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Transcreation

Transcreation – adapting a text (most often a marketing or advertising message) so that it can function naturally in the target language and retain the function of the original text, but within a new linguistic and cultural environment. From this follows that transcreation is by no means to be identified with translation. In fact, it can mean writing the text anew, taking into consideration the specifics of the target language and culture. This is why it is sometimes perceived as lying in between translation and copywriting.

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