The application of transcreation technique in translating mono & Multimodal advertisements in Algeria from 2011-2021
This PhD thesis addresses the translation of mono- and multimodal advertisements in Algeria from 2011 to 2021 via the application of transcreation technique. The latter highlights how similar the process of translating advertisements to the process of creating its first version. The transcreators st...
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| Tipo de recurso: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | España |
| Institución: | Universidad de Valladolid |
| Repositorio: | UVaDOC. Repositorio Documental de la Universidad de Valladolid |
| OAI Identifier: | oai:uvadoc.uva.es:10324/71449 |
| Acceso en línea: | https://doi.org/10.35376/10324/71449 https://uvadoc.uva.es/handle/10324/71449 |
| Access Level: | acceso abierto |
| Palabra clave: | Traducción e interpretación Transcreation Transcreación Translating advertisement Traducción publicitaria Mono- and multimodality Mono- y Multimodalidad 5 Lingüística |
| Sumario: | This PhD thesis addresses the translation of mono- and multimodal advertisements in Algeria from 2011 to 2021 via the application of transcreation technique. The latter highlights how similar the process of translating advertisements to the process of creating its first version. The transcreators start translating the advertisement from several sources: the source version, the referent version or the source idea. They obtain an original version which takes the target notion elements as a reference in the process of creating the other version under the framing of translation services. The collection of the advertisements figures went through the selection of a diverse range of mono- and multimodal advertisements, displayed on virtual or reality platforms. No promotional purposes are intented. The thesis design has six phases, following Bloom Field's (1956) and Anderson and Krathwohl (2001) learning pyramid versions: Knowledge, Comprehension, Application, Analysis, Evaluation, and Creation. Each phase carried a part of the thesis in its thematic progression. The thesis acheived the following goals: 1. Identifying 31 transcreation processes. 2. Identifying and justifying transcreation as a holistric approach. 3. Defining transcreation technique after holding an interdisciplinary investigation from philosophy and translation. 4. Unsettling the terminological confusion of the term transcreation: trans- as "another, beyond or across", and creation as "the act of creating". 5. Positioning transcreation in translation dichotomy studies as a target-oriented translation of a creational paradigm nature. 6. Identifying transcreation technique as a hermaneutic, modernism, poly-system, post-colonial, pro-culture and pro-traget theory. 7. Carrying the study of the translation of a mono- and multimodal expression nature. The present thesis relies on its supporting article for studying the transcreation of multilingual advertisements of a hybrid nature via the idea elaboration process. |
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