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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, [https://www.tomedes.com/translator-hub/what-is-transcreation 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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