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 analysing its differences with other language services, such as localization and “traditional” translation. He also provides a little background and history of the term, as well as a rather humorous instance of when “simple” translation goes drastically wrong. The speaker then goes on to perform a gedankenexperiment to look at what the layman, including potential clients, might think transcreation actually is, as opposed to localization or “simple” translation.
In conclusion the presenter shows that the word transcreation itself is an excellent example of what transcreation really is.
Primarily however the main purpose of the whole presentation is to unmask the closet transcreators among the delegates through a “group therapy approach” and encourage them to admit publicly to their repressed true nature in the interest of their health, wellbeing and – possibly – their bank balances.
The talk is aimed at translators, interpreters, localizers, editors and other language professionals who occasionally deal with or intend to move into the more creative areas of our profession.
Michael Farrell is primarily a freelance translator and transcreator. During 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 also an untenured lecturer in computer tools for translation at the IULM University (Milan, Italy) and the developer of the terminology search tool IntelliWebSearch. He is a qualified member of the Italian Association of Translators and Interpreters (AITI) and member of the Mediterranean Editors and Translators (MET) association.