Culture in advertising and advertising in culture: Communication, translation, representation

Gromová, Edita; Müglová, Daniela; Perez, Emília

doi:10.1515/aa-2017-0011

Cited by 5 publications

(3 citation statements)

References 2 publications

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“…Given that advertising texts are rooted in a different culture, the target audience has different expectations towards certain products or brands. For instance, Gromová et al (2017) examined the intercultural aspect in translating advertising texts in American, German and Slovak. The study results raised the awareness that intercultural differences play an important role in the choices of translation strategies.…”

Section: Transcreation Strategiesmentioning

confidence: 99%

Transcreation Strategies of Male-Related Traits from English Online Fragrance Labels into Chinese: From a Cultural Perspective

Zhu¹,

Ang²,

Rashid³

et al. 2021

IJARBSS

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In recent years, transcreation has been a buzzword in the translation industry and academia. It is defined as a combination of translation and new content creation, with translation used in its traditional sense. Although transcreation strategies have been explored, few studies have addressed whether translation or new content creation predominates in transcreation strategies and the underlying cultural reasons. This study examines the transcreation strategies involved in the Chinese translations of male stereotypes in English online fragrance labels. More specifically, as transcreation strategies can be divided into minimal and marked interventional strategies, this paper examined the cultural reasons underlying marked interventional strategies drawing on the Hofstede model. It adopts a descriptive and interpretive qualitative research method. A non-probability purposive sampling method is used to collect data. Findings illustrate that marked interventional strategies, including addition, substitution and omission, predominate transcreation strategies. Whereas minimal change including direct translation is less. The unveiled cultural reasons suggest the differences of male stereotypes in advertising between China and the US, thus contributing to the research on East-West comparison of male stereotypes. Meanwhile, it will provide implications for translators to deal with male stereotypes in advertising.

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Section: Transcreation Strategiesmentioning

confidence: 99%

Transcreation Strategies of Male-Related Traits from English Online Fragrance Labels into Chinese: From a Cultural Perspective

Zhu¹,

Ang²,

Rashid³

et al. 2021

IJARBSS

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show abstract

“…Meanwhile, low long-term orientation focuses on promoting equality, high levels of individualism, and self-actualisation as needed in society. Another study by Gromova, Muglova and Perez (2017) also emphasised the five cultural dimensions proposed by Hofstede to construct as well as analyse the cultural elements contained in an advertisement.…”

Section: Hofstede's Cultural Dimensionsmentioning

confidence: 99%

An Analysis of Cultural Elements in Selected Festive Advertisements

Sualman¹,

Jalli²,

Rashidi³

et al. 2021

JKMJC

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Cultural knowledge and understanding are fundamental in a multiracial society like Malaysia. One of the ways to foster a good relationship between people of different cultural backgrounds can be achieved through the use of media. One of the means of such a message that could be disseminated to the public is through festive advertisements. Previous studies have shown that the portrayal of culture in ads is a pivotal element that should be considered by all advertisers in producing festive advertisements. This study aims to explore whether the content of festive advertisements in Malaysia portray and deliver messages that could potentially assist in fostering a good relationship between races in Malaysia. A quantitative content analysis was done on ten festive ads. These ads were selected based on pre-determined criteria – 1) ads have to be produced by a local company, 2) uploaded on YouTube, and 3) related to the festive season. For this research, a festive ad is defined as advertisements related to festivals celebrated by the Malaysian community. Research results revealed that the majority of the selected festive ads for this study portrayed positive values that could assist in fostering good relations among people of different cultural backgrounds. The element of togetherness has been used across different festive ads to intensify the need for cross-cultural understanding, especially during festive seasons. Keywords: Festive advertisements, content analysis, cultural elements, Malaysia.

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“…It can be due to the following factors: globalization and changes in companies' communication [2,3]; forms of communication which differ across cultures [4]; implementation of cultural norms to verbalise cognitive activity in professional interaction [5,6]; the tension between the domestic and foreign cultures and consequent choices in translation strategies [7]; inter-role congruence and interaction comfort among customers [8]; ego-focused emotional appeals emphasizing local origin, nostalgia and long-standing cultural traditions or entertainment values [9,10], difference in way of thinking [11,12].…”

Section: Introductionmentioning

confidence: 99%

Development of intercultural communicative competence in Russian-Chinese discourse

Kuprina

Evtyugina

et al. 2021

SHS Web Conf.

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The expansion of intercultural interaction between countries and cultures requires the training of modern specialists who know both foreign languages and intercultural communication. However, in the training of translators, there is a lack of authentic material offered by the native speakers of the corresponding language and culture. The purpose of the article is to suggest strategies for teaching the translation of advertising texts and anthroponyms in the Russian-Chinese discourse. The methodological basis of the research is the theory of skopos considering translation as a practical type of activity, as well as a comparative analysis of anthroponyms. As a result of the research, there proposed strategies for translating advertising texts (working with linguistic forms, cultural content, adding and omitting information, combining these strategies) and anthroponyms (using transliteration from Russian into Chinese, it is necessary not only to choose suitable Chinese hieroglyphs but also take into account their meanings, special cases). Comparing Russian and Chinese names, an important difference is found: transliterating Russian names, a person’s gender information can be expressed through Chinese hieroglyphs but this effect cannot be achieved when transliterating Chinese names. Russian-Chinese discourse has a strong cultural connotation, reflecting the unique way of people’s life. The task of the translator is to reproduce not only the formal but also the cultural information of the original text. The novelty of the work is determined by the need to research the Sino-Tibetan language group in order to improve the methodology of teaching translation and intercultural communication as a practical activity.

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Culture in advertising and advertising in culture: Communication, translation, representation

Cited by 5 publications

References 2 publications

Transcreation Strategies of Male-Related Traits from English Online Fragrance Labels into Chinese: From a Cultural Perspective

Transcreation Strategies of Male-Related Traits from English Online Fragrance Labels into Chinese: From a Cultural Perspective

An Analysis of Cultural Elements in Selected Festive Advertisements

Development of intercultural communicative competence in Russian-Chinese discourse

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