Translating Promotional And Advertising Texts

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Translating Promotional and Advertising Texts

Ira Torresi
Translating Promotional and Advertising Texts Book PDF

Author : Ira Torresi
Publisher : Routledge
Page : 226 pages
File Size : 44,6 Mb
Release : 2020-12-29
Category : Language Arts & Disciplines
ISBN : 9781000294316

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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.

Key Debates in the Translation of Advertising Material

Beverly Adab,Cristina Valdes
Key Debates in the Translation of Advertising Material Book PDF

Author : Beverly Adab,Cristina Valdes
Publisher : Routledge
Page : 222 pages
File Size : 48,9 Mb
Release : 2016-04-01
Category : Language Arts & Disciplines
ISBN : 9781134966936

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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.

The Routledge Handbook of Translation Studies

Carmen Millán,Francesca Bartrina
The Routledge Handbook of Translation Studies Book PDF

Author : Carmen Millán,Francesca Bartrina
Publisher : Routledge
Page : 592 pages
File Size : 44,6 Mb
Release : 2013-03-05
Category : Language Arts & Disciplines
ISBN : 9781136242151

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The Routledge Handbook of Translation Studies by Carmen Millán,Francesca Bartrina Pdf

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.

Media and Translation

Dror Abend-David
Media and Translation Book PDF

Author : Dror Abend-David
Publisher : Bloomsbury Publishing USA
Page : 392 pages
File Size : 40,7 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.

Translation and Tourism

M. Zain Sulaiman,Rita Wilson
Translation and Tourism Book PDF

Author : M. Zain Sulaiman,Rita Wilson
Publisher : Springer
Page : 233 pages
File Size : 51,9 Mb
Release : 2019-03-05
Category : Language Arts & Disciplines
ISBN : 9789811363436

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Translation and Tourism by M. Zain Sulaiman,Rita Wilson Pdf

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.

A Companion to Translation Studies

Piotr Kuhiwczak,Karin Littau
A Companion to Translation Studies Book PDF

Author : Piotr Kuhiwczak,Karin Littau
Publisher : Multilingual Matters
Page : 192 pages
File Size : 52,5 Mb
Release : 2007-04-12
Category : Language Arts & Disciplines
ISBN : 9781847695420

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A Companion to Translation Studies by Piotr Kuhiwczak,Karin Littau Pdf

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.

Translating Texts

Brian James Baer,Christopher D. Mellinger
Translating Texts Book PDF

Author : Brian James Baer,Christopher D. Mellinger
Publisher : Routledge
Page : 265 pages
File Size : 54,5 Mb
Release : 2019-11-22
Category : Language Arts & Disciplines
ISBN : 9781351847384

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Translating Texts by Brian James Baer,Christopher D. Mellinger Pdf

Clear and accessible, this textbook provides a step-by-step guide to textual analysis for beginning translators and translation students. Covering a variety of text types, including business letters, recipes, and museum guides in six languages (Chinese, English, French, German, Russian, and Spanish), this book presents authentic, research-based materials to support translation among any of these languages. Translating Texts will provide beginning translators with greater text awareness, a critical skill for professional translators. Including discussions of the key theoretical texts underlying this text-centred approach to translation and sample rubrics for (self) assessment, this coursebook also provides easy instructions for creating additional corpora for other text types and in other languages. Ideal for both language-neutral and language-specific classroom settings, this is an essential text for undergraduate and graduate-level programs in modern languages and translation. Additional resources are available on the Routledge Translation Studies Portal: http://routledgetranslationstudiesportal.com

Advertising as Multilingual Communication

H. Kelly-Holmes
Advertising as Multilingual Communication Book PDF

Author : H. Kelly-Holmes
Publisher : Springer
Page : 206 pages
File Size : 41,8 Mb
Release : 2016-01-11
Category : Business & Economics
ISBN : 9780230503014

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Advertising as Multilingual Communication by H. Kelly-Holmes Pdf

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 or Transcreation? Discourses, Texts and Visuals

Cinzia Spinzi,Alessandra Rizzo,Marianna Lya Zummo
Translation or Transcreation Discourses Texts and Visuals Book PDF

Author : Cinzia Spinzi,Alessandra Rizzo,Marianna Lya Zummo
Publisher : Cambridge Scholars Publishing
Page : 193 pages
File Size : 42,9 Mb
Release : 2019-01-15
Category : Language Arts & Disciplines
ISBN : 9781527525603

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Translation or Transcreation? Discourses, Texts and Visuals by Cinzia Spinzi,Alessandra Rizzo,Marianna Lya Zummo Pdf

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.

Translating Sensitive Texts

Karl Simms
Translating Sensitive Texts Book PDF

Author : Karl Simms
Publisher : Rodopi
Page : 344 pages
File Size : 48,7 Mb
Release : 1997
Category : Language Arts & Disciplines
ISBN : 9042002700

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Translating Sensitive Texts by Karl Simms Pdf

This volume brings together twenty-two of the world's leading translation and interpreting theorists, to address the issue of sensitivity in translation. Whether in novels or legal documents, the Bible or travel brochures, in translating ancient texts or providing simultaneous interpretation, sensitive subject-matter, contentious modes of expression and the sensibilities of the target audience are the biggest obstacles to acceptance of the translator's work. The contributors bring to bear a wide variety of approaches - generative, cognitive, lexical and functional - in confronting this problem, and in negotiating the competing claims of source cultures and target cultures in the areas of cultural, political, religious and sexual sensitivity. All of the articles are presented here for the first time, and in his Introduction Karl Simms gives an overview of the philosophical and linguistic questions which have motivated translators of sensitive texts through the ages. This book will be of interest to all working translators and interpreters, and to teachers of translation theory and practice.

Translating Cuba

Robert S. Lesman
Translating Cuba Book PDF

Author : Robert S. Lesman
Publisher : Routledge
Page : 194 pages
File Size : 45,9 Mb
Release : 2021-07-13
Category : History
ISBN : 9781000410129

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Translating Cuba by Robert S. Lesman Pdf

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.

Translating Law

Deborah Cao
Translating Law Book PDF

Author : Deborah Cao
Publisher : Multilingual Matters
Page : 202 pages
File Size : 55,6 Mb
Release : 2007-04-12
Category : Language Arts & Disciplines
ISBN : 9781847695376

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Translating Law by Deborah Cao Pdf

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.

Advertising Culture and Translation

Rosanna Masiola
Advertising Culture and Translation Book PDF

Author : Rosanna Masiola
Publisher : Cambridge Scholars Publishing
Page : 223 pages
File Size : 54,5 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.

Cultural Functions of Translation

Christina Schäffner,Helen Kelly-Holmes
Cultural Functions of Translation Book PDF

Author : Christina Schäffner,Helen Kelly-Holmes
Publisher : Multilingual Matters Limited
Page : 104 pages
File Size : 44,7 Mb
Release : 1995
Category : Intercultural communication
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.

Marketing Identities Through Language

E. Martin
Marketing Identities Through Language Book PDF

Author : E. Martin
Publisher : Springer
Page : 286 pages
File Size : 44,8 Mb
Release : 2005-11-30
Category : Business & Economics
ISBN : 9780230511903

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Marketing Identities Through Language by E. Martin Pdf

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.