The truth about transcreation
According to that modern day oracle of wisdom, Wikipedia, “Transcreation is a relatively new term and its precise meaning is still being defined.” One of the aims of this presentation is therefore to overcome this shortcoming. Michael Farrell sets about pinning down a definition of transcreation by performing a series of gedankenexperiments to look at what the layman, including potential clients, might think transcreation actually is, as opposed to localization or “simple” translation. In conclusion, he provides a little background and history of the term, and shows that the word transcreation itself is an excellent example of what transcreation really is.
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. Being a keen amateur cook, he also translates texts on Italian cuisine. Besides this, he is an untenured lecturer in computer tools for translation and interpreting at the IULM University (Milan, Italy), the developer of the terminology search tool IntelliWebSearch, a qualified member of the Italian Association of Translators and Interpreters (AITI) and member of MET (Mediterranean Editors & Translators).
This 50-minute session is scheduled for Saturday, 6 May, 2017. You can attend this session by purchasing a 2-day pass to BP17, covering both Friday and Saturday.