Transcreation Strategic Considerations for Realizing Contextual Equivalence in Video Translation: Focusing on Korean and Japanese Video Media

Based on the relevance theory of translation, this study examines aspects and strategies of transcreation through subtitles inserted into Korean and Japanese audiovisual media. Through the Korean and Japanese audiovisual media used as examples of transcreation, the fact that substitution strategies were most frequently used in the process of transcreation to reduce the linguistic and cultural gap between the source and target languages was confirmed. Additionally, generalization (paraphrase), specification (addition), omission, and direct translation (shifted) strategies were partially used. The substitution strategy was used in the highest percentage because it overcomes the linguistic and cultural differences between the departure and arrival languages and connects the speaker and the audience by achieving equivalence between the two languages. It means that strategies to completely rewrite specific elements in the departure language into expressions that are more appropriate in the target language's cultural sphere are essential.<br/> This paper confirmed that transcreation plays a role in effectively communicating wordplay (puns), bridging cultural gaps, maintaining emotional and affective coherence, and increasing audience immersion. As a result, transcreation transcends the scope of simple language conversion. It is an essential tool for expanding the approachability of global content as a creative translation strategy that bridges the language and cultural gap.