This entry lays out a short history of translation research as applied to advertising, outlining four main ‘tiers’ or stages. In the first tier, the focus lies exclusively with the verbal elements of the text. In the second tier, the scope of research broadens so as to embrace non-verbal elements and multimodality. A third, more holistic tier further adds the marketing context of the advertising campaign to the researcher’s perspective. The fourth and final tier reflects critically on the translation of advertising in the light of critical discourse analysis, gender and cultural studies, and postcolonialism. After this analysis of existing studies, a few examples of possible future trends for interdisciplinary research will be outlined. Such trends might lead to tools and perspectives that could prove more useful when looking at the rich complexity of the translation of advertising, provided they are sustained by a systematic collaboration between translation studies and international marketing studies.

Advertising / Ira, Torresi. - ELETTRONICO. - (2022), pp. N/A-N/A.

Advertising

Ira, Torresi
2022

Abstract

This entry lays out a short history of translation research as applied to advertising, outlining four main ‘tiers’ or stages. In the first tier, the focus lies exclusively with the verbal elements of the text. In the second tier, the scope of research broadens so as to embrace non-verbal elements and multimodality. A third, more holistic tier further adds the marketing context of the advertising campaign to the researcher’s perspective. The fourth and final tier reflects critically on the translation of advertising in the light of critical discourse analysis, gender and cultural studies, and postcolonialism. After this analysis of existing studies, a few examples of possible future trends for interdisciplinary research will be outlined. Such trends might lead to tools and perspectives that could prove more useful when looking at the rich complexity of the translation of advertising, provided they are sustained by a systematic collaboration between translation studies and international marketing studies.
2022
ENTI – ENCYCLOPEDIA OF TRANSLATION AND INTERPRETING
N/A
N/A
Advertising / Ira, Torresi. - ELETTRONICO. - (2022), pp. N/A-N/A.
Ira, Torresi
File in questo prodotto:
File Dimensione Formato  
ENTI_eng_Advertising.pdf

accesso aperto

Descrizione: collage delle sezioni in cui è articolata la voce
Tipo: Versione (PDF) editoriale
Licenza: Licenza per Accesso Aperto. Creative Commons Attribuzione (CCBY)
Dimensione 624.25 kB
Formato Adobe PDF
624.25 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/902603
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact