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Author: Ira Torresi Publisher: Routledge ISBN: 1000294315 Category : Language Arts & Disciplines Languages : en Pages : 226
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: Ira Torresi Publisher: Routledge ISBN: 1000294315 Category : Language Arts & Disciplines Languages : en Pages : 226
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 : 305
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: Dror Abend-David Publisher: Bloomsbury Publishing USA ISBN: 1623561019 Category : Social Science Languages : en Pages : 390
Book Description
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: M. Zain Sulaiman Publisher: Springer ISBN: 9811363439 Category : Language Arts & Disciplines Languages : en Pages : 233
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: Khosrow-Pour, D.B.A., Mehdi Publisher: IGI Global ISBN: 1522569812 Category : Business & Economics Languages : en Pages : 357
Book Description
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: H. Kelly-Holmes Publisher: Springer ISBN: 0230503012 Category : Business & Economics Languages : en Pages : 221
Book Description
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.
Author: Christiane Nord Publisher: BRILL ISBN: 900450091X Category : Language Arts & Disciplines Languages : en Pages : 284
Book Description
Text Analysis in Translation has become a classic in Translation Studies. Based on a functional approach to translation and endebted to pragmatic text linguistics, it suggests a model for translation-oriented source-text analysis applicable to all text types and genres independent of the language and culture pairs involved. Part 1 of the study presents the theoretical framework on which the model is based, and surveys the various concepts of translation theory and text linguistics. Part 2 describes the role and scope of source-text analysis in the translation process and explains why the model is relevant to translation. Part 3 presents a detailed study of the extratextual and intratextual factors and their interaction in the text, using numerous examples from all areas of professional translation. Part 4 discusses the applications of the model to translator training, placing particular emphasis on the selection of material for translation classes, grading the difficulty of translation tasks, and translation quality assessment. The book concludes with the practical analysis of a number of texts and their translations, taking into account various text types and several languages (German, English, Spanish, French, Italian, Portuguese, and Dutch).
Author: Piotr Kuhiwczak Publisher: Multilingual Matters ISBN: 1847695426 Category : Language Arts & Disciplines Languages : en Pages : 192
Book Description
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.
Author: Magdalena Waligórska Publisher: Walter de Gruyter GmbH & Co KG ISBN: 3110550784 Category : Religion Languages : en Pages : 364
Book Description
This interdisciplinary volume looks at one of the central cultural practices within the Jewish experience: translation. With contributions from literary and cultural scholars, historians, and scholars of religion, the book considers different aspects of Jewish translation, starting from the early translations of the Torah, to the modern Jewish experience of migration, state-building and life in the Diaspora. The volume addresses the question of how Jews have used translation to pursue different cultural and political agendas, such as Jewish nationalism, the development of Yiddish as a literary language, and the collection of Holocaust testimonies. It also addresses how non-Jews have translated elements of the Judaic tradition to create an image of the Other. Covering a wide span of contexts, including religion, literature, photography, music and folk practices, and featuring an interview section with authors and translators, the volume will be of interest not only to scholars of Jewish studies, translation and cultural studies, but also a wider interested audience.
Author: Ira Torresi
Author: Ira Torresi
Author: Beverly Adab
Author: Dror Abend-David
Author: M. Zain Sulaiman
Author: Khosrow-Pour, D.B.A., Mehdi
Author: H. Kelly-Holmes
Author: Christiane Nord
Author: Piotr Kuhiwczak
Author: Basil Hatim
Author: Magdalena Waligórska