Professional Documents
Culture Documents
Arts fusion - it is when an artist collaborates with a brand to create a product, service or concept
for the benefit of both parties and society as a whole.
Overlapping of arts - it is apparent when objects are placed over one another to create an
illusion of depth.
Performance arts.
Poetry performance.
3. What is graffiti?
-Beethoven" is an excellent example of a slam poem that works both on stage and on the page.
Koyczan has a masterful use of the English language and infuses it with his heartfelt emotions
on stage.
-HIROSHIMA (SARAH KAY) The only thing left now is a permanent shadow of positive light”
The people of Hiroshima didn't see their deaths coming, instead they were wiped away from the
earth in a matter of seconds.
--MEDUSA (PATRICIA SMITH) Poetry-as-performance, the craft of words wedded to their live
expression, reaches a new artistic level in Patricia Smith’s slam poetry.
-Transcreation is the process of translation whilst maintaining the original context, style, intent
and tone.
-There is no “one size fits all” approach in the global market. That’s where transcreation –
translation and re-creation – comes in. OLIVER Sales and Marketing Executive, Susan Foley,
looks at the process of transcreation.
-WHAT IS TRANSCREATION AND WHY IS IT SO IMPORTANT?
Transcreation (translation and re-creation) essentially combines the discipline of translation with
the art of interpretation.
The transcreation process involves gaining an understanding of a target market and carefully
tailoring communications by employing suitable language, imagery, style and tone for effective
messaging and optimal appeal.
LANGUAGE
Literal translation of communications poses problems.
IMAGERY
The benefit of local knowledge cannot be underestimated.
CULTURAL PRACTICES
In 2008 HSBC introduced their highly effective “Glocalization” strategy. This campaign “Think
Globally, Act Locally” comprised a series of advertisements demonstrating how gestures are
interpreted differently by different cultures.
LEGAL PRACTICES
Some countries prohibit advertising directed at children, others ban the promotion of certain
products, such as tobacco or alcohol.
The term transcreation is a combination of the words 'translation' and 'creation'. It describes the
process in which content is adapted from one language to another while making sure that the
intention, the original style and tone of a message are preserved.
- Giuseppe Verdi put the story of “The Lady Of the Camellias” written by Alexandre Dumas to
music.
- Patrick Doyle’s “My Father’s Favorite” was composed from Jane Austen’s “Sense and
Sensibility”
Definition of Transcreation
- It is a process of adapting a message from one language to another while maintaining it's
intent, tone, and context
Definition of Translation
-The tale of “Sleeping Beauty” that was written by Charles Perrault is what
prompted one of Tchaikovsky's most famous ballets – “Sleeping Beauty”
-“Swans Unveiling” is a dance choreograph by Ann Van Kuren that questions the reason for the
swans’/women’s suspended existence in the “Swan Lake” tale.
-George Balanchine choreographed his own 'Midsummer Night's Dream'' which was originally
written by Shakespeare.
-The great majority of the evidence for dance occurred in ancient Greek which come from visual
art. Sculptures and paintings on pots represented dancers.
-Susan Cutts’ “Who Knows Where the Time Goes” is a sculpture of a ballerina’s dress and
shoes made from paper.
-Trisha Brown’s “Proscenium Works 1979-2011” is a dance-inspired art where Brown uses her
performance as the work, creating dance paintings with her body.
-“Ballet at the Paris Opera” is a painting made by Edgar Degas which showcases Ballerinas
performing on stage in front of people.