Product placement and screen translation. Transferring references to U.S. brands unknown to other cultural contexts
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Título: | Product placement and screen translation. Transferring references to U.S. brands unknown to other cultural contexts |
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Autor/es: | Sanderson, John D. |
Grupo/s de investigación o GITE: | Traducción Audiovisual de la Universidad de Alicante (TRADSUAL) | Traducción: Fuentes Bibliográficas, Análisis y Mediación Intercultural |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Filología Inglesa |
Palabras clave: | Screen translation | Dubbing | Culture specific items | Product placement | Advertising | Implicatures | Film | Television |
Área/s de conocimiento: | Filología Inglesa |
Fecha de publicación: | 2018 |
Editor: | Iconesoft Edizioni |
Cita bibliográfica: | Cultus: the Journal of Intercultural Mediation and Communication. 2018, 11: 61-76 |
Resumen: | Spoken references to brands are common in American films and sitcoms, allegedly to make dialogues more realistic, but also favored by the fact that major studios have become conglomerate companies which try to maximize profits with indirect advertising. These legal formalities are rarely mentioned in audiovisual translation studies, and this paper will analyze how product placement of American food and beverage brands still trans-nationally unknown are dealt with by Spanish dubbing translators, since they might require some degree of linguistic manipulation to provide equivalent implicatures (Grice, 1975). Following Franco Aixelá’s (1996) taxonomy of translation of culture specific items, absolute universalization is the most widespread strategy, but the erasure of source text dialogues in dubbed productions allows for more daring approaches to replace opaque brands. |
URI: | http://hdl.handle.net/10045/85969 |
ISSN: | 2035-3111 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © Iconesoft Edizioni |
Revisión científica: | si |
Versión del editor: | http://www.cultusjournal.com/ |
Aparece en las colecciones: | INV - TEATRADSUAL - Artículos de Revistas INV - INBITRA - Artículos de Revistas |
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2018_Sanderson_Cultus.pdf | 249,94 kB | Adobe PDF | Abrir Vista previa | |
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