ISSN: 2222-6990
Open access
In recent years, transcreation has been a buzzword in the translation industry and academia. It is defined as a combination of translation and new content creation, with translation used in its traditional sense. Although transcreation strategies have been explored, few studies have addressed whether translation or new content creation predominates in transcreation strategies and the underlying cultural reasons. This study examines the transcreation strategies involved in the Chinese translations of male stereotypes in English online fragrance labels. More specifically, as transcreation strategies can be divided into minimal and marked interventional strategies, this paper examined the cultural reasons underlying marked interventional strategies drawing on the Hofstede model. It adopts a descriptive and interpretive qualitative research method. A non-probability purposive sampling method is used to collect data. Findings illustrate that marked interventional strategies, including addition, substitution and omission, predominate transcreation strategies. Whereas minimal change including direct translation is less. The unveiled cultural reasons suggest the differences of male stereotypes in advertising between China and the US, thus contributing to the research on East-West comparison of male stereotypes. Meanwhile, it will provide implications for translators to deal with male stereotypes in advertising.
An, D., & Kim, S. (2007). Relating Hofstede’s masculinity dimension to gender role portrayals in advertising: A cross-cultural comparison of web advertisements. International Marketing Review, 24(2), 181–207. https://doi.org/10.1108/02651330710741811
Antoniou, A., & Akrivos, D. (2020). Gender portrayals in advertising: stereotypes, inclusive marketing and regulation. Journal of Media Law, 12(1), 78–115. https://doi.org/10.1080/17577632.2020.1783125
Chulanova, G. V., & Shevchenko, S. V. (2017). Gender marker words in advertising texts: The equivalence of translation. ??????????? ????????[Philological Treatises], 9(4), 109–115. https://doi.org/http://nbuv.gov.ua/UJRN/Filtr_2017_9_4_18
Crawford, J. T., Leynes, P. A., Mayhorn, C. B., & Bink, M. L. (2004). Champagne, beer, or coffee? A corpus of gender-related and neutral words. Behavior Research Methods, Instruments, & Computers, 36(3), 444–458.
Dafferner, M., Campagna, J., & Rodgers, R. F. (2019). Making gains: Hypermuscularity and objectification of male and female Olympic athletes in sports illustrated across 60 years. Body Image, 29,156–160. https://doi.org/10.1016/j.bodyim.2019.04.001
De Meulenaer, S., Dens, N., De Pelsmacker, P., & Eisend, M. (2017). How consumers’ values influence responses to male and female gender role stereotyping in advertising. International Journal of Advertising, 37(6), 893–913. https://doi.org/10.1080/02650487.2017.1354657
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes (5th ed.). SAGE Publications, Inc.
De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of Advertising, 29(1), 85–110. https://doi.org/10.2501/S026504870920104X
Deaux, K., & Lewis, L. L. (1984). Structure of gender stereotypes: Interrelationships among components and gender label. Journal of personality and Social Psychology, 46(5), 991-1004.
Del Saz-Rubio, M. M. (2019). The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products. Discourse and Communication, 13(2), 192–227. https://doi.org/10.1177/1750481318817621
Eisend, M. (2010). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, 38(4), 418–440. https://doi.org/10.1007/s11747-009-0181-x
Eisend, M. (2019). Gender roles. Journal of Advertising, 48(1), 72–80. https://doi.org/10.1080/00913367.2019.1566103
Eisend, M., Dens, N., & De Pelsmacker, P. (2019). Gender roles in advertising. In S. Rodgers & E. Thorson (Eds.), Advertising theory (2th ed., pp. 187–197). Taylor & Francis.
Evans, L., & Davies, K. (2000). No Sissy Boys Here: A Content Analysis of the Representation of Masculinity in Elementary School Reading Textbooks. Sex Roles, 42(3–4), 255–270. https://doi.org/10.1023/A:1007043323906
Gromová, E., Müglová, D., & Perez, E. (2017). Culture in advertising and advertising in culture: Communication, translation, representation. Ars Aeterna, 9(2), 81–92. https://doi.org/10.1515/aa-2017-0011
Gaballo, V. (2012). Exploring the boundaries of transcreation in specialized translation. ESP Across Cultures, 9, 95–113. http://www.edipuglia.it/volume.php?id=733
Geldenhuys, M., & Bosch, A. (2019). A Rasch Adapted Version of the 30-Item Bem Sex Role Inventory (BSRI). Journal of Personality Assessment, 102(3), 428–439. https://doi.org/10.1080/00223891.2018.1527343
Ho, N. M. (2020). Transcreation in marketing: a corpus-based study of persuasion in optional shifts from English to Chinese. Perspectives: Studies in Translation Theory and Practice, 1–13. https://doi.org/10.1080/0907676X.2020.1778046
Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations: Software of the mind: Intercultural cooperation and its importance for survival (3rd ed.). McGraw-Hill.
Katan, D. (2014). Translating cultures: An introduction translators, interpreters and mediators. Routledge.
Koinig, I., Diehl, S., & Terlutter, R. (2020). Gender?role portrayals in advertising: State of the art and cross?cultural differences. In The international encyclopedia of gender, media, and communication (pp. 1–7). Wiley Online Library. https://doi.org/10.1002/9781119429128.iegmc198
Li, Y. (2017). ???????????????[Study on the emerging address terms in the context of new media]??????????(??186?)[Language Teaching and Linguistic Studies, 186(4)], 97–103.
Liddicoat, A. J. (2015). Intercultural mediation, intercultural communication and translation. Perspectives: Studies in Translatology, 24(3), 354–364. https://doi.org/10.1080/0907676X.2014.980279
Luo, J. (2019). Niche perfumes: China’s growing appetite for unusual fragrances. Luxury Society. Retrieved December 22, 2020 from, https://www.luxurysociety.com/en/articles/2019/02/niche-perfumes-chinas-growing-appetite-unusual-fragrances/
Marcon, F. A., Petroll, M. de L. M., Barros, L. B. L., & Rocha, R. A. da. (2019). Female stereotypes in advertising - A systematic review of literature. Brazilian Journal of Marketing Research, Opinion and Media, 12(3), 236–258.
Martin, E. (2019). Global marketing translation and localization for French-speaking countries. World Englishes, 38(3), 366–386. https://doi.org/10.1111/weng.12429
McCartan, A., & McMahon, F. (2020). Gender and advertising. In The International Encyclopedia of Gender, Media, and Communication (pp. 1–17). Wiley Online Library. https://doi.org/10.1002/9781119429128.iegmc068
Merriam-Webster. (n.d.). Retrieved December 22, 2020, from https://www.merriam-webster.com/dictionary/
Montés, A. (2019). Teaching gender issues in advertising translation: The case of University marketing. In M. De Marco & P. Toto (Eds.), Gender approaches in the translation classroom (pp. 63–82). Palgrave Macmillan, Cham.
Morón, M., & Calvo, E. (2018). Introducing transcreation skills in translator training contexts: A situated project-based approach. Journal of Specialised Translation, 29, 126–148.
Munday, J. (2004). Advertising: some challenges to translation theory. The Translator, 10(2), 199-219. https://doi.org/10.1080/13556509.2004.10799177
Nardi, V. (2011). Translation in advertising: Marketing cars in Italy and the UK since the 1980s[unpublished doctoral dissertation]. The University of Warwick.
Paek, H. J., Nelson, M. R., & Vilela, A. M. (2011). Examination of gender-role portrayals in television advertising across seven countries. Sex Roles, 64(3-4), 192-207. doi:10.1007/s11199-010-9850-y
Pedersen, C. (2015). Exploring the concept of transcreation: A theoretical and empirical study of transcreation with BMW as an empirical example [Doctoral dissertation. Aarhus University]. http://pure. au. dk/portal/files/61306039/Thesis. pdf
Pedersen, D. (2014). Exploring the concept of transcreation–transcreation as “more than translation”.Cultus: The Journal of Intercultural Mediation and Communication, 7, 57–71.
Pedersen, D. (2016). Transcreation in marketing and advertising: an ethnographic study [Doctoral dissertation, Aarhua University].
https://pure.au.dk/portal/files/99715430/Transcreation_in_Marketing_and_Advertising_An_Ethnographic_Study1.pdf
Pedersen, J. (2011). Subtitling norms for television: An exploration focusing on Extralinguistic Cultural References. John Benjamins Publishing Company.
Pitaloka, Y. A., & Suryandaru, Y. S. (2020). Male representation in beauty clinic advertisements. Talent Development and Excellence, 12(2s), 313–318.
Ranker Community. (2019, September 12). The Best Perfumers and Fragrance Makers. https://www.ranker.com/crowdranked-list/best-perfumers-and-fragrance-makers?ref=search
Rovai, S. (2018). Digitalisation, luxury fashion and “Chineseness”: The influence of the Chinese context for luxury brands and the online luxury consumers experience. Journal of Global Fashion Marketing, 9(2), 116-128. https://doi.org/10.1080/20932685.2018.1435294
Ruan, F. F. (2013). Sex in China: Studies in sexology in Chinese culture. Springer Science & Business Media.(Original work published in 1991)
Waling, A., Duncan, D., Angelides, S., & Dowsett, G. W. (2018). Men and masculinity in men’s magazines: A review. Sociology Compass, 12(7), 1–26. https://doi.org/10.1111/soc4.12593
Wong, Y. J., Ho, M.-H. R., Wang, S.-Y., & Miller, I. S. K. (2017). Meta-analyses of the relationship between conformity to masculine norms and mental health-related outcomes. Journal of Counseling Psychology, 64(1), 80–93.
https://psycnet.apa.org/doi/10.1037/cou0000176
Xu, H., Zhang, Z., Wu, L., & Wang, C. J. (2019). The Cinderella complex: Word embeddings reveal gender stereotypes in movies and books. PLoS ONE, 14(11), 1–18. https://doi.org/10.1371/journal.pone.0225385
Zayer, L. T., McGrath, M. A., & Castro-González, P. (2019). Men and masculinities in a changing world: (de)legitimizing gender ideals in advertising. European Journal of Marketing, 54(1), 238–260. https://doi.org/10.1108/EJM-07-2018-0502
In-Text Citation: (Zhu et al., 2021)
To Cite this Article: Zhu, L., Ang, L. H., Rashid, S. B. M., & Mansor, N. S. B. (2021). Transcreation Strategies of Male-Related Traits from English Online Fragrance Labels into Chinese: From a Cultural Perspective. International Journal of Academic Research in Business and Social Sciences, 11(4), 1408-1422.
Copyright: © 2021 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode