La transcreación de la moda à la modelanálisis de zonas de intervención en proyectos francés-español
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Universidad Pablo de Olavide
info
ISSN: 0717-1285, 0718-5758
Year of publication: 2019
Issue Title: Tendencias actuales en traducción para el ámbito de la economía y los negocios
Issue: 5
Pages: 40-59
Type: Article
More publications in: Onomázein: Revista de lingüística, filología y traducción de la Pontificia Universidad Católica de Chile
Abstract
Considered at first as the “translation of advertising” (Rike, 2013), transcreation appears as a response to current market needs, where translation and localization services seem to be insufficient. According to CLS Communication (2017): “La transcréation est la restitution libre et créative d’un message dans une langue étrangère, en fonction d’un lectorat et d’un marché déterminés. La transcréation ne vise pas la fidélité aveugle au texte de départ”. In this regard, this work aims at presenting the results gathered after implementing the TeCreaTe innovative teaching project (Morón and Calvo, 2018) in a module of specialised translation French-Spanish, during the academic year 2016-2017. After presenting the methodology of the project in general, this article will analyse a selection of the key intervention areas (referred to as ZDI, for its abbreviation in Spanish; Morón, 2017) in the field of transcreation, appearing in the texts subject to transcreation.