Appraisal and the Transcreation of Marketing Texts

This book contributes to growing debates on transcreation, applying an Appraisal Theory approach to texts from luxury brands in Chinese and English to reveal new insights into marketing transcreation. This book will be of interest to students and scholars in translation and marketing studies.

Autorentext

Nga-Ki Mavis Ho is Lecturer in Translation and Interpreting Studies at the University of Edinburgh, UK.

Inhalt

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