Authors:
Hanna Risku University of Graz, Department of Translation Studies Merangasse 70, A-8010 Graz, Austria

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Theresa Pichler University of Graz, Department of Translation Studies Merangasse 70, A-8010 Graz, Austria

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Vanessa Wieser University of Graz, Department of Translation Studies Merangasse 70, A-8010 Graz, Austria

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In order to remain competitive, many translation companies are expanding their fields of activity to include technical communication, layout, terminology, and other related services, and are thus becoming full-service multilingual and cultural communication vendors. As translation agencies expand their services and competencies — in line with the broad definition of translation used in modern-day translation studies — translating marketing communications materials is one potential area into which they might expand. However, international advertising campaigns for multinational companies are often handled by or with advertising agencies, frequently without the involvement of translation agencies (Anholt 2000). Capturing this additional field brings with it new process requirements, especially for translation agencies which have previously focused more on technical and/or business translation. Depending on the creative brief, the translation of marketing communications materials or advertising campaigns frequently involves a comprehensive rewriting and recreation of the message (Bondarenko 2009; Torresi 2010). The term “transcreation” is often used to emphasise the extensive adaptation thereby required (Ray and Kelly 2010; Rike 2013). However, we argue that the need for a term such as “transcreation” — or “localisation”, for that matter — does not stem from a higher degree of adaptation, but from the specific service processes offered under this translatorial action label. In this paper, we look at the challenges translation agencies may face when entering this field. In an exploratory empirical study, we investigated the expectations of 10 regular clients of an Austrian translation agency regarding the translation (or transcreation) of marketing communications materials. For this purpose, 13 qualitative interviews were carried out with agency clients in Austria, Germany, Italy, and Switzerland. The interviewees were asked about their interest in such a service in principle, its potential added value, and their expectations of the product and process. The study also looked at their expectations of the briefing and review processes. The results serve to outline the necessary modifications to the processes required to offer this specific translation service.

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Editor-in-Chief: Kinga KLAUDY (Eötvös Loránd University, Hungary)

Consulting Editor: Pál HELTAI (Kodolányi János University, Hungary)

Managing Editor: Krisztina KÁROLY (Eötvös Loránd University, Hungary)

EDITORIAL BOARD

  • Andrew CHESTERMAN (University of Helsinki, Finland)
  • Kirsten MALMKJÆR (University of Leicester, UK)
  • Christiane NORD (University of Free State, Bloemfontein, South Africa)
  • Anthony PYM (Universitat Rovira i Virgili, Tarragona, Spain, University of Melbourne, Australia)
  • Mary SNELL-HORNBY (University of Vienna, Austria)
  • Sonja TIRKKONEN-CONDIT (University of Eastern Finland, Joensuu, Finland)

ADVISORY BOARD

  • Mona BAKER (Shanghai International Studies University, China, University of Oslo, Norway)
  • Łucja BIEL (University of Warsaw, Poland)
  • Gloria CORPAS PASTOR (University of Malaga, Spain; University of Wolverhampton, UK)
  • Rodica DIMITRIU (Universitatea „Alexandru Ioan Cuza” Iasi, Romania)
  • Birgitta Englund DIMITROVA (Stockholm University, Sweden)
  • Sylvia KALINA (Cologne Technical University, Germany)
  • Haidee KOTZE (Utrecht University, The Netherlands)
  • Sara LAVIOSA (Università degli Studi di Bari Aldo Moro, Italy)
  • Brian MOSSOP (York University, Toronto, Canada)
  • Orero PILAR (Universidad Autónoma de Barcelona, Spain)
  • Gábor PRÓSZÉKY (Hungarian Research Institute for Linguistics, Hungary)
  • Alessandra RICCARDI (University of Trieste, Italy)
  • Edina ROBIN (Eötvös Loránd University, Hungary)
  • Myriam SALAMA-CARR (University of Manchester, UK)
  • Mohammad Saleh SANATIFAR (independent researcher, Iran)
  • Sanjun SUN (Beijing Foreign Studies University, China)
  • Anikó SOHÁR (Pázmány Péter Catholic University,  Hungary)
  • Sonia VANDEPITTE (University of Gent, Belgium)
  • Albert VERMES (Eszterházy Károly University, Hungary)
  • Yifan ZHU (Shanghai Jiao Tong Univeristy, China)

Prof. Kinga Klaudy
Eötvös Loránd University, Department of Translation and Interpreting
Múzeum krt. 4. Bldg. F, I/9-11, H-1088 Budapest, Hungary
Phone: (+36 1) 411 6500/5894
Fax: (+36 1) 485 5217
E-mail: 

  • WoS Arts & Humanities Citation Index
  • Wos Social Sciences Citation Index
  • WoS Essential Science Indicators
  • Scopus
  • Linguistics Abstracts
  • Linguistics and Language Behaviour Abstracts
  • Translation Studies Abstracts

2021  
Web of Science  
Total Cites
WoS
214
Journal Impact Factor 1,292
Rank by Impact Factor Linguistics 98/194
Impact Factor
without
Journal Self Cites
1,208
5 Year
Impact Factor
1,210
Journal Citation Indicator 0,85
Rank by Journal Citation Indicator Language & Linguistics 108/370
Linguistics 122/274
Scimago  
Scimago
H-index
19
Scimago
Journal Rank
0,994
Scimago Quartile Score Linguistics and Language 67/1103 (Q1)
Scopus  
Scopus
Cite Score
2,5
Scopus
CIte Score Rank
Language and Linguistics 121/968 (Q1, D2)
Linguistics and Language 128/1032 (Q1, D2)
Scopus
SNIP
1,576

2020  
Total Cites
WoS
169
Journal Impact Factor 1,160
Rank by Impact Factor

Linguistics 99/193 (Q3)
Languages & Linguistics 57/205 (Q2)

Impact Factor
without
Journal Self Cites
1,040
5 Year
Impact Factor
1,095
Journal Citation Indicator 1,01
Rank by Journal Citation Indicator

Linguistics 107/259 (Q2)
Language & Linguistics 94/356 (Q2)

Citable
Items
12
Total
Articles
12
Total
Reviews
0
Scimago
H-index
14
Scimago
Journal Rank
1,257
Scimago Quartile Score

Language and Linguistics Q1
Linguistics and Language Q1

Scopus
Cite Score
93/50=1,9

Scopus
Cite Score Rank

Language and Linguistics 130/879 (Q1)
Linguistics and Language 147/935 (Q1)
Scopus
SNIP
1,670

2019  
Total Cites
WoS
91
Impact Factor 0,360
Impact Factor
without
Journal Self Cites
0,320
5 Year
Impact Factor
0,500
Immediacy
Index
0,083
Citable
Items
12
Total
Articles
12
Total
Reviews
0
Cited
Half-Life
n/a
Citing
Half-Life
12,7
Eigenfactor
Score
0,00018
Article Influence
Score
0,234
% Articles
in
Citable Items
100,00
Normalized
Eigenfactor
0,02306
Average
IF
Percentile
20,053 (Q1)
Scimago
H-index
13
Scimago
Journal Rank
0,648
Scopus
Scite Score
94/51=1,8
Scopus
Scite Score Rank
Language and Linguistics 120/830 (Q1)
Linguistics and Language 135/884 (Q1)
Scopus
SNIP
1.357

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Across Languages and Cultures
Language English
Size B5
Year of
Foundation
1999
Volumes
per Year
1
Issues
per Year
2
Founder Akadémiai Kiadó
Founder's
Address
H-1117 Budapest, Hungary 1516 Budapest, PO Box 245.
Publisher Akadémiai Kiadó
Publisher's
Address
H-1117 Budapest, Hungary 1516 Budapest, PO Box 245.
Responsible
Publisher
Chief Executive Officer, Akadémiai Kiadó
ISSN 1585-1923 (Print)
ISSN 1588-2519 (Online)

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