Cross Cultural Issues In The Translation Of Advertising Texts
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Cross Cultural Issues In The Translation Of Advertising Texts
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Author : Nicola Marie Martin
language : en
Publisher:
Release Date : 2002
Cross Cultural Issues In The Translation Of Advertising Texts written by Nicola Marie Martin and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Advertising categories.
Key Debates In The Translation Of Advertising Material
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Author : Beverly Adab
language : en
Publisher: Routledge
Release Date : 2016-04-01
Key Debates In The Translation Of Advertising Material written by Beverly Adab and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-01 with Language Arts & Disciplines categories.
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.
Translating Promotional And Advertising Texts
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Author : Ira Torresi
language : en
Publisher: Routledge
Release Date : 2020-12-29
Translating Promotional And Advertising Texts written by Ira Torresi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-29 with Language Arts & Disciplines categories.
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.
Advertising Culture And Translation
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Author : Rosanna Masiola
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2017-03-07
Advertising Culture And Translation written by Rosanna Masiola and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-07 with Social Science categories.
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.
Translation Strategies And Cross Cultural Contraints
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Author : Beverly Joan Adab
language : en
Publisher:
Release Date : 1997
Translation Strategies And Cross Cultural Contraints written by Beverly Joan Adab and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with categories.
Cultural Functions Of Translation
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Author : Christina Schäffner
language : en
Publisher: Multilingual Matters Limited
Release Date : 1995
Cultural Functions Of Translation written by Christina Schäffner and has been published by Multilingual Matters Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Language Arts & Disciplines categories.
This book discusses the far-reaching effects that translated texts may have in the target culture and illustrates that translation as a culture-transcending process is an important way of forming cultural identities and of positioning cultures. Lawrence Venuti discusses the enormous power translation wields in constructing representations of foreign cultures. The conservative or transgressive effects of translation are illustrated by several translation projects from different periods: novels, philosophical texts, and religious texts. Candace Seguinot focuses on effects of globalisation for translating advertising. She argues that the marketing of goods and services across cultural boundaries involves an understanding of culture and semiotics that goes well beyond both language and design. Translation is a matter of making intelligible a whole culture. The translator, as the expert communicator, is at the crucial centre of a long chain of communication from the original initiator to the ultimate receiver of a message. The papers and the debates take up important related issues: translation strategies (foreignising vs. domesticating strategies; translation and marketing strategies); the knowledge required of translators as interlingual and intercultural mediators; ethical responsibilities; and consequences for translator training. Contributors to the debates include Mona Baker, Terry Hale, Paul Kussmaul, Kirsten Malmkjaer, Peter Newmark and Douglas Robinson.
Translation And Cross Cultural Communication Studies In The Asia Pacific
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Author :
language : en
Publisher: BRILL
Release Date : 2015-06-24
Translation And Cross Cultural Communication Studies In The Asia Pacific written by and has been published by BRILL this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-24 with Language Arts & Disciplines categories.
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.
Translation And Tourism
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Author : M. Zain Sulaiman
language : en
Publisher: Springer
Release Date : 2019-03-05
Translation And Tourism written by M. Zain Sulaiman and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-05 with Language Arts & Disciplines categories.
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.
Intercultural Communication And International Marketing Corporate Advertising On The Internet
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Author : Natalia Magiati
language : en
Publisher: GRIN Verlag
Release Date : 2006-01-19
Intercultural Communication And International Marketing Corporate Advertising On The Internet written by Natalia Magiati and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-01-19 with Business & Economics categories.
Diploma Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Heidelberg, language: English, abstract: This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet. The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization. Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes. The third chapter is devoted to communication, its components, forms and media. Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists. Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms. The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained. Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle “Think global, act local”, indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate “standardization versus differentiation”. Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns: standardized versus culture-adapted advertising. The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.
On Aesthetic And Cultural Issues In Pragmatic Translation
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Author : Xiuwen Feng
language : en
Publisher: Routledge
Release Date : 2016-07-15
On Aesthetic And Cultural Issues In Pragmatic Translation written by Xiuwen Feng and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-07-15 with Language Arts & Disciplines categories.
This book focuses on the cross-cultural advertising communication and aesthetic issues of brands and brand slogans. Based on the pragmatic translating theories and case studies of a few classic brand translations, the book puts forward the Three Aesthetic Principles of translating brands. The book special features the cultural in addition to the business aspect of introducing China Time-honored Brands to foreign markets. Readers will learn about the great importance of the aesthetic issues and cultural communications in translating brands and brand slogans through this book.