Vasile Goldiș Western University of Arad, Arad, Romania

Transcreation: when simple translation is not enough

Michael Farrell sets about establishing what transcreation actually involves by analysing how it differs from other language services, such as localization and traditional translation, and provides a little background and history of the term. He then goes on to perform a Gedankenexperiment to look at what the layman, including potential clients, might think transcreation actually is. Primarily, however, the main purpose of the presentation is to unmask the closet transcreators among the attendees through a group therapy approach and encourage them to admit publicly to their repressed true nature in the interest of their health, well-being, and possibly even their bank balances.

Michael Farrell is primarily a freelance translator and transcreator. Over the years he has acquired experience in the cultural tourism field and in transcreating advertising copy and press releases, chiefly for the promotion of technology products. Besides this, he is also an untenured lecturer in post-editing, machine translation and computer tools for translators at the International University of Languages and Media (IULM), Milan, Italy, the developer of the terminology search tool IntelliWebSearch, a qualified member of the Italian Association of Translators and Interpreters (AITI) and a member of Mediterranean Editors and Translators.

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