I would like to thank Professor Anna-Marjatta Milsom for her assistance with the framing of my proposal and her input into the initial stages of this study. Without my current supervisor Professor Ana Luiza Iaria, however, it is unlikely that the study would have reached completion and her kind understanding at all times (from the very first day I met her while preparing my first MA project SM1) made thher generosity, patience, and professionalism, I am indebted. A very special thank you goes to Mr. Jeffri, my boss, who patiently tried, his best to help me whenever I needed extra days off work or cancelled endless shiftshowever they could all the way through. I am very grateful to the staff of London Metropolitan University Library. I am also grateful for the patience of all the staff at Birmingham University Library for letting me access special archives, my thanks for their willingness to spend hours digging out obscure pieces of paper in case they were relevant for my needs. [...]
Table of Contents
Introduction
1. Pragmatics and the Turn About of the Theory of Empirical Study
1.1. Semantics/Pragmatics and Translation
1.2. Pragmatics and Context
1.3. Meaning of Translation
1.4. Advertisements and Translation - The Voyage
2. Advertising in Translation
2.1. The Role of Meaning
2.2. Case Study - The Translation of Advertising
3. Conclusion
4. Bibliography
Objectives and Topics
This thesis investigates the translation of advertising texts from English into Portuguese, focusing on how pragmatic factors and cultural contexts influence the naturalness, fluency, and persuasive impact of the target text. By analyzing a corpus of printed magazine advertisements, the research aims to identify the strategies translators use to navigate the linguistic and ideological challenges inherent in adapting global campaigns to local markets.
- Pragmatic theory and its application in translation studies
- The role of cultural context and discourse in advertising
- Linguistic and rhetorical strategies in advertisement translation
- Comparative analysis of English and Portuguese advertising copy
- The intersection of linguistic features, visual elements, and target audience reception
Excerpt from the Book
1.4. Advertisements and Translation - The Voyage
As advertisements designed to be used around the world proliferate, so translations of such texts become more frequent, a fact which has begun to attract the interest of scholars engaged in Translation Studies. Nevertheless, pragmatic texts, such as advertisements, do not capture the same attention as texts that belong to other genres, namely literature. In addition, advertising often arouses negative feelings, due either to the intrusiveness of advertisements, or to their association with less positive values such as consumerism, or even because of their preying on other discourses (Cook, 1992:92-204). Even scholars engaged in the study of advertising share a sceptical view relative to this discourse. Michael Shudson, for example, firmly devalues the effects of advertising by explaining that its role in increasing or decreasing sales is only relevant, in rare cases, in so far as it interacts with other factors. (1984:44) And when Shudson recognises that some influence is exerted by advertising, he does so pejoratively, acknowledging this to be a partial effect of consumerism: “National consumer product advertising is the art form of bad faith: it features messages that both its creators and its audience know to be false and it honours values they know to be empty.” (1984:11)
The fact that advertising constantly borrows from other discourses makes any attempt to define it an arduous task, but one that may be relevant for our purposes since, in order to analyse the specific choices made in the translation of advertisements, we need to know which features are peculiar to this discourse. Nonetheless, to provide a description of advertising seems to be an ambitious goal and one that would require a study of its own. Instead, the chapter aims to highlight some of the characteristics of adverts, with special emphasis on those features that may directly or indirectly impact on translation. We will begin with a description of the theoretical framework upon which this study is based, by explaining our position in relation to concepts that have been or are going to be employed throughout.
Chapter Summaries
Introduction: This section provides an overview of the role of translation in cross-cultural communication and introduces the focus on advertising as a specific, under-researched genre within translation studies.
1. Pragmatics and the Turn About of the Theory of Empirical Study: This chapter reviews advertisement translation studies and evaluates theoretical frameworks, specifically placing the analysis within a pragmatic ground.
2. Advertising in Translation: This chapter contextualizes the research within the general field of advertising and presents an empirical analysis focused on rhetorical figures, linguistic choices, and the interdependence of text and visuals.
3. Conclusion: The concluding chapter synthesizes the research findings, reflecting on the pragmatic model applied to advertising translation and offering recommendations for future investigations.
4. Bibliography: This section provides a comprehensive list of all academic sources, theoretical works, and literature cited throughout the thesis.
Keywords
Translation Studies, Advertising, Pragmatics, Cross-cultural Communication, Discourse Analysis, Equivalence, Linguistic Strategies, Rhetorical Figures, Source-language, Target-language, Multilingual Glossaries, Cultural Context, Semantics, Translation Strategies, Textual Analysis
Frequently Asked Questions
What is the primary subject of this thesis?
The thesis explores the translation of advertising texts between English and Portuguese, examining how different strategies are employed to maintain effectiveness across cultures.
What are the central themes discussed in the work?
Key themes include the pragmatic nature of advertising, the role of cultural and ideological context, the relationship between verbal and visual components in ads, and the challenges of achieving linguistic naturalness.
What is the research goal of this project?
The goal is to identify and analyze the linguistic-pragmatic features that affect the fluency and naturalness of advertising translations, thereby contributing to a better understanding of how translators manage communication in this genre.
Which scientific methodology is used?
The study utilizes a corpus-based approach, analyzing a select group of printed advertisements by comparing English source texts with their Portuguese counterparts through the lens of pragmatic and discourse-oriented translation theory.
What is covered in the main section of the book?
The main section investigates the theoretical framework of pragmatics in translation, defines the specific characteristics of advertising discourse, and provides a detailed empirical analysis of various advertisement examples.
Which keywords define the core of the research?
Important keywords include Translation Studies, Advertising, Pragmatics, Discourse Analysis, Equivalence, and Cultural Context.
How does the author view the 'transculturation' of advertisements?
The author discusses it as a dynamic, non-linear process that occurs when brands move across borders, manifesting in different levels of linguistic adaptation, assimilation, and appropriation in the target market.
Why does the author focus on the interaction between visual and textual elements?
The author argues that advertising is a hybrid discourse where meaning is constructed not only through words but also through images; therefore, a comprehensive translation analysis must account for the interplay between these two modes of communication.
- Quote paper
- PhD Student Marcio Hemerique Pereira (Author), 2009, Other sides of Advertising Text and Context , Munich, GRIN Verlag, https://www.grin.com/document/205475
