Key Debates In The Translation Of Advertising Material

Author : Beverly Adab
Publisher : Routledge
ISBN 13 : 1134966865
Total Pages : 223 pages
Book Rating : 4.68/5 ( download)

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Download or read book Key Debates in the Translation of Advertising Material written by Beverly Adab and published by Routledge. This book was released on 2016-04-01 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : R. Graeme Dunphy
Publisher : Rodopi
ISBN 13 : 9042028238
Total Pages : 193 pages
Book Rating : 4.34/5 ( download)

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Download or read book Hybrid Humour written by R. Graeme Dunphy and published by Rodopi. This book was released on 2010 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: Graeme Dunphy is lecturer in English at Regensburg University, Germany. His interests include Scotland, Germany, the Netherlands, Literature, Medieval Studies, Historical Linguistics, and Migration Studies. He has published widely on Medieval and Baroque Literature as well as on migrant literature. Rainer Emig is professor of English Literature and Culture at Leibniz University Hanover, Germany. His main interests are English Literature and Culture of the 19th and 20th century, contemporary culture, and Literary and Cultural Theories, including postcolonial approaches and Gender Studies.

Author : Dror Abend-David
Publisher : Bloomsbury Publishing USA
ISBN 13 : 1623566460
Total Pages : 393 pages
Book Rating : 4.63/5 ( download)

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Download or read book Media and Translation written by Dror Abend-David and published by Bloomsbury Publishing USA. This book was released on 2014-07-31 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Carmen Millán
Publisher : Routledge
ISBN 13 : 1136242155
Total Pages : 592 pages
Book Rating : 4.51/5 ( download)

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Download or read book The Routledge Handbook of Translation Studies written by Carmen Millán and published by Routledge. This book was released on 2013-03-05 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Rebecca Tipton
Publisher : Routledge
ISBN 13 : 135179440X
Total Pages : 458 pages
Book Rating : 4.04/5 ( download)

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Download or read book The Routledge Handbook of Translation and Pragmatics written by Rebecca Tipton and published by Routledge. This book was released on 2019-05-22 with total page 458 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Translation and Pragmatics provides an overview of key concepts and theory in pragmatics, charts developments in the disciplinary relationship between translation studies and pragmatics, and showcases applications of pragmatics-inspired research in a wide range of translation, spoken and signed language interpreting activities. Bringing together 22 authoritative chapters by leading scholars, this reference work is divided into three sections: Influences and Intersections, Methodological Issues, and Applications. Contributions focus on features of linguistic pragmatics and their analysis in authentic and experimental data relating to a wide range of translation and interpreting activities, including: news, scientific, literary and audiovisual translation, translation in online social media, healthcare interpreting and audio description for the theatre. It also encompasses contributions on issues beyond the level of the text that include the study of interpersonal relationships in practitioner networks and the development of pragmatic competence in interpreter training. Each chapter includes many practical illustrative examples and a list of recommended reading. Fundamental reading for students and academics in translation and interpreting studies, this is also an essential resource for those working in the related fields of linguistics, communication and intercultural studies.

Author : Ira Torresi
Publisher : Routledge
ISBN 13 : 1000294315
Total Pages : 226 pages
Book Rating : 4.16/5 ( download)

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Download or read book Translating Promotional and Advertising Texts written by Ira Torresi and published by Routledge. This book was released on 2020-12-29 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Constant Leung
Publisher : Routledge
ISBN 13 : 1317918924
Total Pages : 551 pages
Book Rating : 4.29/5 ( download)

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Download or read book The Routledge Companion to English Studies written by Constant Leung and published by Routledge. This book was released on 2014-03-14 with total page 551 pages. Available in PDF, EPUB and Kindle. Book excerpt: English is now a global phenomenon no longer defined by fixed territorial, cultural and social functions. The Routledge Companion to English Studies provides an authoritative overview of the subject area. Taking into account the changing conceptualisations of English, this Companion considers both historical trajectories and contemporary perspectives whilst also showcasing the state-of-the-art contributions made by the established scholars of the field. The Routledge Companion to English Studies: provides a set of broad perspectives on English as a subject of study and research highlights the importance of the link between English and other languages within the concepts of multilingualism and polylingualism investigates the use of language in communication through the medium of digital technology covering key issues such as Digital Literacies, Multimodal Literacies and Games and Broadcast Language explores the role of English in education taking account of social, ethnographic and global perspectives on pedagogical issues. This collection of thirty-four newly commissioned articles provides a comprehensive and up-to-date picture of the dynamic and diverse field of English Studies and will be an invaluable text for advanced students and researchers in this area.

Author : Yves Gambier
Publisher : John Benjamins Publishing
ISBN 13 : 9027273758
Total Pages : 209 pages
Book Rating : 4.58/5 ( download)

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Download or read book Handbook of Translation Studies written by Yves Gambier and published by John Benjamins Publishing. This book was released on 2011-12-21 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: As a meaningful manifestation of how institutionalized the discipline has become, the new Handbook of Translation Studies is most welcome. It joins the other signs of maturation such as Summer Schools, the development of academic curricula, historical surveys, journals, book series, textbooks, terminologies, bibliographies and encyclopedias. The HTS aims at disseminating knowledge about translation and interpreting and providing easy access to a large range of topics, traditions, and methods to a relatively broad audience: not only students who often adamantly prefer such user-friendliness, researchers and lecturers in Translation Studies, Translation & Interpreting professionals; but also scholars and experts from other disciplines (among which linguistics, sociology, history, psychology). In addition the HTS addresses any of those with a professional or personal interest in the problems of translation, interpreting, localization, editing, etc., such as communication specialists, journalists, literary critics, editors, public servants, business managers, (intercultural) organization specialists, media specialists, marketing professionals. Moreover, The HTS offers added value. First of all, it is the first Handbook with this scope in Translation Studies that has both a print edition and an online version. The advantages of an online version are obvious: it is more flexible and accessible, and in addition, the entries can be regularly revised and updated. The Handbook is variously searchable: by article, by author, by subject. A second benefit is the interconnection with the selection and organization principles of the online Translation Studies Bibliography (TSB). The taxonomy of the TSB has been partly applied to the selection of entries for the HTS. Moreover, many items in the reference lists are hyperlinked to the TSB, where the user can find an abstract of a publication. All articles (between 500 and 6000 words) are written by specialists in the different subfields and are peer-reviewed. Last but not least, the usability, accessibility and flexibility of the HTS depend on the commitment of people who agree that Translation Studies does matter. All users are therefore invited to share their feedback. Any questions, remarks and suggestions for improvement can be sent to the editorial team at [email protected].

Author : Rosanna Masiola
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1443874868
Total Pages : 223 pages
Book Rating : 4.61/5 ( download)

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Download or read book Advertising Culture and Translation written by Rosanna Masiola and published by Cambridge Scholars Publishing. This book was released on 2017-03-07 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Basil Hatim
Publisher : Psychology Press
ISBN 13 : 9780415283052
Total Pages : 408 pages
Book Rating : 4.51/5 ( download)

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Download or read book Translation written by Basil Hatim and published by Psychology Press. This book was released on 2004 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Provides support for advanced study of translation. Examines the theory and practice of translation from many angles, drawing on a wide range of languages and exploring a variety of sources. Concludes with readings from key figures.