In certain sectors, such as marketing and advertising, translations must not only convey the same message as the original text but also generate the same emotional response in different markets. To achieve this, the translator must consider cultural aspects, brand image, the idea to be conveyed, and the target audience, in addition to mastering linguistic factors.
This type of translation requires a high level of creativity, allowing for some freedom to adapt the message, thereby producing an attractive and relevant text for the recipient. This creative translation is known as transcreation.
We should opt for transcreation when we want to create a specific effect on the reader, evoke sensations, and encourage the target audience to take action. The transcreator must unleash their creativity to craft attractive, persuasive, and convincing texts that remain faithful to the original text. Thus, transcreation and advertising are closely linked.
A lot of time and effort goes into creating marketing copy that catches the reader’s attention. However, when these are translated, the initial intention of the message can disappear. Beyond translating a message from one language to another, it is important to convey feelings, ideas and concepts so that the impact is the same in different markets. For this reason, more and more importance is being placed on creative translation to help connect with customers, wherever they are.
