Key Debates in the Translation of Advertising Material

Special Issue of the Translator (Volume 10/2, 2004)
1. Auflage 2017
ISBN: 978-1-138-43746-3
Verlag: Taylor & Francis Ltd

Buch, Englisch, 222 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 454 g

Much has been written about the marketing aspects of promotional material in general, and several scholars (particularly in linguistics) have addressed questions relating to the structure and function of advertisements, focusing on images, rhetorical structure, semiotic functions, discourse features and audio-visual media, amongst other aspects of the genre. Not much, on the other hand, has been written within translation studies about the complexities involved in the transfer of an advertising message.
Contributors to this volume explore various interdependent aspects of the interlingual and intercultural transfer of an advertising message. They emphasize features of culture specificity, of multi-medial semiotic interaction, of values and stereotypes, and most importantly, they recommend strategies and approaches to assist translators. Topics covered include a critique of the Western-based approach to advertising in the context of the Far East; different perceptions of the concept of cleanliness in advertising texts in Italy, Russia and the UK; the Walls Cornetto strategy of internationalization of product appeal, followed by localization; the role of the translator in recreating appeal in different lingua-cultural contexts; what constitutes 'Italianness' in advertisements for British consumers; and strategies for repackaging France as a tourist destination.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Adab, Beverly

Valdes, Cristina

Fachgebiete

• Geisteswissenschaften Sprachwissenschaft Sprachwissenschaften

Inhaltsverzeichnis

Introduction - Beverly Adab & Cristina Valdés

Translating Advertising: Painting the Tip of an Iceberg - Marieke de Mooij
Advertising: Some Challenges to Translation Theory - Jeremy Munday

Translating Advertisements across Heterogeneous Cultures - George Ho
Exploring Advertising in a Global Context: Food for Thought - Carmen Millán-Varela

Women, Water and Cleaning Agents: What Advertisements Reveal about the Cultural Stereotype of Cleanliness - Ira Torresi

Similar Concepts, Different Channels: Intersemiotic Translation in Three Portuguese Advertising Campaigns - Elsa Simões Lucas Freitas

Translational and Marketing Communication: A Comparison of Print and Web Advertising of Italian Agro-Food Products - Delia Chiaro

Brand Leadership at Stake: Selling France to British Tourists - Carolyn Sumberg

Über Autor(innen)

Beverly Adab is an Honorary Fellow in Translation Studies and French at Aston University, UK. Her research interests include advertising and translation, semiotics, translation critique and subtitling. Cristina Valdés Rodríguez is a senior lecturer in English Philology at the University of Oviedo, Spain. Her research interests include audiovisual translation, screen translation and translation theory.