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Can I read Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English (Routledge Advances in Translation and Interpreting Studies) on EtoBox?
Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English (Routledge Advances in Translation and Interpreting Studies) by Ho, Nga-Ki Mavis is a nonfiction available to read on EtoBox.
What is Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English (Routledge Advances in Translation and Interpreting Studies) about?
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 ge
Who reads Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English (Routledge Advances in Translation and Interpreting Studies)?
It is typically read by self-directed learners exploring a subject in depth.
Common subject areas: history, science, philosophy, social sciences.
- Author
- Ho, Nga-Ki Mavis
- Publisher
- Routledge, Chapman & Hall, Incorporated
- Published
- 2024
- Language
- EN
- ISBN
- 9781003290575
- Category
- nonfiction
- Subjects
- Linguistics, Marketing, Language Learning
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