Transfer międzykulturowy tekstów marketingowych. Tłumaczenie specjalistyczne, tłumaczenie marketingowe, adaptacja, lokalizacja czy transkreacja?
Cross-cultural transfer of marketing texts: specialized translation, marketing translation, adaptation, localization or transcreation?

Author(s): Hanka Błaszkowska
Subject(s): Theoretical Linguistics, Applied Linguistics
Published by: Wydawnictwa Uniwersytetu Warszawskiego
Keywords: cross-cultural transfer; marketing genre; translation of marketing texts; transcreation; adaptation; localization; copywriting
Summary/Abstract: Marketing texts are among the most frequently translated genres. This domain of translation studies is reflected in the theory of translation of advertisements, which constitute the most studied marketing genre. However, the spectrum of these genres is broader, and the answer to the complexity of their translation is the industry’s transcreation service. Performed by specialized translators, transcreation has already entered the scientific debate, but it requires empirical research to determine its relationship with translation, localization and copywriting. The article highlights the peculiarities of translation in the marketing domain from the perspective of the industry and that of translation studies, drawing attention to the conceptual and terminological discrepancies in communication between theorists and practitioners with the aim of intensifying the mutual exchange, which is a prerequisite for the development of the discipline.

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