Transcreation is used when marketing or sales communications need to be linguistically and culturally adapted for a different target audience. When text is designed to trigger an action from the reader, as marketing text usually is, transcreation is simply a better fit. Most clients will want the ‘feel’ of the original text to be maintained, which requires someone who has an intimate knowledge of the source language – they will have to understand why the message works and produce something that is localised for the target language. The source text for transcreation tends to be creative texts such as images, posters or commercials.
Localization Vision estimates such service and its importance to our clients, so it specializes highly qualified transcripts to serve you wherever you are. Our team of highly trained and experienced professionals will complete your projects quickly and accurately. Our writers can work from a recording, making multilingual transcription services that suit your needs. All the language materials are professionally produced, quality-assured and delivered on time following the client’s brief.
When Should You Use Transcreation?
Transcreation should be considered whenever you adapt your materials for a global audience. If you are converting scientific or highly technical materials into another language for a professional audience, you most likely will want a direct translation. When working with more nuanced materials where you want your message, brand and “voice” to be understood, such as with marketing or advertising collateral, and some websites or publishing materials, then transcreation is the right choice.
Good transcreation involves good writing. If you’ve taken time to have professionals carefully craft your message in your source language, don’t you want professional, experienced communicators to craft your message in your target language? To protect your brand, you want to choose a transcreation vendor who only uses professionals with extensive marketing and writing expertise. You want professionals who can understand your global campaign while tailoring your message to best connect with local customers.
Beyond language, culture, content expertise and writing skills, a good transcreation will speak to the heart of the target audience. A good transcreation provider will research and understand the target market and how best to reach them. A language service provider with knowledge of the target market avoids embarrassing mistakes that may come from not understanding the target audience while enhancing your message. A transcreator that knows the target market will also know the local advertising regulations, media and commercial codes.