Transcreation of Advertisements as Narratives

Transcreation covers emerging strategies, concepts and procedures in translation. It brings together linguistic transfer, cultural appropriation and creative invention. Recent trends in the advertisement sector indicate that translation is blended with creativity and narrativization. Hence, transculturation emerges as a critical component of the advertisement sector, and the cultural items of the source language and culture (SL, SC) are recreated in the target language (TL, TC). The crucial aspects of transcreation combine the subtleties of SL and add creativity to TL and TC. This article examines transcultural strategies and the integration of visual narratives in Turkish advertisements. A phenomenographic approach was used in this study to identify the transcreations from English advertisements into Turkish. In analysing advertisement narratives, Hans Vermeer’s “skopos theory” was used, reconsidering the concept of “domestication” from a commercial perspective. This short article shows how advertisement narratives are reproduced in TC and how transcreation strategies and illustrations are used for recontextualisation. The present illustrations can contribute to a better understanding of future transcreational attempts for cutting-edge researchers.