The Extraordinary Nature of Transcreation Problems: The Apple Corpus

  1. Morón, Marián 1
  2. Carreira Martinez, Oliver 1
  1. 1 Universidad Pablo de Olavide
    info

    Universidad Pablo de Olavide

    Sevilla, España

    ROR https://ror.org/02z749649

Livre:
A Qualitative Approach to Translation Studies

Éditorial: Taylor & Francis

ISBN: 9781003253594

Année de publication: 2023

Pages: 214-227

Type: Chapitre d'ouvrage

DOI: 10.4324/9781003253594-15 GOOGLE SCHOLAR lock_openAccès ouvert editor

Résumé

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.