What is Transcreation?
Transcreation is the process of translating the intent of a given text, documents, taglines, slogans, etc from one language into another by allowing the translator to choose the style with which they feel best conveys the intent behind the source text. Example: Marketing taglines.
Ad Astra is pretty good at figuring out if you need transcreation services, even if you’re not sure about it. So it’s not necessarily something you need to worry about.
Once our professional in-house translators are faced with puns, play on words, foreign names or those quirky jokes that are culturally or linguistically sensitive, we know.
And what happens then is a different approach to performing your professional translation services. We then translate the intent or notion of the original source text instead of “sticking” to exactly what is authored in the provided source material. Don’t worry though, we’re pros, the important details will of course be communicated effectively.
If you’re using expressions in a creative piece like “Giving someone the cold shoulder” or “Going on a wild goose chase”, we’ll likely have to use an expression in the target language that conveys a similar idea or cultural idiom behind the author’s intent. Otherwise, we may be inadvertently send prospects considering the purchase of a GPS app on a literal goose chase… Yeah. Transcreation is cool bananas.