Description

• Title:
  Transcreation of marketing texts – a new fad or a new paradigm?
• Creator:
  Błaszkowska, Hanka
• Description:
  The term ‘transcreation’ is a contamination of the words translation and creation and refers to a type of intercultural-interlingual transfer of marketing texts, their transcultural adaptation for target markets and groups representing other cultures and languages. Although transcreation is not a new phenomenon, as it has been known in the field of literary translation since at least the 1960s and has been practised in marketing translation in the language services industry for well over a decade, it is still little known. Therefore, this article aims to present the meaning and application of transcreation, highlighting it from the perspective of the translation market, by discussing different concepts of transcreation, as understood by selected language service providers, and earlier translation theories such as translation and editing within the linguistic paradigm as well as creative translation within the functional paradigm of translation studies, with which transcreation is often associated. Subsequently, the main research directions as well as the state of the current academic debate on transcreation and the future of this phenomenon are presented. To answer the title question we could state that transcreation does not seem to be merely a fleeting fad or a new label for creative translation, rather it has an ambition to become a new paradigm, which, in the age of advancing automation of translation and the degradation of the translation profession, underscores the role of the human factor and assumes an important social dimension.;
  Transkreacji towarzyszy atrybut nowości, choć w marketingu jest ona stosowana przynajmniej od lat 90. W związku z tym, że wciąż jest to koncepcja zbyt mało znana i mało zbadana, warto poświęcić jej uwagę. W artykule podjęto próbę przedstawienia znaczenia i zastosowania transkreacji, naświetlając tę koncepcję zarówno z perspektywy rynku usług tłumaczeniowych, wcześniejszych teorii tłumaczenia, jak funkcjonalne tłumaczenie kreatywne, z którym transkreacja często jest kojarzona, jak i z perspektywy aktualnej debaty naukowej.
• Object availability:
  free access
• Rights:
  Prawa autorskie (c) 2022 Hanka Błaszkowska;
  https://creativecommons.org/licenses/by-nd/4.0
• Date:
  2022.12.30
• Type:
  info:eu-repo/semantics/article;
  info:eu-repo/semantics/publishedVersion
• Language:
  Polish
• Source:
  Rocznik Przekładoznawczy; Nr 17 (2022); 39–55;
  Translation Journal; No. 17 (2022); 39–55;
  2392-1552;
  1896-4362
• Format:
  application/pdf
• Publisher:
  Uniwersytet Mikołaja Kopernika w Toruniu
• Relation: https://apcz.umk.pl/RP/article/view/43466/35356
• Subject:
  translation industry;
  marketing text;
  marketing translation;
  creative translation;
  adaptation;
  localisation;
  transcreation;
  branża tłumaczeniowa;
  tekst marketingowy;
  tłumaczenie marketingowe;
  tłumaczenie kreatywne;
  adaptacja;
  lokalizacja;
  transkreacja
• Identifier: https://apcz.umk.pl/RP/article/view/43466
• Data provider:
  Akademicka Platforma Czasopism
• Can I use it?:
  seek permission
• Type:
  text