Cover not available
Article published In:
The Journal of Internationalization and Localization
Vol. 6:1 (2019) ► pp.25–44

Culture and persuasive discourse in localized NGO websites

| Aristotle University of Thessaloniki

Non-governmental organisations set different goals than for-profit corporations. However, they need to be advertised in order to keep working. One of the basic means NGOs use in order to attract volunteers and donators is their website. Although the English language is considered as the lingua franca of the internet it seems to be inadequate when a global audience is aimed at. NGOs seem to have realized the need to communicate with potential donators or volunteers in their native language and have started providing localized versions of their websites. In this paper we are going to examine the persuasive discourse adopted by NGOs in their English, French and Greek website versions. According to Aristotle (Rhetoric, 1356a) (2002) the three persuasive techniques used to change the audience’s beliefs are (a) pathos, which appeals to the audience’s emotions, (b) ethos, which establishes the good “character” and credibility of the author and (c) logos, which uses logic and evidence to convince the audience. Our aim is to examine both the use and the multisemiotic realization of the above mentioned techniques in different cultural contexts. For the needs of our analysis we will adopt methodological tools from the field of social semiotics (image and text relation (Barthes 2007) and the grammar of visual design and of colours (Kress and Van Leeuwen 1996, 2002). Translational theories such as Skopos theory (Reiss and Vermeer 1984; Nord 1997) will provide the theoretical framework for the study of the adaptation techniques and strategies adopted when the Greek audience is addressed.

Keywords: NGO website localization, operative function transfer, persuasive discourse multimodal analysis, semiotic approaches to translation, localization and culture
Article outline
  • 1.Introduction
  • 2.Theoretical background and methodological tools
  • 3.Non-governmental organizations
  • 4.Ethos, pathos and logos
  • 5.Study corpus
  • 6.Case studies
  • 7.Conclusion
  • Note
  • References
  • Webpages
Published online: 16 May 2019
DOI logo
https://doi.org/10.1075/jial.19001.cha
References
Aaker, Jennifer and Lee, Angela Y.
2001 ““I” seek pleasure and “we” Avoid pains: The Role of Self-Regulatory Goals in Information processing and Persuasion”. In Journal of Consumer Research 281: 33–49. DOI logoGoogle Scholar
Aaker, Jennifer and Durairaj Maheswaran
1997 “The Effect of Cultural Orientation on Persuasion.” Journal of Consumer Research 24 (3): 315–328. DOI logoGoogle Scholar
Aaker, Jennifer and Patti Williams
1998 “Empathy versus Pride: The Influence of Imotional Ippeals across Cultures.” Journal of Consumer Research 25 (3): 241–261. DOI logoGoogle Scholar
Aaker, Jennifer L. and Jaideep Sengupta
2000 “Addivity versus Attenuation: The Role of Culture in the Resolution of Information Incongruity.” Journal of Consumer Psychology 9 (2): 67–82. DOI logoGoogle Scholar
Aaker, Jennifer and Andy Smith
2010 The Dragonfly Effect. Jossey-Bass.Google Scholar
Albers-Miller, Nancy D. and Marla Royne Stafford
1999 “An International Analysis of Emotional and Rational Appeals in Services vs Goods Advertising.” Journal of Consumer Marketing 16 (1): 42–57. DOI logoGoogle Scholar
Alden, Dana L., Wayne D. Hoyer and Lee Chol
1993 “Identifying Global and Culture-specific Dimensions of Humor in Advertising: A Multinational Analysis.” Journal of Marketing 57 (2): 64–75. DOI logoGoogle Scholar
Alden, Dana L., Douglas M. Stayman and Wayne D. Hoyer
1994 “Evaluation Strategies of American and Thai Consumers.” Psychology and Marketing 11 (2): 145–161. DOI logoGoogle Scholar
Aristotle
2002 Rhetoric 1356 a. Introduction, Translation and Comments by Demetrios Lypourlis. Thessaloniki: Zitros.Google Scholar
Barthes, Roland
2007 Εικόνα-Μουσική-Κείμενο [orig. Image, Music, Text]. Translated in Greek by George Spanos. Athens: Plethron.Google Scholar
Brennan, Niamh M. and Doris M. Merkl-Davies
2014 “Rhetoric and Argument in Social and Environmental Reporting: the Dirty Laundry Case.” Accounting, Auditing & Accountability Journal 27 (4): 602–633. DOI logoGoogle Scholar
Carmen, Mangiron and Minako O’Hagan
2006 “Game Localisation: Unleashing Imagination with “Restricted” Translation.” The Journal of Specialised Translation 61: 10–21.Google Scholar
Charalampidou, Parthena
2019 “Επιχώρια προσαρμογή και επίκληση στο συναίσθημα: Μία σημειωτική προσέγγιση στη μελέτη πολύγλωσσων δικτυακών τόπων Μη Κυβερνητικών Οργανώσεων [Emotional appeal in Localization: A semiotic approach to the study of multilingual NGO websites]”, Proceedings of the 6th Meeting of Greek-speaking Translation Studies Scholars, 25–27 May 2017, Thessaloniki.
Chesterman, Andrew
2000 “A Causal Model for Translation Studies.” In Intercultural Faultlines: Research Models in Translation Studies, by Maeve Olohan. Manchester: St. Jerome.Google Scholar
Choi, Yung Kyun and Gordon E. Miracle
2004 “The Effectiveness of Comparative Advertising in Korea and the United States: A Cross-cultural and Individual-level Analysis.” Journal of Advertising 33 (4): 75–87. DOI logoGoogle Scholar
Cooper, Martha D. and William L. Nothstine
1996 Power persuasion: moving an ancient art into the media age. Greenwood, Ind.: Educational Video Group.Google Scholar
de Mooij, Marieke
2004 “Translating Advertising: Painting the Tip of an Iceberg.” The Translator 10 (2): 179–198. DOI logoGoogle Scholar
Gentzler, Edwin
2001 Contemporary Translation Theories. London and New York: Routledge.Google Scholar
GHK, European Commission – DGEAC
2010 “Study on Volunteering in the European Union.” Country Report Greece, London.Google Scholar
Goering, Elizabeth, Ulla M. Connor, Ed Nagelhout and Richard Steinberg
2009 “Persuasion in Fundraising Letters: An Interdisciplinary Study.” In Nonprofit and Voluntary Sector Quarterly Online First XX (X). Newbury Park: Sage Publications.Google Scholar
Gottlieb, Henrik
2007 “Multidimensional Translation : Semantics turned Semiotics.” In Sandra Nauert and Heidrun Gerzymisch-Arbogast (eds.) Proceedings of the Marie Curie Euroconferences MuTra: Challenges of Multidimensional Translation (EU High Level Scientific Conference Series): 1–29.Google Scholar
Gudykunst, William B. and Stella Ting-Toomey
1988 Culture and Interpersonal Communication. Newbury Park: Sage Publications.Google Scholar
Guidère, Matthieu
2000 Publicité et traduction. Paris and Montréal: L’Harmattan.Google Scholar
Hall, Edward T.
1976 Beyond Culture. Garden City: Anchor Press/Doubleday.Google Scholar
Halliday, Michael
1978 Language as a Social Semiotic. London: Edward Arnold.Google Scholar
Han, Sang Pil and Sharon Shavitt
1994 “Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies.” Journal of Experimental Social Psychology 30 (4): 326–350. DOI logoGoogle Scholar
Handy, Femida
2000 “How we Beg: The Analysis of Direct Mail Appeals.” Nonprofit and Voluntary Sector Quarterly 291: 439–454. DOI logoGoogle Scholar
Hayward, William G. and Kwok K. Tong
2001 “Effects of Language on Web Site Usage with Bilingual Users.” Usability Evaluation and Interface Design: Proceedings of the 9th International Conference on Human-Computer Interaction. Mahwah: LEA.Google Scholar
Henning, Martha L.
1998 “Friendly persuasion: Classical rhetoric.” [URL]
Hofstede, Geert
1991 Cultures and Organisations: Software of the Mind. New York: Mc Graw-Hill.Google Scholar
Holmes, James S.
1988 Translated! Papers on Literary Translation and Translation Studies. Amsterdam: Rodopi.Google Scholar
Hudson, David, Jeniffer Van Heerde-Hudson, Niheer Dasandi and Susan Gaines
2016 Emotional Pathways to Engagement with Global Poverty: An Experimental Analysis. Princeton: Princeton University.Google Scholar
Jiménez-Crespo, Miguel A.
2012a ““Loss” or “Lost” in Translation: A Contrastive Genre Study of Original and Localised Non-profit US Websites.” Jostrans, 171: 136–63.Google Scholar
2012b “Web Localization in US Non-profit Websites: A Descriptive Study of Localization Strategies.” In I. Garcia Izquierdo (ed.) Iberian Studies on Translation and Interpreting, Oxford: Peter Lang.Google Scholar
Kim, Heejung and Hazel Rose Markus
1999 “Deviance or Uniqueness, Harmony or Conformity.” Journal of Personality and Social Psychology 77 (4): 785–800. DOI logoGoogle Scholar
Kress, Gunther and Theo van Leeuwen
2002 “Colour as a Semiotic Mode: Notes for a Grammar of Colour.” Visual Communication 1 (3): 343–368. DOI logoGoogle Scholar
1996 Reading Images: The Grammar of Visual Design. London: Routledge.Google Scholar
Maroto, Jesús and Mario de Bortoli
2003 Web Site Localisation. [URL]
Masnovi, Janae
2013 “Persuasive Strategies and Hats Off for Cancer Donations.” Pepperdine Journal of Communication Research 1 (3): 6–16.Google Scholar
Nord, Christiane
1991 Text Analysis in Translation: Theory, Methodology, and Didactic Application. Amsterdam/New York: Rodopi.Google Scholar
1997 Translating as a Purposeful Activity: Functionalist Approaches. Manchester/Northampton MA: St. Jerome.Google Scholar
2001 “Loyalty Revisited: Bible Translation as a Case in Point.” The Translator 7 (2): 185–202. DOI logoGoogle Scholar
O’Hagan, Minako
2005 “A Game Plan for Audiovisual Translation in the Age of GILT.” Proceedings of the Marie Curie Euroconferences MuTra “Challenges of Multidimensional Translation”. Saarbrücken. [URL]
O’Neil, Julie
2008 “Linking Public Relations Tactics to Long-term Success: An Investigation of How Communications Contribute to Trust, Satisfaction, and Commitment in a Nonprofit Organization.” Journal of Promotion Management 141: 263–274. DOI logoGoogle Scholar
Pym, Anthony
1997 Pour une éthique du traducteur. Arras/Ottawa: Artois Presses Université/Presses de l’Université d’Ottawa.Google Scholar
Reiss, Katharina
1971/2002 La critique des traductions, ses possibilités et ses limites [Möglichkeiten und Grenzen der Uebersetzungskritik]. Translated by Catherine Bocquet. Artois Presses Université.Google Scholar
Reiss, Κatharina and Hans Vermeer
1984 Grundlegung einer allgemeinen Translationstheorie. Tübingen: Niemeyer. DOI logoGoogle Scholar
Sandrini, Peter
2005 “Website Localisation and Translation”. Ιn H. Gerzymisch Arbogast & S. Nauert (eds.), MuTra: Challenges of Multidimensional Translation: Conference Proceedings: 131–138. [URL]Google Scholar
Singh, Nitish and Arun Pereira
2005 The Culturally Customized Website: Customising Websites for the Global Marketplace. Βurlington/Oxford: Elsevier. DOI logoGoogle Scholar
Sklias, Pantelis
2000 “The new international economic relations and international trade regime: the cases of Ecuador and the Common Wealth of Dominica.” Τετράδιο Εργασίας 51 [Workbook 5], Greek Center for Political Research, Panteion University, Athens.Google Scholar
Smith, Brett R., Maria L. Cronley and Terri F. Barr
2012 “Funding Implications of Social Enterprise: The Role of Mission Consistency, Entrepreneurial Competence, and Attitude toward Social Enterprise on Donor Behavior.” Journal of Public Policy and Marketing 311: 142–157. DOI logoGoogle Scholar
Spivey, Sarah
2010 “Non Profits in the Digital Age.” Advertising Age. [URL]
Stiff, James B. and Paul A. Mongeau
2003 Persuasive Communication. 2nd. New York: Guilford.Google Scholar
Wilkins, Jon
2002 “Why is Global Advertising still the Exception, Not the Rule?” Admap, February: 18–20.Google Scholar

Webpages

Cited by

Cited by 2 other publications

Floros, Georgios & Parthena Charalampidou
2019. Website localization. The Journal of Internationalization and Localization 6:2 ► pp. 108 ff. DOI logo
O’Hagan, Minako, Julie McDonough Dolmaya & Hendrik J. Kockaert
2019. Pandemic, localization and change of guard. The Journal of Internationalization and Localization 6:2 ► pp. 69 ff. DOI logo

This list is based on CrossRef data as of 1 april 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.