The term transcreation refers to a specific language service. It is used most often in the translation of marketing and advertising content, which is why the synonymous term marketing translation has become established in business circles. Through transcreation, messages are adapted to the target audience through the emotions and associations they evoke. The translator retains the purpose, style, and language of the text, but finds equivalent idioms and concepts to appropriately convey feelings and attitudes towards the product. In the process of transcreation, what is said is equally important as how it is said. The translator must have a clear idea of the desired effect and be free not only to translate, but also to make changes to make the text as tailored as possible to the particular recipient. Copywriting can be applied, in the process of which new marketing texts are created, modification of graphic materials, changes in the layout of the text and other transformations depending on the needs.