understand in a different way certain phrases that are used in their speech by Britons who speak English of a different dialect. This is what creates the need for a thorough translation of each fragment of the text and its adaptation to the peculiarities of speech and culture of the target audience.

Transcreation is especially necessary when it comes to translating idioms, text headings, advertising appeals, slogans, specific phrases or word games specific to one country. Transcreation in this case allows you to preserve the meaning of the phrase and at the same time convey it in the same, for example, comic version.

Translation of the text and its fundamental principles

Translation is a process in which the meaning of the source text is transmitted in the target language. In this case, the source language is the language of the original text, and the target language is the one into which the text is translated. When choosing a specialist to translate a text, you need to make sure that the target language is native to him. This will guarantee that all the language nuances will be taken into account when translating.

Most linguists have education in other fields as well. For example, accounting, engineering. The presence of additional education suggests that a linguist can perform high-quality translations of texts of a narrower specialty. It is also worth noting that some translators also have writing skills. Such specialists, if necessary, can use their creative skills in translation.

Transcreation and text translation: key differences

The main differences between transcreation and text translation

At first glance, ordinary translation is great for conveying the meaning of reference and educational texts in another language. Such texts are distinguished by their restrained style, and creative skills are unlikely to be needed when translating them. Whether it's artistic, as well as marketing and advertising texts that are filled with emotions. Only an experienced linguist with copywriting skills can convey the meaning of such "live" texts in another language. So in this case, the transcreation service is simply irreplaceable.

The difference between transcreation and translation is also in the performer. As mentioned above, transcreation is handled by professionals in content-writing, copywriting. Such specialists speak written language at a higher level than translators. This allows them to convey the full meaning and emotions of marketing, artistic texts in a highly effective way. Translators are linguists. They have the appropriate education, thoroughly speak two languages (the language of the source text and the target).

Thus, which specialist to turn to and for which service largely depends on the style of the text and its purpose. Regardless of which specialist will be chosen to provide the service, it is important to immediately discuss with him all the details of cooperation, namely: the timing of the work, the cost. The price of a text translation service differs from the price of a transcreation service. The latter service is always more expensive. This is justified, because transcreation is not just a translation, it is partly the creation of a new commercial text in another language. The finished version, as well as the original version, should encourage any feelings, actions.

Why is the transcreation service indispensable in the case of the need for business globalization?

Transcreation is a way to quickly create unique content that will be understandable and interesting to the target audience anywhere. This service makes it possible to localize marketing materials and at the same time not lose the meaning, style, and specifics of the message when translating. Nowadays, a large number of successful companies use the transcreation service.

Why do marketing companies need transcreation?

Transcreation guarantees that the marketing text translated by this method will be identical in style of presentation, meaning of the message with the original version. The transcreation is performed by experienced translators who possess highly effective copywriting techniques.

A few tips. It is worth choosing a transcreation if:

  • You need to translate advertising/marketing content or artistic text;
  • We need to bring the company to the world market.

Before you engage in localization of content, you need to carefully examine the needs and desires of the target audience. This will allow you to understand what services the target consumer needs. And this, in turn, will help you choose what is preferable for your business in this case: transcreation or regular translation.

Get a free
consultation!