TRANSCREATION AS AN EMERGING TREND IN TRANSLATION INDUSTRY

Abstract

Current trends in translation studies and the evolving market of translation services are giving rise to innovative forms of translation that diverge from more traditional ways and methods of translation. In this respect, transcreation is becoming more in demand. It presents new requirements and challenges for translators. In light of such changes, modern translation specialists and freshly turned out professional graduates should be competent about the latest developments in their professional field and have a thorough background cultural knowledge of source and target languages.