Departamento de
Traducción e Interpretación


Tema:   Publicidad. Género. Francia. España.
Autor:   Larminaux, Caroline
Año:   2010
Título:   Traduction-adaptation du discours publicitaire: analyse comparée des sites Internet du groupe Danone, versions pour la France et pour l'Espagne [Translation-adaptation of advertising discourse: a comparative analysis of the websites of the Danone group, versions for France and Spain]
Lugar:   Salamanca
Editorial/Revista:   Universidad de Salamanca
Páginas:   556
Idioma:   Francés.
Tipo:   Tesis.
Disponibilidad:   Acceso abierto.
Resumen:   In this thesis, is to determine how a multinational company Danone magnitude of results and / or adapt their ads on the international market, specifically in France and Spain. This work is carried out with a linguistic-cultural approach that combines a descriptive and analytical. The first chapter outlines the characteristics of the language of advertising, point of departure for this research. We analyze the mechanisms infopersuasiva rhetoric, and describes the evolution of this kind since the beginning of the consumer society to the new phenomenon of responsible communication. The second chapter places advertising translation in the contemporary global world. We analyze the global business strategies, local and glocal. Compares the concepts of translation, adaptation and localization in the field of advertising translation, to determine the most appropriate term to refer to the proposed corpus for this research. The third chapter sketches a portrait of the Danone group. After this description, it examines what is the policy of this company with the translation-adaptation of advertising discourse. The fourth chapter is a comparative analysis of Web pages that make up the corpus. It examines the sociolinguistic or sociocultural factors that led to the multinational to choose one strategy or another. This work shows that, to adapt these four Web pages, the firm opted for recreation in the local market for online media agencies local, rather than go through a process of translation-adaptation, despite the strong similarities that observed between the versions (in the case of a product of the corpus). These conclusions about the future require the translator working in the field of global advertising. [Source: Author]
Impacto:   1i- Cómitre Narváez, Isabel. 2015. 6184cit
2001-2019 Universidad de Alicante DOI: 10.14198/bitra
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