What is transcreation and how is it different from translation and localization? - Support

What is transcreation and how is it different from translation and localisation?

Translation is the conversion of information or a message from a source language to a target language. Localisation is the process of making a message locally adaptable. It requires a thorough study of the targeted culture.

Transcreation, on the other hand, is the process of translating a message from a source language to a target language where the context is intact but is made culturally adaptable without changing the tone, style, and intent. It is basically a creative adaptation of a message to make it more emotionally receptive to people. Transcreation is mainly used in advertising and marketing across nations. Transcreation involves translation, localisation, and recreation of a message from a source language to a target language.