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Speaking American: A History of English in the United States

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Language, Literacy, and Technology

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Title: Translating Promotional and Advertising Texts
Written By: Ira Torresi
URL: http://www.stjerome.co.uk/books/b/126/
Series Title: Translation Practices Explained
Description:

Promotional and advertising texts come in different forms and account for a
considerable share of the translation market. Advertisements, company
brochures, websites, tourist guides, institutional information campaigns,
and even personal CVs all share a common primary purpose: that of
persuading the reader to buy something, be it a product or a lifestyle, or
to act in a particular way, from taking preventive measures against health
risks to employing one candidate in preference to another. Consequently,
their translation requires the application of techniques which, although
they vary depending on the specific text type, are all aimed at preserving
that persuasive purpose. This often requires in-depth cultural adaptation
and, on occasion, thorough rewriting.

Translating Promotional and Advertising Texts covers different areas of
personal promotion, business to business promotion, institutional and
business to consumer promotion, including advertising. Numerous examples
from a wide variety of languages and media, taken from the author's own
professional experience and from real-life observation, are provided
throughout. The volume is designed for use as a coursebook for classroom
practice or as a handbook for self-learning. It will be of interest to
undergraduate and postgraduate students, but also freelance and in-house
translators, as well as other professionals working in sales, public
relations or similar departments whose responsibilities include involvement
in the management of multilingual advertising and promotion activities.

Publication Year: 2010
Publisher: St. Jerome Publishing Ltd
Review: Not available for review. If you would like to review a book on The LINGUIST List, please login to view the AFR list.
BibTex: View BibTex record
Linguistic Field(s): Applied Linguistics
General Linguistics
Translation
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Versions:
Format: Paperback
ISBN-13: 9781905763207
Pages: 200
Prices: U.K. £ 25.00