[PDF] Translating Promotional And Advertising Texts eBook

Author : Ira Torresi
Publisher : Routledge
Page : 212 pages
File Size : 24,83 MB
Release : 2020-12-29
Category : Language Arts & Disciplines
ISBN : 1000294277

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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 : Beverly Adab
Publisher : Routledge
Page : 305 pages
File Size : 14,80 MB
Release : 2016-04-01
Category : Language Arts & Disciplines
ISBN : 1134966938

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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 : Dror Abend-David
Publisher : Bloomsbury Publishing USA
Page : 390 pages
File Size : 20,81 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.

Author : M. Zain Sulaiman
Publisher : Springer
Page : 233 pages
File Size : 50,67 MB
Release : 2019-03-05
Category : Language Arts & Disciplines
ISBN : 9811363439

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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.

Author : Piotr Kuhiwczak
Publisher : Multilingual Matters
Page : 192 pages
File Size : 41,66 MB
Release : 2007-04-12
Category : Language Arts & Disciplines
ISBN : 1847695426

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A Companion to Translation Studies is the first work of its kind. It provides an authoritative guide to key approaches in translation studies. All of the essays are specially commissioned for this collection, and written by leading international experts in the field. The book is divided into nine specialist areas: culture, philosophy, linguistics, history, literary, gender, theatre and opera, screen, and politics. Contributors include Susan Bassnett, Gunilla Anderman and Christina Schäffner. Each chapter gives an in-depth account of theoretical concepts, issues and debates which define a field within translation studies, mapping out past trends and suggesting how research might develop in the future. In their general introduction the editors illustrate how translation studies has developed as a broad interdisciplinary field. Accompanied by an extensive bibliography, this book provides an ideal entry point for students and scholars exploring the multifaceted and fast-developing discipline of translation studies.

Author : H. Kelly-Holmes
Publisher : Springer
Page : 221 pages
File Size : 20,96 MB
Release : 2016-01-11
Category : Business & Economics
ISBN : 0230503012

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Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

Author : Sandra Bermann
Publisher : Princeton University Press
Page : 424 pages
File Size : 48,8 MB
Release : 2005-07-25
Category : Language Arts & Disciplines
ISBN : 0691116091

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In recent years, scholarship on translation has moved well beyond the technicalities of converting one language into another and beyond conventional translation theory. With new technologies blurring distinctions between "the original" and its reproductions, and with globalization redefining national and cultural boundaries, "translation" is now emerging as a reformulated subject of lively, interdisciplinary debate. Nation, Language, and the Ethics of Translation enters the heart of this debate. It covers an exceptional range of topics, from simultaneous translation to legal theory, from the language of exile to the language of new nations, from the press to the cinema; and cultures and languages from contemporary Bengal to ancient Japan, from translations of Homer to the work of Don DeLillo. All twenty-two essays, by leading voices including Gayatri Spivak and the late Edward Said, are provocative and persuasive. The book's four sections--"Translation as Medium and across Media," "The Ethics of Translation," "Translation and Difference," and "Beyond the Nation"--together provide a comprehensive view of current thinking on nationality and translation, one that will be widely consulted for years to come. The contributors are Jonathan E. Abel, Emily Apter, Sandra Bermann, Vilashini Cooppan, Stanley Corngold, David Damrosch, Robert Eaglestone, Stathis Gourgouris, Pierre Legrand, Jacques Lezra, Françoise Lionnet, Sylvia Molloy, Yopie Prins, Edward Said, Azade Seyhan, Gayatri Chakravorty Spivak, Henry Staten, Lawrence Venuti, Lynn Visson, Gauri Viswanathan, Samuel Weber, and Michael Wood.

Author : Miguel A. Jimenez-Crespo
Publisher : Routledge
Page : 253 pages
File Size : 42,76 MB
Release : 2013-11-07
Category : Language Arts & Disciplines
ISBN : 1134082118

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Web localization is a cognitive, textual, communicative and technological process by which interactive web texts are modified to be used by audiences in different sociolinguistic contexts. Translation and Web Localization provides an in-depth and comprehensive overview into this emerging field of study. The book covers the key areas and main theoretical and practical approaches of the subject, rather than a step by step practical guide. Topics covered include the often controversial definition of localization, how the process develops, what constitutes a text in this process, digital genre theory and its implications, and how to conduct research or training in this field. The book concludes with a look into the dynamic nature of web localization and the forces, such as crowdsourcing, that are reshaping web localization and translation as we know it. In light of the deep changes brought by the Internet, Translation and Web Localization is an indispensable book for researchers, postgraduate and advanced undergraduate students of translation studies, as well as practitioners and researchers in related fields such as computational linguistics, applied linguistics, Internet linguistics, digital genre theory and web development.