Transcreation: Translation as a Creative Reformulation Process

Translation involves more than converting words from Source language to Target Language. It's a complex process of communicating meaning, tone, and intent across linguistic and cultural barriers. To successfully mediate the communication, translators need to understand cultural context and accurately reformulate the whole meaning into Target Language which involve creative intervention. This study explores prime examples of Transcreation in literary and marketing texts and studies how transcreation is carried out. Transcreation is creative reexpression process to effectively deliver message, emotion and tone embodied in Source texts.