Transcreation refers to the translation of highly creative advertising copy such as slogans, tag lines and adds. Here, translators need to elicit an emotional response in the foreign audience making them want to buy your product. Your original strategies (imagery, wordplay, tone of voice…) might not work for your new audience and copy will often need to be re-written.
Therefore, transcreation is where translation meets copywriting. It requires a brave and creative translator who enjoys freedom rather than following the original text yet respects your creative brief and style guide and discusses them with you or can give you wise feedback.
Testimonials
Translation of vegan product review
I’ll say it again: you should go into transcreation, a style that suits you to a T. Ten kilos of…, please!
Transcreation of food add
I loved your reflections on the Danone add and I think you’ve nailed the audience.
(Feedback from a culinary translation course)
How much does transcreation cost?
Spanish transcreation services are charged per project and reflect the time and skill required.
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