Translation vs. Transcreation

Translation vs. Transcreation

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Translation involves rendering one language to another. Sounds simple enough. However, without proper attention to context and culture, intended meaning can be lost in the translated text. Phrases in one language should not be expected to directly translate word for word into another language. Poetry, for example, doesn’t directly translate because it’s filled with feeling and personal interpretation. For brands, slogans and taglines often include regional slang and colloquial words that require an approach beyond translating methods alone.

That’s where transcreation comes in.

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