is a little different
It involves stepping further away from the original material and shifting the focus to the end user. What do you want them to think, feel and, ultimately, do? The text has to speak to them, connect with them, which can only be done by understanding and drawing on the reader’s culture and background.
A lack of awareness of or sensitivity to cultural barriers to understanding can risk your message being misunderstood or going unnoticed altogether. If you read untargeted, ‘foreign’-sounding information, how likely are you to take note compared to clear, natural language?
Transcreation can mean that the translation I deliver looks considerably different to the file you sent at the beginning of the process. I may need to alter the format, images and even the entire structure of your content to recreate the emotional effect of the original on a new audience.
This process is most widely used in more creative industries, such as high fashion, tourism and luxury brands, as this is where word play, trends and cultural references are most commonly employed to grab the reader’s attention.