Author: Ira Torresi
Publisher: Routledge
ISBN: 1000294315
Category : Language Arts & Disciplines
Languages : en
Pages : 226
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Book Description
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: Beverly Adab
Publisher: Routledge
ISBN: 1134966938
Category : Language Arts & Disciplines
Languages : en
Pages : 222
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Book Description
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: Carmen Millán
Publisher: Routledge
ISBN: 1136242155
Category : Language Arts & Disciplines
Languages : en
Pages : 592
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Book Description
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.
Author: Karl Simms
Publisher: Rodopi
ISBN: 9789042002708
Category : Language Arts & Disciplines
Languages : en
Pages : 344
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Book Description
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.
Author: Cinzia Spinzi
Publisher: Cambridge Scholars Publishing
ISBN: 1527525600
Category : Language Arts & Disciplines
Languages : en
Pages : 193
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Book Description
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.
Author: Brian James Baer
Publisher: Routledge
ISBN: 1351847384
Category : Language Arts & Disciplines
Languages : en
Pages : 265
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Book Description
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
Author: Rosanna Masiola
Publisher: Cambridge Scholars Publishing
ISBN: 1443874868
Category : Social Science
Languages : en
Pages : 223
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Book Description
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: M. Zain Sulaiman
Publisher: Springer
ISBN: 9811363439
Category : Language Arts & Disciplines
Languages : en
Pages : 233
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Book Description
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.
Author: Christina Schäffner
Publisher: Multilingual Matters Limited
ISBN:
Category : Intercultural communication
Languages : en
Pages : 104
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Book Description
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: Stacie Writes
Publisher:
ISBN: 9783668239432
Category :
Languages : en
Pages : 48
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Book Description
