1,720,988 research outputs found
Translating Promotional and Advertising Texts, Second Edition
No full textThe translation of promotional and advertising texts requires the application of techniques which, although they vary depending on the specific text type, are all aimed at preserving their persuasive purpose. This often requires in-depth cultural adaptation and, on occasion, thorough rewriting. Translating Promotional and Advertising Texts covers the key types of promotional texts, including personal, business-to-business, institutional, business-to-consumer, and advertising.
With numerous examples from a wide variety of languages and media, taken from the author's own professional experience and observations, this volume is designed for use as a coursebook for classroom practice or as a handbook for self-learning. It also provides insight for research into promotional and advertising translation. This second, updated edition offers entirely new sections on self-promotion in social media, text analysis, and tools for the cross-cultural appraisal of promotional texts.
Revised with new examples, a glossary of terms, and activities and tasks on the Routledge Translation Studies Portal, this is the essential text for students, researchers, translators, and professionals working in copywriting, marketing, public relations, or related areas
Spawning Ulisse: (Re)translation and Continuity of Ulysses in the Italian Polysystem
No full textIf translation can be conceptualized as a generative force that causes the original text to be born (again) in a different polysystem and to build its own life and relations there (Bollettieri Bosinelli and Torresi 2016), then the expiry of copyright on Ulysses in 2012 paved the way for a particularly fertile wave of (re)translation, which spawned a rather large family. After decades of a single full translation available on the book market (De Angelis, Mondadori 1960, revised 1988 after the Gabler edition), with the brief exception of Bona Flecchia’s attempt (1995) stifled at birth for copyright violation, Italy now sports the largest number of Ulyssean translations in the world (D’Erme 2021). As usually happens among siblings, all such translations and republications may share some similarities - the time span and broader context of reception, for example - but each of them bears unique traits. Such uniqueness arguably does not lie only in the texts themselves (due to the translators’ different voices, Venuti 1995), but also in the different publishers’ policies and positioning within the Italian book production scene, which may lead to different readerships. This paper focusses on the latter exogenous aspects and frames them in polysystem theory (Even-Zohar 1990) to highlight the importance of institutional factors such as the economic factors linked to copyright law for literary producers and consequently for the modulation of the centrality of Ulysses in the Italian literary polysystem
The Influence of Defendants’ Translanguaging Practices on Court Interpreters’ Performance: A Case Study
Get PDFThe purpose of the present study is to investigate whether and how translanguaging practices, as defined by García and Li Wei (2014), may affect the professional practice of courtroom interpreting, particularly as prescribed by the professional Code of Ethics (CoE) in China. To this purpose, we analyze one case study, a 91-minute court hearing video in which the defendant applies both verbal and non-verbal approaches to communicate with a court whose working language is not his own native language. The verbal utterances have been transcribed and the kinesic features annotated in order to apply a multimodal analysis which will be used to highlight how, on the one hand, the defendant’s translanguaging practice seems to contribute to the overall success of the communicative event, while on the other hand, it appears to interfere with the norms regulating the court interpreter’s performance as outlined in a Chinese CoE. Verbatim interpreting, one of the most important norms of court interpreting, is not always applicable in court hearings where participants rely on translanguaging practices. Rather, in our case-study, the interpreter seems to act as one further translanguaging resource for the defendant
Il “giusto” colore della pelle: diversità somatiche e culturali nei sussidiari della scuola primaria
Get PDFThis paper summarizes the results of an exploratory study on the representation of ethnic and cultural diversity in the depiction of children and adults in primary school textbooks, published between 2003 and 2020. The purpose of the study is to appraise the way in which such images are presented and the contents that are attached to them. Research was conducted by means of quantitative analysis (a numerical count of images of different ethnicities) and qualitative analysis based on visual semiotics and intercultural pedagogy, with particular reference to the implicit messages and stereotypes carried by the images analysed. The research focuses in particular on Civic education texts, where the vast majority of depictions of non-Caucasian adults and children were found, especially in content about migrations, human rights, and cultural diversity
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
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