Visual Arts Across Places and Times Presentation PDF

ART IN TODAY'S SOCIETY UNIT 6 TRANSCREATION PRESENTER : KURT MICHAEL M. ARGUELLES TRANSCREATION a type of translation that also includes creation, or recreation. TRANSCREATION It is a term use...

ART IN TODAY'S SOCIETY UNIT 6 TRANSCREATION PRESENTER : KURT MICHAEL M. ARGUELLES TRANSCREATION a type of translation that also includes creation, or recreation. TRANSCREATION It is a term used in advertising and marketing and refers to the process of adapting a message from one language to another, while maintaining its intent, tone and context TRANSCREATION To create a global marketing campaign that evokes the desired response in every culture you target, you need to recreate the campaign–the words and the images– or every culture.This process is known as transcreation. TRANSCREATION Content that is transcreated is created for a particular culture, using the vernacular of that culture, often in a certain locale. Transcreation is more of a content development process than a translation process. Sure, transcreated content retains the brand logo and mark, the corporate colors, and so on. What it doesn’t necessarily keep is the message or expression of sentiment. TRANSCREATION In arts, transcreation may take the form of recreating an art from into another art form with the intent of changing the medium and noting else. Examples would be changing the music to text, text to dance, dance to visual art, text to theatre and text to cinema.  SPIDER - MAN IN INDIA Peter Parker of New York is transformed into the dhoti-wearing Pavitr Prabhakar in Mumbai who fights evil monster in emblematic places like the Taj Mahal. The setting and the names of the main characters, with the exception of Doctor Octopus, have been changed so that the target audience identifies with them more readily.  TRANSCREATION Transcreation is not limited to the way concepts are expressed or how foreign names are made more appetizing and easier to pronounce. Visual elements such as colors, shapes, and sizes are also necessary to be modified to cultural preferences. This is something that often goes unnoticed, but even little changes can make a immense difference in marketing success.  In EXAMPLE OF Europe, the TRANSCREATION background of the McDonald’s logo is green rather than red, which elicit the idea of a healthier and more natural product.  Sometimes, however, changes are so AI JAZEERA / AJ+ dramatic that the outcome is almost completely unrecognizable. Such is the case of the Qatar-based news agency Al Jazeera, which is known as Aj+ in western society. The two logos show a world of difference  EACH SOCIETY IS CONDITIONED BY THEIR LANGUAGE AND CULTURE. THEREFORE, EACH ONE HAS A LIFESTYLE BASED ON THEIR CUSTOMS, VALUES, BELIEFS, OR EVEN MORE TRIVIAL THINGS LIKE ENTERTAINMENT PREFERENCES. THANKYOU FOR LISTENING ! TAR SIOFUN Art fusion is a product of industry and commercialism. It occurs when an artist of any art form collaborates with a brand/company (a product, service, fashion, charity) to create a product that will benefit the artist, the company and society as a whole. Art still has the power to influence the societys capacity to grow and evolve. ART IN TODAY'S SOCIETY UNIT 6 Hybrid Art Forms and Appropriation MAAN GILLIAN R. DELOS SANTOS This lesson is regarding the Hybrid Art Forms including the concept of Appropriation. It focuses on the various hybrid art forms and how appropriation is presented in the modern society. LEON TROTSKY “Art is not a mirror to hold up to society, but a hammer with which to shape it.”  HYBRID defined as having mixed origin that adds variety or complexity to a system. Hybrid Art Forms in the contemporary arts explore the various media and techniques for innovation and experimentation in art creation.  HYBRID In art forms, hybridity could mean the blurring of traditional distinct boundaries between artistic media. Hybrid art forms expand the possibilities for experimentation and innovation in contemporary art.  LEVINSON (1984) hybrid art forms are not purely structural; they are primarily historical. Hybrid art forms are art forms arising from the actual combination of interpretation of earlier art forms. Its form must be understood in light of their components. Levinson identifies three important categories of hybrid art forms which are classified according to their method of combining different artistic disciplines:  JUXTAPOSITION (OR ADDITION) simply joining two or more different products to present a larger, more complicated one; each component maintains its original identity; involves arts that explicitly use accompaniment and most multi- or mixed-media arts