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    What Is Transcreation

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    Delfina Morganti
    Transcreation is a translation process used in marketing and advertising to adapt a message from one language to another while maintaining its intent, style, tone, context, and emotions. It goes beyond regular translation by rewriting the original content in another language to elicit the same reaction in each language and allow for global consumption of delicate marketing concepts.

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    What Is Transcreation

    Uploaded by

    Delfina Morganti
    143 views2 pages
    Transcreation is a translation process used in marketing and advertising to adapt a message from one language to another while maintaining its intent, style, tone, context, and emotions. It goes beyond regular translation by rewriting the original content in another language to elicit the same reaction in each language and allow for global consumption of delicate marketing concepts.

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    Hoja de datos sobre “Transcreation” o Traducción creativa. Data sheet on Transcreation.

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    What is Transcreation

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    Transcreation is a translation process used in marketing and advertising to adapt a message from one language to another while maintaining its intent, style, tone, context, and emotions. It goes beyond regular translation by rewriting the original content in another language to elicit the same reaction in each language and allow for global consumption of delicate marketing concepts.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    143 views2 pages

    What Is Transcreation

    Uploaded by

    Delfina Morganti
    Transcreation is a translation process used in marketing and advertising to adapt a message from one language to another while maintaining its intent, style, tone, context, and emotions. It goes beyond regular translation by rewriting the original content in another language to elicit the same reaction in each language and allow for global consumption of delicate marketing concepts.

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    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
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    What is TRANSCREATION?

    It seems that while the very low cost per word of MT translation is fuelling
    a mass-market uptake of translation, we are also seeing increasing
    demand for VALUE-ADDED translation services like transcreation []
    Translation taken a STEP FURTHER.
    Transcreation is a term used chiefly by advertising and marketing
    professionals to refer to 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 emotions and
    carries the same implications in the target language as it does in the
    source language [] without the loss of SALIENCE.
    The original content in the source language is used as a FOUNDATION
    for the transcreated version in another language. Transcreation is similar
    to asking someone to REWRITE something you have written but in
    their own words.
    The aim of the game with transcreation is to GET THE SAME
    REACTION in each language, something that translation in itself wont
    be able to achieve.
    As a rule, transcreation should be applied when the success of a piece of
    content relies on an essential voice and style that must be maintained in
    another language or culture. Use transcreation when you have
    developed a DELICATE MARKETING concept and need it adapted for
    GLOBAL CONSUMPTION.
    What FIELDS does this concept relate to? Marketing, Advertising,
    Consumer trends.

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