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SSA could not be possible without the generous support of Drs. Herbert A. and Betty Lou Lubs and the Science, Society, and the Arts Research Conference Endowment. We are deeply grateful!
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Friday, March 17 • 3:00pm - 4:15pm
Easel 63: A Case Study in Transcreation: Cultural Comparisons through Advertising

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This summer I received a Woolley and Johnson Scholarship to spend time in Italy exploring advertising/marketing in a foreign setting. I quickly became very interested in the idea of "transcreation," in other words, how advertising is adapted to fit different languages, cultures, and geographic areas. You cannot simply translate an advertisement from English to Japanese and publish it, because there are cultural norms, slang words, etc that must be incorporated. My plan is to do a case study looking at two companies who publish advertisements in Italy and America and transcreate an advertisement from English to Italian (and vs versa) while taking into account changes in design and wording in order to fit the opposing culture. This project will incorporate ideas of international business, marketing, cultural studies, and art. I plan to creatively present this project and design/draw parts of the new advertisements I create.

Friday March 17, 2017 3:00pm - 4:15pm
Leyburn Library