Specifické reálie v paralelních překladech marketingových textů
| Title in English | Cultural specifics in parellel translations of marketing texts |
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| Authors | |
| Year of publication | 2017 |
| Type | Conference abstract |
| MU Faculty or unit | |
| Citation | |
| Description | Marketing strategies nowadays often aim simultaneously at domestic and foreign customers in a similar position as clients. For this reason, promotional materials are frequently created in parallel versions in different languages so as to achieve the same communication effect on customers in each individual culture. The author uses multilingual materials to show textual strategies that link persuasive communication techniques with visual art techniques. The resulting advertising text bears a complex message thanks to its textual and visual stylization, its use of allusions and intertextualism, and the fact that the information it contains is subordinated to the persuasive function of advertising. When translating such an advertising text, the translator is often required to oscillate between equivalence methods (as the parallel language versions are available to the recipient in the leaflet) and transcreation techniques (as the marketing message needs to be adjusted to the given culture so that its persuasive function is not weakened). The author views translation of marketing texts from the perspective of didactics and provides examples of teaching methods suitable for translation studies students at the tertiary level. |
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