The Extraordinary Nature of Transcreation Problems: The Apple Corpus
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Universidad Pablo de Olavide
info
Publisher: Taylor & Francis
ISBN: 9781003253594
Year of publication: 2023
Pages: 214-227
Type: Book chapter
Abstract
Starting with a brief overview of transcreation as an object of study in translation studies, this chapter goes on to detail the main particularities of an activity that has managed to establish itself as a recognised language service despite occupying a peripheral zone on the borderline with other disciplines. The authors address the transcreation problem construct in a prototypical corpus: an online commercial catalogue of Apple brand products. Source texts in this particular context typically have a non-priority value in the translation equation, and a methodology based on pre-translation source text analysis may, therefore, have its limitations.