1887
Volume 7, Issue 1-2
  • ISSN 2032-6904
  • E-ISSN: 2032-6912
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Abstract

Abstract

As adaptation is often associated with localization, and with the promotion of transcreation as an extra service in the industry, there is a need to analyze how and to what extent transcreation is used in localization as a type of target-culture-focused translation. This paper looks into adaptation and analyzes transcreation as a translation strategy. It investigates online promotional texts localized into Arabic (for Saudi Arabia) as an under-researched language in website localization. The analysis follows a functionalist approach and examines 15 international corporate websites. The results illustrate components of transcreated texts and shed light on the use of different procedures to achieve the creative persuasive purpose.

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/content/journals/10.1075/jial.20010.kas
2021-01-06
2021-05-17
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