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

diplomski rad

• Autor: Vedrana Babić
• Mentor: Kristijan Nikolić (mentor)
• Član povjerenstva: Nataša Pavlović (predsjednik povjerenstva)
• Član povjerenstva: Snježana Veselica Majhut (član povjerenstva)
• Ustanova koja je dodijelila akademski / stručni stupanj: Sveučilište u Zagrebu; Filozofski fakultet; (Odsjek za anglistiku); Zagreb
• Datum i država obrane: 2023-02-16, Hrvatska
• Znanstveno / umjetničko područje, polje i grana: HUMANISTIČKE ZNANOSTI; Filologija; Anglistika

Sažetak

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.

• Ključne riječi: transcreation; translating advertising; localization; marketing
• Jezik: engleski
• URN:NBN: urn:nbn:hr:131:041451
• Studijski program: Naziv: Anglistika (dvopredmetni); smjerovi: lingvistički, književno-kulturološki, prevoditeljski, nastavnički; Smjer: prevoditeljski; Vrsta studija: sveučilišni; Stupanj studija: diplomski; Akademski / stručni naziv: magistar/magistra engleskog jezika i književnosti (mag. philol. ang.)
• Vrsta resursa: Tekst
• Način izrade datoteke: Izvorno digitalna
• Prava pristupa: Otvoreni pristup
• Datum i vrijeme pohrane: 2023-02-17 10:53:22