For further information, please feel free to contact me on twitter @wawanasli or IG @wawaney or visit my website http://timbalaning.wordpress.com I don't claim to own copywright to some of the materials.

1. Revisiting Gaballo’s
“Exploring the
Boundaries of
Transcreation in
Specialized
Translation”
Wawan Eko Yulianto

2. Transcreation on three avenues
• ACADEMICS
• Translation of literary works (such as translation of Mahabharatta by P. Lal)
• No particular distinctiveness → all translations require cultural adaptation
• TRANSLATORS
• Strong association with translation of sales copy
• Specialized translation with ‘assonance’ to literary translation
• Bordering on copywriting (improvement of original text is allowed to better achieve
the goal)
• INDUSTRY/LANGUAGE SERVICE PROVIDERS (LSPs)
• “reserved for marketing copy”
• For “texts that are hard to translate”
• Reviewed by copyeditors

3. Newmark’s translation methods

4. viaLanguage

5. Problem of definition
• Adaptation & translation can’t be distinguished in terms of degree of
free translation (Baker & Saldanha)
• Transcreation  “(linguistic) productivity”  transferability of
message despite different structure

6. Viviana
Gaballo’s
Matrix

7. What makes it
distinctive? (Viviana
Gaballo)
• Productivity
• Solution to the untranslateable
• Creating new words, imagining
new world

8. In literature
•Children’s literature
•Picture books
•Song translation
•Computer Game

9. Joanna Dybiec-Gajer
in
Negotiating Translation and
Transcreation of Children's
Literature: From Alice to the
Moomins

10. Transkreasi di bidang sastra yang mengisi keseharian
anak Indonesia yg lahir antara 1980-2000

11. “A Boy Named
Sue”
Johnny Cash
“Anak Laki
Bernama Kartini”
Remy Sylado
“Anak Lelaki
Bernama Martini”
Doel Sumbang
Johnny Cash → Remy Sylado → Doel Sumbang
Makasih Bung Budi Warsito buat infonya

12. What about today?
• One of the 5 trends in 2020 according to Elite Asia
• In the age of Machine Translation, transcreation still requires
dominant presence of human (Gaballo) ;)