The Application of Transcreation Technique in Translating Mono- & Multimodal Advertisements in Algeria from 2011 to 2021 (2024)

Translation of Advertisements: From Adaptation to Transcreation

This paper introduces the topic by giving information about translation of advertisements. The introduction will tackle the importance of globalization and its impact on advertisements in general and then go into TV advertisements specifically. Then, I will discuss the importance of culture when translating TV advertisements with providing information about ethics and loyalty in translating advertisements. As for the corpus, I have chosen three advertisements to be analyzed and compared between their source texts and their target texts. The three advertisements are Snickers advertisement, Father and daughter Oreo Advertisement and Oreo Song Advertisement. I will also state some reasons behind choosing those advertisements. After introducing the topic and the corpus, I will focus on strategies taken when transferring advertisements from one culture into another. I will explain the two different terms adaptation and transcreation and then discuss the importance of shifting from adaptation into transcreation when translating international advertisements. Moreover, I will discuss the characteristics of TV advertisements through talking about linguistics and the graphic signs in these advertisements. Finally, an analysis of different cultural aspects and some key challenges in three advertisements will take place in order to prove that transcreation should be adopted when translating international advertisements.

The Semiotic Role of Translation in Advertsising. The Case of the Bilingual Advertisement from a Comparative Aspect.

Translation Studies in the New Millennium 7: 75-83 , 2009

Although much has been written on translation in recent decades, very few titles have been concerned with non verbal factors in (verbal) translation, let alone non verbal translation as such. The scope of this presentation is the study of the semiotic role of translation in advertising, especially in bilingual advertisements the advertisements in which the linguistic message is written in two languages, in our case in English and Greek. At this point we must clarify that the advertisement that we will examine is a Greek advertisement, in which it’s very interesting to see the semiotic dimension of the linguistic message’s English translation. The advertisement studied is the ‘product’ of a cooperation between the Greek department store attica and the Greek airline company Aegean Airlines.

Is Transcreation Another Way of Translating? Subtitling Estrella Damm’s Advertising Campaigns into English

Íkala, Revista de Lenguaje y Cultura

The current international advertising scenario has led to a new professional profile within advertising translation called transcreator. Transcreation has an explicit call for creativity and semiotic and cultural adaptation. Beer advertising has tried to respond to this call by undergoing significant changes when this product has been internationally marketed in English in global advertising campaigns. For example, Estrella Damm, advertised as “the beer of Barcelona”, has improved its international positioning with its Mediterráneamente campaign, which started in 2009 and has centred on the association of beer with the Mediterranean culture and enjoyment. Since 2019, the campaign has promoted sustainability as “another way of living”. In this article, we examine the English translation strategies used by Estrella Damm’s campaigns between 2009–2021, which are available on the company’s British website and YouTube channel. Specifically, we focus on the following prominent elements: sl...

Proactive Translatology vis a vis Advertising Messages

Meta: Journal des traducteurs, 2005

Much good work on Translation Studies (TS) has concentrated on the verbal text. Nevertheless, in our post-modern world, multi-modality is exploited to the maximum, as advertising shows. In turn, hyper-textuality is also a common feature of today’s advertising messages. Furthermore, both multi-modality and hyper-textuality are ideologically designed not only to sell products but to promote entire ways of life. In its second section, the present paper draws on Van Leeuwen (1993), Gastil (1992) and Kress and Van Leeuwen (1998) to approach the notion of multi-modality. It also draws on Askehave and Nielsen (2004) to study hyper-textuality in general and structural/associative links in particular. These theoretical proposals are then applied (in sections 3 and 4) to four translated or translation-related ads on paper and/or on electronic format. Finally, section 5 puts forward a series of conclusions related to the topics under discussion, which are connected to the ideological consequen...

Transcreation Flexibility with Hybrid Multilingualism in Algeria

ALTRALANG Journal, 6(1), 2024

This study aims to, first, track the origin of multilingualism phenomenon in Algeria, to identify its nature and status to the target audience. Second, it explores the flexibility of transcreation as a sophisticated technique of translation, to provide a baseline understanding of the transcreational act in translation field. In all, the study point uncovers the structural dimensions of translation via transcreation of the hybrid expression. In the theoretical section, the research collects scientific records of transcreation and projects them on the processing of the hybrid expression of multilingual nature by following the qualitative approach. In the practical section, the present study examines the transcreation of advertisements figures where code-mixing and code-switching practices are manifested to express hybrid multilingualism in the Algerian Daridja, as forms of content creation, concretised from the source-idea and the target expression poly-system. The results highlight the importance of understanding the mechanism of the target expression for its impact on the target audience and its capacity of generating content as forms of translation. The creation feature within transcreation technique helps building original contents with maximum flexibility. This study aims to cover the gap of 'very little is known' concerning the hybrid multilingualism nature and reality in Algeria, in order to enrich the literature regarding the identifiers of a society that seems somehow undiscovered to Academia folk. Moreover, the study contributes in the stability and the recognition of transcreation as a term and as an operating technique in translation academic studies and practices.

CREATIVITY IN ADVERTISING TRANSLATION

Exploring the concept of transcreation – transcreation as 'more than translation'?

During the last couple of decades, it has become more and more frequent to see seemingly translation-like activities being carried out under a different name. One of these names is ‘transcreation’ – basically a merger of the two words translation and creation. The term transcreation has found its way into several different domains. One of the most predominant ones is the world of marketing and advertising, which is the focus of the present paper. Here, the term is often used to describe the adaptation of advertising material for different markets. Extensive adaptations are often called for in this context, and this seems to have led to the genesis of a concept that is often described both as a kind of translation and in opposition to translation, as ‘more than translation’: transcreation. Thus, the transcreation industry itself often defines transcreation based on how it differs from translation. This paper will take the discussion of transcreation vs. translation from the industry to the academic discipline of Translation Studies by analysing statements from transcreation providers, and bringing their conceptualization of transcreation into translation related contexts. The attention will be on how the industry’s perception of transcreation relates to already existing Translation Studies literature.

A Study on Advertisement Translation Based on the Theory of Eco-translatology

—With the development of market economy and globalization, advertisement has become more and more important, and meanwhile, it is an indispensable part in people's daily life. Therefore, the translation of advertisement has attracted a lot of attention of domestic and foreign experts and scholars. A variety of research has been done on it. However, there still exist many problems in the advertisement translation. This paper tries to use the theory of eco-translatology proposed by Professor Hu Gengshen to study the translation of advertisement. Combined with actual cases analysis, the study is proceeded from several dimensions, such as language, culture, communication and so on. It is greatly hoped that this study can offer some help and reference for other translation activities.

The role of translation in the production of advertisements

Some sundry wits gathered together, 1997

Localización: Some sundry wits gathered together/coord. por Isabel Moskowich-Spiegel Fandiño, Emma Lezcano González, Santiago G. Fernández-Corugedo, Adolfo Luis Soto Vázquez, 1997, ISBN 84-89694-21-4, págs. 221-226

Semiotic Problems in Translating Advertisements

Buletinul Stiintific al Universitatii Politehnica din Timisoara, Seria Limbi Moderne, 2004