Translation, localization or transcreation?

We always write about translation and localization in this blog, and our readers often ask about how these two concepts actually differ. The confusion often arises because these terms are frequently used interchangeably in everyday language. However, when it comes to specific orders being placed, it is crucial to understand the distinction so that the right service can be booked. To take it a step further, we also delve into the topic of transcreation, a process that involves even greater levels of creativity than localization.

Translation: content is in the foreground

The process of "normal" translation involves transferring the content of a text from one language to another while preserving the original meaning, tone, and style. This of course does not mean that the text is translated word for word – as such verbatim methods would actually result in a poor translation.

The primary focus is on maintaining the "integrity" of the source text and ensuring that the content remains unchanged. Translators adapt the text to cultural nuances for specific target markets or groups only to a limited extent, which is why pure translation is most suited for technical, legal, and scientific texts, for which accuracy is crucial.

Localization: cultural references take center stage

Localization involves more than just translating content; it is also about adapting the text to a particular culture, region, or target market. This includes taking into account cultural references, idioms, and other contextual aspects,

which means that the translated text may deviate considerably from the source text in order to cater to the preferences and tastes of the intended audiences. Localization also involves making adjustments to the following information:

• Units of measurement (metric, imperial)
• Temperatures (Celsius, Fahrenheit)
• Time specifications (12- or 24-hour format)
• Date (order and format)
• Currencies (euros, dollars, pesos)

The goal of localization is not only to convey the text in an understandable manner (such as by providing product dimensions on the website using the appropriate units of measurement) but also to avoid cultural or linguistic pitfalls. For example, advertising with allusions to Thanksgiving makes little sense in Germany, as this holiday is not celebrated there.

Furthermore, the localization of product names can be particularly important in certain cases, especially because individual words (or their pronunciation in the target language) can be associated with a wide variety of meanings and connotations. To prevent costly mistakes, it is important to thoroughly vet potential new brands and product names in all target languages.

For these reasons, marketing content, press releases, software, websites, and user manuals are frequently subjected to localization.

Transcreation: where creativity reigns supreme

Transcreation takes localization to the next level, although the boundaries between the two are fluid. In essence, transcreation involves comprehensive adaptation of advertising and marketing texts. In transcreation, similar modifications are made as in localization, but often the content is further adapted to the point where the resulting texts have little resemblance to the original source texts. The focus is on "creation," that is, the act of newly envisioning or producing the text. Transcreation centers around effectively communicating the same emotional resonance and message of the original content. Transcreation allows you the flexibility to reformulate, rewrite, and creatively tailor the content to appeal to your target audience.

The adaptation of the Thanksgiving ad from the example above could be considered a transcreation rather than a localization, depending on how these terms are defined and interpreted. As previously mentioned, the boundaries can be fluid, but we think it is contingent on the extent of customization required for the content.

If an advertising campaign has Thanksgiving as a minor element or one that is only mentioned in passing, it might be sufficient to substitute the holiday with another, such as Christmas – and in this case, the task would still be localization. In the case of an ad campaign centered around Thanksgiving, transcreation would be necessary. Depending on the extent of the changes required, transcreation is tangentially related to copywriting.

Payment aspects

The way the services are invoiced also differs. While translations are typically priced based on the number of words or lines, transcreations are in most cases invoiced on an hourly basis, a billing method that is also but less commonly used with localization.

However, it is not unusual for localizations to be invoiced based on the number of words, albeit at a significantly higher price per word compared to "normal" translations. On the other hand, transcreations can be billed based on daily rates or package prices, depending on the scope of the project.

The bottom line

In summary, when deciding between translation, localization, and transcreation, it is important to consider the intended purpose and target audience of the content. Whether your goal is to convey information, appeal to a wide range of audiences, or establish emotional connections, understanding the nuances of these approaches will enable you to effectively communicate your message across language and cultural barriers. The key is to recognize the unique strengths of each approach and choose the one that aligns most effectively with your specific communication objectives.