Revisiting the Ramayana

Authors

Steven P. C. Fernandez D.F.A., Mindanao State University–Iligan Institute of TechnologyFollow

Abstract

Excerpt: “Transcreation”—the strategy of adapting to a local community the language of a product to make it acceptable—thrived as a marketing and publishing practice in India. Rather than simply translating language to advertise a foreign product, transcreation attempted to approximate the same meanings and emotional appeal in the original for local cultures to accept.

Recommended Citation

Fernandez, Steven P. C. D.F.A. (2018) "Revisiting the Ramayana," Perspectives in the Arts and Humanities Asia: Vol. 8: No. 1, Article 7.
Available at: https://archium.ateneo.edu/paha/vol8/iss1/7