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Key Debates in the Translation of Advertising Material

2017-07-12
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Release : 2017-07-12
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Kind : eBook
Book Rating : 463/5 ( reviews)

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Book Synopsis Key Debates in the Translation of Advertising Material by : Beverly Adab

Download or read book Key Debates in the Translation of Advertising Material written by Beverly Adab. This book was released on 2017-07-12. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Advertising Culture and Translation

2017-03-07 Social Science
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Release : 2017-03-07
Genre : Social Science
Kind : eBook
Book Rating : 868/5 ( reviews)

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Book Synopsis Advertising Culture and Translation by : Rosanna Masiola

Download or read book Advertising Culture and Translation written by Rosanna Masiola. This book was released on 2017-03-07. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Translating Promotional and Advertising Texts

2014-07-16 Language Arts & Disciplines
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Release : 2014-07-16
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 128/5 ( reviews)

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Book Synopsis Translating Promotional and Advertising Texts by : Ira Torresi

Download or read book Translating Promotional and Advertising Texts written by Ira Torresi. This book was released on 2014-07-16. Available in PDF, EPUB and Kindle. Book excerpt: Promotional and advertising texts come in different forms and account for a considerable share of the translation market. Advertisements, company brochures, websites, tourist guides, institutional information campaigns, and even personal CVs all share a common primary purpose: that of persuading the reader to buy something, be it a product or a lifestyle, or to act in a particular way, from taking preventive measures against health risks to employing one candidate in preference to another. Consequently, their translation requires the application of techniques which, although they vary depending on the specific text type, are all aimed at preserving that persuasive purpose. This often requires in-depth cultural adaptation and, on occasion, thorough rewriting. Translating Promotional and Advertising Texts covers different areas of personal promotion, business to business promotion, institutional and business to consumer promotion, including advertising. Numerous examples from a wide variety of languages and media, taken from the author's own professional experience and from real-life observation, are provided throughout. The volume is designed for use as a coursebook for classroom practice or as a handbook for self-learning. It will be of interest to undergraduate and postgraduate students, but also freelance and in-house translators, as well as other professionals working in sales, public relations or similar departments whose responsibilities include involvement in the management of multilingual advertising and promotion activities.

Global Advertising in a Cultural Context

2009-02 Business & Economics
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Release : 2009-02
Genre : Business & Economics
Kind : eBook
Book Rating : 951/5 ( reviews)

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Book Synopsis Global Advertising in a Cultural Context by : Mirjana Milenkovic

Download or read book Global Advertising in a Cultural Context written by Mirjana Milenkovic. This book was released on 2009-02. Available in PDF, EPUB and Kindle. Book excerpt: The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In her book Mirjana Milenkovic examines the specifics of different national cultures and their implications for global advertising. Describing the various local restrictions and obstacles international advertisers have to deal with, the challenge of global advertising becomes clear. The perception of advertising is greatly influenced by the respective culture and its members' understanding of reality. On the basis of Hofstede's Five Dimensions, cultures and their characteristics are described. The reader learns about the behavior in different cultures and how cultural backgrounds impact buying decisions. With numerous practical illustrations Global Advertising in a Cultural Context gives an insight into the specifics of worldwide advertising and the challenge of both approaches in strategy and execution in front of the cultural background. This book gives recommendations for successful global advertising on the basis of six different advertising approaches and their suitability to overcome cultural differences.

Translating Advertisements

1985
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Release : 1985
Genre :
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Translating Advertisements by : Fulvia Margherita Putero

Download or read book Translating Advertisements written by Fulvia Margherita Putero. This book was released on 1985. Available in PDF, EPUB and Kindle. Book excerpt:

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