The Balance Strategy of Commercial Advertising Transcreation in New Media Age

Yanwei Wu

doi:10.47297/wspciWSP2516-252710.20220604

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The Balance Strategy of Commercial Advertising Transcreation in New Media Age

Volume 6, Issue 4

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The Balance Strategy of Commercial Advertising Transcreation in New Media Age
The Balance Strategy of Commercial Advertising Transcreation in New Media Age
School of International Business Communication, Dongbei University of Finance and Economics,Liaoning,Dalian,P.R.China,116025
Vol. 6, Issue 4, Pages: 49-63(2022)
Published： 2022 ，
DOI：10.47297/wspciWSP2516-252710.20220604
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YANWEI WU. (2022). The Balance Strategy of Commercial Advertising Transcreation in New Media Age. Creativity and Innovation, 6(4), 49-63..
DOI：

YANWEI WU. (2022). The Balance Strategy of Commercial Advertising Transcreation in New Media Age. Creativity and Innovation, 6(4), 49-63.. DOI： 10.47297/wspciWSP2516-252710.20220604.

摘要

Abstract

In the context of economic globalization

more and more international brands choose to come to China for marketing or cooperation

resulting in the demand for cross-cultural language services for business advertisement translation. Recently

new media platforms have become one of the main domains for commercial advertising. Under this circumstance

traditional translation methods cannot correspond perfectly to the global marketing goals of multinational companies

and gradually deviate from the increasing aesthetic appeal of target language audiences. This article will discuss the application of transcreation in the translation of commercial advertising based on the cross-cultural context and the background of the new media age. The relationship of balance strategy between translation and creation

source language culture and host culture

international new media platforms and domestic new media platforms will be further explored based on examples of Levi’s on Instagram and Sina Weibo. The purpose of this paper is to provide practical references and industry inspiration for the transcreation of commercial advertising in the new media age through theoretical analysis and practical analysis.

关键词

Keywords

Commercial AdvertisingTranscreationNew mediaCross-cultural CommunicationBalance Strategy

references

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