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.
2010 “Translators’ Agency in Production Networks.” In Translators’ Agency, edited by T. Kinnunen and K. Koskinen, 11–46. Tampere: Tampere University Press.
2009 “At-home Ethnography: Struggling with Closeness and Closure.” In Organizational Ethnography: Studying the Complexities of Everyday Life, edited by S. Ybema, D. Yanow, H. Wels, and F. Kamsteeg, 156–174. Sage: London. .
Bernal Merino, Miguel
2006 “On the Translation of Video Games.” The Journal of Specialised Translation 61: 22–36.
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.
2023. What do experts think about transcreation training? A Delphi method approach. The Interpreter and Translator Trainer► pp. 1 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.
Díaz-Millón, Mar & María Dolores Olvera-Lobo
2023. Towards a definition of transcreation: a systematic literature review. Perspectives 31:2 ► pp. 347 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.
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.
2021. The Value of Translation in the Era of Automation: An Examination of Threats. In When Translation Goes Digital, ► pp. 231 ff.
Zhu, Minghai & Grant Rich
2023. Sustainability of translator training in higher education. PLOS ONE 18:5 ► pp. e0283522 ff.
This list is based on CrossRef data as of 9 september 2023. 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.