The Rendering of Creative English Commercial Texts into Arabic: An Insight into the Realm of Transcreation

المصدر:	مجلة كلية الآداب
الناشر:	جامعة سوهاج - كلية الآداب
المؤلف الرئيسي:	Yousef, Ahmed Mohamed Mohamed (Author)
المجلد/العدد:	ع70, ج2
محكمة:	نعم
الدولة:	مصر
التاريخ الميلادي:	2024
الشهر:	يناير
الصفحات:	49 - 86
ISSN:	1110-7839
رقم MD:	1460337
نوع المحتوى:	بحوث ومقالات
اللغة:	الإنجليزية
قواعد المعلومات:	HumanIndex
مواضيع:	اللغة الإنجليزية \| الإعلانات التجارية \| الترجمة الإبداعية
كلمات المؤلف المفتاحية:	Transcreation \| Creative Texts \| Commercial Advertisements
رابط المحتوى:	PDF (صورة)

المستخلص:	This study endeavors to investigates the rendering of creative texts between English and Arabic within the realm of transcreation. The term transcreation is a novel discipline in translation studies; it is a merger of two words – translation and creation. The corpus is obtained from official online sources and authentic print materials. The study addresses two questions: How can the translation approaches and strategies be applied to the transcreation of commercial texts? How do transcreators optimize the use of the translation theories in rendering creative texts? The methodology adopted in the study is a qualitative analytical method. The study finds out that transcreation accepts any strategy, even if it is a literal translation or any direct approach, as long as it fulfills the same function, in case it appears natural, acceptable and satisfactory to the target audience and bridges the gaps of linguistic and cultural specificity.
وصف العنصر:	هذا البحث مستل من رسالة الدكتوراه بعنوان: Transcreation of Advertising Texts and Literary and Media Titles between English and Arabic: A Skopos Theory Approach Supervised By: Bahaa-Eddin M. Mazid Dr. Samir A. Abdel-Naim
ISSN:	1110-7839