Translation And Transcreation: How They Differ From Each Other?
Are you looking to get a piece of content converted into another language? If yes, do you know whether you need translation service or transcreation service? You may have heard people using these terms interchangeably, but in reality, translation and transcreation aren’t the same thing. Of course, they are closely linked and commonly offered by language service providers but you cannot consider them as identical processes. Why? Take a look at the following differences between translation and transcreation and you’ll get the answer for yourself.
Key differences between translation and transcreation
Nature of work
Translation is all about conveying the meaning of a piece of text from one language to another while considering idioms, references, specific cultural quirks, etc.
But transcreation isn’t limited to communicating the same thing in another language, it involves more artistic expertise. It means, if you transcreate, you’ll be translating materials more creatively. In short, you’ll recreate the content from one culture to another.
Another important thing is that a translation has to be faithful to its original source but in transcreation, it isn’t that much important. The person doing transcreation may need to modify the context of the original message if it’s needed to provoke the same emotion in the target language.
As the scope of transcreation is broader than translation, the skills required to become a transcreation specialist are different than the ones you’d need to become a translator. The people who offer transcreation services need to be a perfect mix of a copywriting and translator. Usually, they come with an additional mastery over the words which isn’t commonly found in typical translators. This added expertise typically helps them to deliver the intended message in a more impactful way than a straightforward translation.
Translation is about making sure that the translated message suits the target audience perfectly so that they can clearly understand what the message is trying to communicate. In transcreation, the goal is to make the message speak naturally to the target audience, provoking the same reactions and emotions as the original message. In simple words, transcreation helps to create a completely new message that’s localized.
As long as the text you want to be converted into another language is an informative one, translation is the best fit. But if it is a marketing text and typically requires the target audience to take an action, you should opt for transcreation.
Since completing a transcreation job needs more time and effort than what’s needed to complete a translation job, the former is typically more expensive. Transcreators usually need to spend hours researching the industry of the company for which they are doing the job and the target market before they start the actual work. This initial phase often involves creative briefs from their clients. On the other hand, translators can begin the work right away as soon as they receive the source materials from their client.
It’s important to understand that both translation and transcreation are creative processes with a varying degree of the required creativity. Apart from the differences we mentioned above, there’s another factor that you should note. Transcreators can pick, choose, and alter the parts of the source material depending on the suitability of the new culture, without requiring permission each time. But for translators, this is usually beyond their scope of work.
At Bare Bones Translations, we’ve got a robust pool of professional, experienced language experts who are skilled enough to do both translation and transcreation. So, no matter if you are looking for a translation service or transcreation service, you can contact us with your requirement via phone: 512.571.2296 or email: firstname.lastname@example.org and we’ll be happy to help.