Key Debates in the Translation of Advertising Material: Special Issue of the Translator (Volume 10/2, 2004) - Couverture rigide

Adab, Beverly; Valdes, Cristina

 
9781138437463: Key Debates in the Translation of Advertising Material: Special Issue of the Translator (Volume 10/2, 2004)
Couverture rigide
ISBN 10 : 1138437468 ISBN 13 : 9781138437463
Editeur : Routledge, 2017

Synopsis

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.

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À propos de l?auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2017
Langue
anglais
ISBN 10 
1138437468
ISBN 13 
9781138437463
Reliure
Relié
Nombre de pages
222
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9781900650809: Key Debates in the Translation of Advertising Material: Special Issue of "The Translator" (10)

Edition présentée

ISBN 10 :  1900650800 ISBN 13 :  9781900650809
Editeur : St Jerome Publishing, 2004
Couverture souple