Overview and different types of transcreation in translation industry

Overview and different types of transcreation in translation industry

Tatiana Osoblivaia


Language and Culture


The field of transcreation is growing within the translation industry as more companies seek to communicate effectively with global audiences and ensure that their messaging resonates with diverse cultures. Transcreation is a fusion of the words "translation" and "creation". It describes copywriting content in a source text that needs to be made coherent, and relevant in a new language. Transcreation is sometimes called "creative translation" since it requires a combination of translation skills and creative writing abilities, as the goal is to produce a version of the text that is culturally relevant and effective for the target audience.

Transcreation combines elements of translation with ones of copywriting. The goal is to create a localized version of the source material that conveys the same message but does so in an appropriate way for the target audience. It means that a transcreation translator must have an intimate knowledge of both: the source language and culture while also understanding the target language and culture. They use this knowledge to create content that resonates with the target audience while staying true to the original intent of the source material.

What is transcreation?

Transcreation involves more than just translating words from one language to another. It involves adapting creative content, such as marketing materials or advertising copy, to a multitude of languages and cultural contexts while maintaining the original intent and style of the message. It is different from traditional translation, which focuses more on accurately conveying the meaning of the source text.  Professional transcreation services go beyond simple language translation by taking into account cultural nuances, idioms, jokes, slang, metaphors, puns, double entendres - anything that may be lost in translation if not rewritten carefully. Through transcreation, one can be assured that any message sent into the world is localized and tailored to the target audience.

It also involves adapting content - including text, images, audio, and video - for local audiences without sacrificing quality or effectiveness.

Different types of transcreation services that are available in the translation business

Transcreation for Advertisements and Promotional Materials

When it comes to advertisements and promotional materials, accuracy is key. The goal is not only to translate the words but also to retain their original meaning as much as possible. An expert in transcreation will be able to craft content that can effectively engage with the target audience while still being faithful to the original message. While transcreating advertising material, it is vital to remember that different cultures may have different perspectives on some topics, so an experienced translator must adjust accordingly.

Transcreation for websites, content transcreation

Sometimes, websites may need to be localized for different markets or languages. This process typically involves more than just translation; it involves adapting the website content into a format that is suitable for a certain region or culture. For example, if your website needs to be translated into Spanish, your translator should not only understand the language but also have an insight into Spanish-speaking cultures to accurately convey your message without misunderstandings or mistranslations.

Transcreation for brand messaging

When crafting branding messages for international markets, all nuances must be captured correctly and accurately conveyed across multiple cultures and countries. Brand messaging has a lot of emotional weight behind it, so an experienced transcreation specialist can capture these nuances while making sure that the final product resonates with your target audience.


Transcreation in literature and poetry

Transcreation is a form of art that combines translation and creative writing to create new works of literature or poetry. It is an important part of literature and poetry today, allowing authors to reach new audiences in different languages.

The process involves taking an existing work of literature or poetry and then using literary techniques to recreate it in a new language. It can be used to create translations that are more accurate, nuanced, and expressive than traditional translations. This makes it ideal for works that require more than just literal accuracy - such as books, plays, poems, songs, etc., as it allows them to be recreated with the same intention as the original work.

Transcreation in Literature

Transcreation is commonly used in literature when translating from one language to another. Authors may employ transcreators to help ensure that their message remains unchanged despite being written in a different language. Transcreation linguists use their knowledge of both cultures and languages to accurately recreate the author’s original intent while also making sure that the translation fits with the culture of the target audience. This helps to ensure that readers will connect with the text on an emotional level even if they aren’t familiar with the source language or culture.

Transcreation in poetry

Transcreating poetry involves recreating a poem so that it maintains its original meaning while also maintaining its poetic structure and rhyme scheme. This can be particularly difficult due to the nuances of each language, but transcreators are able to use their understanding of both languages - and sometimes even musicality - to faithfully recreate each poem while preserving its spirit and beauty. By doing this, they are able to provide readers with access to beautiful works of art regardless of their native tongue or cultural background.


Transcreation in the modern world and business

Transcreation is a vital tool for authors and businessmen, wishing to share their works across cultures and languages without losing any nuance or meaning along the way. It enables authors, poets, and businessmen alike to reach audiences beyond their own culture by making sure that their message remains unchanged despite being translated into another language. With transcreation, they all can rest assured knowing that their words will remain true no matter which language they are read in.

Transcreation translators should always have an expert level of fluency in both source and target language as well as an understanding of cultural nuances and contexts to guarantee accuracy when adapting content into multiple languages and regions.

No matter what type of project you are working on - whether these are poems, novels, advertisements, promotional materials, websites, or brand messaging - transcreation is essential for ensuring accuracy across multiple languages and cultures. PoliLingua can provide high-quality transcreation services tailored specifically to your project needs!




Our translations are performed by translators carefully selected to align with the subject matter and content of your project. They meet and exceed international quality standards. Upon request, we will provide you with a certificate attesting to the precision of our translations