What is the difference between translation and transcreation

In the translation industry, there is a consensus that translators should only work in their mother tongue, no matter how fluent they might be in any other language, thus ensuring the linguistic nuances in their native language are kept. Many linguists have different qualifications, whether it is engineering, legal fields, economic or marketing and so on. This allows them to be good translators, since it helps them fully understand the texts even in highly specialized domains. Some translators can be more creative in their way of thinking and writing, which allows them to approach more projects in domains like marketing, media and advertising. For some certain texts, something more than translation is necessary – transcreation. This is all about taking one concept presented in a language and completely adapting it and recreating it in accordance with the nuances and cultural ideas that need to be found in the target language.

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