Description

• Title:
  La transcreazione di pubblicità per il marketing internazionale come un modo di rivivere il testo originale
• Creator:
  Księcikowska, Magdalena
• Contributor:
  Lipińska, Magdalena;
  Szeflińska-Baran, Magdalena;
  Uniwersytet Rzeszowski, Kolegium Nauk Humanistycznych, Instytut Neofilologii, al. mjr. W. Kopisto 2 B, 35-315 Rzeszów.;
  Magdalena Księcikowska is a graduate of Italian Philology at the Jagiellonian University in Cracow, Law at the University of Law and Public Administration in Rzeszów and a PhD student in Linguistics at the University of Rzeszów. Her scientific interests include marketing and legal translations.;
  magdalena.ksiecikowska@gmail.com
• Description:
  The article discusses the phenomenon of transcreation, a translation method used in the advertising industry as one of the stages in the development of an internatio¬nal advertising campaign. Transcreation is halfway between translation and the creation process from scratch, so it seems like a perfect solution to revive the original message in one new version. It is based on the adaptation of the original intent of the advertisement in order to obtain an equivalent reaction from the relevant public, taking into account the socio-cultural differences and nuances, linguistic peculiarities and habits of consumption of the target market. It stays true to the meaning of the original text, always trying to find creative ways to produce an authentic and compelling message to recipients that represent a different culture from that of the country of origin.
• Object availability:
  free access
• Rights:
  © Copyright by Authors, Łódź 2022; © Copyright for this edition by Uniwersytet Łódzki, Łódź 2022;
  http://creativecommons.org/licenses/by-nc-nd/4.0 ;
  Attribution-NonCommercial-NoDerivatives 4.0 Międzynarodowe
• Date:
  2022.08.25;
  2022
• Type:
  Book chapter
• Language:
  Italian
• Format:
  image/jpeg;
  application/pdf
• Publisher:
  Presses Universitaires de Łódź
• Relation:
  Lipińska M., Szeflińska-Baran M. (red.), L’art de vivre, de survivre, de revivre. Approches linguistiques. Le 50e anniversaire des études romanes à l’Université de Łódź, Wydawnictwo Uniwersytetu Łódzkiego, Łódź 2022;
• Subject:
  transcreatio;
  advertisement;
  marketing;
  international campaigns;
  translation studies
• Identifier:
  Księcikowska M., La transcreazione di pubblicità per il marketing internazionale come un modo di rivivere il testo originale, [w:] L’art de vivre, de survivre, de revivre. Approches linguistiques. Le 50e anniversaire des études romanes à l’Université de Łódź, Lipińska M., Szeflińska-Baran M. (red.), Wydawnictwo Uniwersytetu Łódzkiego, Łódź 2022, s. 145-154, https://doi.org/10.18778/8220-879-5.12;
  978-83-8220-879-5;
  http://hdl.handle.net/11089/42941 ;
  978-83-8220-880-1;
  10.18778/8220-879-5.12
• Data provider:
  Repozytorium Uniwersytetu Łódzkiego
• Can I use it?:
  seek permission
• Type:
  text