Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly...Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.展开更多
The evolution of the Internet has enabled us to enjoy the music created in various countries.But still,it is often difficult to understand the lyrics written in foreign languages.Professional translators have publishe...The evolution of the Internet has enabled us to enjoy the music created in various countries.But still,it is often difficult to understand the lyrics written in foreign languages.Professional translators have published many international songs with lyrics that fit the melody so that the ordinary people can enjoy the lyrics of such international songs.This paper discusses lyrics transcreation into the Japanese language.Also,the paper presents an interactive visual lyrics transcreation system and describes the details of its implementation.This system allows users to select temporary lyrics from a set of tentative translations and then freely modify the lyrics with a real-time visualization mechanism.We also propose a lyrics translation algorithm that solves an essential problem of lyrics translation into Japanese.In this study,we interviewed two experts regarding problems with lyrics translation and received reviews of our presented system.We also conducted preliminary experiments with 19 participants to determine the best combination of user interface components for our system.We performed additional user experiments inviting 12 participants to compare lyrics transcreation using the presented system to manual lyrics transcreation.Lyrics transcreation by the presented system brought better results against those of manual transcreation.展开更多
文摘Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.
文摘The evolution of the Internet has enabled us to enjoy the music created in various countries.But still,it is often difficult to understand the lyrics written in foreign languages.Professional translators have published many international songs with lyrics that fit the melody so that the ordinary people can enjoy the lyrics of such international songs.This paper discusses lyrics transcreation into the Japanese language.Also,the paper presents an interactive visual lyrics transcreation system and describes the details of its implementation.This system allows users to select temporary lyrics from a set of tentative translations and then freely modify the lyrics with a real-time visualization mechanism.We also propose a lyrics translation algorithm that solves an essential problem of lyrics translation into Japanese.In this study,we interviewed two experts regarding problems with lyrics translation and received reviews of our presented system.We also conducted preliminary experiments with 19 participants to determine the best combination of user interface components for our system.We performed additional user experiments inviting 12 participants to compare lyrics transcreation using the presented system to manual lyrics transcreation.Lyrics transcreation by the presented system brought better results against those of manual transcreation.
