[PDF] Advertising In Translation eBook

Author : Beverly Adab
Publisher : Routledge
Page : 223 pages
File Size : 40,41 MB
Release : 2016-04-01
Category : Language Arts & Disciplines
ISBN : 1134966865

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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.

Author : (Hugs) Gengshen Hu
Publisher : Springer Nature
Page : 329 pages
File Size : 31,55 MB
Release : 2020-03-06
Category : Language Arts & Disciplines
ISBN : 981152260X

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This book offers a panoramic view of the emerging eco-paradigm of Translation Studies, known as Eco-Translatology, and presents a systematic study of the theoretical discourse from ecological perspectives in the field of Translation Studies. Eco-Translatology describes and interprets translation activities in terms of the ecological principles of Eco-holism, traditional Eastern eco-wisdom, and ‘Translation as Adaptation and Selection’. Further, Eco-Translatology approaches the phenomenon of translation as a broadly conceived eco-system in which the ideas of ‘Translation as Adaptation and Selection’, as well as translation as a ‘textual transplant’ promoting an ‘eco-balance’, are integrated into an all-encompassing vision. Lastly, Eco-Translatology reinforces contextual uniqueness, emphasizing the deep embeddedness of texts, translations, and the human agents involved in their production and reception in their own habitus. It is particularly encouraging, in this increasingly globalised world, to see a new paradigm sourced from East Asian traditions but with universal appeal and applications, and which adds to the diversity and plurality of global Translation Studies. This book, the first of its kind, will substantially expand the horizons of Translation Studies, a field that is still trying to define its own borders, and will open a wealth of new possibilities. Destined to become a milestone in the field of Translation, Interpretation and Adaptation Studies, as well as eco-criticism, it will introduce readers to a wholly new epistemological intervention in Translation Studies and therefore will open new vistas of thoughts, discussion and criticism.

Author : Khosrow-Pour, D.B.A., Mehdi
Publisher : IGI Global
Page : 339 pages
File Size : 48,96 MB
Release : 2019-06-14
Category : Business & Economics
ISBN : 1522569812

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One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.

Author : Rosanna Masiola
Publisher : Cambridge Scholars Publishing
Page : 223 pages
File Size : 25,19 MB
Release : 2017-03-07
Category : Social Science
ISBN : 1443874868

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This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the ‘centre’ and the ‘periphery’. It introduces the concept of advertising English as lingua franca (AELF), marking new trends in the domain of varieties of English around the world (VEAW). The data examined here show the ambivalent polarity conditioning advertising and translation: both have been mutually exclusive, and both have been subject to bans, censorship and ideological control, racism, propaganda, and stereotyping. In their fundamental principles and concepts of theories and applications, however, neither discipline cannot exist outside a free market and total freedom of expression and trust.

Author : Ashley Chantler
Publisher : Rodopi
Page : 280 pages
File Size : 10,95 MB
Release : 2009
Category : Language Arts & Disciplines
ISBN : 9042025336

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This cutting-edge collection, born of a belief in the value of approaching 'translation' in a wide range of ways, contains essays of interest to students and scholars of translation, literary and textual studies. It provides insights into the relations between translation and comparative literature, contrastive linguistics, cultural studies, painting and other media. Subjects and authors discussed include: the translator as 'go-between'; the textual editor as translator; Ghirri's photography and Celati's fiction; the European lending library; La Bible d'Amiens; the coining of Italian phraseological units; Michèle Roberts's Impossible Saints; the impact of modern translations for stage on perceptions of ancient Greek drama; and the translation of slang, intensifiers, characterisation, desire, the self, and America in 1990s Italian fiction. The collection closes with David Platzer's discussion of translating Dacia Maraini's poetry into English and with his new translations of 'Ho Sognato una Stazione' ('I Dreamed of a Station') and 'Le Tue Bugie' ('Your Lies').

Author : Ira Torresi
Publisher : Routledge
Page : 226 pages
File Size : 35,59 MB
Release : 2020-12-29
Category : Language Arts & Disciplines
ISBN : 1000294315

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The translation of promotional and advertising texts requires the application of techniques which, although they vary depending on the specific text type, are all aimed at preserving their persuasive purpose. This often requires in-depth cultural adaptation and, on occasion, thorough rewriting. Translating Promotional and Advertising Texts covers the key types of promotional texts, including personal, business-to-business, institutional, business-to-consumer, and advertising. With numerous examples from a wide variety of languages and media, taken from the author's own professional experience and observations, this volume is designed for use as a coursebook for classroom practice or as a handbook for self-learning. It also provides insight for research into promotional and advertising translation. This second, updated edition offers entirely new sections on self-promotion in social media, text analysis, and tools for the cross-cultural appraisal of promotional texts. Revised with new examples, a glossary of terms, and activities and tasks on the Routledge Translation Studies Portal, this is the essential text for students, researchers, translators, and professionals working in copywriting, marketing, public relations, or related areas.

Author : Marta Zapała-Kraj
Publisher : GRIN Verlag
Page : 76 pages
File Size : 42,10 MB
Release : 2020-06-10
Category : Business & Economics
ISBN : 3346179494

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Essay from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 5.0, , language: English, abstract: Advertisements are inevitable, living in the contemporary world it became obvious that everything advertises something; or at least – carries the image which refers to some promoted product. Over past quarter of century Polish society become deeply consumerist one. In America, this situation happened earlier and sociologists warned about it long before our market assimilated theirs. The path from advertisement of any product leads amongst the others – through the desk of the translator. There are, obviously, home products and these which Poland can be proud of, nevertheless, the majority of goods that are being presented through various forms of advertisement comes from foreign markets. What is more, these products and their producers, together with the agencies responsible for implementation of these goods in particular countries, often choose to use their original campaigns. Therefore, Polish translators need to work in such way, to make the language of the advert spot catchy enough for our market. Such work is an invisible work and the one requiring lots of linguistic skills, joined with the cultural awareness and many other factors. The art of translation is a rewarding work, nevertheless, there are the parts of it which are necessary to be learned and understood before anyone approaches such a responsible job as translating the advertisements of world-wide known products.

Author : Daria Dayter
Publisher : Cambridge University Press
Page : 140 pages
File Size : 45,71 MB
Release : 2023-03-31
Category : Language Arts & Disciplines
ISBN : 1009261231

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This Element addresses translation issues within an interpersonal pragmatics frame. The aims of this Element are twofold: first, we survey the current state of the field of pragmatics in translation; second, we present the current and methodologically innovative avenues of research in the field. We focus on three pragmatics issues – relational work, participation structure, and mediality – that we foreground as promising loci of research on translational data. By reviewing the trajectory of pragmatics research on translation/interpreting over time, and then outlining our understanding of the Pragmatics in Translation as a field, we arrive at a set of potential research questions which represent desiderata for future research. These questions identify the paths that can be productively explored through synergies of the linguistic pragmatics framework and translation data. In two case study chapters, we offer two example studies addressing some of the questions we identified as suggestions for future research. This title is also available as Open Access on Cambridge Core.

Author : Dror Abend-David
Publisher : Bloomsbury Publishing USA
Page : 390 pages
File Size : 47,78 MB
Release : 2014-07-31
Category : Social Science
ISBN : 1623561019

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Over the last decade there has been a dramatic increase in publications on media and translation. In fact, there are those who believe that so much has been published in this field that any further publications are superfluous. But if one views media and translation as anything ranging from film and television drama to news-casting, commercials, video games, web-pages and electronic street signs, it would seem that research in media and translation has barely scratched the surface. The research in this field is shared largely by scholars in communication and translation studies, often without knowledge of each other or access to their respective methods of scholarship. This collection will rectify this lack of communication by bringing such scholars together and creating a context for a theoretical discussion of the entire emerging field of Media and Translation, with a preference for theoretical work (rather than case studies) on translation and communications of various forms, and through various media.