Transcreation Projects

Transcreation, as an industry-driven practice and a rapidly expanding field for translation professionals, has yet to generate suffcient theorizing or empiracal research in Translation Studies. A combination of concepts appears to have converged to offer a description of the work of transcreators, which involves a mixture of textual and audiovisual elements. In particular, this work emphasizes a high degree of cross-cultural translation skills and sensitivity toward the emotional as well as the linguistic resonance of the translated message among the local population. Although often associated with global marketing and advertising on the one hand and, on the other hand, video game and anime localization strategies, transcreation has also been employed to recreate health-related brochures or public service media for specific local or global populations.