We’ve heard a great deal about this: metaplasia, cross-culturalism, transcreation or creative translation, though it is set on NOT being faithful. Transcreation or cross-cultural translation is an adaptation and freer rendering of a text into a foreign-language readership. The translator interprets the original content in such a way that quite often a completely new text results in the foreign language.
The degree of intervention into the text during the translation process will depend on the profile of the foreign language readership. If our readership ‘senses’ a relatively faithful translation without many new ideas or adaptations, then the ‘tinkering’ is minor. If though this is not the case?
If the attempt is to succeed, it is vital that the translator has, apart from fine writing skills, a very good understanding of the cultural differences between the two countries. That’s why we select professionals with their mother tongue as the target language while they live in the country of the source language or they may live in their home country but have resided in the country where the original contents were written.
Do I need transcreation? If ‘yes’, in what circumstances?
- When the texts contain high-intensity marketing which are accompanied by advertising campaigns in foreign markets (website localisation, ad copies, email marketing)
- When the readership being addressed has a totally different mentality, religious outlook, daily routines, etc. (Global localisation)
- When the same product or service changes depending on the different audience it seeks to approach.
- When the business goals in the source country are utterly different vis-à-vis the goals in a foreign market (e.g. A product in one country may be considered cheap and affordable in one country while in another it's a luxury).
- When there is a translation of texts with social contents (the same social norms may not necessarily apply in both countries).
- When the text in the foreign language must be of a certain size to fit in the given dimensions (apps or software, flyers, websites).
