Key Debates in the Translation of Advertising Material: Special Issue of the Translator (Volume 10/2, 2004) (Paperback)
  • Key Debates in the Translation of Advertising Material: Special Issue of the Translator (Volume 10/2, 2004) (Paperback)
zoom

Key Debates in the Translation of Advertising Material: Special Issue of the Translator (Volume 10/2, 2004) (Paperback)

(author), (author)
£28.99
Paperback 222 Pages / Published: 11/11/2004
  • We can order this

Usually dispatched within 3 weeks

  • This item has been added to your basket

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.

Publisher: St Jerome Publishing
ISBN: 9781900650809
Number of pages: 222
Weight: 318 g
Dimensions: 235 x 159 mm

You may also be interested in...

Modern Toss: Tossary of Terms
Added to basket
The New Penguin Russian Course
Added to basket
Confabulations
Added to basket
£7.99   £6.49
Paperback
The Language Instinct
Added to basket
The Wee Book a Glesca Banter
Added to basket
Mythologies
Added to basket
£9.99
Paperback
Making the Father of the Bride's Speech
Added to basket
Swearing Is Good For You
Added to basket
Have You Eaten Grandma?
Added to basket
Dent's Modern Tribes
Added to basket
£10.99   £7.99
Paperback
How Language Began
Added to basket
Through the Language Glass
Added to basket
How to Argue with a Cat
Added to basket
£7.99   £5.99
Paperback

Reviews

Please sign in to write a review

Your review has been submitted successfully.