Transcreation: Cultural Rhetoric and Advertising Translation
DOI:
https://doi.org/10.24197/cel.10.2019.223-250Keywords:
transcreation, rhetoric of communication, cultural rhetoric, advertisisn translation, translation studiesAbstract
Abstract: In the present work I offer an approach to the theoretical consequences that transcreation has led to translation studies in the broader framework of the understanding, on the part of professional practice, of translation as a linguistic translation in the face of the specific needs of an adaptation to different societies and cultures. I propose a reformulation of the concept of transcreation as a translation of the communicative and persuasive strategy from the field of the Rhetoric of communication and specifically of cultural Rhetoric.
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