HOW TO WRITE A PROPER TRANSCREATION RATIONALE

Rationales in Transcreation are difficult. So much to say, so little space.

Here’s a fun fact: Clients don’t like reading. (Duh!)
They scan. Like everyone else.

So if your Rationale doesn’t convince them in three seconds flat, you’ve already lost them.

That’s why writing a good Rationale is an art. One that every Transcreator needs to master.

A great Rationale isn’t just a justification, it’s your superpower. It’s how you show the client you didn’t just translate a line. You thought through its purpose, tone, and impact.

 START WITH THE BACKTRANSLATION

Before you can write a Rationale, you need a clear, faithful Backtranslation. That’s your foundation. Before you can explain why your transcreation works, your client first needs to understand what it says.

Key rule: your Backtranslation is for understanding, not for selling.
It serves to make sure everyone sees the same thing before you start talking about why it’s good. It tells your client exactly what your target version communicates: the wording, the tone, the structure.

Separation of concerns is the name of the game:
Backtranslation = what it means.
Rationale = why it works (and why it would be the best choice).

THE PURPOSE OF A RATIONALE

Your Rationale has one job: help the client decide quickly and confidently.
It’s not a linguistic essay or a defense plea. It’s a decision tool written for busy marketing people who have no time to read it. It’s the translator’s elevator pitch.

That means:

  • No repetition of the Backtranslation.

  • No self-congratulating prose.

  • No talk about the source line.

  • Only what you changed, why you changed it, and how it fits.

In short: Clarity beats cleverness. Explain, don’t lecture.

If your Rationale sounds like a grammar lesson, you’ve lost your reader.
Instead, show them what you did. But never ever waste text on overlaps between source and target. Your job is to reason the adaptation, not the original

WHAT TO INCLUDE IN YOUR RATIONALE

Your mission: help the client decide, fast.

That means:

  • Keep it short

  • Get to the point

  • Write like a marketer, not a linguist

IMPORTANT: If your target says the same thing as the source using roughly the same words, a simple note like “Straightforward adaptation” is all you need.

Otherwise, here are the core elements every good Rationale should cover (and nothing more):

1. Purpose & Effect

The why. What this adaptation does emotionally or strategically, e.g., “Creates urgency while staying friendly.” Keep it to one line.

2. Explanation of Deviations

If your version differs from the source, explain why. Did you shift tone, restructure the message, or reframe a metaphor to preserve intent? Don’t keep the client guessing, spell it out clearly:
“Changed ‘take the leap’ to ‘take off’ to be more idiomatic.”
Show conscious decision-making rather than creative drift.

3. Cultural Fit

Explain if you localized or adapted concepts. “Switched ‘Black Friday’ to the more acceptable local sale term because ‘Black Friday’ still has the historically negative market crash connotation in [country]” This shows awareness without overexplaining.

4. Creative Devices

If your version uses rhythm, rhyme, or timing, flag that. “Maintains playful alliteration,” or “Optimized syllable timing for voice-over pacing.” Clients love seeing creative intent backed by reasoning.

5. Risks & Trade-offs

Show awareness of what the line gains and loses. “Stronger CTA but slightly less elegant.” It signals impact awareness.

6. Comparison to other Adaptations

When multiple versions or Alts exist, briefly summarize their strengths and differences. More on that below.

 

These six touchpoints create a clear, self-contained decision framework.
If you hit them all and can stay concise while doing so, your Rationale will be the compass the clients need.

 Oh, and if you need to quote micro-snippets anywhere, always translate them in parentheses: “’Anstoß’ (kick-off) adds energy and keeps the sports metaphor intact.”

MULTIPLE OPTIONS = MULTIPLE RATIONALES

Transcreation isn’t linear, it’s usually multi-track creative problem-solving.
Every adaptation and every Alt should have its own Rationale, highlighting its strengths, trade-offs, and fit:

Adaptation 1: Straightforward with a punchy CTA.
Adaptation 2: Playful and youthful.
Adaptation 3: Note the alliteration and the double-meaning. The ALT removes the double-meaning in favor of clarity.

You may also end with a recommendation. Clients want your expert guidance. Neutrality is overrated.

CHECKLIST FOR GREAT RATIONALES

  • ✅ Explain any deviations

  • ✅ Focus on impact and decision support

  • ✅ Give intent, emotion, and effect, not mechanics

  • ✅ Highlight cultural, tonal, or platform-specific choices

  • ✅ Keep it short and digestible

  • ✅ Write “we”, never “I” – your reviewer and your PM are part of the team

Write Rationales for a creative strategist, not for a linguist. Stay simple, confident, human.

That’s how you become a valuable Transcreation partner.

Sebastian Ewald