Advertising Texts – A Globalised Genre: A Case Study of Translation Norms
Empreu sempre aquest identificador per citar o enllaçar aquest ítem
http://hdl.handle.net/10045/45546
Títol: | Advertising Texts – A Globalised Genre: A Case Study of Translation Norms |
---|---|
Autors: | Montes, Antonia |
Grups d'investigació o GITE: | Memoria e Identidades Literarias y Culturales (Midel) | TRALICOVA (Traducciones de Literatura Contemporánea Valenciana) |
Centre, Departament o Servei: | Universidad de Alicante. Departamento de Traducción e Interpretación |
Paraules clau: | Advertising texts | Translation norms |
Àrees de coneixement: | Traducción e Interpretación |
Data de publicació: | 2008 |
Editor: | Cambridge Scholars Publishing |
Citació bibliogràfica: | 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 |
Resum: | 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 |
Tipus: | info:eu-repo/semantics/bookPart |
Drets: | © 2008 Cambridge Scholars Publishing |
Revisió científica: | si |
Versió de l'editor: | http://www.cambridgescholars.com/new-trends-in-translation-and-cultural-identity-20 |
Apareix a la col·lecció: | INV - Midel - Capítulos de Libros INV - TRALICOVA - Capítulos de Libros INV - TRADECO - Artículos de Revistas Institucional - IUIEG - Publicaciones |
Arxius per aquest ítem:
Arxiu | Descripció | Tamany | Format | |
---|---|---|---|---|
2008_Montes_New-Trends-in-Translation-and-Cultural-Identity.pdf | Acceso restringido | 203,35 kB | Adobe PDF | Obrir Sol·licitar una còpia |
Tots els documents dipositats a RUA estan protegits per drets d'autors. Alguns drets reservats.