This paper investigates the translation spaces of a very specific translation practice, namely transcreation. In a marketing context, transcreation is usually concerned with the adaptation of advertising material into several different languages or for different markets. The paper is based on an ethnographic field study carried out at a marketing implementation agency in London, during which a group of transcreation managers was followed over a period of four weeks. The study relies mainly on observations of the interactions between the employees of the above-mentioned agency and their partners as well as on the researcher’s own participation in some of the agency’s work-related activities. As an activity, transcreation often involves two or more writers. These writers are most likely to be physically separated, but as the data from this study show, a transcreation agency can serve as a case for joint, situated efforts.
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Cited by (21)
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2024. Bibliometric analysis of Arabic Rhetoric in the translation and transcreation of literary texts. Cogent Arts & Humanities 11:1
Botella Tejera, Carla & Oliver Carreira
2024. What Are the Skills Required for Transcreators’ Training? A Review-Based Curricular Proposal. In New Perspectives in Media Translation, ► pp. 259 ff.
Carrillo Orozco, Marta & Nuria Ponce Márquez
2024. Enfoque pretraductológico en el proceso traductor de textos publicitarios: el caso de la campaña publicitaria de Cruzcampo «Con mucho acento». Entreculturas. Revista de Traducción y Comunicación Intercultural :14 ► pp. 221 ff.
Kaindl, Klaus
2024. Transcreation as a Means of Distinction: The Use of Transcreation in the Translation Industry. In New Perspectives in Media Translation, ► pp. 15 ff.
Mankauskienė, Dalia
2024. Mastering translation project management: what, when, and where. Perspectives► pp. 1 ff.
Moreno García, Luis Damián
2024. The Localisation, Transcreation and Adaptation of Cultural Realia in Video Games: The Case of Cultural (re)presentation in Arena of Valor. In New Perspectives in Media Translation, ► pp. 117 ff.
Moreno García, Luis Damián & Carme Mangiron
2024. Exploring the potential of GPT-4 as an interactive transcreation assistant in game localisation: A case study on the translation of Pokémon names. Perspectives► pp. 1 ff.
Rizzo, Alessandra
2024. Transcreation, a Fact of Culture. A Creative Strategy Across Audiovisual Genres. In New Perspectives in Media Translation, ► pp. 77 ff.
Soto-Almela, Jorge
2024. Hacia una clasificación de los tipos de transcreación en el lenguaje de promoción turística. Hikma 23:3 ► pp. 1 ff.
Díaz-Millón, Mar & María Dolores Olvera-Lobo
2023. Towards a definition of transcreation: a systematic literature review. Perspectives 31:2 ► pp. 347 ff.
Franco Aixelá, Javier
2023. A bibliometric analysis of research on the translation of advertising. An inconstant
object of study?. Meta: Journal des traducteurs 68:3 ► pp. 670 ff.
Zhu, Minghai & Grant Rich
2023. Sustainability of translator training in higher education. PLOS ONE 18:5 ► pp. e0283522 ff.
Díaz-Millón, Mar, Juncal Gutiérrez-Artacho & María-Dolores Olvera-Lobo
2022. Transcreation and Creativity in Higher Education. In Handbook of Research on Using Disruptive Methodologies and Game-Based Learning to Foster Transversal Skills [Advances in Game-Based Learning, ], ► pp. 68 ff.
2022. Translations and Transcreations of Advertising Posts on Twitter and Instagram: Netflix in Spanish. Íkala, Revista de Lenguaje y Cultura 28:1 ► pp. 106 ff.
Gerasimova, Anastasia S., Elena Sereda & Sofia Rubtsova
2022. Transcreation as a Creative Tool of Translation. In Technology, Innovation and Creativity in Digital Society [Lecture Notes in Networks and Systems, 345], ► pp. 331 ff.
Carreira, Oliver
2021. Quality Evaluation and Workflows in Transcreation. In Innovative Perspectives on Corporate Communication in the Global World [Advances in Linguistics and Communication Studies, ], ► pp. 177 ff.
2021. The Role of Transcreation in Corporate Communication. In Innovative Perspectives on Corporate Communication in the Global World [Advances in Linguistics and Communication Studies, ], ► pp. 159 ff.
Díaz-Millón, Mar
2023. What do experts think about transcreation training? A Delphi method approach. The Interpreter and Translator Trainer 17:4 ► pp. 566 ff.
Sakamoto, Akiko
2021. The Value of Translation in the Era of Automation: An Examination of Threats. In When Translation Goes Digital, ► pp. 231 ff.
Kuznik, Anna
2019. Entre la traduction interlinguale et intersémiotique. L’innovation dans les services de traduction vue par les responsables des entreprises de traduction françaises. Meta 64:1 ► pp. 194 ff.
This list is based on CrossRef data as of 30 december 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers.
Any errors therein should be reported to them.