This book contributes to growing debates on transcreation, applying an Appraisal Theory approach to texts from luxury brands in Chinese and English to reveal new insights into marketing transcreation and set out transcreation as an area of study in its own right. //
The volume charts the origins of the term 'transcreation, ' emerging from the interplay of established concepts of translation, creation, localisation, and glocalisation, and ongoing debates on what should be transcreated and how. Using these dialogues as a point of departure, Ho outlines a way forward for transcreation research by advocating for the use of an Appraisal Theory framework, taken from work in Systemic Functional Linguistics and employed to evaluate attitude in language. In focusing on marketing texts from the websites of three luxury brands in English and Chinese, the book explores how this approach can surface fresh perspectives into the different ways in which the processes and practices of marketing transcreation are used to generate persuasion across languages. The volume looks ahead to the implications for other language pairs and applications to other forms of transcreation, such as literary or audiovisual transcreation. //
This book will be of interest to students and scholars in translation studies and marketing studies.
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