How is Transcreation Different from Translation?

Written by Nate Webber

Idiomatic USA Chief Content Officer

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Transcreation and translation are two distinct processes in the realm of language services, each catering to different needs and objectives.

Translation primarily involves converting content from one language to another while maintaining the original meaning as closely as possible. It is a straightforward process where the focus is on accuracy and fidelity to the source material.

Transcreation, on the other hand, goes a step further. It involves adapting a message from one language to another while keeping its intent, style, tone, and context intact. This process is more creative and nuanced than simple translation, as it often involves reimagining the content to resonate with the target audience culturally and emotionally. Transcreation is particularly relevant in marketing and advertising, where the impact of a message is as important as its meaning.

Here are some key differences between transcreation and translation:

While translation is about accurately conveying information in another language, transcreation is about recreating the emotional and cultural appeal of a message for a different audience. This distinction is crucial in global marketing efforts where resonating with the local audience can make a significant difference.

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