Advertising Texts – A Globalised Genre: A Case Study of Translation Norms
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Título: | Advertising Texts – A Globalised Genre: A Case Study of Translation Norms |
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Autor/es: | Montes, Antonia |
Grupo/s de investigación o GITE: | Memoria e Identidades Literarias y Culturales (Midel) | TRALICOVA (Traducciones de Literatura Contemporánea Valenciana) |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Traducción e Interpretación |
Palabras clave: | Advertising texts | Translation norms |
Área/s de conocimiento: | Traducción e Interpretación |
Fecha de publicación: | 2008 |
Editor: | Cambridge Scholars Publishing |
Cita bibliográfica: | New Trends in Translation and Cultural Identity / Micaela Muñoz-Calvo, Carmen Buesa-Gómez and M. Ángeles Ruiz-Moneva (Eds.). Newcastle upon Tyne: Cambridge Scholars Publishing, 2008. ISBN 978-1-8471-8653-9, pp. 325-336 |
Resumen: | Globalisation has brought with it certain consumption models shared by different consumer groups in a variety of countries, as predicted by T. Levitt (1983) in his theory of the homogeneity of the markets. Advertising presents in a semiotic fashion (combining the verbal and visual mode), the sociological and cultural values of a society in a certain period of time. It also contributes effectively to the emergence of a global consumer culture, where “the majority of consumers avidly desire, and therefore try to acquire and display, goods and services that are valued for non-utilitarian reasons such as status seeking, envy provocation and novelty seeking” (Usunier 2000: 145). By means of advertising campaigns with an international projection based on global brands, as for example CocaCola, McDonald or Disney, the three major world brands (Kochan 1996: xvi), universal values are capable of transmitting certain life styles in a culture dominated by an American macro-culture and the English language as the lingua franca of international communication. |
URI: | http://hdl.handle.net/10045/45546 |
ISBN: | 978-1-8471-8653-9 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/bookPart |
Derechos: | © 2008 Cambridge Scholars Publishing |
Revisión científica: | si |
Versión del editor: | http://www.cambridgescholars.com/new-trends-in-translation-and-cultural-identity-20 |
Aparece en las colecciones: | INV - Midel - Capítulos de Libros INV - TRALICOVA - Capítulos de Libros INV - TRADECO - Artículos de Revistas Institucional - IUIEG - Publicaciones |
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