Description
Translating Promotional and Advertising Texts (2nd Ed.)
Translation Practices Explained Series
Author: Torresi Ira
Language: EnglishSubject for Translating Promotional and Advertising Texts:
Keywords
Cambridge ESOL; Translation and advertising; Sun Protection Factor; translation and promotional texts; Lexical Boost; promotional translation; Uncertainty Avoidance; translation and persuasion; translation and self-promotion; Ratio Continuum; Ira Torresi; Advertising Translation; Translation Practices Explained; Promotional Text; Kelly Washbourne; Target Text; Classroom practice; ESOL; Advertising texts; Job Application Letters; Promotional translations; UEFA Euro; Self-promotion; Promotional Genres; Online Promotional Materials; Personal Deixis; Distribution Context; Tv Commercial; Cat Tool; Commissioner’s Reviser; Boost Elements; Translation Quality Assessment; Italian Source Text; Hebrew Kabbalah; Culture Specific References; King Crab
Publication date: 12-2020
· 15.6x23.4 cm · Hardback
Publication date: 12-2020
· 15.6x23.4 cm · Paperback
Description
/li>Contents
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/li>Biography
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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.
List of Tables and Illustrations
Acknowledgements for the first edition
Acknowledgements for the second edition
1 Introduction: Why a Book on the Translation of Promotional Texts?
2 Promotional Translation and Professional Practice
3 Key Issues in Promotional Translation
4 Translating Self-Promotion
5 Translating Business-to-Business Promotion
6 Translating Institutional Promotion
7 Translating Business-to-Consumer Promotion
Appendix
A Glossary of Terms
References
Index
Ira Torresi has taught Translation from English into Italian for several years at the University of Macerata and in the Department of Interpreting and Translation (DIT) at the University of Bologna, Forlì, Italy. She currently teaches Interpreting between English and Italian at the DIT. Her research publications include studies on intercultural issues in the translation of advertising material. She also works as a freelance interpreter and translator, and has considerable experience in the promotional and advertising sector.