Transcreation in marketing: a corpus-based study of persuasion in optional shifts from English to Chinese.
This study proposes that creation in transcreation involves optional shifts, shifts made to achieve intended effects in translation. Drawing on Martin and White's Appraisal framework to address a parallel corpus of English marketing texts and Chinese translation, this study identifies the translatio...
| Publicado en: | Perspectives: Studies in Translatology Vol. 29; no. 3; pp. 426 - 439 |
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| Formato: | Artículo |
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Taylor & Francis Ltd
Jun2021
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=150110520&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 150110520 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 0907676X S2F jtl: Perspectives: Studies in Translatology issn: 0907676X maglogo: N pubinfo: dt: Jun2021 vid: 29 iid: 3 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 150110520 10.1080/0907676X.2020.1778046 ppf: 426 ppct: 13 formats: fmt: @attributes: type: P size: 1.1MB tig: atl: Transcreation in marketing: a corpus-based study of persuasion in optional shifts from English to Chinese. aug: au: Mavis Ho, Nga-Ki affil: School of Modern Languages and Cultures, University of Glasgow, Glasgow, UK su: Persuasion (Psychology) Chinese people Translations Translating & interpreting Infinity (Mathematics) Emotions sug: subj: Persuasion (Psychology) Chinese people Translations Translating & interpreting Infinity (Mathematics) Emotions keyword: Appraisal English-Chinese translation marketing optional shifts persuasion Transcreation ab: This study proposes that creation in transcreation involves optional shifts, shifts made to achieve intended effects in translation. Drawing on Martin and White's Appraisal framework to address a parallel corpus of English marketing texts and Chinese translation, this study identifies the translation patterns of optional shifts in the form of evaluative epithets and compares the way the intended effect – persuasion – is achieved between the source text (ST) and the target text (TT). Although both the ST and the TT share the same intended effect, persuasion in the Chinese translation is shown to differ significantly in three ways: 1) it is more noticeable because it has many more explicit epithets; 2) the level of persuasiveness is higher because, in the same category of epithets (e.g. newness, amount, time, quality and infinity), the TT relies more on maximally upscaled epithets and; 3) a more emotive approach is taken to persuasion because the TT relies more on Reaction epithets, the only type related to emotion. It is suggested that these results inform and reflect transcreation practice between English and Chinese in the genre of marketing. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Perspectives: Studies in Translatology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Perspectives: Studies in Translatology holder: Taylor & Francis Ltd dt: @attributes: year: 2021 holdings: @attributes: islocal: N |
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