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In 2005, I wrote transcreation is gaining momentum.
I predicted that we’d see a lot more use of this word in the years ahead. Why? Because “translation sounds like a commodity; transcreation sounds like a service.”
So here we are in 2013 and a Google search on Transcreation brings up 392,000 results.
Translators often cringe when hearing this word. And I have often felt the urge to do the same because, frankly, good translators and translation agencies have been providing this service all along.
The idea that literal, word-for-word translation is the only service provided by translators is simply wrong, and to some extent propagated by a translation industry built upon stressing quality (as in literal translation) over more marketing-oriented translation.
So now we have a number of marketing firms and advertising agencies who use this term quite liberally to promote their unique brand of translation services. Here is a screen grab from the website of Hogarth:
By the way, Hogarth is looking to hire a Transcreation Account Manager to “manage the transcreation and production of advertising for major global brands.” Here is the link.
Transcreation is here to stay.