The word "transcreation" is a portmanteau of translation and creation, and it describes a particular kind of translation practice. Advertising texts that are intended to convey certain messages and emotions must not simply be translated into another language. Rather, they also need to fit into the cultural context of the target group or the target country. In doing so, translators can ensure that texts take account of the sensitivities, expectations, and needs of the target group. Translators must be particularly careful when translating puns and proverbs, since these kinds of expressions are full of subtle nuances.
In medicine and pharmacy, for example, transcreation is applicable for slogans and product claims. The importance of the transcreation approach is also apparent when translating copy for websites, when translators must be aware of the specific terms that various target groups use to search online. Therefore, international medical SEO is also an important part of transcreation. Translators must also be aware of the legal regulations governing medical advertising that can vary from country to country, since these can differ significantly depending on jurisdiction.
However, this translation approach is not suitable for all texts, including those that must receive approval in accordance with regulatory requirements, such as documents for medicinal product authorization, package leaflets, or medical technology usage instructions.