Within marketing and advertising, transcreation constitutes a fairly new domain, which has experienced extensive growth during the last decade or so. More and more companies provide transcreation alongside other services like translation and localisation. In academic circles, the term transcreation has so far received little attention. This, however, is not to say that transcreation is an untreated subject within translation studies. It does appear on different occasions (e.g. Bernal Merino 2006; Gaballo 2012; Rike 2013; Katan 2015), and the scientific journal Cultus even included transcreation in the title of its 7th edition in 2014. So in a certain way you could say that the growth of transcreation among practitioners is starting to be reflected in academia. However, the view from within the transcreation industry itself is something that has so far been hard to find, and that is where the present dissertation wants to contribute.
Place of Publication
Department of Business Communication, Aarhus BSS, Aarhus University