Translating Promotional And Advertising Texts
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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.
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.
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.
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.
Media And Translation
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Author : Dror Abend-David
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 2014-07-31
Media And Translation written by Dror Abend-David and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-31 with Social Science categories.
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.
Translation Of Advertising Analysis Of Interferences In Translated French Advertising Texts
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Author : Kristel Lazoore
language : en
Publisher:
Release Date : 2010
Translation Of Advertising Analysis Of Interferences In Translated French Advertising Texts written by Kristel Lazoore and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
Translation Or Transcreation Discourses Texts And Visuals
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Author : Cinzia Spinzi
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2019-01-15
Translation Or Transcreation Discourses Texts And Visuals written by Cinzia Spinzi 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 2019-01-15 with Language Arts & Disciplines categories.
This wide-ranging collection brings together essays on a recent approach to translation known as transcreation. Together with new modes of translation, such as fansubbing, fandubbing, and crowdsourcing, transcreation has challenged the traditional structure of the translation market, the agency and ethics of the discipline, and encouraged new research in translation studies. A debate has emerged around the two concepts of translation and transcreation, mostly in terms of differences between the two practices and issues such as creativity, abusive translation and appropriation. Mainly applied to commercial translation, transcreation is now gaining momentum among translation scholars in broader areas of application, going beyond the early focus of promotional and advertising products where it was initially practised. In the specific context of this volume, transcreation is discussed in relation to a variety of textual and visual genres that range from poetry, prose, theatre, film and television to tourism and highly specialised legal texts.
A Companion To Translation Studies
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Author : Piotr Kuhiwczak
language : en
Publisher: Multilingual Matters
Release Date : 2007-04-12
A Companion To Translation Studies written by Piotr Kuhiwczak and has been published by Multilingual Matters this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-04-12 with Language Arts & Disciplines categories.
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.
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.
Advertising As Multilingual Communication
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Author : H. Kelly-Holmes
language : en
Publisher: Springer
Release Date : 2016-01-11
Advertising As Multilingual Communication written by H. Kelly-Holmes and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-11 with Business & Economics categories.
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.