Process of creatively adapting a message from one language to another
Transcreation is a term coined from the words "translation" and "creation", and a concept used in the field of translation studies to describe the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language. It is related to the concept of localization, which similarly involves comprehensively adapting a translated text for the target audience.[1] Transcreation highlights the translator's creative role.[2] Unlike many other forms of translation, transcreation also often involves adapting not only words, but video and images to the target audience.[3]
Transcreation theory was first developed in the field of literary translation, and began to be adapted for use global marketing and advertising in the early 21st century.[1] The transcreation approach is also heavily used today in the translation of video games[4] and mobile apps.[5]
The concept of transcreation emphasizes the translator's independent creative role.[2] In the context of marketing, the professional translators engaging in transcreation are often referred to as "copywriters" or "copyeditors", or alternatively as "transcreators".[6]
Transcreation is a term coined from the words "translation" and "creation", and a concept used in the field of translation studies to describe the process...
main themes of the Mahābhārata into English verse. A later poetic "transcreation" (author's description) of the full epic into English, done by the poet...
1984. pp. 120–1. ISBN 0-226-61855-2. Srinivasan, Vasanthi (2003). "Transcreation of the Bhagavad Gita, and: Instant Nirvana: Americanization of Mysticism...
Theosophical rendering The Song of the Divine, Madras, 1962; Monica Varma's transcreation The Gita Govinda of Jayadeva published by Writer's Workshop, Calcutta...
American and British English differences Spanish dialects and varieties Transcreation Variety (linguistics) Indigenisation "What is Globalization?". LISA...
CGI and retouching, creative expansion, language services (including transcreation) and distribution technology Number of employees 7,500 (January 2024)...
poet of exceptional repute 'Meghdoot: The Emissary of Sunderance' – a transcreation of Sanskrit classic of Kalidasa written in the 4th or 5th century AD...
The Bhagavat of Sankardev is the Assamese adaptation of the Bhagavata Purana made by Srimanta Sankardev in 15th-16th century in the regions that form present-day...
Ramayana or Dandi Ramayana. More than a translation, the work is a transcreation, as it deviates in many ways from the original. In some parts he goes...
Kandali's Saptakanda Ramayana) His translation of the Bhagavata is a transcreation, because he translates not just the words but the idiom and the physiognomy...
of 112 of his own retellings with selections from P. Lal's ongoing transcreation of the Mahabharata. Along with the major Hindu myths, he has included...
University of Calcutta Period 1953–1993 Genre Indian classics Notable works Transcreation of Mahabharata, Upanishads in English Notable awards Padma Shri, Honorary...
recreation, or, to put it in the words of Mangiron & O'Hagan (2006), a "transcreation", where translators will be expected to produce a text with the right...
18 November 2017. Pattu M. Bhoopathi (2019). Thus Blossoms Love: A transcreation of Kamattupal in modern verse. Chennai: Sandhya Publications. ISBN 978-93-87499-85-0...
ISBN 978-81-926917-5-6. Pattu M. Bhoopathi (2019). Thus Blossoms Love: A transcreation of Kamattupal in modern verse. Chennai: Sandhya Publications. ISBN 978-93-87499-85-0...
Retrieved 13 February 2023. Anna Bijoy (11 June 2019). "For the love of transcreation". The New Indian Express. Archived from the original on 12 June 2019...
these 103 poems into English. Consequently, in many cases these are transcreations rather than translation; however, literary biographer Edward Thomson...
necessité (Creation, luck and necessity), Tunis, 2003. Arts and transcréation (Arts et transcréation), Wassiti, Tunis, 2001. Critique et création (Criticism and...
Mahapurush Sankardev and Madhavdev, beside having translated Gunamala, a transcreation of Bhagavata Purana in Assamese language by Mahapurush Sankardev into...
Global Information