Transcreation refers to the translation of highly-creative advertising copy such as slogans, tag lines and adds where translators need to elicit an emotional response in the foreign audience that makes them want to buy your product. Your original strategies (imagery, wordplay, tone of voice) might not work for that new audience and, for that reason, your copy will often need to be partially or fully re-written.
Transcreation is, therefore, a mixture of translation and copywriting that requires a translator who enjoys freedom rather than following the original text closely, always respecting your creative brief and your company’s style guide and discussing them with you. You could compare it to literary translation, but you would probably have less freedom in that field, because the author’s style would be quite important, whereas in transcreation it is the urge to buy that is key.
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.
I’m in, how much?
My Spanish transcreation services are charged per project and reflect the time and skill required. As you know, it can take hours, when not days, to crack a slogan!