Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English (Routledge Advances in Translation and Interpreting Studies)

Cover
Half Title
Series
Title
Copyright
Contents
List of Figures
List of Tables
Abbreviations and Transcription Conventions
Acknowledgements
1 Introduction
	1.1 Current Debate on Transcreation and Aims
	1.2 Structure
	1.3 Intended Readers and How to Benefit from this Book
	Notes
	References
2 Transcreation, Marketing Transcreation and Persuasion
	2.1 Debunking the Industry Myth: Transcreation is Not Translation Because it is Creative
		2.1.1 Translation is Creative
		2.1.2 Transcreation is a Form of Translation, Just Not “Prototypical Translation”
	2.2 Decluttering the Academic Discussion: The Concepts of Localisation and Adaptation
		2.2.1 What is Localisation?
		2.2.2 What is Adaptation?
	2.3 Definition of Transcreation
		2.3.1 Realisation of Transcreation
	2.4 Persuasion in Marketing Texts: Rational and Emotional
	2.5 Conclusion
	Notes
	References
3 The Appraisal Framework
	3.1 Introduction: The Origin of Appraisal
	3.2 Attitude
		3.2.1 The Presence of Persuasion: Inscribed and Invoked Attitude
		3.2.2 Affect
		3.2.3 Judgement
		3.2.4 The Inducements of Persuasion: Appreciation
	3.3 Engagement
		3.3.1 Monogloss
		3.3.2 Heterogloss
	3.4 The Force of Persuasion: Graduation
		3.4.1 Force:Quantification
		3.4.2 Force:Intensification
		3.4.3 Focus
	3.5 Conclusion: A Refined Appraisal Framework
	Notes
	References
4 The Materials and Methods
	4.1 Introduction
	4.2 The Materials
		4.2.1 Language Versions
		4.2.2 The Period
		4.2.3 Word Count of the Chinese Corpus
	4.3 Methods
		4.3.1 Quantitative Content Analysis
		4.3.2 Qualitative Content Analysis
	4.4 Conclusion
	Notes
	References
5 The Presence of Persuasion
	5.1 Inscribed Attitude
		5.1.1 Fewer Inscribed Instances in English When Compared to Chinese
		5.1.2 Only Invoked Instances in English When Compared to Chinese
		5.1.3 No Persuasion in English when Compared to Chinese
	5.2 Invoked Attitude
		5.2.1 Attitudinal Tokens
		5.2.2 Graduation
		5.2.3 Counter-Expectancy
		5.2.4 Logical-Semantic Relations
		5.2.5 Intra-Textual References
		5.2.6 In-Group Allusions
	5.3 Conclusion
	Notes
	References
6 The Force of Persuasion
	6.1 Maximisation in Time
		6.1.1 Modernity: −Distance:Time versus Superlatives
		6.1.2 Heritage: +Scope:Time
	6.2 Maximisation in Number and Mass
		6.2.1 Abundance: +Number and +Mass
	6.3 Maximisation in Intensification
		6.3.1 Perfection: +Intensification
	6.4 Non-Maximisation in Time
		6.4.1 Modernity: −Distance:Time and Heritage: +Scope:Time
		6.4.2 Craftsmanship: +Scope:Time
	6.5 Non-Maximisation in Number and Mass
		6.5.1 Abundance and Credibility: +Number
		6.5.2 Impressiveness and Popularity: +/−Mass, +/− Number, +Distance:Time and −Scope:Time
	6.6 Non-Maximisation in Intensification
	6.7 Conclusion
	Notes
	References
7 The Inducements of Persuasion
	7.1 Reaction
		7.1.1 Four of Five Senses
		7.1.2 Reaction:Impact: Expressions with the Word 人 (People) in Chinese
		7.1.3 Reaction:Quality: More Diverse Vocabulary and Extensive Usage
		7.1.4 Chinese Compound Words with Two Appreciation Types
		7.1.5 Summary
	7.2 Composition
		7.2.1 Composition:Balance
		7.2.2 Composition:Texture
		7.2.3 Summary
	7.3 Valuation
		7.3.1 Valuation:Distinctiveness
		7.3.2 Valuation:Product Quality and Valuation:Skilfulness
	7.4 Conclusion
		7.4.1 Emotive Persuasion (Pathos) in Chinese: Diverse, Extensive, Poetic, Positive, and Attention-Grabbing
		7.4.2 Rational Persuasion (Logos) in Chinese and English: Harmony versus Dominance
		7.4.3 Persuasion by Social/Group Norms (Ethos)
	Notes
	References
8 Conclusion
	8.1 An Example of All Dimensions of Persuasion at Play
	8.2 Summary of Findings: Key Points for Academics and Practitioners
	8.3 Practical Implications: What Now for Transcreation Practitioners?
	8.4 Limitations
	8.5 Theoretical Implications: Future Research on Transcreation and Beyond
	References
Index