What does "transcreation" refer to in localization?

Transcreation refers to the process of creatively adapting content to ensure that its original intent, style, tone, and context are preserved while it is transformed into a different language. This goes beyond direct translation, which may not capture the nuances or cultural connotations present in the source material. In transcreation, the creator must consider the target audience's cultural context and emotional response, making this approach vital for marketing materials, advertising, and other content where maintaining the original message's impact is crucial.

Options that suggest redefining content into entirely new subjects or translating technical documents fail to encompass the essence of transcreation, which centers on preserving the relationship between meaning and expression across languages. Focusing only on video content also overlooks the broader application of transcreation across various types of media and formats, emphasizing that its principles can be adapted to any localized content effort.