This wide-ranging collection brings together essays on a recent approach to translation known as transcreation. Together with new modes of translation, such as fansubbing, fandubbing, and crowdsourcing, transcreation has challenged the traditional structure of the translation market, the agency and ethics of the discipline, and encouraged new research in translation studies. A debate has emerged around the two concepts of translation and transcreation, mostly in terms of differences between the two practices and issues such as creativity, abusive translation and appropriation. Mainly applied to commercial translation, transcreation is now gaining momentum among translation scholars in broader areas of application, going beyond the early focus of promotional and advertising products where it was initially practised. In the specific context of this volume, transcreation is discussed in relation to a variety of textual and visual genres that range from poetry, prose, theatre, film and television to tourism and highly specialised legal texts.

This book offers fresh critical insights to the field of children’s literature translation studies by applying the concept of transcreation, established in the creative industries of the globalized world, to bring to the fore the transformative, transgressional and creative aspects of rewriting for children and young audiences. This socially situated and culturally dependent practice involves ongoing complex negotiations between creativity and normativity, balancing text-related problems and genre conventions with readers’ expectations, constraints imposed by established, canonical translations and publishers’ demands. Focussing on the translator’s strategies and decision-making process, the book investigates phenomena where transcreation is especially at play in children’s literature, such as dual address, ambiguity, nonsense, humour, play on words and other creative language use; these also involve genre-specific requirements, for example, rhyme and rhythm in poetry. The book draws on a wide range of mostly Anglophone texts for children and their translations into languages of limited diffusion to demonstrate the numerous ways in which information, meaning and emotions are transferred to new linguistic and cultural contexts. While focussing mostly on interlingual transfer, the volume analyses a variety of translation types from established, canonical renditions by celebrity translators to non-professional translations and intralingual rewritings. It also examines iconotextual dynamics of text and image. The book employs a number of innovative methodologies, from cognitive linguistics and ethnolinguistics to semiotics and autoethnographic approaches, going beyond text analysis to include empirical research on children’s reactions to translation strategies. Highlighting the complex dynamics at work in the process of transcreating for children, this volume is essential reading for students and researchers in translation studies, children’s fiction and adaptation studies.

GET FIT FOR THE FUTURE OF TRANSCREATION is a business companion for language service providers interested in becoming transcreation experts.Transcreation, a service that combines translation with copywriting skills, is required for most marketing, corporate communication, public relations, and advertising texts, and more generally for all types of texts that are meant to enhance a company's or a brand's reputation and sales.This book seeks to answer all the questions that are typically raised about transcreation by both providers and buyers of transcreation services.An eye-opening read, packed with practical lessons from a transcreation practitioner with more than 25 years of industry experience.

A replacement of the author's well-known book on Translation Theory, In Search of a Theory of Translation (1980), this book makes a case for Descriptive Translation Studies as a scholarly activity as well as a branch of the discipline, having immediate consequences for issues of both a theoretical and applied nature. Methodological discussions are complemented by an assortment of case studies of various scopes and levels, with emphasis on the need to contextualize whatever one sets out to focus on.Part One deals with the position of descriptive studies within TS and justifies the author's choice to devote a whole book to the subject. Part Two gives a detailed rationale for descriptive studies in translation and serves as a framework for the case studies comprising Part Three. Concrete descriptive issues are here tackled within ever growing contexts of a higher level: texts and modes of translational behaviour — in the appropriate cultural setup; textual components — in texts, and through these texts, in cultural constellations. Part Four asks the question: What is knowledge accumulated through descriptive studies performed within one and the same framework likely to yield in terms of theory and practice?This is an excellent book for higher-level translation courses.

This volume presents recent research that follows translators, interpreters and translation project managers into their various work contexts and environments. It extends the scope of analysis of translation research from individuals and texts to collectives in their social and material worlds. Particular attention is paid to current translation and interpreting practice, the genesis of translations, the handling and completion of translation projects in real workplaces and the factors that shape these translation/interpreting situations. Covering fields as diverse as technical and literary translation, transcreation and church interpreting, the chapters show just how varied translation and interpreting processes and workplaces can prove to be. They provide new insights into the effects of the increasing use of technology in the translation workplace and the manifold requirements placed on translators and interpreters in a heterogeneous and fast-changing field of practice. Originally published as special issue of Translation Spaces 6:1 (2017).

If it is bilingualism that transfers information and ideas from culture to culture, it is the translator who systematizes and generalizes this process. The translator serves as a mediator of cultures. In this collection of essays, based on a conference held at the University of Hartford, a group of individuals – professional translators, linguists, and literary scholars – exchange their views on translation and its power to influence literary traditions and to shape cultural and economic identities. The authors explore the implications of their views on the theory and craft of translation, both written and oral, in an era of unsettling globalizing forces.

Translating for Children is not a book on translations of children's literature, but a book on translating for children. It concentrates on human action in translation and focuses on the translator, the translation process, and translating for children, in particular. Translators bring to the translation their cultural heritage, their reading experience, and in the case of children's books, their image of childhood and their own child image. In so doing, they enter into a dialogic relationship that ultimately involves readers, the author, the illustrator, the translator, and the publisher. What makes Translating for Children unique is the special attention it pays to issues like the illustrations of stories, the performance (like reading aloud) of the books in translation, and the problem of adaptation. It demonstrates how translation and its context takes precedence can take over efforts to discover and reproduce the original author's intentions. Rather than the authority of the author, the book concentrates on the intentions of the readers of a book in translation, both the translator and the target-language readers.