Transcreation

Born from the fusion of two English terms, “translation” and “creation”, the term “transcreation”, in Italian “creative translation”, identifies the process of localized rewriting or adaptation of a message to the target language-culture while fully respecting the purpose, style, tone and context of the original message.

A message is deemed to be well “rewritten” when it manages to convey to the user the same emotions as the original message while keeping its stylistic requirements and content unchanged.

As a mode of translation, “creative translation” is very similar to localization, which similarly involves the ability to implement terminological and lexical choices that are appropriate to the cultural, communication and social specificities of the target language-culture.

The “creative translation”, which conceptually originates in the field of literary translation, is currently employed in the sectors of global marketing and advertising. It is also extensively used in the adaptation of texts for video games and mobile applications.