Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English

This book examines the origins of the term "transcreation" and its application to marketing texts from luxury brands in Chinese and English, advocating for the use of an appraisal framework to understand persuasion across languages. It explores how this approach can surface fresh perspectives on the processes and practices of marketing transcreation and looks ahead to its implications for other language pairs and genres.

Format: Hardback
Length: 200 pages
Publication date: 31 January 2024
Publisher: Taylor & Francis Ltd

This comprehensive volume makes a significant contribution to the ongoing debates on transcreation, a multifaceted process involving the adaptation and translation of marketing texts across languages. By applying an appraisal framework derived from systemic functional linguistics, the book offers fresh insights into the marketing transcreation phenomenon and establishes transcreation as a distinct area of study.

The origins of the term "transcreation" are traced back to the interplay of established concepts such as translation, creation, localization, and adaptation, as well as ongoing discussions on what should be transcreated and how. Using these dialogues as a starting point, the author proposes a forward-looking approach to transcreation research by advocating for the use of an appraisal framework. This framework, drawn from the field of systemic functional linguistics, is employed to evaluate persuasion in language.

The book delves into the evaluation of marketing texts from the websites of three luxury brands in English and Chinese, shedding light on the diverse ways in which marketing transcreation is employed to generate persuasion across languages. By examining the linguistic strategies and techniques used in these texts, the book provides valuable insights into the complexities of marketing communication and the strategies employed by luxury brands to appeal to global audiences.

Furthermore, the volume explores the potential applications of the appraisal framework to understand transcreation practices in other language pairs and genres, such as literary texts. This interdisciplinary approach broadens the scope of transcreation research and contributes to a better understanding of the cultural and linguistic nuances involved in cross-linguistic communication.

The book is of interest to students and scholars in translation studies and marketing studies, as it offers a comprehensive and interdisciplinary perspective on the complex phenomenon of marketing transcreation. It provides valuable insights into the linguistic, cultural, and strategic aspects of this process and serves as a valuable resource for practitioners and researchers alike
in the field.

Weight: 550g
Dimension: 229 x 152 (mm)
ISBN-13: 9781032269337