Language has so many subtle nuances that we don't always consciously recognise but perceive nevertheless. It is these nuances that can be lost during translating from one language to another.
With factual content this doesn't really matter. It doesn't even matter with technical content. A user manual can easily be translated from one language to another by doing a literal translation of the words.
One area where the loss of subtle meaning and nuances does matter is marketing and advertising content. Creative content cannot be translated too literally as it can lose its original tone and meaning. Also, an idea can be communicated best in different ways in different languages.
Transcreation, creative translation is all about creating content that is relevant in a particular language. As opposed to translation, transcreation is about creating a new copy that local audiences can relate to. After all, that is the entire point of marketing and advertising.
In this age of global business, transcreation has been gaining importance as a relevant and important field. Most businesses that operate in multilingual markets seek the services of transcreation agencies to make their advertising content more effective.
