Transcreation

1. Auflage 2027
ISBN: 978-1-041-07813-5
Verlag: Taylor & Francis Ltd

Buch, Englisch, 280 Seiten, Format (B × H): 156 mm x 234 mm

Reihe: Routledge Introductions to Translation and Interpreting

This accessible textbook offers a systematic guide to developing the skills necessary for professional transcreation, adaptable for use with most language combinations. The authors showcase how the creative reinterpretation of texts to suit an intended audience is recognized as a value-added service, and how universities have recently begun including it among their specialization paths. As AI executes routine translation tasks faster and more cost-effectively, the role of translators increasingly involves post-editing and work that demands cultural sensitivity and creativity—precisely the domain of transcreation.

Divided into three Parts: Part I examines transcreation from academic, industry, and professional perspectives; Part II focuses on major practice areas including marketing, tourism, video games, cinema and television, and health-related materials and Part III explores professional pathways, research opportunities, and practical guidance on assessment and curriculum design. Each chapter includes summary boxes, tasks and activities, and recommendations for further reading. Many examples are adapted from real-life transcreation work, combining theoretical insight with practical application.

Including printable assessment criteria, marking rubrics, and student checklists adaptable for classroom use or self-assessment, this essential resource provides a comprehensive foundation for transcreation training. Designed for undergraduate and postgraduate translation programs, in-house training, and independent study, this is the must-have text for all working and studying in this growing field.

Zielgruppe

Postgraduate, Professional Training, and Undergraduate Advanced

Autoren/Hrsg.

Johnson, Penélope

Filizzola, Teresa

Fachgebiete

• Geisteswissenschaften Sprachwissenschaft Übersetzungswissenschaft, Translatologie, Dolmetschen

Inhaltsverzeichnis

List of appendices

Series Editor’s foreword

Acknowledgements

List of acronyms and abbreviations

Introduction

PART I – Transcreation in theory

1. Scholars’ perspective

2. Language service providers’ perspective

3. Language professionals’ perspective

PART II – Transcreation in practice

4. Marketing and advertising

5. Tourism

6. Cinema and TV

7. Video games

8. Health-related material

PART III – Transcreation pathways

9. Professional pathways

10. Research pathways

11. Conclusion

Über Autor(innen)

Penélope Johnson is an Associate Professor at the School of Modern Languages and Cultures, Durham University. She is the author of the Routledge titles, Writing a Translation Commentary (2024), and co-author of the 3rd edition of Thinking Spanish Translation (2026).

Teresa Filizzola is an independent researcher, a linguist and a teacher of English as a second language. She holds a PhD in Translation Studies and she has over 10 years of experience as a transcreator.