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What is Transcreation

Critical Perspectives on Diversity, Equity, and Inclusion in Marketing
A translation-related activity, associated with communication, that culturally adapts texts to reach populations other than the original audience, that is present in industries that require a high degree of creativity and that can contribute to internationalization processes of companies (Macario & Boyte, 2008 AU209: The in-text citation "Macario & Boyte, 2008" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Published in Chapter:
Overview of Translational Activities to Promote the Inclusion of Migrant Population in Health Communication
María Jiménez-Castro (University of Granada, Spain), Irene Rivera-Trigueros (University of Granada, Spain), and María-Dolores Olvera-Lobo (University of Granada, Spain)
DOI: 10.4018/978-1-6684-3590-8.ch002
The phenomenon of migration makes our societies more plural and diverse. However, it can also be a potential source of inequalities, namely in the field of health communication. Cultural and language barriers, amongst others, can lead to difficulties in access to health information, resulting in disparities between migrant and native populations. In this context, it is legitimate to question whether translational activities can play a key role in the inclusion of migrant people. The aim of this work is to retrieve and analyze the existing literature on this topic so as to discuss the role of translational activities, namely transcreation, in the adaptation of healthcare materials as well as to analyze the adaptational processes that can be implemented in translational activities for the inclusion of migrant people.
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More Results
Transcreation and Creativity in Higher Education: A Task-Based Learning Experience in the Undergraduate Program of Translation and Interpreting
A type of translation-related activity characterized by the intra-/interlingual adaptation or re-interpretation of a message intended to suit a target audience, while conveying the same message, style, tone, images and emotions from the source language to the target language, paying special attention to the cultural characteristics of the target audience.
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Multilingualism as International Marketing Strategy: A Linguistic Study of Product Packaging in Nigeria
Technically speaking, transcreation involves translation and (re)creation of marketing messages. The term actually refers to the process of taking concepts from a source content and adapting or recreating them for specific target language markets.
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Cultural Elements in Spanish SME Websites and Social Media: From Localization to Transcreation?
A reinterpretation of a text to adapt it to the readers of a target language taking into account conceptual, linguistic and cultural differences. This process takes into account numerous aspects that go well beyond a translation or cultural adaptation, since it also considers the expectations of the target audience or the need to maintain the company’s brand voice across markets in the case of corporate texts, among other elements.
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Websites, Social Networks, and Corporate Translation: An Overview of Southern Spanish Companies in the Dentistry Sector
It is a term widely used in marketing and advertising to refer to the process of re-adaptation of a given message from one language to another with the aim to generate the same emotions in the source and target language by maintaining the intention, style, tone and context.
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