Publications
Publication details [#4743]
Nomura, Masa. 2000. Text, image and translation: the example of advertising in German and in Brazilian Portuguese in a globalized context. In Chesterman, Andrew, Natividad Gallardo San Salvador and Yves Gambier, eds. Translation in context (Benjamins Translation Library 39). Amsterdam: John Benjamins. pp. 261–270.
Publication type
Article in jnl/bk
Publication language
English
Keywords
Source language
Abstract
This paper investigates some similarities and differences between cultural stereotypes utilized in advertising in a globalized context. The author has analysed a selection of advertising texts in German and in Brazilian Portuguese in order to discuss issues pertaining to identity and otherness and the concept of stereotype that clarifies these issues. The stereotypes encountered in the texts analysed confirm, albeit partially, what is understood by ‘being German’ or ‘being Brazilian’.
Source : Based on abstract in book