Transcreation is the process of adapting a text that has been translated from one language to another, while retaining its context, style, intent and tone. It involves taking the translated text and recreating that text so it has the same impact on emotion and interpretation in the target language and culture.

Transcreation is widely used in media such as websites, email campaigns, marketing brochures, adverts, posters and flyers. The objective is to get the same emotional reaction to your media message from readers in another language.

For a media text a translation isn’t always good enough. With translation, you’re only concerned about a correct or truthful adaptation of your text. You’re essentially saying the same thing in a new language. A marketing message can seldom be translated word for work since the message is rarely conveyed through words alone. Transcreation expands upon translation by concentrating on taking a concept in one language and recreating it in another language.

Transcreation requires sensitivity for the language and the product. The process demands excellent native linguistic skills and a first-rate understanding of the target market cultures. At Anglo House we can offer outstanding transcreation skills, transforming your translated text into real English for your target market.