|
Books > Language & Literature > Language & linguistics > Translation & interpretation
|
Buy Now
Key Debates in the Translation of Advertising Material - Special Issue of the Translator (Volume 10/2, 2004) (Paperback)
Loot Price: R1,296
Discovery Miles 12 960
|
|
|
Key Debates in the Translation of Advertising Material - Special Issue of the Translator (Volume 10/2, 2004) (Paperback)
Expected to ship within 12 - 17 working days
|
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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
You might also like..
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
