Transcreation

What is the difference between translation. localisation and transcreation?

Translation is the transfer of textual meaning from one language and rendering in another without any loss of that meaning. It is the message that is translated.

Localisation is a bit less restrictive; it is the reader experience that is being transferred here, by means of an adapted message conveying the same concept. Strategies may be as simple as converting units of measurement between imperial and metric or vice-versa, assigning culturally equivalent terminology and idiomatic expressions, or as complex as references to equivalent legal documents or contexts. It can be thought of as a cultural translation.

Transcreation is a portmanteau of the words ‘translation’ and ‘creation’. This process takes the remit of localisation and extends it outwards much further. Here, the aim is to create content in the target language that may or may not convey the same concept – it is the pragmatic effect on the audience that is imperative here. An illustrative example would be a beautifully crafted piece of copy relating to a specific concept in the source language, aimed specifically at the source culture, with appropriate cultural references, idiomatic expressions and a clearly defined purpose (expository, narrative, descriptive or persuasive) to obtain a pragmatic effect amongst that source audience. Transcreation is the process whereby the same (or sometimes even different) pragmatic effect is obtained in the target language culture. By definition, this entails more than mere localisation of the source concept and content; it may be necessary to stray from or even replace the source concept to create content in the target language that is culturally resonant, obtains the required pragmatic effect and engages the target audience.

Obvious parallels are to be drawn between transcreation and copywriting; the need for the linguist to be fully conversant with both cultures is of paramount importance, as is the requirement for a full briefing with regard to the intended purpose and effect of the target document. The above-mentioned beautifully crafted piece of source copy may thus be considered to be just part of the briefing for the transcreation process rather than an absolute to be adhered to strictly. As a trained translator, this goes against everything that you have been taught and requires a different mindset to be applied, which is why not all translators are able to offer transcreation or copywriting services.