“Transcreation services are the services provided by professional language translators during translation to ensure that the original content and meaning of the message in the source document is not lost during translation”
Good old word to word translation
Word to word translation has been accepted by certain quarters of society and not others. Most legal institutions are among the proponents of word to word translation. Word to word translation ensures that the source document has been translated in a manner that is anything but spurious. In other words, the document represents what it actually purports to present, only in a different language. Unfortunately, people familiar with the limitations of word to word translation completely shun it. Instead, they opt to be provided with transcreation services as opposed to the traditional services.
The new kid on the block: transcreation services
Transcreation services are the services provided by professional language translators during translation to ensure that the original content and meaning of the message in the source document is not lost during translation. Word to word translation tends to ignore the unique cultural disparities, different people attitudes and the ambiguity inherent in words. In addition to these, word to word translation does not also recognize that certain words to not exist in certain languages. In this case, substitute words often come in handy. Unfortunately, distortion of the original message becomes unavoidable. Transcreation services seek to eliminate all these limitations of word to word translation.
As opposed to the traditional translation services where a translator could be a foreigner, translators providing transcreation services have to be natives. The rationale behind this is that a native speaker of a language is more attuned to the cultural context of the language, tone of the message and the underlying attitudes of the speakers of the language. That is why most providers of professional transcreation services have a number of native translators on their payroll.
Advantages of transcreation services
There are various advantages of transcreation services as opposed to the traditional translation services. The integrity of the message in the source document will be maintained. This message that was intended will actually be maintained in the translated document. This will reduce the associated costs to be incurred and time to be spent in trying to seek and relay clarity. This will also translate to better return on investment. This is especially true for multinational companies which run similar advertising across several countries. Advertising costs are usually very significant especially for these corporations. These costs will be deemed wasted if the advertising is not effective. Advertising taken through professional transcreation services will surely translate to more sales.
Transcreation services trigger the desired response from the target recipients of the translated language. Organizations that rigidly use word to word translation offer receive rude shocks when the people who receive the message relayed react in completely unexpected ways. Transcreation services also encourage creative thinking. Transcreation services are sometimes referred to creative translation services. This is because they entail making people find new and better ways of expressing a particular message intended for a particular language without using the exact words of the source document.
Final word on transcreation services
Transcreation services are clearly here to stay. They are hugely popular by the marketers of organizations which operate in regions with people who speak in different languages. The demand for transcreation services will remain on the increase.