Decoding transcreation in corporate website localization into Arabic
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Published:2020-12-31
Issue:1-2
Volume:7
Page:69-94
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ISSN:2032-6904
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Container-title:The Journal of Internationalization and Localization
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language:en
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Short-container-title:JIAL
Affiliation:
1. Université Sorbonne Nouvelle
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.
Publisher
John Benjamins Publishing Company
Subject
Linguistics and Language,Communication,Language and Linguistics,Software
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