RT info:eu-repo/semantics/bachelorThesis
T1 Advertising and translation: cultural adaptation, transcreation and transference in the global marketplace
A1 Monedero Meléndez, María Isabel
A2 Universidad de Valladolid. Facultad de Filosofía y Letras
K1 Advertising
K1 Translation
K1 Cultural adaptation
K1 Anglicisms
K1 Transcreation
K1 Globalization
K1 Publicidad
K1 Traducción
K1 Adaptación cultural
K1 Anglicismos
K1 Transcreación
K1 Globalización
AB This paper focuses on advertising as a complex and multimodal communication tool composed by different elements which, linked together, contribute not only to a particular trademark expansion, but also to achieving certain impact on the consumer’s behaviour. However, the existence of cultural elements inextricably linked to each country or community makes it necessary, in the case of global brands, to implement in some degree or another a process of cultural adaptation which allows the advertising campaign to achieve the expected effects among different target cultures. In many cases such a process critically involves some form of translation. The aim of this graduation project is first to provide an overview of the main features of advertising copy that pose a challenge for translation, and then to identify and analyse the several strategies used in order to translate and culturally adapt advertising messages in a setting that also involves a strong element of globalization.
YR 2017
FD 2017
LK http://uvadoc.uva.es/handle/10324/25572
UL http://uvadoc.uva.es/handle/10324/25572
LA eng
NO Departamento de Filología Inglesa
DS UVaDOC
RD 27-nov-2024