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

Research output: Book/ReportBook

Abstract / Description of output

This book contributes to growing debates on transcreation, applying Appraisal to marketing texts 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, creativity, 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 the Appraisal framework in Systemic Functional Linguistics and employed to reveal three dimensions of persuasion in texts: the presence, the force and the inducements. In focusing on luxury fashion marketing texts in Chinese and English, the book explores how Appraisal can surface fresh perspectives into the different ways the practices of marketing transcreation are performed to generate persuasion across languages and cultures. The volume looks ahead to the implications for other language pairs and applications to other forms of transcreation and non-transcreation texts.

This book will be of interest to students and scholars in translation studies and marketing studies, as well as transcreation practitioners.
Original languageEnglish
ISBN (Print)9781032269337
Publication statusAccepted/In press - 2023

Publication series

NameRoutledge Advances in Translation and Interpreting Studies

Keywords / Materials (for Non-textual outputs)

  • transcreation
  • marketing
  • appraisal system
  • Chinese
  • English
  • persuasion


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