Transzkreáció, copywriting, szoftverlokalizáció: fogalmi meghatározások
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Date
2018
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Károli Gáspár Református Egyetem
L'Harmattan Kiadó
L'Harmattan Kiadó
Citation
Kovács Tímea: Transzkreáció, copywriting, szoftverlokalizáció: fogalmi meghatározások. In: Dróth Júlia (szerk.): Gépiesség és kreativitás a fordítási piacon és az oktatás különböző szintjein. Budapest, Károli Gáspár Református Egyetem, L'Harmattan Kiadó, 201. 157–165 p.
ISBN:
9789634144397
MTMT:
30482095
Abstract
The aim of this study is to give a definition of ‘Copywriting’, ‘Transcreation’,
and ‘Software Localization’ as well as examining what linguistic and nonlinguistic aspects pose the greatest challenges in the process of translation. The author demonstrates through her own examples the relevant challenges arising in the foregoing types of translation by relying on the results of background research conducted with professional translators. The examples demonstrate the peculiar challenges in the process of transcreation at a (socio)pragmatic level, and in software localization at a linguistic structural level. Such challenges are triggered by dynamic contrasts activated in the process. At the end of this study, the author attempts to comprehensively compare the relevant aspects of writing and translation activated in the process of ‘copywriting’, ‘transcreation’, and ‘software localization’.
Description
Keywords
fordítástudomány ; software ; fogalom