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Nosova V.D. [The use of transcreation strategy in cultural code translation] World of Science. Series: Sociology, Philology, Cultural Studies, 2024, Vol. 15, No. 2. Available at: https://sfk-mn.ru/PDF/10FLSK224.pdf (in Russian).

The use of transcreation strategy in cultural code translation

Nosova Vlada Dmitrievna
The use of transcreation strategy in cultural code translation
Zhirinovsky University of World Civilizations, Moscow, Russia
Federal State University of Education, Moscow, Russia
E-mail: nosov_vlad@bk.ru
RSCI: https://elibrary.ru/author_profile.asp?id=1159803

Abstract. This paper examines the linguocultural term «transcreation» as one of the most successful types of advertising text translation containing realities with a numerical code. The main strategy of the translator when working with texts on this topic is determined as to adapt the source text taking into account the national and cultural picture of the world of the target language. The need to pay attention to the transmission of the emotive code within the framework of intercultural communication when comparing culturally marked vocabulary in English and Russian is emphasized. The translator acts as a bicultural person, whose task is to convey the author’s intentions. To overcome linguistic and cultural barriers, it is proposed to use comparative and discourse-textual analysis of linguistic unit transmission with a numerical component. It is noted that digital poems have significant potential in advertising texts, since they represent traditional poetic forms and at the same time are associated with a certain concept. The author of the paper proposes the following algorithm for transmitting a numerical code — taking into account the poetic size, communicative register and literary traditions of both languages. In the considered example of translating a poem, the translator is tasked with reworking the original text in such a way that it meets the emotional, aesthetic and informational-pragmatic needs of the recipient, on the one hand, and preserves the original author’s goals, on the other. As a result of numerical conversion, it is possible to preserve the melody of the original text. It has been revealed that transcreation makes it possible to achieve adequate transmission of cultural code and polycode texts and can be used within the discipline of RFL as an educational and methodological basis for teaching Russian and English languages.

Keywords: intercultural communication; cultural code; linguaculture; transtlation; adaptation; transcreation; versification; poem

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