Transcreation is a creative form of translation often used in advertising and marketing, when a brand needs to translate a brand name, slogan, or tag line.
Most of the time these types of phrases cannot be directly translated.
A new idea is created in the target language to have the same effect on the target reader as the original idea had on the source language reader.
It is the effect on the reader (producing an emotional response from the reader) that is being translated rather than the words.
