From this perspective, no single domain (e.g. Yet, since a varying degree of creativity is implicit in the translation of any type of text, this study argues that creativity is not the discriminating factor in order to recognize the difference between translation and transcreation the aim, rather, is to restore the original conception of the term, based on the word ‘creation’, i.e. Nowadays often used in advertising and the media, transcreation is a portmanteau word made by combining together translation and creation, in order to emphasize the considerable amount of creativity required in the process. Snell-Hornby 1994), some others relating it to the translation of computer games (O’Hara & Mangiron 2006). ![]() Baker 2011), some interpreting it as a heuristic method to be used in the translation of poetry (e.g. ![]() Definitions abound, some of them placing it within a functionalist perspective (e.g. Transcreation has recently become a buzzword in Translation Studies.
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