The translation of texts intended for advertising should always be hired under the nomenclature of transcreation. It is more accurate and brings a better definition of the parameters for the activity and the resulting improvement in the results.
Does transcreation characterize a new type of translation?
As occurs in the services of translation into a foreign language, interpretation, subtitling and so many others offered by the multilingual services industry, the nomenclature and definitions that follow are key to distinguish the whole context of expectations, targeting, execution, specialization, assessment of the quality, hiring and cost standards.
Transcreation is a task that grants the translator greater freedom in transmitting the concepts perceived in the original text, prioritizing the transfer of meaning. Beyond translating, the task requires adaptation of the texts into a style that aims to entice the target public, taking their habits, customs and cultural traits into account.