Publications
Publication details [#4882]
Fuentes Luque, Adrián and Dorothy Kelly. 2000. The translator as mediator in advertising Spanish products in English-speaking markets. In Beeby Lonsdale, Allison, Doris Ensinger and Marisa Presas, eds. Investigating translation (Benjamins Translation Library 32). Amsterdam: John Benjamins. pp. 235–242. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
Publication type
Article in jnl/bk
Publication language
English
Keywords
Source language
Target language
Abstract
This paper concentrates on the exploitation of national or cultural identity in the advertising of exports. It is generally accepted in studies on advertising that the identification or a product with a specific national or cultural origin may influence the success of marketing campaigns. In order to underline the importance of the role of the translator as a mediator in these cases, the authors have analysed the results of a small-scale case study of advertisements for Spanish products in English-speaking markets, linking the findings to those of studies on the national image of Spain. In doing so, they adopt a definition of the role of the translator which clearly transcends the traditionally-accepted role of the bilingual scribe.
Source : Based on information from author(s)