Translation, Transcreation and Localization
Translation, Transcreation and Localization

Summary/Abstract: Translation as such had not been studied thoroughly and systematically for a long time. The representatives of German Romanticism (Herder, Humboldt, etc.) started to consider translation as an integral part of a new theory about language only at the end of the 18th century. The most important issues in this respect referred to the relationship between original – translation versus translatability. This paper shall define the concept of translation, as art, craft and science alongside its subcategories, namely interlingual, intralingual and intersemiotic translation. Moreover, its aim is to present briefly the distinction among translation and the much newer terms of transcreation and localisation. While Transcreation requires a pinch of creativity on the author’s part, being mostly used in public posts and marketing, localization in the “science” of finding an appropriate term in the target language for a new term, unknown in the target language. The paper shall also pin down the concepts by examples in the languages the authors speak.

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