The paper investigates the shift from the verbal to the visual, and from informative to evocative messages, in the history of advertising. When did cross-reference to cultural values, topoi, norms and beliefs become an essential tool of advertising (Van Zoonen 1994; Livolsi 1987)? In other words, what persuaded advertisers and their clients to stop informing prospective customers about products and start selling them lifestyles and dreams, both conscious and subconscious? A possible answer to these questions is suggested, and implications more directly related to the translation of advertising texts are also addressed.
Translating Dreams Across Cultures: Advertising and the Localization of Consumerist Values and Aspirations
TORRESI, IRA
2007
Abstract
The paper investigates the shift from the verbal to the visual, and from informative to evocative messages, in the history of advertising. When did cross-reference to cultural values, topoi, norms and beliefs become an essential tool of advertising (Van Zoonen 1994; Livolsi 1987)? In other words, what persuaded advertisers and their clients to stop informing prospective customers about products and start selling them lifestyles and dreams, both conscious and subconscious? A possible answer to these questions is suggested, and implications more directly related to the translation of advertising texts are also addressed.File in questo prodotto:
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