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== Purpose ==
Transcreation refers to the process of taking a message that was created in one language and conveying it in another language, without the loss of salience. While, in theory, any message is a candidate for transcreation, the bulk of transcreative work performed to date has been in the advertising industry in media such as brochures, TV and radio ads aimed at end clients, and posters and flyers distributed to resellers. Websites are also the subject of much transcreation.
As markets continue to broaden, advertisers face special challenges. To be effective, advertising must reach hearts as well as minds. Thus, the ability to transcend language and cultural boundaries is paramount to achieving an effective global marketing strategy. Not only must copy be translated correctly, but other factors must also be considered, such as culture, mores, dialects, idiom, humor, and context. Any perceived lack of respect for heritage, local values, beliefs and cultures may have a negative impact on consumers.<ref name=Pollak>{{cite journal |last1=Polak |first1=Elliot |last2=Cuttita |first2=Frank |title=Global Marketing Disasters and Recoveries |journal= Admap |issue= 470 |date=March 2006 |pages= 36–38 }}</ref> To meet these challenges, companies that market internationally are increasingly using transcreation, whether via their advertising company or with a company specializing in transcreation.
The goal of transcreation is to transfer the intent, style, vocal tone, and emotional salience of the message from the source language to that of the targeted audience. The process thus requires expertise in marketing, as well as linguistic skills and a firm grasp of targeted cultures.
Most transcreation is performed by in-market copywriters specializing in the practice. As is the case with translation, the work is performed by a person whose native language is that of the targeted audience. To produce effective transcreation, local language copywriters need to have an extensive knowledge of their market, excellent language skills, and the ability to creatively adapt messages for their target market, all the while possessing skills in advertising copywriting.
Transcreation is used to market to different countries as well as different cultures within a country. Thus, the increasing Hispanic population in the U.S. provides many opportunities for same-country transcreation.
== Transcreation and translation ==
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