The Rendering of Creative English Commercial Texts into Arabic: An Insight into the Realm of Transcreation

This study endeavors to investigates the rendering of creative texts between English and Arabic within the realm of transcreation. The term transcreation is a novel discipline in translation studies; it is a merger of two words – translation and creation. The corpus is obtained from official online sources and authentic print materials. The study addresses two questions: How can the translation approaches and strategies be applied to the transcreation of commercial texts? How do transcreators optimize the use of the translation theories in rendering creative texts? The methodology adopted in the study is a qualitative analytical method. The study finds out that transcreation accepts any strategy, even if it is a literal translation or any direct approach, as long as it fulfills the same function, in case it appears natural, acceptable and satisfactory to the target audience and bridges the gaps of linguistic and cultural specificity.
This study endeavors to investigates the rendering of creative texts between English and Arabic within the realm of transcreation. The term transcreation is a novel discipline in translation studies; it is a merger of two words – translation and creation. The corpus is obtained from official online sources and authentic print materials. The study addresses two questions: How can the translation approaches and strategies be applied to the transcreation of commercial texts?