I do not translate literature, but most of my projects in the area of corporate communications make many of the demands that are typical for literary translations. Looking at the tweets in my Twitter timeline, I have found an interesting uptick for the subject of “transcreation.” For me, that’s déjà vu – whether to foreignize or domesticate translations was a big subject in the early 80s in Tokyo. In fact, when I moved to the U.S., I was confronted with a much stronger demand for foreignization than I was used to from Japan.
So it is interesting that this topic should have a revival.
I will leave you with a quote from The Translation of Poetry: Some Observation and a Model by André Lefevere:
… translators tend to be satisfied with a mere rendering of the linguistic elements of the source text, ignoring those elements of it which, because they belong to a different time, place, and tradition, must also be interpreted to the reader. Translators should, therefore, possess the ability to understand the source text as a total structure, to measure both its sense and communicative value and to replace both by their equivalents in the target language…