[PDF] Cross Cultural Issues In The Translation Of Advertising Texts eBook

Author : Ira Torresi
Publisher : Routledge
Page : 226 pages
File Size : 21,71 MB
Release : 2020-12-29
Category : Language Arts & Disciplines
ISBN : 1000294315

GET BOOK

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 : Beverly Adab
Publisher : Routledge
Page : 223 pages
File Size : 37,47 MB
Release : 2016-04-01
Category : Language Arts & Disciplines
ISBN : 1134966865

GET BOOK

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 : Rosanna Masiola
Publisher : Cambridge Scholars Publishing
Page : 223 pages
File Size : 13,6 MB
Release : 2017-03-07
Category : Social Science
ISBN : 1443874868

GET BOOK

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 :
Publisher : BRILL
Page : 484 pages
File Size : 32,74 MB
Release : 2015-06-24
Category : Language Arts & Disciplines
ISBN : 9004299246

GET BOOK

Translation and interpreting (T/I) and cross-cultural communication activities in the Asia Pacific are unique in that they involve vastly different languages and cultures. Such differences pose challenges for T/I practitioners and researchers as well as scholars of cross-cultural studies. In Translation and Cross-Cultural Communication Studies in the Asia Pacific, Leong Ko and Ping Chen provide a comprehensive and in-depth account of various issues encountered in translation and interpreting activities and cross-cultural communication in the Asia Pacific. The book covers six areas including translation research from the historical perspective and different issues in translation studies; research on literary translation; studies on translation for special purposes; research on interpreting; translation and interpreting training; and research on issues in cross-cultural communication.

Author : Mary Snell-Hornby
Publisher : John Benjamins Publishing
Page : 368 pages
File Size : 30,97 MB
Release : 1997-01-01
Category : Language Arts & Disciplines
ISBN : 9027216215

GET BOOK

This selection of 30 contributions (3 workshop reports, 27 papers from 14 countries) concentrates on intercultural communication in its broadest sense: themes vary from dissident translation under the Marcos dictatorship in the Philippines and translation as a process of power in the 3rd world context to drama translation and the role of the cognitive sciences in translation theory. Topics of current interest such as media interpreting, news translation, advertising, subtitling and the ethics of translation have a prominent position, as does the Workshop 'Contact as Conflict' which discusses the phenomenon of the hybrid text as a result of the translation process. The volume closes with the EST Focus debate on thorny issues of Methodology, Policy and Training. The volume demonstrates clearly the richness and breadth of the topics dealt with in Translation Studies today along with its complex interaction with neighbouring disciplines.

Author : Anuradha Dingwaney
Publisher : University of Pittsburgh Pre
Page : 374 pages
File Size : 36,48 MB
Release : 2010-11-23
Category : Language Arts & Disciplines
ISBN : 0822974681

GET BOOK

Translated texts are often either uncritically consumed by readers, teacher, and scholars or seen to represent an ineluctable loss, a diminishing of original texts. Translation, however, is a cultural practice, influenced also by social and political imperatives, which can open more doors than it closes. The essays in this book show how the act of translation, when vigilantly and critically attended to, becomes a means for active interrogation.

Author : Maria del Carmen Buesa Gómez
Publisher : Cambridge Scholars Publishing
Page : 180 pages
File Size : 12,6 MB
Release : 2010-02-19
Category : Language Arts & Disciplines
ISBN : 1443820369

GET BOOK

Translation and Cultural Identity: Selected Essays on Translation and Cross-Cultural Communication tackles the complexity of the concepts mentioned in its title through seven essays, written by most highly regarded experts in the field of Translation Studies: José Lambert (Catholic University of Louvain, Belgium), Raquel Merino (University of the Basque Country, Spain), Rosa Rabadán (University of Leon, Spain), Julio-César Santoyo (University of Leon, Spain), Christina Schäffner (Aston University, Birmingham, United Kingdom), Gideon Toury (Tel-Aviv University, Israel) and Patrick Zabalbeascoa (Pompeu Fabra University, Spain). The essays are varied and innovative. Their common feature is that they deal with various aspects of translation and cultural identity and that they contribute to the enrichment of the study of communication across cultures. These major readings in translation studies will give readers food for thought and reflection and will promote research on translation, cultural identity and cross-cultural communication.

Author : M. Zain Sulaiman
Publisher : Springer
Page : 233 pages
File Size : 36,57 MB
Release : 2019-03-05
Category : Language Arts & Disciplines
ISBN : 9811363439

GET BOOK

This book addresses one of the most central, yet criticised, solutions for international tourism promotion, namely translation. It brings together theory and practice, explores the various challenges involved in translating tourism promotional materials (TPMs), and puts forward a sustainable solution capable of achieving maximum impact in the industry and society. The solution, in the form of a Cultural-Conceptual Translation (CCT) model, identifies effective translation strategies and offers a platform for making TPM translation more streamlined, efficient and easily communicated. Using the English-Malay language combination as a case study, the book analyses tourism discourse and includes a road test of the CCT model on actual end-users of TPMs as well as tourism marketers in the industry. Guidelines for best practices in the industry round out the book, which offers valuable insights not only for researchers but also, and more importantly, various stakeholders in the translation, tourism and advertising industries.