如何理解 Transcreation？翻译+再创作，远不止翻译那么简单
Transcreation 最早起源于文学翻译领域。20 世纪中期，印度和巴西的译者提出了这一概念。
21 世纪初，这一概念或理论开始适用于全球营销和广告行业。在中国，广告专业期刊《现代广告》杂志在 2010 年的一篇文章中首次讨论了这个词。
从事 transcreation 这类工作的人，通常被称为 copywriter 或 copyeditor 或 transcreator。
🤔那么，到底什么是 transcreation 呢？
先来看看 Wikipedia、行业调查机构，以及语言服务供应商们是怎样描述 transcreation 的。可以重点关注下这么几个关键词：creative、new、culture、audience。
Wikipedia 对 transcreation 一词的定义为：
美国著名调查机构 Common Sense Advisory (CSA Research) 的 Senior Analyst Arle Lommel 将 transcreation 描述为：
the creation of content in the target language that is inspired by the source, but highly adapted for the language andculture where it will be used.
英国语言服务供应商 London Translations 提供了多项服务。其中一项叫 Multilingual Marketing Services，包含 multilingual copywriting、technical writing、transcreation、multilingual SEO research 等等。该机构对 transcreation 的解释如下：
Transcreation means 'translating' and 'recreating' an original text in a new language, whilst making sure it is still appropriate in its intended context. Clients looking for transcreation work will need to give their translation agency the freedom not only to translate a document, but also to make significant changes to it in the process.
A specialist form of translation, transcreation is as much about capturing the feeling of a source text as it is about linguistic precision, making it ideal for advertising and marketing for international audiences.
总部位于美国的全球语言服务供应商 Lionbridge 这样描述 transcreation：
Transcreation is the process of adapting a message from one language into another and making it culturally relevant, resonant and appropriate. A successful transcreation will copy the intent, style and tone of the original piece, creating the same emotional reaction for a new audience.
This focus on message means that transcreations can depart significantly from the original content, even to the point of creating something completely new. ... Transcreation is not just switching languages, it's about the transfer of a concept. This means we need to approach it like a new piece of content created uniquely for the target market.
https://www.lionbridge.com/blog/translation-localization/translation-localization-transcreation-what-you-need-and-when/
Transcreation 跟技术写作也有关系吗？是的。
在《英语技术写作精要》一书的 Preface 中，有这样一段描述：
Technical Writers are "translators" who translate specialized technical information for their target users in a manner that meets their expectations and at their level. The concept of "trans-creation" has been adopted by translators and the trans-creation approach has become a common practice in technical translation.
在广告行业中，很多时候，在一种文化里很巧妙的广告词，到另一种文化中可能就难以被受众理解，无法建立情感连接或引发共鸣。
在全球营销活动中，为了在目标文化中收获良好的效果，往往需要 transcreation。例如，Coca-Cola 有很多个为不同国家或地区、不同文化而 transcreate 的官方网站。
总入口：https://www.coca-cola.com/
关于内容营销，Frank Hartkopf 在担任 Axonn Media（英国领先的内容营销机构之一）的 Head of European Content 时，曾接受过一个采访。他在采访中谈到：
... you can't simply translate cultural concepts and engagement happens best within a culture. So if you want to do content marketing right, which is providing useful content to your audience, then you really almost need to create everything from scratch again.
So that's why we localize our content marketing strategy. We make sure we have the same core messages across all markets but then pretty much we work with local experts, with journalists, with writers who know their culture best, and create content from scratch. So we always say, "Don't translate, transcreate!", as what advertisers used to do for decades and now content marketing does the same.
在我的工作经历中，接触过一些不同类型的内容营销材料，其中比较多的两类是 Blog 和 Case Studies。
在内容产出的过程中，有时是先有中文版，后出英文版，有时则是先出英文版。以先有中文版为例，出英文版的过程就是一个 transcreation 的过程。
为什么不能直译了事呢？
因为受众不同，英语受众的阅读习惯与文化背景与中文受众不同，在转化为英文版时，往往需要更加注重或重新审视文章的逻辑、总体布局、文化相关词的使用等。此外，还要结合 SEO 策略，在内容上做一些布局和优化。
有时需要在中文版的基础上进行删减，减轻阅读压力；有时则需要补充与话题相关的必要内容，让逻辑更合理内容更详实。
有时，会将几篇相同或类似话题的中文文章进行重新整合，提炼精华内容，打造成一篇新的英文文章。