Towards a classification of the types of transcreation in the language of tourism promotion A Spanish-English contrastive analysis
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In recent years, transcreation has emerged as a prominent subject of scholarly investigation within the realm of translation studies, particularly in the sectors of audiovisual and advertising translation. Transcreation extends beyond the realm of translation, instead seeking to adapt and recreate messages in another language while ensuring that their persuasive and commercial appeal is retained for the target audience. Given their inherent demand for a high level of creativity and adaptation, persuasive and commercial texts serve as a rich source for the exploration of transcreation. The core objective is to capture and communicate the essence and intended purpose of the original message within a distinct cultural context. This research specifically addresses transcreation within the sphere of tourism promotion and aspires to systematise the types of transcreation that most frequently occur within this sector. To facilitate this, an analysis of a corpus comprising over 450 titles of Spanish language articles and travel reports, along with their corresponding English translations, has been conducted. These titles were selected from a range of editions of the publication ‘Ronda’, distributed by the company Iberia. Through undertaking a contrastive analysis, this paper scrutinises the strategies employed in the transcreation of these titles. A classification is proposed, incorporating the range of specific transcreative strategies observed within the corpus of titles. These strategies extend from total reinterpretations of the original text to adaptations of a less significant nature. On the whole, this paper, adopting a descriptive and exploratory approach, underscores that transcreation is a prevalent phenomenon within tourism promotional language. It is chiefly employed to transfer persuasive and appealing textual elements, such as in the case of article titles.
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