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{{short description|Process of creatively adapting a message from one language to another}}
'''Transcreation''' is a term coined from the words "translation" and "creation", and a concept used in the field of [[translation studies]] to describe the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. A successfully transcreated message evokes the same [[emotion]]s and carries the same implications in the target language as it does in the source language. It is related to the concept of [[Language localisation|localization]], which similarly involves comprehensively adapting a translated text for the target audience.{{sfn|Pedersen|2019|p=44}} Transcreation highlights the translator's creative role.{{sfn|O'Hagan|2013|p=196}} Unlike many other forms of translation, transcreation also often involves adapting not only words, but video and images to the target audience.{{sfn|Chaume|2016}}
Transcreation theory was first developed in the field of [[literary translation]], and began to be adapted for use [[global marketing]] and [[advertising]] in the early 21st century.{{sfn|Pedersen|2019|p=44}} The transcreation approach is also heavily used today in the translation of [[video game]]s{{sfn|O'Hagan|2013|p=191}} and [[mobile app]]s.{{sfn|Roturier|2015|p=174}}
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The tasks of a transcreator include establishing an emotional connection between the audience and the message, and maximizing cultural relevance.<ref name="Kates&Goh">{{cite journal |last1=Kates |first1=Steven M. |last2=Goh |first2=Charlene |title=Brand Morphing: Implications for Advertising Theory and Practice |journal= Journal of Advertising |volume=32 |issue=1 |year=2003 |pages=59–68 |issn=0091-3367 |jstor=4622150 |doi=10.1080/00913367.2003.10639049|s2cid=144167731 }}</ref> Many factors may differ across cultural and linguistic boundaries and must be considered, as these differences can significantly limit the effectiveness and impact of a cross-market campaign.<ref>{{cite journal |last1=Griffith |first1=David A. |last2=Chandra |first2=Aruna |last3=Ryans Jr. |first3=John K. |journal=Journal of International Marketing |volume=11 |issue=3 |pages=30–47 |url=http://www.journals.marketingpower.com/doi/abs/10.1509/jimk.11.3.30.20160 |year=2003 |title=Examining the Intricacies of Promotion Standardization: Factors Influencing Advertising Message and Packaging |access-date=16 September 2011 |doi=10.1509/jimk.11.3.30.20160|s2cid=155058684 }}</ref> These factors include cultural heritage, shared values, practices, and prevalent social cueing and reception thereof, including expression of emotions, gestures, body language, and facial expressions. These factors in turn influence consumers’ behavior and their reactions to advertising elements such as text, tone of voice, humor, settings, casting, and tonality.
Transcreation can also have a positive impact on a website's [[SEO]] performance<ref>{{Cite web |date=2022-05-03 |title=Transcreation Definition |url=https://www.moc-digital.com/en/2022/05/03/transcreation-definition/ |access-date=2022-08-10 |website=Moc Digital |language=en-GB}}</ref>, as it favorises user experience, content quality; two essential factors for search engine optimisation<ref>{{Cite web |last=Stein |first=Adriana |title=Your Cheat Sheet to Google's 200 (Known) Ranking Factors |url=https://blog.hubspot.com/marketing/google-ranking-algorithm-infographic |access-date=2022-08-10 |website=blog.hubspot.com |language=en-us}}</ref>.
== Relationship to translation ==
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== Commercial use ==
In the 21st century, some translation agencies began to specifically market themselves as transcreation agencies.{{sfn|O'Hagan|2013|p=196}}{{sfn|Pedersen|2019|p=45}} Transcreation allows local marketers to take the essence of a global advertising message and tailor it to their market. Thus, a global advertising campaign subjected to transcreation becomes more supple, while still adhering to an overall global strategy.
Accordingly, the rise of transcreation has paralleled the growth in international marketing campaigns. In 1960, international billings accounted for 6% of the gross revenues of the top ten U.S. advertising agencies. By 1991, that share had climbed to 60%, and it has been rising ever since,<ref>Ducoffe, Robert, and Andreas Grein. 1998. “Strategic Responses to market globalization among advertising agencies”. International Journal of Advertising 17 (3). 301–319.</ref> in line with the “think global; act local” principle.<ref>{{cite journal |last=Harris |first=Greg |journal=Journal of International Marketing |volume=2 |issue=4 |pages=13–30 |title=International Advertising Standardization: What Do the Multinationals Actually Standardize? |year= 1994 |doi=10.1177/1069031X9400200402 |issn=1069-031X |jstor=25048564|s2cid=158254531 }}</ref><ref>{{cite journal |last1=Vrontis |first1=Dmetris |last2=Thrassou |first2=Alkis |journal=Journal of Innovative Marketing |volume=3 |issue=4 |year=2007 |pages=7–21 |url=https://unic.academia.edu/DemetrisVrontis/Papers/359731/Adaptation_Vs._Standardization_In_International_Marketing-The_Country-of-Origin_Effect |title= Adaptation vs. Standardisation in International Marketing- The Country-of-origin Effect |issn=1814-2427 |access-date= 16 September 2011}}</ref>
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