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The Catalan brand Estrella Damm (a beer produced in Barcelona) is very popular for its summer advertisements. The 'Mediterràniament' commercials (2009–2021) reinforce the Mediterranean culture through its people, gastronomy and landscape. Estrella Damm commercials are produced in Catalan and Spanish, and some are produced in Catalan, then translated into Spanish, and finally subtitled in English, since Estrella beer is sold internationally. This paper examines how indirect translation (Catalan, Spanish, English) has been used in Estrella Damm 'Mediterràniament' advertising campaign through textual analysis of commercials and through interviews to the translators who created the Estrella Damm international versions from mediating texts. In indirect translation involving related languages, each version can affect one another: creative options for one text in Catalan can be adopted in the Spanish version, which may also influence the final English version. Therefore, translation for advertising in bilingual contexts contributes to visibilizing mediating languages and versions. [ABSTRACT FROM AUTHOR]

The purpose of this article is to highlight the importance of phraseology and diatopic variation in advertising translation. For this, we first make a theoretical journey where the concepts of linguistic variation and phraseology are broadly exposed. Specifically, we delve into the translation of collocations in advertising from a diatopic point of view. Secondly, we present the practical element. This consists of a translation analysis of some of the collocations present on the American websites of the fast-food chains McDonald's and Burger King, as well as their Spanish, Mexican, French and Canadian variants. Finally, the conclusions and the possible future lines of research are presented. [ABSTRACT FROM AUTHOR]

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The current international advertising scenario has led to a new professional profile within advertising translation called transcreator. Transcreation has an explicit call for creativity and semiotic and cultural adaptation. Beer advertising has tried to respond to this call by undergoing significant changes when this product has been internationally marketed in English in global advertising campaigns. For example, Estrella Damm, advertised as “the beer of Barcelona”, has improved its international positioning with its Mediterráneamente campaign, which started in 2009 and has centred on the association of beer with the Mediterranean culture and enjoyment. Since 2019, the campaign has promoted sustainability as “another way of living”. In this article, we examine the English translation strategies used by Estrella Damm’s campaigns between 2009–2021, which are available on the company’s British website and YouTube channel. Specifically, we focus on the following prominent elements: slogans, cultural references, and songs. To do this, we use a descriptive case study methodology, with textual analysis and semi-structured interviews to the creative director and the translators of Estrella Damm commercials. The analysis shows that this campaign uses strategies that are common in advertising translation: internationalisation, envisaged from the start of campaign; dialogue between translators and art directors; some adaptation to the conventions of the target language and culture, and creativity and co-creation. This emphasizes the added value of transcreation in the translation industry.

Transcreation is a practice with a status that has to date not been consolidated in the field of Translation Studies. While some authors consider that the term brings little value to the discipline (Bernal Merino 2006; Gambier and Munday 2014), others define transcreation as a service involving the creative adaptation of marketing and advertising content (Pedersen 2014; TAUS 2019) or as a strategy adopted in creative areas like AVT (Malenova 2017; Chaume 2018), localization (Mangirón and O'Hagan 2006; Crosignani and Ravetto 2011) and literary translation (Lal 1996; De Campos 2013). The above definitions reflect the perspectives of the language services industry and academia. However, the points of view of individual language professionals have not usually been considered when conceptualizing transcreation. The purpose of this paper is to address these perceptions by adopting a social qualitative approach by means of an instrument called "The DTP Survey." The results of this survey seem to point to a dual definition of transcreation as both a service and a strategy, with both approaches being compatible and not mutually exclusive as they have been in previous characterizations of the practice. [ABSTRACT FROM AUTHOR]

Advertising translation supposes an effective transfer of advertising, which essentially uses two sign systems: linguistic and non-linguistic, and which, actually, are complementary. The translator must take into account this latter when transferring from one language to another. The translator's translatological challenge here would be the effective translation of the original advertising effect. However, semiotic of signification would be a tool to help the translator, it could be invested by the translator in the field of advertising translation because it defines the meaning and effect. [ABSTRACT FROM AUTHOR]

Business advertisements are multimodal consumer-oriented texts with persuasive functions. Advertisers create specific advertisements for marketing products/services in specific contexts. The headline in an advertisement is the main element as it attracts attention and summarizes the advertising message. Advertising relies on socio-cultural implications through visual and non-visual elements. When products/services are marketed in a new context with a different language, their advertisements are translated into that language. Because languages have different ways of encoding information, the success of a product/ service in a culturally different context depends on how its advertisement is translated. The structural and cultural differences between English and Arabic and the functional nature of headlines in English business advertisements seem to have direct bearing on how advertising headlines are rendered into Arabic. This study investigates the translation of advertising headlines from English into Arabic in the context of marketing products/services in UAE. The aim is to identify the techniques used in translating headlines and their implications for translation quality and to identify views of Arab customers over the acceptability of Arabic versions of advertising headlines. The study findings indicate that seven translation techniques are used and customers consider Arabic advertisements produced via function-oriented translation techniques more acceptable than translations produced via form-based techniques. [ABSTRACT FROM AUTHOR]

Copyright of TRANS: Revista de Traductología is the property of TRANS: Revista de Traductologia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of TRANS: Revista de Traductología is the property of TRANS: Revista de Traductologia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

As the tourism industry continues to grow globally, tourism promotional materials (TPMs) are becoming one of the most translated materials in the world. Nevertheless, despite the high demand, this type of translated material has been the subject of criticism over the past four decades. Although culture, or rather cultural differences, have been identified as the main reason behind the failure of translations in the tourism industry, no straightforward solution to dealing with the problem has been found. In an attempt to address this shortcoming, this paper proposes a Cultural-Conceptual Translation (CCT) model, which leverages two key notions: cultural conceptualisation and destination image. Cultural conceptualisation, which is drawn from cultural linguistics, is a key manifestation of the oft-overlooked ‘silent’ or ‘unconscious’ level of culture, while the notion of destination image, which is drawn from tourism studies, has been identified as a crucial element in tourism promotion and advertising. We argue that the effectiveness of TPM translations relies on the (re)construction of ‘favourable’ destination images based on the cultural conceptualisation of the target audience. The viability and effectiveness of this model within the context of the commercial world of international tourism has been tested on TPM end-users through focus groups, and on TPM translation commissioners through a pilot project in which a TPM was translated from English to Malay. The results of the ‘road test’ were very positive, suggesting that applying the CCT model has the potential to improve translation outcomes in the area of tourism promotion. [ABSTRACT FROM AUTHOR]

Adventure tourism is one of the fastest growing sectors in the tourism industry and, therefore, one of the most important categories marketed and promoted globally. However, the way adventure tourism is represented and perceived differs markedly from one culture to another. Based on how tourism is conceptualised in a particular culture, themes are carefully selected and exploited in promoting 'adventure' tourism. The differences in how tourism is conceptualised across cultures pose a key challenge for translators of tourism promotional materials (TPMs), whose role is to produce an effective translation in the target language and culture. Translating TPMs effectively for different cultures often requires changes and adjustments to be made in order to preserve the most vital aspect of TPMs, that is, their functionality. This paper explores the challenges involved in translating English TPMs into Malay and investigates the extent to which the action theme of adventure employed to lure Anglophone tourists is compatible with Malay culture. Three types of textual analysis are carried out: source text analysis, parallel text analysis and target text analysis. The textual analyses are then complemented by findings derived from focus groups. The findings of the study demonstrate how adventure tourism is conceptualised within the notion of action in the Anglo culture, and how this contrasts with the way it is framed within the notion of relaxation in Malay culture. Based on the findings derived from the textual analyses and focus groups, we conclude by proposing potential strategies for the production of functionally adequate translations, which take into consideration the cultural conceptualisation of the target culture. [ABSTRACT FROM AUTHOR]

Since China became a member of the WTO in 2001, more and more Chinese products have an opportunity to enter the international market, and begin to compete with foreign brands. Advertising as a means of mass media, it happens able to introduce the foreign goods to domestic consumers, and to promote the Chinese products to foreign consumers. In such a social background, the importance of advertising translation has become increasingly prominent. The paper tries to analyze the characteristics of advertising language and the influence of the difference between Chinese and western culture on advertising translation by organizing the successful and unsuccessful English and Chinese advertising translation corpus collected over the several years. It pointed out that the advertising translation not only achieves the purpose of language conversion, but also takes into account the influence of language and cultural differences. Finally, through the analysis of advertising language, exploring some effective translation methods and strategies, such as: literal translation, free translation, amplification, corresponding translation and creative translation, which can put forward reference and guidance on advertising translation so that the author can achieve the properly translation of advertising. Hope to assist advertising translators. [ABSTRACT FROM AUTHOR]

The aim of this paper is to analyse how globalization has affected the activity of advertising translation, paying heed to how globalization and localization approaches integrate translation as a strategy to promote different kinds of products and in different media. A theoretical introduction will be provided on the intercultural and interdisciplinary nature of advertising and more precisely of advertising translation, also dealing with notions like institutional norms or with the well-known expression “Think globally, act locally”. Recent examples from printed campaigns, television spots and promotional material from several websites will be analysed to show how translation reveals the contradictions and principles inherent to globalization, and the tensions, or lack of them, between globalising and localising strategies, trying to reveal signs of homogenisation of cultural beliefs, customs and images, through the detailed analysis of a global product being promoted in local markets, and of a local brand aiming at becoming international.

Copyright of Revista de Lengua para Fines Específicos is the property of Revista de Lengua para Fines Especificos and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The quality of translation is a complex concept that has always generated great controversy in the field of translation and interpretation. Despite a large number of studies aimed at investigating the quality of translated tourist brochures, up to now there has been no research involving a translational analysis of the quality of Spanish tourist printed materials translated into Russian. Our decision to focus on only two parameters - lexical and grammatical accuracy - is based, on the one hand, on findings from translational studies devoted to the quality of translation in other languages; and on the other hand, on our perception after reading many different tourist brochures translated into Russian, that these parameters tend to be neglected. This article discusses the results of a pilot study conducted in 2012 whose objective was to measure the impact of the two parameters in question on the overall perception of the text of a translated tourist brochure by the target reader. [ABSTRACT FROM AUTHOR]

Like any other field, the advertising translation has its peculiarities and faces both practical and theoretical problems, which are moments that constitute the author's points of interest and are presented in this article as a synthesis. This brief report highlights both synchronic and diachronic dimensions and put together theses of such authors as Roger Boivineau, Marc Bonhomme and Michael Rinn, Michel Ballard, Mathieu Guidere, Claude Tatilon, and particularly emphasizes the translation research outcomes in the French area. Each of these theses is part of the debates concerning the possibility and the impossibility of translation, which have been launched by G. Mounin in 1963, as well as of those related to defining the concept of translation, specifically the translation of advertising, thus combining general and particular issues. Another aspect highlighted in this article refers to the interdisciplinary nature of the advertising translation, which is developing along with science, giving the fact that the translation methods and strategies, and the idea of advertising translation have mutated due to this development. In this context we consider relevant the perception of the specificity of the advertising discourse through the disciplines that are enabled to perform that task and are tangent to advertising translation. [ABSTRACT FROM AUTHOR]

Alliteration is widely used in English advertising slogans, and it is the core of advertising to enhance its promotion effects. Alliteration in English is the counterpart of "shuangsheng" (alliterative compound) in Chinese, but the use of the former is much more frequent than the latter. Therefore, in the E-C translation of alliteration in advertising slogans, other devices should be fully utilized to make up for the loss in rhyme and its effects, such as four-character structures, antithesis, parallelism, and fixed structures. [ABSTRACT FROM AUTHOR]

This article mainly explores reasons behind the flexibility and creativity in the translation of advertising discourse by revealing the working of presuppositions. Different from the concept of presupposition in linguistics, the notion of presupposition in this study is viewed from the angle of context. In this way, presupposition covers both the ordinary understanding of the concept and its technical usage within linguistics. It is composed of two levels covering both the ordinary notion and the technical usage in the field of linguistics. Three contextual sources for the first level presupposition are identified, namely generic context, situational context and discourse context. The second level presuppositions refer to what is studied in linguistics, which can be identified with the help of some linguistic expressions or structures called presupposition triggers. Then, how the AIDMA model, guiding principles for the advertising language functions is explained from the perspective of presupposition. Finally, the flexibility in translating advertising texts, as reflected in the increase, decrease or replacement of content, are explained. [ABSTRACT FROM AUTHOR]