Towards a definition of transcreation: a systematic literature review
Abstract
This work has been supported by the project RTI2018.093348.B.100, funded by MCIN/AEI/10.13039/501100011033/FEDER "Una manera de hacer Europa"; and by the Training Program for University Teaching Staff FPU18/02698 (MICIU).
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Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=rmps20 Perspectives Studies in Translation Theory and Practice ISSN: (Print) (Online) Journal homepage: https://www.tandfonline.com/loi/rmps20 Towards a definition of transcreation: a systematic literature review Mar Díaz-Millón & María Dolores Olvera-Lobo To cite this article: Mar Díaz-Millón & María Dolores Olvera-Lobo (2021): Towards a definition of transcreation: a systematic literature review, Perspectives, DOI: 10.1080/0907676X.2021.2004177 To link to this article: https://doi.org/10.1080/0907676X.2021.2004177 © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 03 Dec 2021. Submit your article to this journal Article views: 240 View related articles View Crossmark data
Towards a definition of transcreation: a systematic literature review Mar Díaz-Millón a and María Dolores Olvera-Lobo b a Department of Translation and Interpreting, University of Granada, Granada, Spain; b Department of Information and Communication Sciences, University of Granada, Granada, Spain ABSTRACT ‘Transcreation’has appeared in the last decade as a translation-related activity consisting in the creative reinterpretation of texts to suit the characteristics of an intended audience. However, the scientific literature surrounding transcreation does not offer a homogenous definition of the term. Given these disparities, the main objective of this work is to create a reliable source of reviewed scientific information about the topic. A sample of scientific works regarding the topic ‘transcreation’has been compiled from databases and repositories of recognized reliability and has been analyzed with a qualitative data analysis software (NVivo). Findings show that research on transcreation expanded significantly between 2015 and 2019 and that most studies are of a qualitative nature. A critical analysis of the content connects transcreation with other fields of research:translation,communication, advertising and poetry. Following a concept-centric approach, this Systematic Literature Review has permitted the formulation of definitions for transcreation and the landscape of academic research on the topic to be outlined. ARTICLE HISTORY Received 6 April 2021 Accepted 5 November 2021 KEYWORDS Transcreation; systematic literature review; translation studies; qualitative analysis; critical analysis Introduction ‘Transcreation’can be defined as a translation-related activity that combines processes of linguistic translation, cultural adaptation and (re-)creation or creative re-interpretation of certain parts of a text. The balance between these three elements will depend on, among others, the characteristics of the text, the instructions provided in the transcreation brief or by the client, the linguistic and cultural traits of the audience receiving the text, and the purpose and objective of the text. In the last two decades, transcreation as a professional practice within the language service industry has gained prominence, and even international standards such as ISO:17100 (AENOR, 2016) recognize it as an added-value translation service. Previous research defines transcreation as the creative inter-/intra-lingual reinterpretation of texts in order to suit the characteristics of an intended audience © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. CONTACT Mar Díaz-Millón [email protected] Department of Translation and Interpreting, University of Granada, Buensuceso, 11, Granada 18002, Spain Supplemental data for this article can be accessed https://doi.org/10.1080/0907676X.2021.2004177. PERSPECTIVES https://doi.org/10.1080/0907676X.2021.2004177
(Benetello, 2018; Gaballo, 2012; Pedersen, 2017). Evidence shows that it can be present in a wide range of fields: literature, marketing, advertising, video-games, websites, information materials, mobile applications, etc. (Katan, 2016; Morón & Calvo, 2018; O’Hagan & Mangiron, 2013; Ruvalcaba et al., 2019). It is not only a linguistic translation of the content, but also a cultural adaptation (Fernández Rodríguez, 2019). This is why, in recent years, transcreation has played a role in marketing and advertising, as it has been a popular way for companies to tailor their marketing campaigns to international markets. Some of the typical projects that may require the use of transcreation are web campaigns aimed at attracting clients from other markets (Ray & Kelly, 2010). As this is a current discussion in academia, inconsistencies are present in the scientific literature on transcreation and, so far, it has not provided a homogenous definition. As a consequence, many authors, researchers and professionals disagree on issues such as the origin of the activity, its main features or the fields of specialization it can be applied to. In fact, some authors do not even consider it as an area of specialization in itself nor a professional practice, and consider it as another label for translation (Gambier, 2019). Conversely, some other authors argue that transcreation is a different practice from translation, but do not base this difference on the ‘creativity’that may be implied in the word ‘transcreation’. On the contrary, this difference is attributed to the emphasis of cultural relevance and fitness for purpose (Gaballo, 2012;Ray&Kelly,2010), which places transcreation halfway between translation and copywriting (Benetello, 2018). In this context, concepts such as ‘translation error’or ‘text inadequacies’would not apply to transcreation contexts. Thus, the discussion on the differences between translation and transcreation would move away from the traditional debate on ‘translation vs. free translation’. In the academic context, it is suggested that the term transcreation was introduced by the scholar and translator Purushottam Lal, who described the translation of ancient Sanskrit texts into the modern language as a task in which ‘the translator must edit, reconcile and transmute; his work in many ways becomes largely a matter of transcreation’(Pedersen, 2017). At the same time, it is also noted that the term was proposed by the Brazilian poet and translator Haroldo De Campos in reference to a poetics of translation based on Oswald de Andrade’s1928 Manifiesto Antropófago (O’Donnell-Smith, 2017; Vitra & Queiroz, 2018). There is a wide range of areas in which transcreation is present, as accounted for by previous research. For example, it is present in different domains such as literature translation (Gaballo, 2012; Katan, 2016), audiovisual translation (Chaume, 2018) and other creative industries like marketing and advertising (Pedersen, 2014). In the latter, transcreation plays the role of transferring the message from a marketing or advertising campaign to make it more attractive to a different audience and marketplace while respecting the identity of the brand (Pedersen, 2014;TAUS,2019). Thus, transcreation has found its way into the field of persuasive texts (Benetello, 2018; Fernández Rodríguez, 2019). This variety of fields of application supports its transdisciplinary character as an area of specialization. Given its creative nature, transcreation would be located halfway between translation and copywriting (Benetello, 2018). In this regard, transcreation would be different from marketing translation (a translation that aims to evoke an emotional reaction and that goes beyond a faithful representation of a descriptive text) and from multilingual copywriting (the process of creating texts in multiple languages from scratch, with reference to brand and campaign requirements) (TAUS, 2019). 2M. DÍAZ-MILLÓN AND M. D. OLVERA-LOBO
However, transcreation is also present in fields that are not creativity-related, such as healthcare. In this domain, transcreation refers to the adaptation of health education materials for improved understanding and cultural relevance to specific language and ethnic groups (Nápoles & Stewart, 2018). In fact, in the last decades, many researchers have addressed the potential of transcreation as a means of disseminating healthcare information among audiences with different linguistic and cultural characteristics (Díaz-Millón et al., 2020), and notably, among the Spanish-speaking population in the United States (Macario & Montealegre Boyte, 2008; Piñeiro et al., 2018; Ruvalcaba et al., 2019; Santoyo-Olsson et al., 2019; Simmons et al., 2010). Therefore, the fact that transcreation is so prolific and has become a professional activity makes it, likewise, an interesting area of research present in a wide variety of fields. The processes that form part of it, the agents involved, its origin and evolution, the skills that need to be acquired to carry it out, etc.: all these questions are of interest and have been dealt with by different authors (Benetello, 2016; Fernández Rodríguez, 2019; Katan, 2013,2016; Pedersen, 2014). Maybe due to its burgeoning appearance in the professional market of translation, some universities around the world have been recently introducing transcreation training in Translation and Interpreting higher studies, for example the University of Roehampton (2020) and University College London (2020) in the United Kingdom, and the Pablo de Olavide University in Spain (Morón & Calvo, 2018), to name a few. Given the disparities on the definition of transcreation and its role and potential in the professional and the academic field, this work aims to review scientific literature on transcreation to answer the following research questions: 1. How is ‘transcreation’defined in the scientific literature? 2. To which fields can it be applied? 3. What are the core concepts related to transcreation? 4. What kind of studies about transcreation have been carried out in the last decades? Thus, the main objective of this work is to create a reliable source of scientifically reviewed information about the topic ‘transcreation’. This main objective is divided into two specific objectives: SO1) To compile a source of scientific works regarding the topic ‘transcreation’from reliable databases and repositories, and SO2) To rigorously analyze said works in order to answer the research questions stated above. This study will address these questions following a meticulous methodology: the systematic literature review (SLR). Materials and methods Sampling An SLR was conducted in order to compile the essence of discussion about how transcreation has been defined and applied by scholars specializing therein. A systematic review is a scientific investigation of the literature and procedures that limits bias and random error (Denyer & Neely, 2004). PERSPECTIVES 3
The following steps were taken to detect the relevant studies compiled in well-known information retrieval systems: 1. The keywords were identified, as well as any possible synonyms or replacement terms. 2. The query was constructed from the keywords and the possible replacement terms. 3. Several online databases for searching were selected. 4. The search string was applied to titles, abstracts or keywords whenever possible. 5. A CSV file containing title, abstracts, authors, publication and date was exported. 6. The search results were managed using the qualitative data analysis software NVivo. Given the research questions for this study, and to avoid documentary noise the selected keyword was ‘transcreation’. Two possible replacement terms were identified in the existing literature: ‘trans creation’and ‘trans-creation’. The query used to search on the titles, abstracts or keywords of documents was: TITLE+ABS+KEY(transcreation OR “trans creation”OR trans-creation) The search string was then applied to different online databases to ensure that relevant studies were not missed. No limitation of time of publication was applied as the aim of this paper was to outline the transcreation research landscape. The final selection of databases was motivated by two characteristics: interdisciplinarity and volume of indexed items. a. Web of Science (www.webofknowledge.com): A multidisciplinary platform compiling regional, specialty, data and patent indexes. It includes millions of records from thousands of impactful scientific journals. b. Scopus (www.scopus.com): A platform indexing content from over 20,000 titles. It includes millions of documents from multiple scientific disciplines. c. ProQuest (www.proquest.com): A multidisciplinary search tool including academic and non-academic documents from 48 databases. d. Sage Journals (https://journals.sagepub.com): A multidisciplinary search tool offering content from 1000 journals published under Sage Publishing. e. Google Scholar (scholar.google.com): A freely accessible web search engine indexing the full text or metadata of scholarly literature across a wide range of disciplines. In this review, all publications on the topic ‘transcreation’published and collected in the above-mentioned databases by 1 July 2020 have been included, the day in which the sample was compiled. The sample included works published between 1995 and the first half of 2020. A total of 346 works were extracted. Then, a series of guidelines and criteria were applied to screen the sample and increase the quality of the works analyzed. The next step was to exclude duplicate works. Then, in order to ensure that the final study sample would be constituted by validated scientific knowledge, some quality exclusion criteria were applied. These criteria were: (1) for journal articles, only those placed in the top two quartiles of the SCImago Journal ranking (SJR) were included; (2) for book chapters, only those placed in the first half of the general ranking of the Scholarly Publishers Indicators (SPI) were included; (3) full books were excluded; (4) conference 4M. DÍAZ-MILLÓN AND M. D. OLVERA-LOBO
proceedings were excluded; (5) for dissertations, only doctoral theses were included; (6) any non-academic or non-scientific work was excluded; (7) any works for which the abstract and the full-text version were not available online were excluded. Finally, all irrelevant works extracted due to poor performance of the search databases and works written in a language other than English were excluded. This process resulted in a final sample of 64 works meeting the highest quality standards. The initial search and selection process is summarized in Table 1. Analysis Whenever possible, the full text of the paper was analyzed. However, when it was not available for copyright reasons, only the abstract was analyzed. The qualitative data analysis program NVivo was used. This software helped to codify the studies around core concepts present in the analyzed studies. A concept-centric approach was followed to determine the structure of the literature review, that is, concepts determined the organizing framework of the review (Webster & Watson, 2002). A series of thorough steps were followed for the processing of the data. First, using the search tool of the program, a list of the 25 most frequent words in the overall number of files was extracted. For this purpose, a combination of the derived forms of a stem word was used. For example, words such as ‘transcreation’,‘transcreator’,‘transcreate’,‘transcreated’or ‘transcreational’were grouped together. Among the words in this list, four stood out as they represented fields of application for the activity ‘transcreation’:‘translation’,‘communication’,‘advertising’and ‘poetry’. Using the software NVivo, the scientific works analyzed were coded around these four fields of application and text references about them were extracted. In this manner, the four main fields of application (Application Field Code or AFC) referenced in scientific literature for transcreation were identified. To maximize the precision of the analysis, other words from the list of the 25 most frequent words in the overall of studies were also converted into codes (Frequent Word Code or FWC). Irrelevant words (e.g., stop words such as ‘was’or ‘has’) and the main topic of the analysis ‘transcreation’were excluded. The objective of this step was to group the references extracted for those new codes (FWC) as sub-codes for the four above-mentioned AFCs. For the purpose of this work, ‘reference’will be understood as any of the text fragments retrieved by NVivo program in which a code or sub-code appears. Table 1. Summary of the search and sampling process. Online database Number of works Web of Science 66 Scopus 70 ProQuest 102 Sage Journals 8 Google Scholar 100 Total retrieved documents 346 Total after duplicates were removed 229 Total after quality exclusion criteria were applied 77 Total after irrelevant and non-English works were excluded 64 FINAL SAMPLE 64 PERSPECTIVES 5
To group the new codes as sub-codes, hierarchy charts of intersecting codes were produced. These charts compare the extracted text references for each AFC and identify with which codes they share a larger number of references. Thus, each new FWC was aggregated under the AFC with which it shared the largest number of text references. For example, for the word ‘voice’, 415 text references were extracted. The chart of intersecting codes showed that the code with which it shared the largest number of references was ‘poetry’. So, ‘voice’was considered a sub-code for ‘poetry’and its references were aggregated to those for ‘poetry’. After this process, all the texts were classified according to the main subject or subjects they dealt with. A summary of the final coding scheme is shown in Table 2. The following steps included adding attributes to classify the studies according to a series of characteristics: type of academic work, year of publication, author country affiliation, and applied research methods (descriptive analysis). The final part of the analysis (thematic analysis) was carried out employing the text search tool of the NVivo program looking for: (1) interactions between AFCs and the studied documents; (2) most frequent words/concepts present in each AFC; and (3) definitions of the concept ‘transcreation’. Findings As the approach of this review is concept-centric, findings around the content analysis of the works will be offered in relation to the main concepts and fields of application identified in the sample. First, a quantitative descriptive analysis of the scientific works sampled will be conducted. Finally, a qualitative thematic analysis containing the results found will be presented. Descriptive analysis Main fields of research Files were coded around the main fields of application (AFC) for transcreation mentioned in the texts. All 64 studies were coded around the topic ‘translation’, that is, the Table 2. Coding scheme summary. AFC* FWC** Studies References % over the total of retrieved references translation 64 6657 36.23 culture 54 1036 5.64 language 53 938 5.11 text 52 1872 10.19 inform 45 566 3.08 copy 22 340 1.85 term 49 611 3.33 origin 46 545 2.97 communication 48 887 4.83 health 22 315 1.71 advertising 45 1796 9.78 product 40 710 3.86 market 30 497 2.71 poetry 38 1188 6.47 voice 27 415 2.26 *AFC (Application Field Code); **FWC (Frequent Word Code). 6M. DÍAZ-MILLÓN AND M. D. OLVERA-LOBO
word ‘translation’was mentioned in every paper, with a total of 6657 references. Furthermore, the field ‘communication’was present in 48 works, with 887 references; the word ‘advertising’was mentioned in 45 studies, with 1796 references and the field ‘poetry’was present in 38 files, with 1188 references (see Table 2). In the scientific literature analyzed, transcreation is thus most frequently associated with translation and, in descending order, with communication, advertising and poetry. Type of publications This review includes 45 journal articles (70.3%), 13 book chapters (20.3%), and 6 doctoral theses (9.4%) dealing with the concept ‘transcreation’. All of them address the subject in terms of its relationship to ‘translation’. Publication frequency After the first publication was released in 1995, the frequency of scientific works on transcreation increased steadily, with a notable peak between the years 2015 and 2019, when 35 works on transcreation were published. A summary of the frequency of publication is available in Figure 1. Author country affiliation Papers from 20 different author country affiliations were identified. For works with more than one author with different country affiliations, only the affiliation of the first author has been considered. Notably, the country from which most researchers are producing scientific knowledge on transcreation is the United States, followed by the United Kingdom and Spain. A summary of the author country affiliations is included in Figure 2. Applied research methods Scientific works included in the sample were classified according to applied research methods. Three kinds of research were identified: theoretical discussion, qualitative Figure 1. Publication frequency for scientific works on transcreation. PERSPECTIVES 7
analysis and quantitative analysis. More than half of the works (33; 51.6%) were conducted through qualitative analyses; approximately a third of the works (22; 34.4%) were theoretical discussions, and, a small portion (9; 14.1%) involved research conducted through quantitative analysis. Thematic analysis As mentioned in the Materials and Methods section, the analyzed papers were coded around four main topics (AFC) connected to transcreation with the software NVivo. Those topics are not mutually exclusive, as it is possible for a single paper to discuss several topics and study the applications of transcreation in different professional and academic fields. In fact, most of the analyzed studies were coded around several topics. As shown in Figure 3, each work has been identified with a number and is connected to the topic or topics it deals with. IDs are not necessarily correlative as the identification was made in early stages of the sampling process. As represented in the image, most papers are coded around two or three different topics and only a few were around one single topic. This is, the majority of the analyzed scientific papers dealt with transcreation related to several different professional and research fields. Core concepts When the papers included in the review were classified, a concept-centered search was carried out in order to identify the core concepts present in the scientific works. This search was conducted through a word frequency analysis in each of the four AFCs. A list of the most frequent words was extracted for each code and were pinpointed as the core concepts discussed in the papers coded around them. For the works coded around ‘translation’, the main core concepts identified were: ‘translation’,‘culture’,‘text’, and ‘language’. These findings are not surprising given that, as stated by previous literature, transcreation is a translation-related activity that Figure 2. Number of works by author country affiliations. 8M. DÍAZ-MILLÓN AND M. D. OLVERA-LOBO
Finally, the question ‘What kind of studies about transcreation have been carried out in the last decades?’was answered. In this review it has been concluded that most of the papers published so far have been of a qualitative nature (33 papers, 51.6%) and theoretical reflections (22 papers, 34.4%). Quantitative studies are the least frequent among the papers reviewed (9 papers, 14.1%). Thus, the review concludes that the least explored lines so far have been the quantitative studies. The transcreation research landscape offered by this SLR outlines four main lines of research taken to explore transcreation. This opens the way towards studying transcreation by considering new perspectives and frameworks of research to continue producing innovative investigations on this subject. This review has aimed to delimit the broad concept of ‘transcreation’, which will lead in future studies to expand on the knowledge obtained about it thus far. This review reveals how transcreation has been conceptualized in the last two decades in scientific literature since its first appearance in 1995. It accounts for its transdisciplinary character and, for this reason, for its potential in translation research. The steady increase of scientific research and the peak identified between the years 2015 and 2019 indicate a rising interest in recent years, and suggest that transcreation is a field to be further explored in forthcoming years. As identified in this review, most studies carried out on transcreation have been of a qualitative or theoretical nature. The scarcity of quantitative studies may be due to the difficulty of systematically measuring or evaluating an activity that has, as defined by the analyzed research, an important creativity/creation component. This lack of quantitative knowledge may bias the existing vision of transcreation. However, it also opens the door to conducting more quantitative studies in future lines of research. In conclusion, the information collected throughout the review may be useful for researchers and practitioners and for guiding future research on transcreation. Disclosure statement No potential conflict of interest was reported by the author(s). Funding This work has been supported by the project RTI2018.093348.B.100, funded by MCIN/AEI/ 10.13039/501100011033/ FEDER “Una manera de hacer Europa”; and by the Training Program for University Teaching StaffFPU18/02698 (MICIU). Notes on contributors Mar Díaz-Millón is a predoctoral researcher, Department of Translation and Interpreting, University of Granada. Her main lines of research are: new technologies applied to translation, web localization, transcreation, web transcreation, translation didactics. She collaborates with the R +D+i project ‘Website Transcreation for the Dissemination of Corporate Information of Health Care Spanish SMEs (TRANSCREAWEB)’. She received a FPU (Training Program for University Teaching Staff), granted by the Spanish Ministry of Science, Innovation and Universities. She is currently working on her PhD at the University of Granada and has several scientific publications. PERSPECTIVES 15
María-Dolores Olvera-Lobo is a Doctor in Documentation, Full Professor at the Department of Information and Communication Sciences at the University of Granada (Spain). She is the principal investigator of the HUM466 Research Group ‘Scientific Information: Access and Evaluation’, PI in national R&D&I projects financed by the Spanish Ministry of Economy, Industry and Competitiveness, and in numerous teaching innovation projects at the University of Granada. Her research lines focus on information retrieval, advanced systems in information retrieval, specialized documentation, Web 2.0, translators training and information resources for translators. ORCID Mar Díaz-Millón http://orcid.org/0000-0002-8897-9887 María Dolores Olvera-Lobo http://orcid.org/0000-0002-0489-7674 References AENOR. (2016). UNE EN ISO 17100:2015. Norma para agencias de traducción.http:// normadecalidad.iso17100.com/ Al-Omar, N. (2020). Ideology in advertising: Some implications for transcreation into Arabic. Hikma,19(1), 43–68. https://doi.org/10.21071/hikma.v19i1.11713 Baltrusch, B. (2010). Translation as aesthetic resistance: Paratranslating Walter Benjamin. Cosmos and History: The Journal of Natural and Social Philosophy,6(2), 113–129. Benetello, C. (2016). Transcreation as creation of a new original: A Norton TM case study. In M. De Meo, E. Di Martino, & J. Thornborrow (Eds.), Creativity in translation/ interpretation and interpreter/translator training (pp. 257–260). Aracne. Benetello, C. (2018). When translation is not enough: Transcreation as a convention-defying practice. A practitioner’s perspective. The Journal of Specialised Translation,29,28–43. https://www. jostrans.org/issue29/art_benetello.pdf Chan, S. W. (2003). Some Crucial Issues on the Translation of Poetic Discourse from Chinese to English. GEMA Online Journal of Language Studies,3(2). http://ejournal.ukm.my/gema/article/ view/211/184 Chatterjee, R. (2002). Translation [Current practice of translation in India]. Journal of Scholarly Publishing,33(3), 148–165. https://doi.org/10.3138/jsp.33.3.148 Chaume, F. (2018). Is audiovisual translation putting the concept of translation up against the ropes? The Journal of Specialised Translation,30,84–104. https://www.jostrans.org/issue30/ art_chaume.pdf Denyer, D., & Neely, A. (2004). Introduction to special issue: Innovation and productivity performance in the UK. International Journal of Management Reviews,5–6(3–4), 131–135. https://doi.org/10.1111/j.1460-8545.2004.00100.x Díaz-Millón, M., Olvera-Lobo, M.-D., & Pineda-Cantos, M. (2020). Transcreation of leaflets as a tool for inclusion and health education: A diachronic study. In Proceedings of ICERI2020 Conference 9th-10th November 2020 (pp. 268–276). Echauri Galván, B. (2019). Translation depends on the artist: Two approaches to the illustrations of James and the Giant Peach through the prism of intersemiotic translation. Babel. Revue Internationale de la Traduction / International Journal of Translation,65(1), 61–80. https:// doi.org/10.1075/babel.00074.ech Fausto, C., & De Vienne, E. (2014). Acting translation: Ritual and prophetism in twenty-firstcentury indigenous amazonia. HAU: Journal of Ethnographic Theory,4(2), 161–191. https:// doi.org/10.14318/hau4.2.008 Fernández Rodríguez, M. A. (2019). Transcreación: Retórica cultural y traducción publicitaria. Castilla. Estudios de Literatura, (10), 223–250. https://doi.org/10.24197/cel.10.2019.223-250 Gaballo, V. (2012). Exploring the boundaries of transcreation in specialized translation. ESP Across Cultures,9,95–113. https://edipuglia.it/esp/ 16 M. DÍAZ-MILLÓN AND M. D. OLVERA-LOBO
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Nuevo Amanecer-II. PLOS ONE,14(10), e0224068. https://doi.org/10.1371/journal.pone. 0224068 Simmons, V. N., Cruz, L. M., Brandon, T. H., & Quinn, G. P. (2010). Translation and adaptation of smoking relapse-prevention materials for pregnant and postpartum hispanic women. Journal of Health Communication,16(1), 90–107. https://doi.org/10.1080/10810730.2010.529492 TAUS. (2019). TAUS transcreation best practices and guidelines.www.taus.net Theocharous, A. (2015). Food advertising as a mirror of intercultural differences: The case of the UK and Greece. British Food Journal,117(4), 1256–1272. https://doi.org/10.1108/BFJ-01-20140038 University College London. (2020). Transcreation | Short courses –UCL –University College London.https://www.ucl.ac.uk/short-courses/search-courses/transcreation University of Roehampton. (2020). Introduction to transcreation | University of Roehampton. https://www.roehampton.ac.uk/professional-development-courses/transcreation/ Vitra, L., & Queiroz, J. (2018). Intersemiotic translation: Transcreation and diagrams. In P. Chapman, G. Stapleton, A. Moktefi, S. PerezKriz, & F. Bellucci (Eds.), Diagrammatic representation and inference, diagrams (pp. 825–828). Springer. http://urn.kb.se/resolve?urn=urn:nbn: se:lnu:diva-79774 Wakabayashi, J. (2012). Secular translation: Asian perspectives. In K. Malmkjær & K. Windle (Eds.), The Oxford handbook of translation studies (pp. 24–37). Oxford University Press. https://doi.org/10.1093/oxfordhb/9780199239306.013.0003 Webster, J., & Watson, R. T. (2002). Analyzing the past to prepare for the future: Writing a literature review. MIS Quarterly,26(2), xiii–xxiii. https://doi.org/10.2307/249576 Appendix. Summary of descriptive analysis Data collected Translation Communication Advertising Poetry Number of works 64 48 45 38 Publication type Journal articles (45), Book chapters (13), Doctoral thesis (6) Journal articles (40), Book chapters (4), Doctoral thesis (4) Journal articles (34), Book chapters (6), Doctoral thesis (5) Journal articles (29), Book chapters (4), Doctoral thesis (5) Year 1995 (1), 2002 (1), 2003 (1), 2005 (1), 2006 (1), 2008 (2), 2009 (1), 2010 (4), 2011 (2), 2012 (3), 2013 (4), 2014 (3), 2015 (3), 2016 (5), 2017 (8), 2018 (11), 2019 (8), 2020 (5) 2002 (1), 2003 (1), 2005 (1), 2006 (1), 2008 (1), 2009 (1), 2010 (1), 2011 (2), 2012 (3), 2013 (4), 2014 (2), 2015 (3), 2016 (4), 2017 (5), 2018 (8), 2019 (8), 2020 (3) 2002 (1), 2003 (1), 2005 (1), 2006 (1), 2008 (1), 2009 (1), 2010 (2), 2011 (2), 2012 (1), 2013 (4), 2014 (1), 2015 (3), 2016 (3), 2017 (4), 2018 (10), 2019 (6), 2020 (3) 1995 (1), 2002 (1), 2003 (1), 2005 (1), 2006 (1), 2008 (1), 2009 (1), 2010 (2), 2012 (2), 2013 (4), 2014 (1), 2015 (3), 2016 (2), 2017 (4), 2018 (7), 2019 (5), 2020 (1) Author country affiliation United States (18), United Kingdom (9), Spain (6), Italy (5), India (4), Australia (3), Brazil (3), Denmark (3), Portugal (2), Republic of South Africa (1), Norway (1), Austria (1), Finland (1), France (1), Indonesia (1), Bulgaria (1), Sweden (1), Israel (1), Jordan (1), Poland (1) United States (15), United Kingdom (6), Spain (5), Italy (5), India (1), Australia (2), Brazil (3), Denmark (2), Portugal (2), Republic of South Africa (1), Norway (1), Austria (1), Finland (1), Bulgaria (1), Israel (1), Jordan (1) United States (10), United Kingdom (8), Spain (5), Italy (5), India (1), Australia (2), Brazil (3), Denmark (3), Portugal (1), Norway (1), Austria (1), Indonesia (1), Bulgaria (1), Sweden (1), Israel (1), Jordan (1) United States (8), United Kingdom (5), Spain (4), Italy (5), India (2), Australia (2), Brazil (3), Denmark (2), Portugal (1), Norway (1), Austria (1), France (1), Bulgaria (1), Israel (1), Poland (1) 18 M. DÍAZ-MILLÓN AND M. D. OLVERA-LOBO