Transcreation: translating between the lines
Puns, humour, sayings, atmosphere, emotions... all of these elements enrich a text and make it more interesting to read. If you want these elements to be reflected in a translation, transcreation is what you need. That means that rather than translating literally what you have written, the translator will recreate the message, rewording it in the target language.
To be honest, Blue Lines translations are always transcreations. After all, literal translations of marketing texts would be pretty pointless. The meanings you read between the lines need to be conveyed as well. This kind of translation is sometimes also called a ‘free’ translation. Of course, this doesn’t mean that the translator is free to change the message, but the idea is to let go of the words in the source document so that readers don’t feel as though they are reading a translation. If the translator has done a good job, this results in a translation that evokes the same atmosphere and emotions as the source text. And that is the ultimate reason why we select all of our translators for their fluent style. You need to be pretty creative to translate a commercial text.