Transcreation: a Fundamental Tool in Global Advertising Campaigns

Dicorato, Alessia (2021) Transcreation: a Fundamental Tool in Global Advertising Campaigns. [Laurea], Università di Bologna, Corso di Studio in Mediazione linguistica interculturale [L-DM270] - Forli', Documento full-text non disponibile
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This dissertation explores the potential of transcreation, a translational practice specially directed at advertising texts. It is aimed at demonstrating that in multiple cases transcreation represents the only possible way to translate texts whose purpose is to persuade their readers to buy a certain product. Hence, it constitues a fundamental resource for all companies willing to access global markets. In an attempt to prove it, this dissertation is divided into three chapters. While the first chapter develops theoretical arguments on transcreation, ranging from its function to language strategies, the second one illustrates the practice of transcreation through fifteen selected advertisements alongside their briefs. The third chapter is intended to comment decisions taken on the transcreated and translated texts supported by the theories analysed in the first chapter.

Tipologia del documento
Tesi di laurea (Laurea)
Autore della tesi
Dicorato, Alessia
Relatore della tesi
Corso di studio
Ordinamento Cds
Parole chiave
transcreation,advertising texts,promotional texts,advertisements,translation
Data di discussione della Tesi
20 Luglio 2021

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