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 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 glocalisation, 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 Theory
framework, taken from work in Systemic Functional Linguistics and
employed to evaluate attitude 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 into 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 applications to other
forms of transcreation, such as literary or audiovisual
transcreation. // This book will be of interest to students and
scholars in translation studies and marketing studies.
General
| Imprint: |
Taylor & Francis
|
| Country of origin: |
United Kingdom |
| Series: |
Routledge Advances in Translation and Interpreting Studies |
| Release date: |
November 2023 |
| First published: |
2024 |
| Authors: |
Mavis (Nga-Ki) Ho
|
| Dimensions: |
229 x 152mm (L x W) |
| Pages: |
148 |
| ISBN-13: |
978-1-03-226933-7 |
| Categories: |
Books
Promotions
|
| LSN: |
1-03-226933-2 |
| Barcode: |
9781032269337 |
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
(1)
(1)
