The Limits of Transcreation

Abstract

This thesis is a translation thesis project that is required by the course TRE 402 Thesis. The text I chose for this project, “Positioning Transcreation in Translation Studies” by Sevcan Yılmaz Kutlay, is about the position of transcreation among similar terms and in translation studies. The author uses a lot of references to show how they describe the term “transcreation” in translation studies. The commentary part of the project will generally include my translation decisions and some problems I encountered during the pre-translation, translation and post-translation processes. I am going to analyze the source text and give some information about the characteristics of the text in general. Then, I am going to explain how and why I chose this article to translate. After providing some background on the source text and my relationship with it, I am going to touch upon my translation process, including term list creation, decisions, challenges, and digital tools to assist me to solve these problems or make translation decisions. Afterwards, I am going to talk about post-translation processes a little bit, this part will be about editing, proofreading and conversion of the text into a new format. Lastly, I am going to discuss a specific issue within the text by taking advantage of former courses I have taken. The issue is going to be about the limits of transcreation. I am going to claim that there should not be restrictions on the transcreation of the marketing or advertising taglines.

İstanbul 29 Mayıs Üniversitesi Senatosunun 22.06.2020 tarihli ve 2020/14-5 sayılı Açık Bilim Politikası gereğince erişime açılmıştır.