Transcreated Advertisement as an Identity Determiner
Transcreated Advertisement as an Identity Determiner

Summary/Abstract: Purpose: This study aims to investigate the transcreated advertisement, in order to highlight the use of identity features in its conception. Furthermore, it studies their effect, to provide a baseline understanding on how to translate for the target audience, where identity is the main element to be manifested in the communicative message of marketing purposes. Methodology: This research follows the qualitative approach to examine some advertisement figures in terms of their transcreation. The reason behind it is in demonstrating the variables in how and why both translation and creation were applied for conceiving exclusive advertisements. Findings: The results indicated that in transcreating advertisements, changes on the level of the source message were strongly related to the social and cultural references that built and identified the target expression system. Moreover, the results demonstrated the mechanism of the target expression and how far identity can have an impact on the target audience by using specific codes in the conception of the advertisements. Practical implications: The research provided some guidelines about the applicable procedures that the transcreator should be aware of to better address the target audience. Originality/ value: This investigation is in line with some prior research that discusses the topic of transcreating an LSP (Language for Specific Purposes). It is also to shed light on and enrich the literature about the rendition for exclusive advertisements in contemporary societies, and to expand the focus on theories and approaches of free and creative translations.

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