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.

Aceasta carte contribuie la dezbaterile tot mai ample despre transcreatie, aplicand o abordare bazata pe Teoria Evaluarii (Appraisal Theory) textelor de la marci de lux in limba chineza si engleza pentru a dezvalui noi perspective asupra transcreatiei de marketing. Aceasta carte va fi de interes pentru studentii si cercetatorii din domeniul traducerii si studiilor de marketing.