English ⇄ Russian

transcreation n stresses
gen.	творческая адаптация (спасибо wordhord 4uzhoj); трансформирующий перевод (Transcreation is a term used chiefly by advertising and marketing professionals to refer to the process of adapting a message from one language to another, while maintaining its intent, style, tone and context. A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language. Increasingly, transcreation is used in global marketing and advertising campaigns as advertisers seek to transcend the boundaries of culture and language. It also takes account of images which are used within a creative message, ensuring that they are suitable for the target local market. Terms with meanings similar to transcreation include ‘creative translation', ‘cross-market copywriting', ‘international copy adaptation', ‘free-style translation‘, ‘marketing translation', ‘internationalization', ‘localization' and ‘cultural adaptation'. For each of these words and phrases, the thrust is similar: taking the essence of a message and re-creating it in another language or dialect. WK Alexander Demidov)
ling.	прагматическая адаптация (текста перевода translator911); творческий перевод (Transcreation stands for translation + creation. When translating marketing communication content, translation alone is often not enough to meet the quality of requirement of localized materials. Translated texts must be rewritten or modified to meet the target language and culture requirements of different international markets. However, transcreated content is generally not suitable for TM (translation memory) leverage as the repurposed segments may not be 100% accurate without context. Сашура); транскреация (творческая / лингвистическая / прагматическая адаптация текста, транскриейшн; creative translation, marketing translation, free-style translation Artjaazz)