Transcreation is the process of re-creating the intention, style, tone, and context of a message, from one language to another. A successfully transcreated message evokes the same emotions and fulfills the same intentions in the target language, as it was originally created to deliver in the source language. Transcreation highlights the creativity required to successfully re-create the source language message. Unlike other forms of translation, transcreation not only includes adapting words, but also video and images, in order to actively engage the target audience.

 

Globalisation is the driving force of market growth worldwide. Effective communication requires engaging the hearts and minds of the target audience. Thus, the ability to transcend language and cultural boundaries is paramount to achieving an effective global expansion strategy. In addition to accuracy of translation, other important factors include cultural sensitivity,, societal values and norms, dialects, idiomatic expressions, humour and context. Any perceived lack of respect for heritage, local values, beliefs and cultures may have a negative impact on how consumers perceive the brand, its products and services.