Appraisal and the Transcreation of Marketing Texts - Persuasion in Chinese and English

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.

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.

Product details

• Authors: Nga-Ki Mavis Ho
• Publisher: Taylor and Francis
• Languages: English
• Product format: Paperback / Softback
• Release: 27.05.2025
• EAN: 9781032269368
• ISBN: 978-1-032-26936-8
• No. of pages: 200
• Illustrations: schwarz-weiss Illustrationen, Zeichnungen, schwarz-weiss, Tabellen, schwarz-weiss
• Series: Routledge Advances in Translation and Interpreting Studies
• Subjects: Humanities, art, music > Linguistics and literary studies > General and comparative linguistics; Social sciences, law, business > Business > Advertising, marketing; Advertising, English, Market research, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Marketing / Research, LANGUAGE ARTS & DISCIPLINES / Translating & Interpreting, Chinese, Translation & interpretation, Translation and interpretation