Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English

— —

Nga-Ki Mavis Ho

Appraisal and the Transcreation of Marketing Texts

Persuasion in Chinese and English

Nga-Ki Mavis Ho

$273

Hardback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge
31 January 2024

Translation & interpretation; Advertising; Market research

Series: Routledge Advances in Translation and Interpreting Studies

"This book contributes to growing debates on transcreation, applying an appraisal framework to texts from luxury brands in Chinese and English to reveal new insights into marketing transcreation and set out transcreation as an area of study in its own right.

The volume charts the origins of the term ""transcreation"", emerging from the interplay of established concepts of translation, creation, localisation, and adaptation and ongoing debates on what should be transcreated and how. Using these dialogues as a point of departure, Ho outlines a way forward for transcreation research by advocating for the use of an appraisal framework, taken from work in systemic functional linguistics and employed to evaluate persuasion in language. In focusing on marketing texts from the websites of three luxury brands in English and Chinese, the book explores how this approach can surface fresh perspectives on the different ways in which the processes and practices of marketing transcreation are used to generate persuasion across languages. The volume looks ahead to the implications for other language pairs and the applications of the appraisal framework to understand transcreation practice of other genres, such as literary texts.

This book will be of interest to students and scholars in translation studies and marketing studies."

By: Nga-Ki Mavis Ho
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
Weight: 548g
ISBN: 9781032269337
ISBN 10: 1032269332
Series: Routledge Advances in Translation and Interpreting Studies
Pages: 200
Publication Date: 31 January 2024
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

Nga-Ki Mavis Ho is Lecturer in Translation and Interpreting Studies at the University of Edinburgh, UK.

Reviews for Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English

"""With this volume, Mavis Ho fills a gap in scholarly research about the interlinguistic and intercultural transcreation of marketing texts aimed at preserving their persuasive effect. Using an adapted version of the Appraisal framework model developed within Systemic Functional Linguistics, the author provides a method to identify persuasion in Chinese and English marketing material. The handbook will prove an indispensable companion not only for researchers and translators working between Chinese and English, but also for advertising and promotional translation scholars and practitioners at large."" Ira Torresi Professoressa Associata/Associate Professor - Università di Bologna, Campus di Forlì “Mavis Ho’s new book on transcreation is a much-needed interdisciplinary study that combines knowledge of the creative industries with ideas from marketing, intercultural communication, and translation theory. The elusive concept of transcreation is addressed methodically using a wealth of examples and with an eye to supporting future practice and research.” Dr Dionysios Kapsaskis - University of Roehampton"