译创:一种普遍的实践

Transcreation: A Common Practice

译创是在翻译基础上的一种再创作,用目标语对原语文本加以改编,以自然流畅的方式传递原文信息。译创作为一种语言服务,主要应用于传媒、广告、市场营销等领域,但在电子游戏、网站、视听产品、文学等跨语言、跨文化活动中也普遍存在。译创扩展了翻译概念,使我们能够更深入地了解同一文本的多语言使用。

Transcreation is a process of recreating based on translation,adapting a message from source text to target text,conveying it into another language in a natural and fluent way.As a type of language service,transcreation is chiefly used in media,advertising and marketing campaigns.It is also a common practice in cross-language,cross-cultural fields,such as video game,website,audio-video product,and literature.The concept of transcreation extends the scope of translation,and gives us an insight into the multilingualistic use of the same text.