Translator’s Role in Advertising: Transcreation as a Localization Strategy

master's thesis

• Author: Vedrana Babić
• Mentor: Kristijan Nikolić (mentor)
• Committee member: Nataša Pavlović (predsjednik povjerenstva)
• Committee member: Snježana Veselica Majhut (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of English language and literature); Zagreb
• Defense date and country: 2023-02-16, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; Anglistics

Abstract

This dissertation explores a translator's role in advertising by analyzing transcreation strategies in advertising in different cultures. The aim of this dissertation is to show that the translator's linguistic and cultural knowledge of both the source and target language and culture is needed in adaptation processes used in marketing, such as transcreation and localization. In order to determine the degree of adaptation in international advertising and how culture affects advertising adaptation, an analysis is conducted on advertising material and marketing campaigns from Renault, an automotive company with an international presence. The advertising material was analyzed using De Mooij's advertising styles, which are based on Hofstede's dimensions of culture. The analysis is based on Renault's advertising from Croatia, as well as Francophone and Anglophone countries to cover a wider range of cultural communities in which Renault's cars are sold. The analysis shows that, in marketing adaptation, attention is paid to culture-specific distinctions, which is achieved by localization, transcreation and copywriting methods.

• Keywords: transcreation; translating advertising; localization; marketing
• Language: english
• URN:NBN: urn:nbn:hr:131:041451
• Study programme: Title: English Language and Literature (double major); specializations in: Linguistics, Literature and Culture, Translation, TEFL; Course: Translation; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra engleskog jezika i književnosti (magistar/magistra engleskog jezika i književnosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-02-17 10:53:22