A literal translation of a slogan mostly loses its effect; sometimes it even becomes ridiculous. Transcreation comes into play in this situation and rebuilds the message in the target market. The fact that the output does not match the source sentence by sentence is not a defect but the definition of the service.
Definition
Transcreation is the rebuilding of a message in order to preserve its effect in the target market. The criterion is effect. The method is free.
How it differs from translation
Translation is bound to the source, transcreation is bound to the message. The output does not match sentence by sentence. The difference is at the level of definition.
In which texts
It is used in slogans, campaign copy and brand communication. It is not used in informative texts. The field is narrow.
The need for a brief
The brand voice, the target audience and the aim of the campaign are given in writing. Transcreation cannot be done without a brief. The input is mandatory.
Notifying the constraints
The elements that cannot be changed are stated in advance. The brand name and legal wording stay fixed. The boundary is drawn.
Presenting options
Generally more than one option is produced. The client chooses among them. The method is well established.
Explaining the rationale
Why each option is proposed is written down. The explanation makes the decision easier. The presentation is reasoned.
Presenting a back translation
A literal rendering of the proposals back into the source language is added. In this way the decision-maker who speaks the source language sees the content. The practice is common.
Checking cultural suitability
It is checked that the proposal carries no negative connotation in the target market. The check is done with a local person. The risk decreases.
Legal check
Compliance with advertising legislation is assessed separately. Wording that contains claims is risky. Legal opinion is obtained.
Brand name check
It is checked that brand and product names cause no problem in the target language. This check is a separate piece of work. The scope is kept apart.
Fit with the visual context
The text is assessed together with the visual. A text that does not fit the visual loses its effect. The link is preserved.
Length constraints
If the layout area is limited, a length constraint is given. The constraint is known from the outset. The proposal is built accordingly.
Competence profile
The person doing the job has copywriting competence. Translation competence alone is not enough. The profile is different.
Pricing unit
The calculation is made not per word but on the basis of time or per project. The effort is not proportional to the volume. The unit is explained.
The need for time
A short slogan can take a long time. This expectation is set at the outset. The plan is made accordingly.
Revision rounds
Going through several rounds with feedback is normal. The number of rounds is limited in the contract. The scope is preserved.
The approval process
The final choice belongs to the client and the decision goes on record. This is how the sharing of responsibility becomes clear. The process is defined.
The difficulty of assessment
Because the output cannot be assessed by comparing it with the source, the criterion is fitness for the aim in the brief; the more clearly the brief is written, the more objective the assessment becomes. For this reason the input document determines the quality of the job. Preparation is brought forward.
What it is confused with
Transcreation is often taken to be free translation. Yet the freedom is not arbitrary; it is tied to the aim of a written brief, and the output is assessed against that aim.