TRANSCREATION AS A NEW APPROACH TO TRANSLATION OF ADVERTISING TEXTS AND SLOGANS

Abstract

The commercial success of any business enterprise in the age of globalization and internationalization depends on the choice of marketing strategy. To remain competitive, all industries must follow new trends and face new challenges. In the context of the current market requirements, a new strategy for translating advertisements and slogans called transcreation has been attracting more attention and is an emergent trend for the Ukrainian market. In this study, we examine the phenomenon of transcreation and present an analysis of texts resulting from the application of the translation strategy. The problem of advertisement translation has been attracting attention of the modern linguists as the main task of a translator is 1) to choose the appropriate translation strategy so as 2) to clearly convey to the recipient the intended information of the original text considering all implicit as well as explicit shades of original message. One of the challenges in translating advertisements is the preservation of the communicative functions embedded in the original text or slogan. In our work, we covered the concept of "transcreation", analysed the translation of advertising slogans of world-famous German companies, as well as conducted a psycho-linguistic experiment using an online Google Forms questionnaire. Fifty-two informants evaluated nuances of the meanings on which advertising slogans and their translations were focused by transcreation. The results of our study can be used in training programs for future translators