Slogans, advertisements, film titles, product names… Very often, these few short words can be the most complicated to translate. Marketing materials, which often use word play, idioms or country-specific cultural concepts, often pose a real conundrum for translations.
What is the difference between translation and transcreation?
Over and above translating words and meaning, transcreation involves adapting content for a different culture. The need for transcreation arises most often in the fields of communication, marketing and advertising. Transcreators adapt the message of the source text so that it corresponds to the cultural frame of reference of the target country. The same product is not marketed in the same way in the United States, China and Saudi Arabia, for instance.