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Article In: Digital Translation: Online-First Articles

From wooloo to moumouton

Transcreation, naming, and proper name translation in French Pokémon localization

ORCiD logo with link | Mahasarakham University
ORCiD logo with link | Thai-Nichi Institute of Technology
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Abstract
This study examines the localization of official French-language Pokémon names across Generations I–IX, based on 833 species documented in Pokémon GO and compared with their Japanese and English counterparts. Drawing on Fernández Costales, Alberto. 2012. “Exploring Translation Strategies in Video Game Localization.” MonTi: Monografías de Traducción e Interpretación 41: 385–408. Google Scholar logo with link to Google Scholar localization taxonomy and . 2001. Le nom propre en traduction. Paris: Ophrys.Google Scholar logo with link to Google Scholar model of proper name translation, the study integrates game localization theory with onomastic translation frameworks. The findings reveal a strong domestication-oriented approach, with transcreation as the dominant strategy. French localizers reshape names in accordance with French phonology, morphology, and cultural expectations while preserving their semantic motivation. The study also identifies morphological continuity across evolutionary lines, conceptualized as evolutionary line loyalty, as a structural principle of the French naming system. Meanwhile, iconic names such as Pikachu and Mew remain untranslated, balancing local creativity with global brand identity. The study provides a comprehensive analysis of French Pokémon naming practices and contributes to discussions of transcreation, cultural mediation, and naming in game localization.
Article outline
  • 1.Introduction
  • 2.Theoretical framework
    • 2.1From localization to game localization
    • 2.2Game localization strategies
      • Domestication and foreignization
      • Non-translation
      • Transcreation
      • Literal translation
      • Loyalty
      • Censorship
    • 2.3The specific challenge: Proper noun translation
  • 3.Methodology
    • 3.1Corpus selection
    • 3.2Data collection
    • 3.3Analytical approach
  • 4.Analysis of French Pokémon name localization
    • 4.1Transcription or No translation
    • 4.2Phonetic and graphic assimilation
    • 4.3Literal translation
    • 4.4Transcreation
      • 4.4.1Re-naming of character names
      • 4.4.2Contextualization by addition
      • 4.4.3Re-creation of play on words
      • 4.4.4Deliberate use of regional expressions
    • 4.5Loyalty
  • 5.Discussion
    • 5.1Domestication and transcreation
    • 5.2Charactonyms and morphological creativity
    • 5.3Evolutionary line loyalty: Morphological continuity in French Pokémon localization
    • 5.4Balancing local creativity and global brand identity
    • 5.5Integrating proper name translation and localization
    • 5.6Pokémon as a name-centric localization case
  • 6.Conclusion
  • Artificial intelligence statement
  • Author queries
  • References
References (25)
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