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Translation and transcreation are often misunderstood with the same meanings. Transcreation is far more different than simply translation. The translation is about converting one language to the other and looks simple.
A translated text loses its original meaning and cultural difference. When you try to translate a phrase into another language, it will not direct the text’s intended meaning. It has no feeling and personal implementation of the message. And this can be not very encouraging for the growth of businesses overseas.
There is a need for a particular tool that is proficient enough to generate the right meaning of the message in other languages also. Most of the slogans and brands of the companies consist of local slang that requires a proper technique to translate accurately. Here comes Transcreation in the picture. It will present the real meaning of the text.
In this article, you will read how transcreation is different from translation. If you are planning to expand your business internationally, then you should know these differences. It will help you produce the right slogans and quotations that deliver the brand’s message with original feelings and personal implementation. Let’s get started.
What is Transcreation?
Transcreation is about translating a text of one language to another language. It is the same definition as a translation. Still, one point that makes it different from translation is that it will not lose the original tone and style of the content. In contrast, translation has no guaranty to convert the same meaning of a message of a language to some other language. It is a combination of “translation” and “creation,” which is why it is also called creative translation. It will not only main the right meaning of the text but also consider that the message is delivered under the regulations of the language in which it is translated. It means that it is the representation of the relevant culture.
How is Transcreation Different from Translation?
Translation switches the words of one language into corresponding words of another language. On the other hand, transcreation is about conveying a similar message into the words of some other language. Translation does not think about the kind of audiences who are reading the message. But transcreation allows the translator to use cultural info and creative content to make it sound for the audience and understand without any difficulty. If you still have difficulty making a difference between translation and transcreation, then this article will present this concept in some points. Hopefully, you will distinguish between these two by the following points.
1. Transcreation Needs Creative Approach
In translation, you translate one language into another language without any creativity, whereas in transcreation, the message is presented creatively. It is like other projects that you have to do on your own and produce personal source code. In translation, you are only required to give text, and then you can get the message in another language, whereas in transcreation, you have to provide brief info about the text and the language in which it is translated. You have to tell your transcreation to provide your creative ideas and what kind of message you desire after the process. It means transcreation is deeper than translation.
2. Transcreation Requires Approval before Practical Use
The translation is about copying text in one language and pasting it in another language, whereas transcreation is not like it. There is no need for any approval in translation after the process. Still, when talking about transcreation, the provider first translates text into the required language without affecting its tone and then tests it in the required environment. If it shows desired results, then it is approved to start a campaign in the targeted market. transcreation captures the original voice of the brand creatively and tailors a specific culture.
3. Specialists Are Required for Doing Transcreation
The translator can be anyone, and even you can use Google translator to translate the text of one language to another. There is no need to be a specialist translator. But in transcreation, there is a need to be proficient where the text reserves the copyrights and others cannot copy without the permission of the author of the text. That is why they are known as copywriters. Translators can also provide some copyright services, but they might not provide that level of text which is strong in the original tone and corresponding culture of the language. transcreation providers are often specialists and offer their services in different languages.
4. Transcreation creates New Messages.
If a message is written for one group of people, it is not possible to resonate with a different audience. There is a need to deliver the message in the native language of the targeted country. transcreation that aims to deliver the message in the local language may turn the message into new words, but they will not lose their original meaning. A good translator can translate a complete website in the spirit of the source language, but with straight translation, the text will lose its original impact.
5. Transcreation Fits in Marketing Strategy
The translation is enough where the objective is only to deliver the message to the reader but when there is a need for action from the reader, like marketing to Chinese tourist involves feedback and interests of the customers. So, transcreation will fit in this environment. Especially if you are planning to introduce your product to a new market where the spoken language is different, you should hire a travel translation agency Singapore that can also work on transcreation.
6. Transcreation Can be Expensive
Translation involves a cost per word that is relatively inexpensive than transcreation because it is charged per hour according to a project. Billing will surely be high because it is not all about translating the language into equal language but creating new ideas to present the brand’s message in a manner that can capture the attention of the audience.
Wrapping Up
Translation does not produce the meaning of “Move the World with Words” in other languages. And an interesting fact is that when you try to convert the translated text back into the language, it will not result in the same phrase. Transcreation is the only tool that can help you present the right message and brand quotation in the other language. This article has presented the core difference between transcreation and translation. Hopefully, it will be beneficial for you.
