Translating Promotional and Advertising Texts

Translating Promotional and Advertising Texts
Author: Ira Torresi
Publisher: Routledge
Total Pages: 212
Release: 2020-12-29
Genre: Language Arts & Disciplines
ISBN: 1000294277

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

Key Debates in the Translation of Advertising Material
Author: Beverly Adab
Publisher: Routledge
Total Pages: 305
Release: 2016-04-01
Genre: Language Arts & Disciplines
ISBN: 1134966938

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.

Media and Translation

Media and Translation
Author: Dror Abend-David
Publisher: Bloomsbury Publishing USA
Total Pages: 390
Release: 2014-07-31
Genre: Social Science
ISBN: 1623561019

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

Translation and Tourism
Author: M. Zain Sulaiman
Publisher: Springer
Total Pages: 233
Release: 2019-03-05
Genre: Language Arts & Disciplines
ISBN: 9811363439

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.

Advertising as Multilingual Communication

Advertising as Multilingual Communication
Author: H. Kelly-Holmes
Publisher: Springer
Total Pages: 221
Release: 2016-01-11
Genre: Business & Economics
ISBN: 0230503012

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.

A Companion to Translation Studies

A Companion to Translation Studies
Author: Piotr Kuhiwczak
Publisher: Multilingual Matters
Total Pages: 192
Release: 2007-04-12
Genre: Language Arts & Disciplines
ISBN: 1847695426

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.

Translation and Web Localization

Translation and Web Localization
Author: Miguel A. Jimenez-Crespo
Publisher: Routledge
Total Pages: 253
Release: 2013-11-07
Genre: Language Arts & Disciplines
ISBN: 1134082118

Web localization is a cognitive, textual, communicative and technological process by which interactive web texts are modified to be used by audiences in different sociolinguistic contexts. Translation and Web Localization provides an in-depth and comprehensive overview into this emerging field of study. The book covers the key areas and main theoretical and practical approaches of the subject, rather than a step by step practical guide. Topics covered include the often controversial definition of localization, how the process develops, what constitutes a text in this process, digital genre theory and its implications, and how to conduct research or training in this field. The book concludes with a look into the dynamic nature of web localization and the forces, such as crowdsourcing, that are reshaping web localization and translation as we know it. In light of the deep changes brought by the Internet, Translation and Web Localization is an indispensable book for researchers, postgraduate and advanced undergraduate students of translation studies, as well as practitioners and researchers in related fields such as computational linguistics, applied linguistics, Internet linguistics, digital genre theory and web development.

Lost in Translation: A Life in a New Language

Lost in Translation: A Life in a New Language
Author: Eva Hoffman
Publisher: Plunkett Lake Press
Total Pages:
Release: 2019-07-31
Genre: Biography & Autobiography
ISBN:

The late poet and memoirist Czeslaw Milosz wrote, "I am enchanted. This book is graceful and profound." Since its publication in 1989, many other readers across the world have been enchanted by Lost in Translation: A Life in a New Language, a classic of exile and immigrant literature, as well as a girl’s coming-of-age memoir. Lost in Translationmoves from Hoffman's childhood in Cracow, Poland to her adolescence in Vancouver, British Columbia to her university years in Texas and Massachusetts to New York City, where she becomes a writer and an editor at the New York Times Book Review. Its multi-layered narrative encompasses many themes: the defining power of language; the costs and benefits of changing cultures, the construction of personal identity, and the profound consequences, for a generation of post-war Jews like Hoffman, of Nazism and Communism. Lost in Translation is, as Publisher's Weekly wrote, "a penetrating, lyrical memoir that casts a wide net," challenges its reader to reconsider their own language, autobiography, cultures, and childhoods. Lost in Translation was first published in the United States in 1989. Hoffman’s subsequent books of literary non-fiction include Exit into History, Shtetl, After Such Knowledge, Time and two novels, The Secret and Appassionata. "Nothing, after all, has been lost; poetry this time has been made in and by translation." — Peter Conrad, The New York Times "Handsomely written and judiciously reflective, it is testimony to the human capacity not merely to adapt but to reinvent: to find new lives for ourselves without forfeiting the dignity and meaning of our old ones." — Jonathan Yardley, Washington Post "As a childhood memoir, Lost in Translation has the colors and nuance of Nabokov'sSpeak, Memory. As an account of a young mind wandering into great books, it recalls Sartre's Words. … As an anthropology of Eastern European émigré life, American academe and the Upper West Side of Manhattan, it's every bit as deep and wicked as anything by Cynthia Ozick. … A brilliant, polyphonic book that is itself an act of faith, a Bach Fugue." — John Leonard, Harper’s Magazine