#Transcreation is a type of service falling under the great umbrella of #translation and #languageservices.

It's not a strategy or technique, and doesn't mean translating "freely" or "creatively" or "not literally". Translation is an inherently creative process. And creativity permeates all translation types and services.

If in doubt when using the term, add "services" after every mention of transcreation, even mentally. If "transcreation services" doesn't fit in the discussion, try another term for the translation technique (micro-level, such as adaptation, explicitation, semantic, communicative, idiomatic etc) or strategy (broader approach, such as target-oriented, source-oriented etc) you want to refer to. Newmark, Vinay & Dalbernet and other scholars have useful categorizations.

Btw, if you check Reiss & Vermeer's Skopos theory (despite the not very sexy Greek name) their definition of translation is exactly what many people today call transcreation.

#TranslationStudies in action!

PS: Post inspired by a discussion with Harri King-Salter