Basic translations usually do not generate sales
The right choice of words is key, especially in advertising copy. It’s no accident that we talk about Velcro instead of hook-and-loop fastener, Kleenex instead of tissue in everyday life. Some brands are so successful with their marketing strategy that they are now rooted in your vocabulary.
In case of a regular translation (e.g. technical reports) the content must be 100% faithful to the original and translated as precisely as possible into the desired language. Often such a translation even comes with comments if no suitable term exists in the other language. Style and elegance are mostly lost and the texts can sound awkward and not very appealing.
What is transcreation?
The word transcreation merges two words: translation and creation. It’s almost an art and requires careful crafting and tweaking to preserve the original’s intent, context, style, and tone. The goal of transcreation is to duplicate the message thoughtfully, without people realising they are reading a translation. The finished product should give the same look and feel as the original message. It’s translation taken to the premium level and usually kicks off with a creative brief.