Transcreation faux-pas

August 27, 2015 at 10:45 am

Whilst translation dates back to around the 1st century BC, with adaptations of ancient texts diffusing knowledge amongst the powers of the Roman and Greek empires, transcreation is a relatively new concept. Transcreation goes one step further than standard text translation in that it looks at the whole message that needs conveying in another culture, and considers everything that will impact the target audience’s understanding of it. This could mean that cultural references may need adjusting, e.g. a UK marketing text that describes something as being ‘bigger than Big Ben’ could be changed to refer to the Eiffel Tower when… Continue reading →