Advertising Culture And Translation

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Advertising Culture and Translation

Author : Rosanna Masiola
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1443874868
Total Pages : 223 pages
Book Rating : 4.4/5 (438 download)

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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 and published by Cambridge Scholars Publishing. This book was released on 2017-03-07 with total page 223 pages. 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.

Key Debates in the Translation of Advertising Material

Author : Beverly Adab
Publisher : Routledge
ISBN 13 : 1134966865
Total Pages : 223 pages
Book Rating : 4.1/5 (349 download)

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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 and published by Routledge. This book was released on 2016-04-01 with total page 223 pages. 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.

On Aesthetic and Cultural Issues in Pragmatic Translation

Author : Xiuwen Feng
Publisher : Routledge
ISBN 13 : 1317528549
Total Pages : 158 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis On Aesthetic and Cultural Issues in Pragmatic Translation by : Xiuwen Feng

Download or read book On Aesthetic and Cultural Issues in Pragmatic Translation written by Xiuwen Feng and published by Routledge. This book was released on 2016-07-15 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Eco-Translatology

Author : (Hugs) Gengshen Hu
Publisher : Springer Nature
ISBN 13 : 981152260X
Total Pages : 329 pages
Book Rating : 4.8/5 (115 download)

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Book Synopsis Eco-Translatology by : (Hugs) Gengshen Hu

Download or read book Eco-Translatology written by (Hugs) Gengshen Hu and published by Springer Nature. This book was released on 2020-03-06 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a panoramic view of the emerging eco-paradigm of Translation Studies, known as Eco-Translatology, and presents a systematic study of the theoretical discourse from ecological perspectives in the field of Translation Studies. Eco-Translatology describes and interprets translation activities in terms of the ecological principles of Eco-holism, traditional Eastern eco-wisdom, and ‘Translation as Adaptation and Selection’. Further, Eco-Translatology approaches the phenomenon of translation as a broadly conceived eco-system in which the ideas of ‘Translation as Adaptation and Selection’, as well as translation as a ‘textual transplant’ promoting an ‘eco-balance’, are integrated into an all-encompassing vision. Lastly, Eco-Translatology reinforces contextual uniqueness, emphasizing the deep embeddedness of texts, translations, and the human agents involved in their production and reception in their own habitus. It is particularly encouraging, in this increasingly globalised world, to see a new paradigm sourced from East Asian traditions but with universal appeal and applications, and which adds to the diversity and plurality of global Translation Studies. This book, the first of its kind, will substantially expand the horizons of Translation Studies, a field that is still trying to define its own borders, and will open a wealth of new possibilities. Destined to become a milestone in the field of Translation, Interpretation and Adaptation Studies, as well as eco-criticism, it will introduce readers to a wholly new epistemological intervention in Translation Studies and therefore will open new vistas of thoughts, discussion and criticism.

Translation Theory and Practice. Cultural Differences in Tourism and Advertising

Author : Eleonora Federici
Publisher :
ISBN 13 : 9788899306632
Total Pages : 194 pages
Book Rating : 4.3/5 (66 download)

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Book Synopsis Translation Theory and Practice. Cultural Differences in Tourism and Advertising by : Eleonora Federici

Download or read book Translation Theory and Practice. Cultural Differences in Tourism and Advertising written by Eleonora Federici and published by . This book was released on 2018 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Global Advertising in a Cultural Context

Author : Mirjana Milenkovic
Publisher : Diplomica Verlag
ISBN 13 : 3836669951
Total Pages : 68 pages
Book Rating : 4.8/5 (366 download)

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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 and published by Diplomica Verlag. This book was released on 2009-02 with total page 68 pages. 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.

Media and Translation

Author : Dror Abend-David
Publisher : Bloomsbury Publishing USA
ISBN 13 : 1623561019
Total Pages : 392 pages
Book Rating : 4.6/5 (235 download)

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Book Synopsis Media and Translation by : Dror Abend-David

Download or read book Media and Translation written by Dror Abend-David and published by Bloomsbury Publishing USA. This book was released on 2014-07-31 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies

Author : Khosrow-Pour, D.B.A., Mehdi
Publisher : IGI Global
ISBN 13 : 1522569812
Total Pages : 339 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies by : Khosrow-Pour, D.B.A., Mehdi

Download or read book Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies written by Khosrow-Pour, D.B.A., Mehdi and published by IGI Global. This book was released on 2019-06-14 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.

Translating Promotional and Advertising Texts

Author : Ira Torresi
Publisher : Routledge
ISBN 13 : 1000294315
Total Pages : 226 pages
Book Rating : 4.0/5 (2 download)

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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 and published by Routledge. This book was released on 2020-12-29 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Translation Practices

Author :
Publisher : BRILL
ISBN 13 : 9042029048
Total Pages : 279 pages
Book Rating : 4.0/5 (42 download)

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Book Synopsis Translation Practices by :

Download or read book Translation Practices written by and published by BRILL. This book was released on 2009-01-01 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: This cutting-edge collection, born of a belief in the value of approaching ‘translation’ in a wide range of ways, contains essays of interest to students and scholars of translation, literary and textual studies. It provides insights into the relations between translation and comparative literature, contrastive linguistics, cultural studies, painting and other media. Subjects and authors discussed include: the translator as ‘go-between’; the textual editor as translator; Ghirri’s photography and Celati’s fiction; the European lending library; La Bible d’Amiens; the coining of Italian phraseological units; Michèle Roberts’s Impossible Saints; the impact of modern translations for stage on perceptions of ancient Greek drama; and the translation of slang, intensifiers, characterisation, desire, the self, and America in 1990s Italian fiction. The collection closes with David Platzer’s discussion of translating Dacia Maraini’s poetry into English and with his new translations of ‘Ho Sognato una Stazione’ (‘I Dreamed of a Station’) and ‘Le Tue Bugie’ (‘Your Lies’).

Pragmatics in Translation

Author : Daria Dayter
Publisher : Cambridge University Press
ISBN 13 : 1009261231
Total Pages : 140 pages
Book Rating : 4.0/5 (92 download)

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Book Synopsis Pragmatics in Translation by : Daria Dayter

Download or read book Pragmatics in Translation written by Daria Dayter and published by Cambridge University Press. This book was released on 2023-03-31 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Element addresses translation issues within an interpersonal pragmatics frame. The aims of this Element are twofold: first, we survey the current state of the field of pragmatics in translation; second, we present the current and methodologically innovative avenues of research in the field. We focus on three pragmatics issues – relational work, participation structure, and mediality – that we foreground as promising loci of research on translational data. By reviewing the trajectory of pragmatics research on translation/interpreting over time, and then outlining our understanding of the Pragmatics in Translation as a field, we arrive at a set of potential research questions which represent desiderata for future research. These questions identify the paths that can be productively explored through synergies of the linguistic pragmatics framework and translation data. In two case study chapters, we offer two example studies addressing some of the questions we identified as suggestions for future research. This title is also available as Open Access on Cambridge Core.

Translation in Context

Author : Andrew Chesterman
Publisher : John Benjamins Publishing
ISBN 13 : 9027216444
Total Pages : 404 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Translation in Context by : Andrew Chesterman

Download or read book Translation in Context written by Andrew Chesterman and published by John Benjamins Publishing. This book was released on 2000-01-01 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title is a collection of contributions illustrating research interests and achivements in translation studies at the turn of the 21st century. The contributions show how the context of translation has expanded to cover documentation techniques, cultural and psychological factors, computer tools, ideological issues, media translation and methodologies. A total of 32 papers deal with aspects such as conceptual analysis in translation studies, situational, sociological and political factors, and psychological and cognitive aspects of translation.

Cultural Functions of Translation

Author : Christina Schäffner
Publisher : Multilingual Matters Limited
ISBN 13 :
Total Pages : 104 pages
Book Rating : 4.:/5 (321 download)

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Book Synopsis Cultural Functions of Translation by : Christina Schäffner

Download or read book Cultural Functions of Translation written by Christina Schäffner and published by Multilingual Matters Limited. This book was released on 1995 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 as Intercultural Communication

Author : Mary Snell-Hornby
Publisher : John Benjamins Publishing
ISBN 13 : 9027216215
Total Pages : 368 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Translation as Intercultural Communication by : Mary Snell-Hornby

Download or read book Translation as Intercultural Communication written by Mary Snell-Hornby and published by John Benjamins Publishing. This book was released on 1997-01-01 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: This selection of 30 contributions (3 workshop reports, 27 papers from 14 countries) concentrates on intercultural communication in its broadest sense: themes vary from dissident translation under the Marcos dictatorship in the Philippines and translation as a process of power in the 3rd world context to drama translation and the role of the cognitive sciences in translation theory. Topics of current interest such as media interpreting, news translation, advertising, subtitling and the ethics of translation have a prominent position, as does the Workshop 'Contact as Conflict' which discusses the phenomenon of the hybrid text as a result of the translation process. The volume closes with the EST Focus debate on thorny issues of Methodology, Policy and Training. The volume demonstrates clearly the richness and breadth of the topics dealt with in Translation Studies today along with its complex interaction with neighbouring disciplines.

Redefining Translation and Interpretation in Cultural Evolution

Author : Seel, Olaf Immanuel
Publisher : IGI Global
ISBN 13 : 1522528334
Total Pages : 310 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Redefining Translation and Interpretation in Cultural Evolution by : Seel, Olaf Immanuel

Download or read book Redefining Translation and Interpretation in Cultural Evolution written by Seel, Olaf Immanuel and published by IGI Global. This book was released on 2017-10-31 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: Culture has a significant influence on the emerging trends in translation and interpretation. By studying language from a diverse perspective, deeper insights and understanding can be gained. Redefining Translation and Interpretation in Cultural Evolution is a pivotal reference source for the latest scholarly research on culture-oriented translation and interpretation studies in the contemporary globalized society. Featuring coverage on a range of topics such as sociopolitical factors, gender considerations, and intercultural communication, this book is ideally designed for linguistics, educators, researchers, academics, professionals, and students interested in cultural discourse in translation studies.

A Companion to Translation Studies

Author : Piotr Kuhiwczak
Publisher : Multilingual Matters
ISBN 13 : 1847695426
Total Pages : 192 pages
Book Rating : 4.8/5 (476 download)

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Book Synopsis A Companion to Translation Studies by : Piotr Kuhiwczak

Download or read book A Companion to Translation Studies written by Piotr Kuhiwczak and published by Multilingual Matters. This book was released on 2007-04-12 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Training the Translator

Author : Paul Kussmaul
Publisher : John Benjamins Publishing
ISBN 13 : 9027283621
Total Pages : 178 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Training the Translator by : Paul Kussmaul

Download or read book Training the Translator written by Paul Kussmaul and published by John Benjamins Publishing. This book was released on 1995-03-16 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book begins by investigating, through the use of think-aloud protocols, the mental processes of students when they translate. The creative and successful processes observed can be used directly for teaching purposes, while the unsuccessful ones can serve to find out where remedial training is needed. The book then goes on to discuss methods for improving a translator's competence. The strategies offered are based on the pragmatic and semantic analysis of texts from a functional point of view, and they include such practical matters as the use of dictionaries and the evaluation of translations and error analysis. The book is intended for teachers in translator-training institutions, but it can also be used by students for self-training.