Advertising Culture And Translation

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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.

Translation Practices

Author : Ashley Chantler
Publisher : Rodopi
ISBN 13 : 9042025336
Total Pages : 280 pages
Book Rating : 4.0/5 (42 download)

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Book Synopsis Translation Practices by : Ashley Chantler

Download or read book Translation Practices written by Ashley Chantler and published by Rodopi. This book was released on 2009 with total page 280 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').

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 : 1134966938
Total Pages : 305 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 305 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.

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.

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 : 357 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 357 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.

Media and Translation

Author : Dror Abend-David
Publisher : Bloomsbury Publishing USA
ISBN 13 : 1623561019
Total Pages : 390 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 390 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.

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

Author : Epure, Manuela
Publisher : IGI Global
ISBN 13 : 1522557792
Total Pages : 359 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 359 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.

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.

On Aesthetic and Cultural Issues in Pragmatic Translation

Author : Xiuwen Feng
Publisher : Routledge
ISBN 13 : 1317528549
Total Pages : 174 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 174 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.

The Routledge Handbook of Translation and Culture

Author : Sue-Ann Harding
Publisher : Routledge
ISBN 13 : 1317368495
Total Pages : 644 pages
Book Rating : 4.3/5 (173 download)

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Book Synopsis The Routledge Handbook of Translation and Culture by : Sue-Ann Harding

Download or read book The Routledge Handbook of Translation and Culture written by Sue-Ann Harding and published by Routledge. This book was released on 2018-04-09 with total page 644 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Translation and Culture collects into a single volume thirty-two state-of-the-art chapters written by international specialists, overviewing the ways in which translation studies has both informed, and been informed by, interdisciplinary approaches to culture. The book's five sections provide a wealth of resources, covering both core issues and topics in the first part. The second part considers the relationship between translation and cultural narratives, drawing on both historical and religious case studies. The third part covers translation and social contexts, including the issues of cultural resistance, indigenous cultures and cultural representation. The fourth part addresses translation and cultural creativity, citing both popular fiction and graphic novels as examples. The final part covers translation and culture in professional settings, including cultures of science, legal settings and intercultural businesses. This handbook offers a wealth of information for advanced undergraduates, postgraduates and researchers working in translation and interpreting studies.

Foreign Languages in Advertising

Author : Jos Hornikx
Publisher : Springer Nature
ISBN 13 : 3030316912
Total Pages : 263 pages
Book Rating : 4.0/5 (33 download)

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Book Synopsis Foreign Languages in Advertising by : Jos Hornikx

Download or read book Foreign Languages in Advertising written by Jos Hornikx and published by Springer Nature. This book was released on 2019-12-17 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Advertising as Multilingual Communication

Author : H. Kelly-Holmes
Publisher : Springer
ISBN 13 : 0230503012
Total Pages : 221 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 221 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.

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.

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.

Literary Translation and Cultural Mediators in 'Peripheral' Cultures

Author : Diana Roig-Sanz
Publisher : Springer
ISBN 13 : 3319781146
Total Pages : 382 pages
Book Rating : 4.3/5 (197 download)

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Book Synopsis Literary Translation and Cultural Mediators in 'Peripheral' Cultures by : Diana Roig-Sanz

Download or read book Literary Translation and Cultural Mediators in 'Peripheral' Cultures written by Diana Roig-Sanz and published by Springer. This book was released on 2018-07-20 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book sets the grounds for a new approach exploring cultural mediators as key figures in literary and cultural history. It proposes an innovative conceptual and methodological understanding of the figure of the cultural mediator, defined as a cultural actor active across linguistic, cultural and geographical borders, occupying strategic positions within large networks and being the carrier of cultural transfer. Many studies on translation and cultural mediation privileged the major metropolis of Paris, London, and New York as centres of cultural production and translation. However, other cities and megacities that are not global centres of culture also feature vibrant translation scenes. This book abandons the focus on ‘innovative’ centres and ‘imitative’ peripheries and follows processes of cultural exchange as they develop. Thus, it analyses the role of cultural mediators as customs officers or smugglers (or both in different proportions) in so-called ‘peripheral’ cultures and offers insights into an under-analysed body of actors and institutions promoting intercultural transfer in often multilingual and less studied venues such as Trieste, Tel Aviv, Buenos Aires, Lima, Lahore, or Cape Town.

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.