Transcreation

This accessible textbook offers a systematic guide to developing the skills necessary for professional transcreation, adaptable for use with most language combinations. The authors showcase how the creative reinterpretation of texts to suit an intended audience is recognized as a value-added service, and how universities have recently begun including it among their specialization paths. As AI executes routine translation tasks faster and more cost-effectively, the role of translators increasingly involves post-editing and work that demands cultural sensitivity and creativity—precisely the domain of transcreation.

Divided into three Parts: Part I examines transcreation from academic, industry, and professional perspectives; Part II focuses on major practice areas including marketing, tourism, video games, cinema and television, and health-related materials and Part III explores professional pathways, research opportunities, and practical guidance on assessment and curriculum design. Each chapter includes summary boxes, tasks and activities, and recommendations for further reading. Many examples are adapted from real-life transcreation work, combining theoretical insight with practical application.

Including printable assessment criteria, marking rubrics, and student checklists adaptable for classroom use or self-assessment, this essential resource provides a comprehensive foundation for transcreation training. Designed for undergraduate and postgraduate translation programs, in-house training, and independent study, this is the must-have text for all working and studying in this growing field.