Publication details [#8642]

Aniswal, A. G. and H. Haslina. 2004. Product positioning: a cultural studies approach in persuasive language. Génesis 4 : 74–85.
Publication type
Article in jnl/bk
Publication language


The translator strives to produce a translated text that will bring about, if possible, the same effects as that produced by the source language text. This paper contrastively analyses the advertising texts found in multicultural Malaysia. Advertising texts aim to promote a product. A merchandising product is the same physically in whatever socio-cultural environment it finds itself. This paper looks at how that physicality is manipulated linguistically and culturally to obtain positive receptions from the buying target audience. The Malaysian copywriter is undoubtedly a practitioner of some aspects of the translation theory.
Source : Abstract in journal