Transcreation in Advertisement Slogans from the Perspective of Communicative Translation Theory  

作　　者：ZHU Wei-jia 

机构地区：[1]University of Shanghai for Science and Technology,Shanghai,China

出　　处：《Journal of Literature and Art Studies》2024年第5期349-354,共6页文学与艺术研究（英文版）

摘　　要：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.

关 键 词：transcreation advertisment slogans communicative translation theory 

分 类 号：H31[语言文字—英语]