Publications

Publication details [#6519]

Hatim, Basil. 1996. The method in their adness: the juggling of texts, discourse and genres in the language of advertising and implication for the translator. In Hurtado Albir, Amparo, ed. La enseñanza de la traducción [Teaching translation] (Estudis sobre la Traducció 3). Castelló de la Plana: Universitat Jaume I. pp. 109–126.
Publication type
Article in jnl/bk
Publication language
English
Keywords
advertising | constraint | culture=cultural approach | discourse | genre | image=mental image

Abstract

This study deals with the structure of advertisements and their degree of cultural specificity. When this is high, a conservative translation would be meaningless, so that translators are forced to completely change the images chosen in the original advertisements.
Source : BITRA/ J. Franco