According to Wikipedia, the term transcreation is a combination of the words ‘translation’ and ‘creation’ and refers to the transfer of a message from one language into another while preserving the purpose, style, tone, and context. The translator’s creativity is absolutely decisive in crafting a transcreated text that triggers the same emotions and expectations as the original.
The result of a transcreation
is not ‘just’ a translation,
but a brand new, unique ‘pepped-up’ text
In general, transcreation is used in all sorts of texts that affect or improve the image of a product or brand. Transcreation is a powerful asset for tourism agencies, marketing and advertising companies, web designers, and PR managers.