earticle

영어

This study aims to examine how undergraduate students apply the concept of transcreation to advertising translation and to explore how this relatively new concept can contribute to translator education. For this purpose, textual and extra-textual analysis on transcreated texts are carried out. First, 355 target texts are analyzed at a textual level to find out which translation procedures are used when translating source texts which contain different translation problems. It turns out that translation problems such as ambiguity of meaning, non-verbal signs, directionality and rhetorical expressions influence the choice of translation procedures for transcreation. It is, however, noteworthy that ‘communicative translation’ which involves a significant departure from the source text is used the most frequently. This implies that transcreation is used as an effective strategy in the process of problem solving. Second, extra-textual analysis is carried out in terms of improvement in translation quality and students' level of creativity. The result shows that the concept of transcreation can be an emotional and behavioral driver to motivate students to boldly solve translation problems. It also implies that creativity needed for transcreation is not innate, but the ability which can be learned through translator education.