Rhetorical figures and the translation of advertising headlines

Smith, Karen Louise

doi:10.1177/0963947006063745

Cited by 33 publications

(30 citation statements)

References 16 publications

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“…(Smith, 2006) in order to attract the attention of the text receiver. Most of these elements are used in the British advertisements for humor and persuasive purposes.…”

Section: Translating Taboosmentioning

confidence: 99%

Influential Translation of Advertisements from English to Arabic for Arab Women Consumers

Chidiac

Saliba

2016

The European Proceedings of Social and Behavioural Sciences

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Advertising is a fundamental communication tool for the consumers. It tells them the types and diversity of products available for their use in the market. Advertising isn't restricted to any age or gender. The ultimate aim is to sell the consumer new items that have been made available. It's important to use glitzy and striking ads to attract consumers into buying.The Arab world is still importing most of its ideas when it comes to ads. A problem is encountered when translating ads in the Arab world. This is not due to lack of trying as many individuals, organizations and government policies are striving but failing to reach satisfactory results. Digital technology has also added to the issues already confounding the Arab translation crisis. Books and newspapers have been discarded in favor of online and television media outlets.With globalization comes the importance of preserving content of the original ad in terms of meaning and slogan. The translation can be done by taking the slogan and molding it into the new ads. It can also be literate which can be problematic because the original slogan was intended for a different audience belonging to a different culture and tradition.Our focus will be on the possible hurdles facing translation of US advertising into Arabic for the Arab women consumers. The two regions have different strategies and languages. Often in literate translation, the original slogan becomes lost in translation. One example is the Swarovski Online Magazine.

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“…(Smith, 2006) in order to attract the attention of the text receiver. Most of these elements are used in the British advertisements for humor and persuasive purposes.…”

Section: Translating Taboosmentioning

confidence: 99%

Influential Translation of Advertisements from English to Arabic for Arab Women Consumers

Chidiac

Saliba

2016

The European Proceedings of Social and Behavioural Sciences

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“…Habida cuenta de la elevada presencia de estos artificios estilísticos en los textos publicitarios, y a pesar de que -desde 1990 -la traductología ha explorado el campo de la publicidad partiendo de muchas y diferentes perspectivas, resulta algo sorprendente que se hayan realizado tan pocos estudios sobre la traducción de las figuras en publicidad desde un punto de vista empírico (Smith 2006). En este sentido, Smith (2006), se lamenta de que, aparte del trabajo del canadiense Quillard (1998) -que estudia los juegos de palabras de los anuncios ingleses traducidos al francés -, el de Abdhul-Ghani (2000) -que se centra también en los juegos de palabras de los anuncios ingleses, ingleses-malayos y malayos -y el ya muy lejano de Koxtev y Rozental (1978) -para anuncios soviéticos -, no podemos reseñar muchos más.…”

Section: La Traducción De La Figuración En La Publicidadunclassified

“…En este sentido, Smith (2006), se lamenta de que, aparte del trabajo del canadiense Quillard (1998) -que estudia los juegos de palabras de los anuncios ingleses traducidos al francés -, el de Abdhul-Ghani (2000) -que se centra también en los juegos de palabras de los anuncios ingleses, ingleses-malayos y malayos -y el ya muy lejano de Koxtev y Rozental (1978) -para anuncios soviéticos -, no podemos reseñar muchos más. En cuanto al contexto español, existen innumerables estudios sobre retórica y publicidad y lo mismo ocurre en cuanto a publicidad y traducción.…”

Section: La Traducción De La Figuración En La Publicidadunclassified

Una aproximación empírica a la clasificación y traducción de las figuras retóricas en la publicidad

Pérez

2011

Babel

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Since ancient times the suasive value of rhetorical figures has been vastly studied. In fact, Aristotle himself argued that the aim of rhetoric was not just to persuade but to find the best methods of persuasion (Aristotle, Retorica, ed. 1990). These methods have been frequently used in advertising, where they are employed to capture the consumer’s attention and, consequently, to sell the advertised product. However (despite the frequent appearance of rhetorical figures in advertising), there is a scarcity of studies on the role of these persuasive mechanisms in the translation of publicity. Bearing upon the “new rhetoric”, the present paper has a twofold purpose. On the one hand, it aims to import a clear taxonomy of rhetorical figures from advertising into translation studies and subsequently to illustrate the transfer of these figures. On the other hand, it analyses the behaviour of rhetorical figures in the translation process by means of an empirical investigation whose goal it is to further categorise them in a systematic and rational way. Drawing upon the seminal work of McQuarrie and his collaborators, the paper performs a quantitative analysis of a corpus of 120 matching pairs consisting of English advertisements and their existing Spanish counterparts. Results evidence that a great majority of rhetorical figures are “translated”, thus confirming the globalising tendencies of advertising.

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“…Adab (2002) aborde la question de la qualité et de l'évaluation, avant de revenir sur les principaux débats qui agitent les spécia-listes de traduction publicitaire (Adab et Rodriguez 2004). Smith (2006) s'intéresse à la traduction des slogans d'un point de vue rhétorique ; Baider et Lamprou (2007) se penchent sur la traduction du non-dit d'un point de vue cognitif. Enfin, les aires culturelles concernées par les études traductologiques s'élargissent et se diversifient (Sidiropoulou 2008 ;Quillard 2006), mais la Chine occupe désormais une place de plus en plus importante en raison des problèmes posés ces dernières années par certaines campagnes occidentales et des difficultés réelles éprouvées lors de leur adaptation publicitaire (O'Barr 2007 ;Fengru et Shooshtari 2007).…”

Section: Réfléchir Sur La Traduction Publicitaireunclassified

De la traduction publicitaire à la communication multilingue

Guidère

2009

meta

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Découvrir la revueCiter cet article Guidère, M. (2009). De la traduction publicitaire à la communication multilingue. Meta, 54(3), 417-430. https://doi.org/10.7202/038306arRésumé de l'article Avec la mondialisation de l'économie, la communication commerciale occupe désormais une place prépondérante dans la vie sociale un peu partout dans le monde. La généralisation de l'Internet n'a fait que conforter cette situation en transformant la Toile mondiale en une immense vitrine commerciale. Avec ce mouvement de mondialisation, le traducteur a été de plus en plus sollicité pour aider à la diffusion des messages promotionnels à grande échelle et la traduction publicitaire a connu une progression exponentielle au cours des dernières décennies. Dans les pages qui suivent, nous allons tenter de retracer l'évolution qui a eu lieu tant sur le plan théorique que pratique. RÉSUMÉAvec la mondialisation de l'économie, la communication commerciale occupe désormais une place prépondérante dans la vie sociale un peu partout dans le monde. La générali-sation de l'Internet n'a fait que conforter cette situation en transformant la Toile mondiale en une immense vitrine commerciale. Avec ce mouvement de mondialisation, le traducteur a été de plus en plus sollicité pour aider à la diffusion des messages promotionnels à grande échelle et la traduction publicitaire a connu une progression exponentielle au cours des dernières décennies. Dans les pages qui suivent, nous allons tenter de retracer l'évolution qui a eu lieu tant sur le plan théorique que pratique. Mais l'objectif premier de l'article est d'expliquer le changement de perspective qui s'est opéré dans le domaine traductologique avec l'essor de l'Internet et le développement de la communication multilingue. Il vise également à montrer que ce changement de perspective requiert une méthode d'analyse et de travail différente pour le traducteur, dont on expose brièvement les tenants et les aboutissants. ABSTRACTWith the globalization of the economy, commercial communication has become a focal point in social life all over the world. The generalization of the Internet has only confirmed this point by turning the World Wide Web into a huge commercial showcase. With this trend of globalization, the translator has been increasingly asked to help disseminate promotional messages on a large scale and advertising translation has grown exponentially over the past decades. In the following pages, we will try to highlight the evolution that has taken place both in theory and practice. But the primary objective of the article is to explain the change of perspective that came with the rise of the Internet and the development of multilingual communication in the field of Translation Studies. It also aims to show that this change in perspective requires a different method of analysis and work, which he outlines as the ins and outs for the translator.

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Rhetorical figures and the translation of advertising headlines

Cited by 33 publications

References 16 publications

Influential Translation of Advertisements from English to Arabic for Arab Women Consumers

Influential Translation of Advertisements from English to Arabic for Arab Women Consumers

Una aproximación empírica a la clasificación y traducción de las figuras retóricas en la publicidad

De la traduction publicitaire à la communication multilingue

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Rhetorical figures and the translation of advertising headlines

Cited by 33 publications

References 16 publications

Influential Translation of Advertisements from English to Arabic for Arab Women Consumers

Influential Translation of Advertisements from English to Arabic for Arab Women Consumers

Una aproximación empírica a la ­clasificación y traducción de las figuras retóricas en la publicidad

De la traduction publicitaire à la communication multilingue

Contact Info

Product

Resources

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Una aproximación empírica a la clasificación y traducción de las figuras retóricas en la publicidad