• Non ci sono risultati.

Lingua e Traduzione III Traduzione Pubblicitaria

N/A
N/A
Protected

Academic year: 2022

Condividi "Lingua e Traduzione III Traduzione Pubblicitaria"

Copied!
16
0
0

Testo completo

(1)

Lingua e Traduzione III Traduzione Pubblicitaria

Elena Di Giovanni

(2)

Practical information

Get the photocopies at the copy shop.

More material will be posted on my web page.

Make sure you always keep track of

what we do in class (and what you are

supposed to do in between classes)

(3)

Aims and topics

In this course we will be looking at promotional texts, mainly

advertisements (released through different communicative channels).

The texts we will be working on shall display different characteristics, but they all share a persuasive purpose and their translation is

produced and assessed in functional terms.

This means the main issue in the translation of promotional texts is not the faithful transfer of content, but the achievement of an

intended effect on an intended target group.

(4)

By the way…

What is an advert?

A university prospectus

A political manifesto

A film trailer

A “speed limit” road sign

A manufacturer’s label sewn on the outside of clothes

A shop name on a carrier bag

A T-shirt with a slogan on it (e.g. “time to party”)

A poster in the grounds of a church, with “Jesus Lives” written on it

(5)

Advertising: goals

Level of communication

Attract attention

Give “selected” information on product/service

Win support to message content

Elicit emotional response

Level of purchase

Move instinct / activate desire to buy

Build a reputation for the product / make it well- known

(6)

What’s in an advert

Advertisements/adverts/ads are made of:

Art (images, graphics, formatting...)

Visual

Packshot

Logo

Copy (verbal text)

Headline

Bodycopy

Payoff

(7)
(8)

How does translation fit in?

TERMINOLOGY

Translation

Adaptation

Localization

Trans-creation

(9)

What this course aims at:

professional profiles

Freelance or in-house translators

Copywriters at advertising agencies

Sales/Marketing/PR staff at public or

private companies (from the multinational to the local level)

…and the rest? (development of “private”

skills eg writing CVs, understanding ads)

(10)

Professional practice

Why advertising translators aren’t “just”

translators: non-linguistic skills E.g.:

Semiotic

Cultural

Legal

Creative (copywriting)

(is translation ever a merely linguistic act?)

(11)

General issues - 1

Accuracy and “loyalty” to the original text

Functional view: the (translated) promotional text must “work”, not necessarily be “accurate” or

“faithful”. The degree of loyalty is normally

proportional to the amount of factual information conveyed (i.e. the translation of a CV is usually more faithful to the original than that of an

advertisement).

(12)

General issues - 2

Accuracy and “loyalty” to the original text

Local commercial needs (i.e. loyalty to the purpose of the promotional text) are more

important than accuracy in rendition (i.e. loyalty to the content and form of the original ad). See Example 1.

Clients may have hidden agendas, i.e. their own, unspoken priorities which influence their

perceptions of what “works” and of their “needs”.

See example 2.

(13)

3. General issues/1:example

(14)

3. General issues/1:example

(15)
(16)

For next week:

Translate/Adapt text from NSPCC

Read pp.Che cos’è la pubblicità, pp. 75-85 (it’s in Italian, so little effort is required…)

Read pp. 59-60 (White)

SWOT ANALYSIS

Brand to be analysed: McDonald’s

Riferimenti

Documenti correlati

In detail, we analyze the efficacy measured as application timeto-solution of power capping to maintain the same power budget using i RAPL controller and ii a simple fixed

Previous studies 166 demonsti·ated that mechanisms responsible to resistance includes specific mutations within blaKPc 167 gene and that emerged after ceftazidime/avibactam

On one hand, we shall discuss the existence of hyperelliptic curves lying on the Jacobian variety - and a fortiori on the second symmetric product - of a generic curve by extending

Using elements of a discourse analysis of a scientific text, we investigate compositional and content aspects of the process of formalization of the text from the following viewpoint:

The resulting binary images are input into the spline-based algorithm for diameter estimates and the measurements performance against REVIEW is reported in Table 8.. The removal

Finally, with a good agreement with the experimental data, the theoretical model is used to predict optical and electrical behaviour of different hexagonal

47 of law 428/90 – which also introduced procedural limits to the powers of employers in the transfer of undertakings field – and to the problems related to the transfer

1) First of all, I had the chance to observe directly what Bowker (1998) proved in her pilot study, that is to say that corpora are useful in increasing