Chapter Transcreation of advertising in international marketing as a way of giving new life to the original text

Mitwirkende(r):

Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Italienisch Verlag: [Erscheinungsort nicht ermittelbar] : Wydawnictwo Uniwersytetu Łódzkiego, 2022Beschreibung: 1 Online-Ressource (1 electronic resource 145-154 p.)ISBN:

9788382208795
9788382208801

Online-Ressourcen:

Volltext frei verfügbar

Zusammenfassung: The article discusses the phenomenon of transcreation, a translation method used in the advertising industry as one of the stages in the development of an international advertising campaign. Transcreation is halfway between translation and the creation process from scratch, so it seems like a perfect solution to revive the original message in one new version. It is based on the adaptation of the original intent of the advertisement in order to obtain an equivalent reaction from the relevant public, taking into account the socio-cultural differences and nuances, linguistic peculiarities and habits of consumption of the target market. It stays true to the meaning of the original text, always trying to find creative ways to produce an authentic and compelling message to recipients that represent a different culture from that of the country of originPPN: PPN: 1983968048Package identifier: Produktsigel: ZDB-94-OAB

Exemplare ( 0 )
Titelinformationen ( 4 )

Dieser Titel hat keine Exemplare

Open Access. Unrestricted online access star

Namensnennung - Nicht-kommerziell - Keine Bearbeitungen 4.0 International CC BY-NC-ND 4.0 cc:

https://creativecommons.org/licenses/by-nc-nd/4.0/

ita