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Tema:   Arabe. Inglés. Publicidad. Género.
Autor:   Al-Shehari, Khalid
Año:   2000
Título:   The Semiotics and Translation of Advertising Texts: Conventions, Constraints and Translation Strategies, with Particular Reference to English and Arabic
Lugar:   Manchester
Editorial/Revista:   University of Manchester
Idioma:   Inglés.
Tipo:   Tesis.
Resumen:   This study investigates the strategies and constraints involved in the process of translating advertising texts from English into Arabic. It starts by exploring the current conventions and techniques of advertising in the Arab World. A corpus of Arabic advertisements chosen from various Arabic magazines is analysed in order to identify prevalent patterns and conventions. The analysis pinpoints a range of interesting techniques used in Arabic advertising today, such as switching between Standard and Colloquial Arabic, the use of certain rhetorical devices such as parallelism, the use of congratulatory settings, testimonials and the mixing of genres. A model for analysis is then established by presenting and discussing different semiotic approaches, namely: the two sign components (signifier/signified) proposed by Ferdinand de Saussure, the three types of relationships (iconic / indexical / symbolic) proposed by Charles Sanders Peirce, the theory of intertextuality elaborated by Julia Kristeva, levels of meaning (denotative/connotative), and syntagms and paradigms. The proposed model is applied to a total of 18 original English and Arabic advertisements in order to show how the various elements of the model play a role in delivering advertising messages. Finally, the model is applied to 27 English advertisements and their Arabic translations in order to investigate the strategies and constraints involved in the process. The analysis reveals that certain strategies are used frequently by translators or localisers in the Arab World. These include: covering the bodies of semi-naked female models or replacing them or the contexts they appear in with more local elements, adding or underlining elements of newness or originality in the Arabic version, transliterating brand names, modifying headings and slogans or creating new ones. The study further suggests that there are certain marketing constraints which motivate the translator or localiser to abandon or radically modify the format of the source text. These constraints include the publishing of English advertisements in different formats which are not easily available in the Arabic context, and the need to include local details in the Arabic versions which are not provided and not relevant in the English texts. [Source: Author]
Impacto:   1i- Calzada Pérez, María. 2003. 5189cit; 2i- Adab, Beverly Joan & Cristina Valdés Rodríguez. 2004. 196cit; 3i- Calzada Pérez, María. 2007. 732cit
 
 
2001-2019 Universidad de Alicante DOI: 10.14198/bitra
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