Langues & Cultures
Volume 6, Numéro 3, Pages 610-624
2025-11-18
How Translators Propel International Marketing: Transcreation Of The 4 Ps Through A Dynamic Equivalence Perception
Authors : Kadri Abdeldjalil . Mazouz Soumaya .
Abstract
Marketing is an Art and a Science. This article deals with the concept of translation as an artistic tool in the arena of marketing. Companies resort to translator’s services only when reaching the advertising process. Translating adverts for different markets involves the adaptation of images, semiotics, language, etc. But what if the translator contributes to the promotion of the international marketing process by transcreating the marketing mix? This paper aims to highlight the translator effectiveness in the ‘transcreation’ of product’s features in the target market. The conclusion showcases that transferring the 4Ps through a dynamic equivalence system is considered as a product transcreation in different markets, and this procedure will facilitate the product acceptance better than the translated advert. The translator is the added value in the international marketing since he/she can give another identity to products and bond customers with suppliers from different cultures and markets.
Keywords
The translator ; Transcreation ; International Marketing ; the 4Ps ; Dynamic equivalence
Les articles similaires
بوسالم أحلام
.
عابد يوسف
.
ص 117-132.
Yahia Zeghoudi
.
pages 74-88.
Said Houari Amel
.
pages 257-268.
Bencherif Mohamed Hichem
.
pages 69-82.
