Revision as of 18:47, 13 December 2019 edit Visviva (talk \| contribs) Autopatrolled, Administrators 34,917 edits remove large chunks of uncited marketing-ese, add actual origins of term ← Previous edit		Revision as of 18:49, 13 December 2019 edit undo Visviva (talk \| contribs) Autopatrolled, Administrators 34,917 edits m →Background: spelling Next edit →
Line 9: == Background == Transcreation was first developed by translators in [[India]] and [[Brazil]] in the mid-20th century.{{sfn\|O'Hagan\|2013\|p=196}} In 1964, the Indian scholar [[~~Purushottam~~Purushottama Lal]] wrote, regarding contemporary translations of the Sanskrit classics, that "the translator must edit, reconcile, and transmute; his job in many ways becomes largely a matter of ''transcreation''".{{sfn\|Pedersen\|2019\|p=44}} In the Brazilian context, the term is associated with the work of [[Haroldo de Campos]], who compared transcreation to the giving of a [[blood transfusion]].{{sfn\|O'Hagan\|2013\|p=107, 199}} The term is also recognized in China. In 2010, the Chinese design and advertising publication, Modern Advertising Magazine, discussed the term in an article for the first time.<ref>{{cite journal \|journal=Modern Advertising \|title= Textappeal: The Advantage of Talents \|date=August 2010 \|pages=20–21}} [http://textappeal.com/cultureshocks/textappeal-the-advantage-of-talents/ Translated article]</ref>

Transcreation: Difference between revisions