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Article on transcreation
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MOUNIR LOUKOUMANOU
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Dec 4, 2022

What is Transcreation?
Transcreation is a process where the marketer translates the text first, then recreates or adapts it according to the cultural and linguistic standards of the target audience for that country. Translation alone translates content from one language into another. This can significantly reduce the impact on the target population and the success of the marketing campaign.

For instance, in carrying out a project, the first step is translation and the second s... See more
What is Transcreation?
Transcreation is a process where the marketer translates the text first, then recreates or adapts it according to the cultural and linguistic standards of the target audience for that country. Translation alone translates content from one language into another. This can significantly reduce the impact on the target population and the success of the marketing campaign.

For instance, in carrying out a project, the first step is translation and the second step is a review. During this step, the reviewer will check the following language items:



Punctuation/spelling
Style/grammar/syntax
Telephone numbers/technical numbers
Company-specific information/copyright and trademarks
Accuracy
Hyphenation/punctuation/quotation marks
Terminology
Format/functionality
Special characters
Date and time format/measurements/numbers
That’s for translation. It ends at the level of language and all it entails. Transcreation, on the other hand, goes beyond that. It covers items like:



User target group
Tone of voice
Bias-free language
Meaning
Style
SEO keywords
Images used
Despite that they are both fundamentally translations, they are quite different. When undertaking a basic translation, the translator will remain faithful to the word choice, structure, spelling, style, and tone of the original text and the reviewer will ensure the accuracy of the source text. With transcreation, the translator uses their understanding of the target audience and adapts these elements in line with their expectations and needs. ▲ Collapse
 


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Article on transcreation







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