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Appraisal and the Transcreation of Marketing Texts
This book contributes to growing debates on transcreation, applying an appraisal framework 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 adaptation 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 framework, taken from work in systemic functional linguistics and employed...
Reframing Western Comics in Translation
This book adopts an intermedial, translational, and transnational approach to the study of the Western genre in European Francophone comics and their English and Spanish translations, offering an innovative form of analysis with potential applications in future research on the translation of comics. Martinez takes the application of Bourdieu’s work on the sociology of culture to translation studies to explore the role of diverse social agents in shaping the products, processes, and reception of translations of Western comics. The book focuses on Jean-Michel Charlier and Jean Giraud’s iconic Blueberry Western comic book series as a lens through which to examine agency and sociocultural norms that influence translations and the degrees to which cartoonists, editors, translators, and censors frame the genre on a global scale. The volume both extends the borders of translation studies research beyond interlingual translation and showcases the study of comics and graphic narratives as an area of inquiry in its own right within the field. This book will be of interest to scholars in translation studies, comics studies, visual culture, and cultural studies.
Telecollaboration in Translator Education
This volume provides a comprehensive treatment of telecollaboration as a learning mode in translator education, surveying the state-of-the-art, exploring its distinctive challenges and affordances and outlining future directions in both theoretical and practical terms. The book begins with an overview of telecollaboration and its rise in prominence in today’s globalised world, one in which developments in technology have significantly impacted practices in professional translation and translator education. The volume highlights basic design types and assessment modes and their use in achieving competence-based learning outcomes, drawing on examples from seven telecollaboration projects. In...
Transmedial Perspectives on Humour and Translation
This innovative collection spotlights the role of media crossovers in humour translation and how the latter is conveyed through new means of communication. The volume offers an in-depth exploration of the entanglements of film, theatre, literature, TV, the Internet, etc., within the framework of transmediality and their influence on the practice of translating humour. Chapters focus on the complex web of interrelationships shaped by and shaping the process(es) of transformation and adaptation that take place across media and across languages and cultures. Situating translation practices and innovations within an interdisciplinary context, the volume underscores the hybrid nature and complex semiotics of humour and the plurality of possibilities for new insights that contemporary approaches offer driven by technological advancements in the industry. The book will be of particular interest to scholars and researchers in the fields of Translation Studies, Humour Studies, Audiovisual Translation, Media Studies, and Adaptation Studies.
Translation Studies in the Philippines
The contributors to this book examine the state, development, issues, practices, and approaches to translation studies in the Philippines. The Philippines is a highly multilingual country, with many indigenous languages and regional dialects spoken alongside foreign imports, particularly English and Spanish. Professor Moratto, Professor Bacolod, and their contributors analyse the different roles that translation plays across an extensive range of areas, including disaster mitigation, crisis communication, gender bias, marginalization of Philippine languages, academe, and views on sex, gender, and sexuality. They look at a range of different types of translation, from the translation of bibli...
Computer-Assisted Literary Translation
This collection surveys the state of the art of computer-assisted literary translation (CALT), making the case for its potential to enhance literary translation research and practice. The volume brings together early career and established scholars from around the world in countering prevailing notions around the challenges of effectively implementing contemporary CALT applications in literary translation practice which has traditionally followed the model of a single translator focused on a single work. The book begins by addressing key questions on the definition of literary translation, examining its sociological dimensions and individual translator perspective. Chapters explore the affor...
Translation and Modernism
This innovative volume extends existing conversations on translation and modernism with an eye toward bringing renewed attention to its ethically complex, appropriative nature and the subsequent ways in which modernist translators become co-creators of the materials they translate. Wittman builds on existing work at the intersection of the two fields to offer a more dynamic, nuanced, and wider lens on translation and modernism. The book draws on scholarship from descriptive translation studies, polysystems theory, and literary translation to explore modernist translators’ appropriation of source texts and their continuous recalibrations of equivalence between source text and translation. C...
Translation and Big Details
In the age of big data, evidence keeps suggesting that small, elusive and infrequent details make all the difference in our appreciation of humanistic texts—film, fiction, and philosophy. This book argues, from a cross-disciplinary perspective, that expertise in humanistic translation is precisely the capacity to capture those details that are bigger than they seem. In humanistic translation, the expert handling of big details usually serves audiences and the original, but mala fide translation also works the details for subtle manipulation and audience deception. A focus on textual detail is therefore characteristic of humanistic translators but also compatible with central claims of the ...
Luxury China
A guide to reaching and profiting from China's expanding luxury consumer class China's growing consumer base and expanding economy means more disposable income for more Chinese citizens. The Chinese market for luxury goods is expected to expand from $2 billion this year to nearly $12 billion by 2015. Today's biggest global luxury goods retailers expect China to make up a large and ever growing portion of their customers, and those businesses are responding with new stores and investments in China. Luxury China gives readers–particularly professionals in advertising, marketing, and the luxury brands industry–a deep look into the future of the Chinese luxury goods market and shows them how to tap into China's tremendous market potential.
Translating Promotional and Advertising Texts
Promotional and advertising texts come in different forms and account for a considerable share of the translation market. Advertisements, company brochures, websites, tourist guides, institutional information campaigns, and even personal CVs all share a common primary purpose: that of persuading the reader to buy something, be it a product or a lifestyle, or to act in a particular way, from taking preventive measures against health risks to employing one candidate in preference to another. Consequently, their translation requires the application of techniques which, although they vary depending on the specific text type, are all aimed at preserving that persuasive purpose. This often require...
