Translating Promotional And Advertising Texts

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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.

Key Debates in the Translation of Advertising Material

Author : Beverly Adab
Publisher : Routledge
ISBN 13 : 1134966938
Total Pages : 222 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 222 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.

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.

Translation and Tourism

Author : M. Zain Sulaiman
Publisher : Springer
ISBN 13 : 9811363439
Total Pages : 233 pages
Book Rating : 4.8/5 (113 download)

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Book Synopsis Translation and Tourism by : M. Zain Sulaiman

Download or read book Translation and Tourism written by M. Zain Sulaiman and published by Springer. This book was released on 2019-03-05 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Routledge Handbook of Translation Studies

Author : Carmen Millán
Publisher : Routledge
ISBN 13 : 1136242155
Total Pages : 592 pages
Book Rating : 4.1/5 (362 download)

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Book Synopsis The Routledge Handbook of Translation Studies by : Carmen Millán

Download or read book The Routledge Handbook of Translation Studies written by Carmen Millán and published by Routledge. This book was released on 2013-03-05 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Translation Studies provides a comprehensive, state-of-the-art account of the complex field of translation studies. Written by leading specialists from around the world, this volume brings together authoritative original articles on pressing issues including: the current status of the field and its interdisciplinary nature the problematic definition of the object of study the various theoretical frameworks the research methodologies available. The handbook also includes discussion of the most recent theoretical, descriptive and applied research, as well as glimpses of future directions within the field and an extensive up-to-date bibliography. The Routledge Handbook of Translation Studies is an indispensable resource for postgraduate students of translation studies.

Advertising as Multilingual Communication

Author : H. Kelly-Holmes
Publisher : Springer
ISBN 13 : 0230503012
Total Pages : 206 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Advertising as Multilingual Communication by : H. Kelly-Holmes

Download or read book Advertising as Multilingual Communication written by H. Kelly-Holmes and published by Springer. This book was released on 2016-01-11 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing Identities Through Language

Author : E. Martin
Publisher : Springer
ISBN 13 : 0230511902
Total Pages : 286 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Marketing Identities Through Language by : E. Martin

Download or read book Marketing Identities Through Language written by E. Martin and published by Springer. This book was released on 2005-11-30 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

Author : Epure, Manuela
Publisher : IGI Global
ISBN 13 : 1522557792
Total Pages : 333 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis The Role of Language and Symbols in Promotional Strategies and Marketing Schemes by : Epure, Manuela

Download or read book The Role of Language and Symbols in Promotional Strategies and Marketing Schemes written by Epure, Manuela and published by IGI Global. This book was released on 2018-09-28 with total page 333 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

Nation, Language, and the Ethics of Translation

Author : Sandra Bermann
Publisher : Princeton University Press
ISBN 13 : 0691116091
Total Pages : 424 pages
Book Rating : 4.6/5 (911 download)

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Book Synopsis Nation, Language, and the Ethics of Translation by : Sandra Bermann

Download or read book Nation, Language, and the Ethics of Translation written by Sandra Bermann and published by Princeton University Press. This book was released on 2005-07-25 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years, scholarship on translation has moved well beyond the technicalities of converting one language into another and beyond conventional translation theory. With new technologies blurring distinctions between "the original" and its reproductions, and with globalization redefining national and cultural boundaries, "translation" is now emerging as a reformulated subject of lively, interdisciplinary debate. Nation, Language, and the Ethics of Translation enters the heart of this debate. It covers an exceptional range of topics, from simultaneous translation to legal theory, from the language of exile to the language of new nations, from the press to the cinema; and cultures and languages from contemporary Bengal to ancient Japan, from translations of Homer to the work of Don DeLillo. All twenty-two essays, by leading voices including Gayatri Spivak and the late Edward Said, are provocative and persuasive. The book's four sections--"Translation as Medium and across Media," "The Ethics of Translation," "Translation and Difference," and "Beyond the Nation"--together provide a comprehensive view of current thinking on nationality and translation, one that will be widely consulted for years to come. The contributors are Jonathan E. Abel, Emily Apter, Sandra Bermann, Vilashini Cooppan, Stanley Corngold, David Damrosch, Robert Eaglestone, Stathis Gourgouris, Pierre Legrand, Jacques Lezra, Françoise Lionnet, Sylvia Molloy, Yopie Prins, Edward Said, Azade Seyhan, Gayatri Chakravorty Spivak, Henry Staten, Lawrence Venuti, Lynn Visson, Gauri Viswanathan, Samuel Weber, and Michael Wood.

Translating Cuba

Author : Robert S. Lesman
Publisher : Routledge
ISBN 13 : 1000410129
Total Pages : 194 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Translating Cuba by : Robert S. Lesman

Download or read book Translating Cuba written by Robert S. Lesman and published by Routledge. This book was released on 2021-07-13 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cuban culture has long been available to English speakers via translation. This study examines the complex ways in which English renderings of Cuban texts from various domains—poetry, science fiction, political and military writing, music, film—have represented, reshaped, or amended original texts. Taking in a broad corpus, it becomes clear that the mental image an Anglophone audience has formed of Cuban culture since 1959 depends heavily on the decisions of translators. At times, a clear ideological agenda drives moves like strengthening the denunciatory tone of a song or excising passages from a political text. At other moments, translators’ indifference to the importance of certain facets of a work, such as a film’s onscreen text or the lyrics sung on a musical performance, impoverishes the English speaker’s experience of the rich weave of self-expression in the original Spanish. In addition to the dynamics at work in the choices translators make at the level of the text itself, this study attends to how paratexts like prefaces, footnotes, liner notes, and promotional copy shape the audience’s experience of the text.

Free, Fair, and Alive

Author : David Bollier
Publisher : New Society Publishers
ISBN 13 : 1771423102
Total Pages : 370 pages
Book Rating : 4.7/5 (714 download)

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Book Synopsis Free, Fair, and Alive by : David Bollier

Download or read book Free, Fair, and Alive written by David Bollier and published by New Society Publishers. This book was released on 2019-09-03 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: The power of the commons as a free, fair system of provisioning and governance beyond capitalism, socialism, and other -isms. From co-housing and agroecology to fisheries and open-source everything, people around the world are increasingly turning to 'commoning' to emancipate themselves from a predatory market-state system. Free, Fair, and Alive presents a foundational re-thinking of the commons — the self-organized social system that humans have used for millennia to meet their needs. It offers a compelling vision of a future beyond the dead-end binary of capitalism versus socialism that has almost brought the world to its knees. Written by two leading commons activists of our time, this guide is a penetrating cultural critique, table-pounding political treatise, and practical playbook. Highly readable and full of colorful stories, coverage includes: Internal dynamics of commoning How the commons worldview opens up new possibilities for change Role of language in reorienting our perceptions and political strategies Seeing the potential of commoning everywhere. Free, Fair, and Alive provides a fresh, non-academic synthesis of contemporary commons written for a popular, activist-minded audience. It presents a compelling narrative: that we can be free and creative people, govern ourselves through fair and accountable institutions, and experience the aliveness of authentic human presence.

Translating Law

Author : Deborah Cao
Publisher : Multilingual Matters
ISBN 13 : 184769537X
Total Pages : 202 pages
Book Rating : 4.8/5 (476 download)

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Book Synopsis Translating Law by : Deborah Cao

Download or read book Translating Law written by Deborah Cao and published by Multilingual Matters. This book was released on 2007-04-12 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: The translation of law has played an integral part in the interaction among nations in history and is playing a greater role in our increasingly interconnected world today. The book investigates legal translation in its many facets as an intellectual pursuit and a profession. It examines legal translation from an interdisciplinary perspective, covering theoretical and practical grounds and linguistic as well as legal issues. It analyses legal translation competence and various types of legal texts including contracts, statutes and multilateral legal instruments, presents a comparative analysis of the Common Law and the Civil Law and examines the case law from Canada, Hong Kong and the European Court of Justice. It attempts to demonstrate that translating law is a complex act that can enrich law, culture and human experience as a whole.

Jewish Translation - Translating Jewishness

Author : Magdalena Waligórska
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110550784
Total Pages : 362 pages
Book Rating : 4.1/5 (15 download)

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Book Synopsis Jewish Translation - Translating Jewishness by : Magdalena Waligórska

Download or read book Jewish Translation - Translating Jewishness written by Magdalena Waligórska and published by Walter de Gruyter GmbH & Co KG. This book was released on 2018-05-22 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: This interdisciplinary volume looks at one of the central cultural practices within the Jewish experience: translation. With contributions from literary and cultural scholars, historians, and scholars of religion, the book considers different aspects of Jewish translation, starting from the early translations of the Torah, to the modern Jewish experience of migration, state-building and life in the Diaspora. The volume addresses the question of how Jews have used translation to pursue different cultural and political agendas, such as Jewish nationalism, the development of Yiddish as a literary language, and the collection of Holocaust testimonies. It also addresses how non-Jews have translated elements of the Judaic tradition to create an image of the Other. Covering a wide span of contexts, including religion, literature, photography, music and folk practices, and featuring an interview section with authors and translators, the volume will be of interest not only to scholars of Jewish studies, translation and cultural studies, but also a wider interested audience.

Dictionary of Translation Studies

Author : Mark Shuttleworth
Publisher : Routledge
ISBN 13 : 1317642341
Total Pages : 18 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis Dictionary of Translation Studies by : Mark Shuttleworth

Download or read book Dictionary of Translation Studies written by Mark Shuttleworth and published by Routledge. This book was released on 2014-04-08 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Published at a time of unprecedented growth of interest in translation, the Dictionary of Translation Studies aims to present the insights of a number of different approaches to translation in an unbiased, non-partisan way. With more than 300 articles, this essential volume provides the reader with a snapshot of a rapidly developing discipline, based on work produced in serveral languages. With a clear, easy-to-follow layout, the Dictionary provides a comprehensive and highly accessible survey of key terms and concepts (such as Abusive Translation, Equivalence, Informationsangebot, Minimax Principle, Texteme and Thick Translation), types of activity (Autotranslation, Dubbing, Signed Language Interpreting), and schools and approaches (Leipzig School, Manipulation School, Nitra School). Each term is presented within the context in which it first occurred and is given a definition which is both clear and informative. Major entries include a discussion of relevant viewpoints as well as comments on how the usage and application of the term have developed subsequent to its coining. In addition, all entries provide suggestions for further reading, and there is an extensive bibliography included at the end. This is an indispensable tool for anyone studying or teaching translation at university level.

Lost in Translation: A Life in a New Language

Author : Eva Hoffman
Publisher : Plunkett Lake Press
ISBN 13 :
Total Pages : pages
Book Rating : 4./5 ( download)

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Book Synopsis Lost in Translation: A Life in a New Language by : Eva Hoffman

Download or read book Lost in Translation: A Life in a New Language written by Eva Hoffman and published by Plunkett Lake Press. This book was released on 2019-07-31 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The late poet and memoirist Czeslaw Milosz wrote, "I am enchanted. This book is graceful and profound." Since its publication in 1989, many other readers across the world have been enchanted by Lost in Translation: A Life in a New Language, a classic of exile and immigrant literature, as well as a girl’s coming-of-age memoir. Lost in Translationmoves from Hoffman's childhood in Cracow, Poland to her adolescence in Vancouver, British Columbia to her university years in Texas and Massachusetts to New York City, where she becomes a writer and an editor at the New York Times Book Review. Its multi-layered narrative encompasses many themes: the defining power of language; the costs and benefits of changing cultures, the construction of personal identity, and the profound consequences, for a generation of post-war Jews like Hoffman, of Nazism and Communism. Lost in Translation is, as Publisher's Weekly wrote, "a penetrating, lyrical memoir that casts a wide net," challenges its reader to reconsider their own language, autobiography, cultures, and childhoods. Lost in Translation was first published in the United States in 1989. Hoffman’s subsequent books of literary non-fiction include Exit into History, Shtetl, After Such Knowledge, Time and two novels, The Secret and Appassionata. "Nothing, after all, has been lost; poetry this time has been made in and by translation." — Peter Conrad, The New York Times "Handsomely written and judiciously reflective, it is testimony to the human capacity not merely to adapt but to reinvent: to find new lives for ourselves without forfeiting the dignity and meaning of our old ones." — Jonathan Yardley, Washington Post "As a childhood memoir, Lost in Translation has the colors and nuance of Nabokov'sSpeak, Memory. As an account of a young mind wandering into great books, it recalls Sartre's Words. … As an anthropology of Eastern European émigré life, American academe and the Upper West Side of Manhattan, it's every bit as deep and wicked as anything by Cynthia Ozick. … A brilliant, polyphonic book that is itself an act of faith, a Bach Fugue." — John Leonard, Harper’s Magazine

The Routledge Handbook of Translation and Globalization

Author : Esperança Bielsa
Publisher : Routledge
ISBN 13 : 1000283828
Total Pages : 710 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis The Routledge Handbook of Translation and Globalization by : Esperança Bielsa

Download or read book The Routledge Handbook of Translation and Globalization written by Esperança Bielsa and published by Routledge. This book was released on 2020-12-30 with total page 710 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first handbook to provide a comprehensive coverage of the main approaches that theorize translation and globalization, offering a wide-ranging selection of chapters dealing with substantive areas of research. The handbook investigates the many ways in which translation both enables globalization and is inevitably transformed by it. Taking a genuinely interdisciplinary approach, the authors are leading researchers drawn from the social sciences, as well as from translation studies. The chapters cover major areas of current interdisciplinary interest, including climate change, migration, borders, democracy and human rights, as well as key topics in the discipline of translation studies. This handbook also highlights the increasing significance of translation in the most pressing social, economic and political issues of our time, while accounting for the new technologies and practices that are currently deployed to cope with growing translation demands. With five sections covering key concepts, people, culture, economics and politics, and a substantial introduction and conclusion, this handbook is an indispensable resource for students and researchers of translation and globalization within translation and interpreting studies, comparative literature, sociology, global studies, cultural studies and related areas.

Translation or Transcreation? Discourses, Texts and Visuals

Author : Cinzia Spinzi
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527525600
Total Pages : 193 pages
Book Rating : 4.5/5 (275 download)

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Book Synopsis Translation or Transcreation? Discourses, Texts and Visuals by : Cinzia Spinzi

Download or read book Translation or Transcreation? Discourses, Texts and Visuals written by Cinzia Spinzi and published by Cambridge Scholars Publishing. This book was released on 2019-01-15 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.