Advertising Culture And Translation

Author : Rosanna Masiola
Publisher : Cambridge Scholars Publishing
Page : 223 pages
File Size : 44,6 Mb
Release : 2017-03-07
Category : Social Science
ISBN : 9781443874861

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Advertising Culture and Translation by Rosanna Masiola Pdf

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.

Author : Beverly Adab,Cristina Valdes
Publisher : Routledge
Page : 223 pages
File Size : 45,5 Mb
Release : 2016-04-01
Category : Language Arts & Disciplines
ISBN : 9781134966868

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Key Debates in the Translation of Advertising Material by Beverly Adab,Cristina Valdes Pdf

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.

Author : Mirjana Milenkovic
Publisher : Diplomica Verlag
Page : 69 pages
File Size : 46,8 Mb
Release : 2009-02
Category : Business & Economics
ISBN : 9783836669955

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Global Advertising in a Cultural Context by Mirjana Milenkovic Pdf

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.

Author : Khosrow-Pour, D.B.A., Mehdi
Publisher : IGI Global
Page : 339 pages
File Size : 50,6 Mb
Release : 2019-06-14
Category : Business & Economics
ISBN : 9781522569817

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

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.

Author : (Hugs) Gengshen Hu
Publisher : Springer Nature
Page : 329 pages
File Size : 46,6 Mb
Release : 2020-03-06
Category : Language Arts & Disciplines
ISBN : 9789811522604

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Eco-Translatology by (Hugs) Gengshen Hu Pdf

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.

Author : Ira Torresi
Publisher : Routledge
Page : 212 pages
File Size : 42,9 Mb
Release : 2020-12-29
Category : Language Arts & Disciplines
ISBN : 9781000294279

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Translating Promotional and Advertising Texts by Ira Torresi Pdf

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.

Author : Xiuwen Feng
Publisher : Routledge
Page : 158 pages
File Size : 54,7 Mb
Release : 2016-07-15
Category : Language Arts & Disciplines
ISBN : 9781317528548

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On Aesthetic and Cultural Issues in Pragmatic Translation by Xiuwen Feng Pdf

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.

Author : Christina Schäffner,Helen Kelly-Holmes
Publisher : Multilingual Matters Limited
Page : 104 pages
File Size : 48,6 Mb
Release : 1995
Category : Language Arts & Disciplines
ISBN : UCSC:32106013528663

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Cultural Functions of Translation by Christina Schäffner,Helen Kelly-Holmes Pdf

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.

Author : Dror Abend-David
Publisher : Bloomsbury Publishing USA
Page : 392 pages
File Size : 45,9 Mb
Release : 2014-07-31
Category : Social Science
ISBN : 9781623561017

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Media and Translation by Dror Abend-David Pdf

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.

Author : Natalia Magiati
Publisher : GRIN Verlag
Page : 123 pages
File Size : 41,9 Mb
Release : 2006-01-19
Category : Business & Economics
ISBN : 9783638458306

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Intercultural Communication and International Marketing: Corporate Advertising on the Internet by Natalia Magiati Pdf

Diploma Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Heidelberg, language: English, abstract: This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet. The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization. Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes. The third chapter is devoted to communication, its components, forms and media. Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists. Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms. The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained. Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle “Think global, act local”, indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate “standardization versus differentiation”. Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns: standardized versus culture-adapted advertising. The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.

Author : Abraham Rosman,Paula G. Rubel
Publisher : Routledge
Page : 302 pages
File Size : 50,6 Mb
Release : 2020-06-15
Category : Social Science
ISBN : 9781000183733

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Translating Cultures by Abraham Rosman,Paula G. Rubel Pdf

The task of the anthropologist is to take ideas, concepts and beliefs from one culture and translate them into first another language, and then into the language of anthropology. This process is both fascinating and complex. Not only does it raise questions about the limitations of language, but it also challenges the ability of the anthropologist to communicate culture accurately. In recent years, postmodern theories have tended to call into question the legitimacy of translation altogether. This book acknowledges the problems involved, but shows definitively that ‘translating cultures' can successfully be achieved. The way we talk, write, read and interpret are all part of a translation process. Many of us are not aware of translation in our everyday lives, but for those living outside their native culture, surrounded by cultural difference, the ability to translate experiences and thoughts becomes a major issue. Drawing on case studies and theories from a wide range of disciplines -including anthropology, philosophy, linguistics, art history, folk theory, and religious studies - this book systematically interrogates the meaning, complexities and importance of translation in anthropology and answers a wide range of provocative questions, such as: - Can we unravel the true meaning of the Christian doctrine of trinity when there have been so many translations? - What impact do colonial and postcolonial power structures have on our understanding of other cultures? - How can we use art as a means of transgressing the limitations of linguistic translation? Translating Cultures: Perspectives on Translation and Anthropology is the first book fully to address translation in anthropology. It combines textual and ethnographic analysis to produce a benchmark publication that will be of great importance to anthropologists, philosophers, linguists, historians, and cultural theorists alike.

Author : Sue-Ann Harding,OVIDI CARBONELL CORTES
Publisher : Routledge
Page : 644 pages
File Size : 42,9 Mb
Release : 2018-04-09
Category : Language Arts & Disciplines
ISBN : 9781317368496

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The Routledge Handbook of Translation and Culture by Sue-Ann Harding,OVIDI CARBONELL CORTES Pdf

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.

Author : Stacie Writes
Publisher : Unknown
Page : 48 pages
File Size : 47,6 Mb
Release : 2016-06-29
Category : Electronic
ISBN : 3668239436

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Manipulation of Society Through Advertising. Language Manipulation Mechanisms in Advertisements by Stacie Writes Pdf

Author : Mona Baker,Gabriela Saldanha
Publisher : Routledge
Page : 1137 pages
File Size : 46,5 Mb
Release : 2019-09-20
Category : Foreign Language Study
ISBN : 9781317391739

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Routledge Encyclopedia of Translation Studies by Mona Baker,Gabriela Saldanha Pdf

The Routledge Encyclopedia of Translation Studies remains the most authoritative reference work for students and scholars interested in engaging with the phenomenon of translation in all its modes and in relation to a wide range of theoretical and methodological traditions. This new edition provides a considerably expanded and updated revision of what appeared as Part I in the first and second editions. Featuring 132 as opposed to the 75 entries in Part I of the second edition, it offers authoritative, critical overviews of additional topics such as authorship, canonization, conquest, cosmopolitanism, crowdsourced translation, dubbing, fan audiovisual translation, genetic criticism, healthcare interpreting, hybridity, intersectionality, legal interpreting, media interpreting, memory, multimodality, nonprofessional interpreting, note-taking, orientalism, paratexts, thick translation, war and world literature. Each entry ends with a set of annotated references for further reading. Entries no longer appearing in this edition, including historical overviews that previously appeared as Part II, are now available online via the Routledge Translation Studies Portal. Designed to support critical reflection, teaching and research within as well as beyond the field of translation studies, this is an invaluable resource for students and scholars of translation, interpreting, literary theory and social theory, among other disciplines.

Author : Adam Głaz
Publisher : Springer Nature
Page : 449 pages
File Size : 53,9 Mb
Release : 2019-07-12
Category : Social Science
ISBN : 9783030285098

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Languages – Cultures – Worldviews by Adam Głaz Pdf

This edited book explores languages and cultures (or linguacultures) from a translation perspective, resting on the assumption that they find expression as linguacultural worldviews. Specifically, it investigates how these worldviews emerge, how they are constructed, shaped and modified in and through translation, understood both as a process and a product. The book’s content progresses from general to specific: from the notions of worldview and translation, through a consideration of how worldviews are shaped in and through language, to a discussion of worldviews in translation, both in macro-scale and in specific details of language structure and use. The contributors to the volume are linguists, linguistic anthropologists, practising translators, and/or translation studies scholars, and the book will be of interest to scholars and students in any of these fields.