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The term transcreation is a mix of ‘translation’ and ‘creation’ and was coined to describe the translation of creative content (such as an advertisement). This service is positioned between translation and copywriting and aims to create a text that produces the same effect as the original in the target audience or market. To this end, the tone, purpose, and style of the original content should be identified and translated, or better yet, ‘recreated’ in the target text. Transcreation entails collaborating with the client’s marketing and communication team, who usually provide a so-called brief: this document offers an overview of the critical aspects of the project to enable the translator/transcreator to best convey them in the target text.
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