There is an important, and often overlooked distinction between mere translation and the more in depth task of transcreation. The distinction is important for several reasons, none of which is more important than enabling a message from a company or business, to stay intact when translated from one language to another.
Transcreation is the act of translating while also maintaining the message of what is being said. There are often several nuances, idioms, and ideas that when translated between languages, lose their impact or message. Furthermore, there are several phrases or words that may be entirely acceptable in one language but are actually disrespectful or offensive in another language. Accurate transcreation can maintain that a message is kept in tact and devoid of any disrespectful, unfortunate, or offensive connotations.
Transcreation can often prove to be very sensitive work, as the act involves taking one concept in a given language and completely remanufacturing that message into another language.
TransCreation invovles understanding the two given languages in a very in-depth, intimate, and comprehensive way. The act of transcreation must be taught with this mentality in mind. Transcreation requires a great deal of sensitivity toward other languages, which is virtually impossible without a certain level of fluency of that language.
When teaching transcreation, it must be decided that the person performing the transcreation understands the language and culture for which the message is being translated. Unlike simple translation, transcreation must be performed with a comprehensive understanding and sensitivity of the language.
When performed and taught correctly, transcreation can help to expand a business, attract and maintain a loyal customer base, and sell goods and services. If the transcreation is not done properly, potential customers may be offended or disresepcted by the message. These customers are less than likely to return to purchase other goods. The ultimate goal of transcreation is not simply to translate words from one language to another but rather to keep the feel of the message intact and to get the same reaction in each of the languages. This is something that mere translation can not accomplish and something for which an accurate transcreation is necessary.
