Transcreation: a Fundamental Tool in Global Advertising Campaigns

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.