Transcreation refers to the process of taking a message that was created in one language and conveying it in another language, without the loss of salience.
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Devarajan is also an Adjunct Associate Professor at Columbia Business School where he teaches, Media Marketing and Entrepreneurship and Transmedia & Transcreation : How Technology and Globalization are Transforming Media.
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The goal of transcreation is to transfer the intent, style, vocal tone, and emotional salience of the message from the source language to that of the targeted audience.
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Hogarth's capabilities include broadcast, print and digital production, post-production, CGI and retouching, creative expansion, language services ( including transcreation ) and distribution technology
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The American market research company, Common Sense Advisory, one of the major publishers of industry references for language service providers ( LSPs ), has recently published a large selection of articles featuring transcreation.
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Transcreation expands upon translation by focusing not so much on the literal text, but on discerning the emotional response by viewers in the source language and working to elicit the same response from viewers in the target market.
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Terms with meanings similar to transcreation include creative translation, cross-market copywriting, international copy adaptation, free-style translation, marketing translation, internationalization, localization and cultural adaptation.
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A later poetic " transcreation " ( author's own description ) of the full epic into English, done by the poet P . Lal, is complete, and in 2005 began being published by Writers Workshop, Calcutta.
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To produce effective transcreation, local language copywriters need to have an extensive knowledge of their market, excellent language skills, and the ability to creatively adapt messages for their target market, all the while possessing skills in advertising copywriting.
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In 2002, he published the voluminous ( 784 pages ) " Myths and Legends of India ", a collection of 112 of his own retellings with selections from P . Lal's ongoing transcreation of the " Mahabharata ".
