Transcreation in marketing: a corpus-based study of persuasion in optional shifts from English to Chinese

Figures & data

Table 1. Frequency of evaluative epithets in the parallel corpus.

	Explicit		Implicit
	ST	TT	ST	TT
Appreciation	538	1217	1369	1204
Reaction	241	503	67	66
Composition	61	201	242	162
Valuation	236	513	1060	976

Table 2. Translation of explicit epithets.

Level of explicitness	No shift – maintained	Up-shifting by addition	Up-shifting by substitution (implicit in ST to explicit in TT)	Down-shifting by omission
	538	514	165	0

Table

ST	All walked down the catwalk in silver leather stilettos or precious embroidered thigh boots.
TT	每位 模特 都 身着 银色 皮质 高跟鞋 或 饰 以 珍贵 刺绣 的 无尽 美 腿 长靴， 一 袭 袭 优雅 身姿 在 镜 厅 中央 交映 折射， 流转 无尽 衣香鬓影。
Back translation	Every model wore silver leather heels or preciously embroidered endless beautiful legs long boots, one after another elegant figure in [the] mirror hall centre cross reflecting, revolving endless resplendent attire.

(Target of evaluation: garments on models in a fashion show)

Table

ST	Its fluid texture corrects the skin's texture without feeling heavy
TT	流畅 清透 的 质地 可 有效 美化 肌肤 纹理， 不会 使 肌肤 拥有 任何 厚重感。
Back translation	smooth [and] clear's texture can effectively beautify skin texture, it will not make the skin have any heaviness.

(Target of evaluation: a makeup foundation)

Table

ST	Fall-Winter 2017/18 Ready-to-Wear collection
TT	2017/18 秋 冬 高级 成衣 系列
Back translation	2017/18 Winter Fall High-Class/Premium Ready-to-Wear collection

(Target of evaluation: title of a fashion collection)

Table 3. Translation of implicit epithets.

Level of explicitness	Maintained	Up-shifting by substitution (less implicit)	Down-shifting by substitution (more implicit)	Up-shifting by omission
	885	278	30	11

Table

ST	Melting onto the lips, it provides an intense colour in a single application
TT	唇膏 仿佛 奶油 般 在 唇 上 融化，
	轻轻 一 抹， 便 可 留下 浓郁 色彩
Back translation	Lipstick like cream melting on the lips, lightly apply once, then can leave intense colour

(Target of evaluation: a lipstick)

Table 4. Maximally upscaled graduation epithets.

Maximisation in Graduation	ST	TT
Newness	42	112
Amount	1	35
Time	23	56
Quality	23	53
Infinity	11	26

Table 5. Translation of graduation epithets of newness.

ST	TT	Total: 70
Epithets related to newness but not maximised e.g. new	全新/崭新 [brand-new/completely new]	33
Other explicit epithets e.g. unique		5
Other implicit epithets e.g. revisit		5
No evaluation		27

Table

ST	… Hollywood stars enthusiastically embraced his vision of elegance.
TT	…  … 众多 好莱坞 明星 也 对 其 作品 的 优雅 风范 倾心 不已。
Back translation	… many Hollywood stars also to his work's elegant graceful demeanour fell so much in love.

(Target of evaluation: the work of a fashion designer)

Table

ST	Removable straps allow them to be carried by hand, over the shoulder, cross-body or on the elbow, for looks that go from casual to formal, but always chic.
TT	可 脱卸 包 带 设计， 方便 手 提、 肩 背、 斜 挎 或 手 挎， 无论 休闲 或 正装 造型， 均 亮丽 优雅。
Back translation	Removable strap design, easy to hand carry, shoulder carry, cross-body carry or elbow carry, no matter casual or formal looks, both brightly beautiful [and] elegant.

(Target of evaluation: looks created by carrying a bag)