ARTAPPRE
 It can be any situation where the four (4) basic
Elements of Auditory and Combined Arts
Poetic Devices:
 Rhythm
 Image
 Metaphor
Properties of Musical Sound:
 Pitch
 Duration
 Volume
 Timbre
Graffiti—Existed since ancient times back to Ancient
Egypt, Greece and Roman Empire
 Writings or drawings which have been
scribbled, scratched or painted on walls or
other surface materials, often within public
view
 Simple written words of drawings to elaborate
wall paintings
 Contemporarily, it does not only express
stylistic and artistic expression but more often
they express socio-political messages.
Poetry-Performance—Specifically composed for or
during a performance before an audience. In the 1980’s,
poetry performed was very popular to describe written
or composed for performance rather than print
distribution, mostly open to improvisation.
Performance Art—Is a performance which is presented
to the audience. It can be presented in many ways.
Performance may:
– Either be scripted or unscripted
– Either random or carefully orchestrated
– Be spontaneous and carefully planned
– Be live or via media
Performance Art
elements are involved:
o Time
o Space
o Performer’s body or medium
o Relationship between performer and
audience
 It may take place anywhere, in any type of venue
or setting and for any length and duration of
time
 The actions of the performance or group of
performance at a particular place and time
contribute the performance
Digital Art
 It introduces the artists to the world of
possibilities of putting artisiic and creative skills
to work online any number of fields.
 Artistic expression covers rules governing
images, where to find them and how to
manipulate images and word art, logos and
banner.
 Digital art technologies include 3D computer
modelling, powerpoint presentations, we
design, film, video and film making.
Modified Art Expression
 It is a range of techniques, manipulating, and
experimenting, with all aspects of the works.
This can be done through calligraphic text,
deconstructed books, intricately hand-cut paper,
and recycled and re-sculptured materials.
 It is a fascinating collection of artworks that
demonstrates each artist’s personal
interrelation of the texts, transforming literary
works into visual ones and creating powerful
new forms of expression.
Transcreation
 Process of adapting a message from one
language to another while maintaining its intent,
style, tone and context. A message that was
 successfully evokes the same emotions and Forms of Transcreation:
carries the same implications in the target
 Transcreation of text to music
languages as it does in the source language.
 Transcreation of text to dance
 Nowadays, transcreation is widely used in global
marketing and advertising campaign as  Transcreation of dance to visual arts
advertisers seek to transcend the boundaries of
culture and language.

 In other words, transcreation is taking the ORIGAMI

essence of a message and re-creating it is By Marjorie Evasco
another language or dialect. This word unfolds, gathers up wind
Purpose of Transcreation: to speed the crane's flight
north of my sun to you.
o The purpose of transcreation is to transfer the
emotional salience of the message from the I am shaping this poem
source language to that of the targeted out of paper, folding
audience. distances between our seasons.
o To this process, it requires expertise in
This paper is a crane.
marketing, linguistic skills, and knowledge of
When its wings unfold,
targeted cultures.
The paper will be pure and empty.
o Thus, to produce effective trascreation, local
language copywriters need to have extensive
knowledge of their market, excellent language
skills, and the ability to adapt creatively the
message for the target market.

Translation and Transcreation

 The two terms are not identical but are related

processes.

 In translation, word for word translation is

inadequate. The best translation takes into
account the vocabulary, grammar, syntax, idiom,
and local ways of the target audience while
remaining faithful to the text as well as to the
context of original document.

 While transcreation expands the translation by

focusing not so much on the literal text but on
discerning the emotional response from viewers
in target market.

 In short, transcreation is taking a concept in one

language, and completely recreating it in
another language.