Appraisal and the Transcreation of Marketing Texts : Persuasion in Chinese and English 1st Edition Ho 1000984001 9781000984002

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Product details:

• ISBN 10: 1000984001
• ISBN 13: 9781000984002
• Author: Ho

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.

Table of contents:

1 Introduction

2 Transcreation, Marketing Transcreation and Persuasion

3 The Appraisal Framework

4 The Materials and Methods

5 The Presence of Persuasion

6 The Force of Persuasion

7 The Inducements of Persuasion

8 Conclusion

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