Transcreation: teoria e pratica dell’adattamento di campagne pubblicitarie globali

This dissertation explores the practice of transcreation as a consulting service aimed at companies wishing to enter the global market. Since a universally accepted definition of such term does not exist, different players use it to refer to different activities. In an attempt to investigate the meaning and scope of transcreation, as well as the skillset it requires, this dissertation consists of a theoretical part (Chapters 1 and 2) and a practical part (Chapter 3). The first chapter presents the opinions of academics, language services providers (LSPs) and transcreation experts. The different positions collected in this section are compared and discussed in order to better define transcreation and avoid any further misunderstanding about the practice. Lastly, the first chapter analyses the role of the transcreation expert by explaining in detail the four main skills it requires and the reasons for its increasing importance in the global market. The second chapter examines advertising and promotional materials, i.e. the kinds of texts to which transcreation applies. Not only does it illustrate the difference between above-the-line and below-the-line communications, but it also covers the different media used in advertising. In addition, the analysis of a billboard and two web pages in their Italian transcreation will help to further clarify the difference between translation and transcreation, both in the approach to a text and in the actual workflow followed. The third and final chapter of the dissertation, which entails the English to Italian transcreation of five different print ads performed by this author, aims to show how transcreation works in practice. By highlighting the main strategies used and difficulties encountered, it will also contribute to the notion of transcreation as a hybrid practice – something halfway between translation and copywriting, performed by professionals who possess the skills of both translators and copywriters.