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  • Writer's pictureStefanos Karampalis

Difference Between Translation and Transcreation

If you’re thinking about the difference between translation and transcreation then you’re not alone in this world. Knowing the difference will help you to make sure about it so that you can order the right service to get the results you need. Now I will explain the difference between translation and transcreation.

On one hand, translation is the method of extending words from a source language to a target language. The main purpose of translation is to guarantee the meanings and accuracy of the documents. In a translation task, you have to make sure that the grammar, sentence structures, and author’s tone remain the same as the words in source files. You can do some minor changes to avoid social nuances or cultural conflicts.

On the other hand, transcreation is one step further from translation. It is the process of understanding and feeling the source text’s spirits and then changing it into a new language. It is everything but using the same grammar structures or word-for-word translation of the main documents.

Transcreation starts with a Creative Brief

Translation often starts the second the client sends the source text. Any initial meetings are typically brief and made to find out terms such as cost and project deadlines. The transcreation process, meanwhile, begins with a creative brief. Instead of merely giving the source text, the client will have to provide relative documents that describe the tone, intent, and desired results of the intended copy.

Transcreation specialists are writers

Usually, people who offer transcreation services are copywriters in other languages. Some translators may also provide copywriting services but in general, these services are different from each other. And the people who deliver these services are not always part of the same professional organization.

In transcreation, you have to think about a number of different aspects, such as language, emotions, and cultural and socio-economic factors. In this way, you will understand the way in which the intended message is perceived by the target audience. Due to this reason, transcreation is most commonly used to convey marketing messages and materials.

Transcreation is not cheap

In the transcreation process, the transcreators will likely spend hours finding the company’s industry, brand, and target market before they do anything. This initial research will often be covered in two or three rounds of drafts. Simply put, it is a process that consumes a lot of time and energy. And, the transcreator must be compensated accordingly to his efforts.

Transcreation often advise on the shape and feeling of a piece

Aside from changing labels and captions, translators may not be interacting with more visual aspects of their source text. This is not right for transcreators. They are often responsible of helping clients change their branding and illustrations for their target market.

To sum up, transcreation is used for emotional content, like marketing campaigns and slogans. And it is just another amazing tool in your translation toolbox to help create an authentic and personalized experience for your clients no matter where they are.

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