What is transcreation, and how is it different from translation?
As the name suggests, transcreation is a mixture of ‘translating’ and ‘recreating’ the original text in a new language whilst making sure it is still appropriate in the context for which it is intended. Transcreation projects are most suitable for marketing and advertising related assignments, and here’s why:
The source text for transcreation tends to come from creative material such as:
HI-COM understands that transcreation is all about translating ideas and concepts, and not the exact words in the original text. This is why we encourage input from our customers to ensure both sides are crystal clear on the global brand values that they want portrayed to their target local markets.
Entering a new market, especially in China can be particularly daunting, and many companies have fallen short due to a lack of knowledge and understanding of the local culture, which have led to their brands being misinterpreted by the general public.