Transcreation: What it is, What it Means for Your Business Translation
“Translation is not a matter of words only; it is a matter of making intelligible a whole culture.” This quote, from Anthony Burgess, expresses the intention behind a specific form of business translation service: transcreation. The word transcreation is a portmanteau that melds together two smaller words: translation and creation. Sometimes translators will be asked to adapt, rather than transcreate, a document. Regardless of which of these synonyms is used, much more than just a word-for-word translation is required. Business translation services that offer transcreation must add creativity and an appreciation for nuance to the already challenging job of translation.