Transcreation
Transcreation means translating promotional or creative texts, e.g. headlines, slogans, puns or brand promises.
It is a creative process to be distinguished from traditional translation work as it requires a higher level of abstraction from the source language.
Word by word translations rarely work here. A new concept needs to be found.
Good examples are comics, advertisements, campaign headlines or texts based on puns.
It is vital to take the time to identify the core meaning of the message and make it accessible to the reader. Also, the target groups' expectations and needs have to be known.
That is why a detailed briefing prior to starting the transcreational work is essential.