Appraisal and the Transcreation of Marketing Texts

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.