Transcreation : a polymathic approach to translation

• Main Author: Lim, Chyn-Yiing
• Other Authors: Cui Feng
• Format: Thesis-Master by Coursework
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Humanities::Language::English; Social sciences::Mass media::Media studies
• Online Access: https://hdl.handle.net/10356/151928
• Institution: Nanyang Technological University

Transcreation, specifically that of advertising copy, is a relatively new discipline that is growing in demand, affording Translation Studies scholars a microcosm of theoretical and practical issues for exploration. The high level of creativity in the source text and concepts in advertisements requi...