Transcreation

David Katan
University of Salento
Table of contents

In the translation world, the term “transcreation” began to circulate in the early 2000s in the form of publicity blurb used by language service providers (LSPs) “seeking to distance themselves from traditional translation firms” (Bernal Merino 2006). Many scholars (e.g., Gambier & Munday 2014) and translators feel that transcreation was no more than a “re-branding” (see Katan 2016: 377) of what a good translation should be: a re-creation of a text in another language – in particular where translation is inherently creative, such as in Literary translation, advertising or localization.

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References

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Further essential reading

Gaballo, Viviana
2012 “Exploring the boundaries of transcreation in specialized translation.” ESP Across Cultures (9): 95–113.Google Scholar
Kapsaskis, Dionysius
(ed.) 2018  Translation in the creative industries . Special issue of JoSTrans, issue 29.Google Scholar
Katan, David, and Cinzia Spinzi
(eds) 2014  Transcreation and the professions . Special issue of Cultus, issue 7.Google Scholar
Katan, David
2016 “Translation at the cross-roads: Time for the transcreational turn?” Perspectives, 24 (3): 365–381. DOI logoGoogle Scholar