1st Edition
Appraisal and the Transcreation of Marketing Texts Persuasion in Chinese and English
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
Biography
Nga-Ki Mavis Ho is Lecturer in Translation and Interpreting Studies at the University of Edinburgh, UK.
"With this volume, Mavis Ho fills a gap in scholarly research about the interlinguistic and intercultural transcreation of marketing texts aimed at preserving their persuasive effect. Using an adapted version of the Appraisal framework model developed within Systemic Functional Linguistics, the author provides a method to identify persuasion in Chinese and English marketing material. The handbook will prove an indispensable companion not only for researchers and translators working between Chinese and English, but also for advertising and promotional translation scholars and practitioners at large."
Ira Torresi
Professoressa Associata/Associate Professor - Università di Bologna, Campus di Forlì
“Mavis Ho’s new book on transcreation is a much-needed interdisciplinary study that combines knowledge of the creative industries with ideas from marketing, intercultural communication, and translation theory. The elusive concept of transcreation is addressed methodically using a wealth of examples and with an eye to supporting future practice and research.”
Dr Dionysios Kapsaskis - University of Roehampton
