Difference Between Transcreation and Translation

Many translation companies offer services that sound or look identical but have different uses and benefits. Before paying for a service, it is very important to know what kind of tools and benefits each service offers. Without context, things like transcreation, translation, internationalization, and localization sound similar, yet these services couldn’t be more different.

Businesses can reap benefits from transcreation, localization, and internationalization for the same project. Especially when expanding to new markets, it is important to know which services can best meet your specific needs. To help you learn the differences between transcreation and translation, we decided to write a blog post. Read on to find out more about these important services.

What is Translation?

Translation is the main service of multilingual translation companies. It means to take the words, sentences, and meanings from one text and re-writing it in another language. Translation projects are detailed processes that look both at the meaning of each word, sentence, and paragraph.

To provide top-notch translation services, a translator must have superior proficiency in both the target and source language and knowledge of any relevant jargon. For instance, medical translations require a translator who is familiar with medical and scientific terminology and who knows the proper formatting structure of medical documents.

What is Transcreation?

Transcreation is a process that considers culture and locally relevant information to make a translation that suits a specific target audience. In transcreation, a language expert takes the details of a text, directly translates its meaning while making sure that terms, phrases, or themes won’t offend or confuse a target audience, and adjuststhe text accordingly. An example could be a multilingual advertisement: a transcreation expert takes the advertisement and might alter a word, phrase, or slogan to make it more effective for the target audience.

Which is Better?

Unfortunately, there’s no answer to this question, because both serve a valuable purpose in different projects. But, for example, when working with a medical report or legal contract, transcreation will not be your choice of service.

Likewise, if you need to make your company’s website effective for a group of consumers in China, you can translate the content, but the service will not be nearly as effective as transcreation. Localization helps companies who want to adjust content to suit a foreign target audience without changing its theme or subject.

Things to Consider in Transcreation:

When transcreating projects, you will notice a lot of big and small changes in the final product, including:

  • Text
  • Names
  • Design
  • Times
  • Cultural themes
  • Distribution channels
  • Colors and images

Adjusting these things will help your project be more applicable and effective to groups of consumers around the globe.

Taking the extra step beyond translation, transcreation gives you and your business the extra tools to excel in your industry and make an impact on the consumers in your target audience. Local cultures, religions, and consumer environments are highly sensitive areas that can make or break a marketing strategy. ATA Translation Agency offers high-quality localization, transcreation, and internationalization services in hundreds of industries in more than 300 languages. Find out more about the services we offer from our website.

About the Author:

Leave a Reply

Your email address will not be published. Required fields are marked *