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Transcreation is the process of recreating content for a new target audience, changing elements of the content such that the overall emotional impact remains the same. Transcreation is much more than translation as it takes the original message and conveys it in another language, making sure that the text in the target language keeps the original style, vocal tone, intent, and emotional salience.
It is the process that re-evaluates the marketing material produced for a local market and re-configures it in order to appeal to an audience with a very different culture. The process of Transcreation involves
- Understanding the target market
- Carefully tailoring the message using suitable language, style imagery and tone
- The words, the tone, and the visuals might be very different from the source content, completely depending on the target audience and what message resonates with it.
