Á la mode fashion transcreation: analysis of intervention areas in French-Spanish projects

Abstract

Considered at first as the “translation of advertising” (Rike, 2013), transcreation appears as a response to current market needs, where translation and localization services seem to be insufficient. According to CLS Communication (2017): “La transcréation est la restitution libre et créative d’un message dans une langue étrangère, en fonction d’un lectorat et d’un marché déterminés. La transcréation ne vise pas la fidélité aveugle au texte de départ”. In this regard, this work aims at presenting the results gathered after implementing the TeCreaTe innovative teaching project (Morón and Calvo, 2018) in a module of specialised translation French-Spanish, during the academic year 2016-2017. After presenting the methodology of the project in general, this article will analyse a selection of the key intervention areas (referred to as ZDI, for its abbreviation in Spanish; Morón, 2017) in the field of transcreation, appearing in the texts subject to transcreation.