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This book contributes to growing debates on transcreation, applying an appraisal framework to texts from luxury brands in Chinese and English to reveal new insights into marketing transcreation and set out transcreation as an area of study in its own right.
The volume charts the origins of the term "transcreation", emerging from the interplay of established concepts of translation, creation, localisation, and adaptation and ongoing debates on what should be transcreated and how. Using these dialogues as a point of departure, Ho outlines a way forward for transcreation research by advocating for the use of an appraisal framework, taken from work in systemic functional linguistics and employed to evaluate persuasion in language. In focusing on marketing texts from the websites of three luxury brands in English and Chinese, the book explores how this approach can surface fresh perspectives on the different ways in which the processes and practices of marketing transcreation are used to generate persuasion across languages. The volume looks ahead to the implications for other language pairs and the applications of the appraisal framework to understand transcreation practice of other genres, such as literary texts.
This book will be of interest to students and scholars in translation studies and marketing studies.
List of contents
1. Introduction, 2. Transcreation, Marketing Transcreation and Persuasion, 3. The Appraisal Framework, 4. The Materials and Methods, 5. The Presence of Persuasion, 6. The Force of Persuasion, 7. The Inducements of Persuasion, 8. Conclusion
About the author
Nga-Ki Mavis Ho is Lecturer in Translation and Interpreting Studies at the University of Edinburgh, UK.
Summary
This book contributes to growing debates on transcreation, applying an Appraisal Theory approach to texts from luxury brands in Chinese and English to reveal new insights into marketing transcreation. This book will be of interest to students and scholars in translation and marketing studies.
Report
"With this volume, Mavis Ho fills a gap in scholarly research about the interlinguistic and intercultural transcreation of marketing texts aimed at preserving their persuasive effect. Using an adapted version of the Appraisal framework model developed within Systemic Functional Linguistics, the author provides a method to identify persuasion in Chinese and English marketing material. The handbook will prove an indispensable companion not only for researchers and translators working between Chinese and English, but also for advertising and promotional translation scholars and practitioners at large."
Ira Torresi
Professoressa Associata/Associate Professor - Università di Bologna, Campus di Forlì
"Mavis Ho's new book on transcreation is a much-needed interdisciplinary study that combines knowledge of the creative industries with ideas from marketing, intercultural communication, and translation theory. The elusive concept of transcreation is addressed methodically using a wealth of examples and with an eye to supporting future practice and research."
Dr Dionysios Kapsaskis - University of Roehampton
