Transcreation is a recent addition to the terminology of the translation industry, although the process itself is not so new. The title chosen for the German version of an English film, for example, often differs completely from a one-to-one translation, thus indicating a trancreational activity. In transcreation, the aim is to enable recipients to fully grasp what was initially intended in the source language by trying to reproduce the same emotional response in the target language.
Our customers, too, sometimes require a more creative approach to their texts. In such cases duooo delivers a translation that reproduces the original content but employs a language that is more typical of the culture and expectations of the target group.