Mainostekstien kääntäminen [Advertising translation]

Cristina Valdés
University of Oviedo
Käännös Otto Dahl
Sisällysluettelo

Vaikka mainostekstien kääntäminen nousi käännöstieteellisesti kiinnostavaksi aiheeksi vasta verraten myöhään, siitä on tullut yksi tieteenalan nopeimmin ja intensiivisimmin kehittyvistä osa-alueista. Jos aihetta haluaa tutkia kattavasti, sitä on lähestyttävä monitieteisesti mainosmateriaalin tuottamisen ja kääntämisen monimutkaisuuden vuoksi. Avainkysymyksiä mainostekstien kääntämisen tutkimuksessa ovat mainonnan diskurssi ja sen vaikutukset mainostekstien kääntämiseen, mainonnallisten tekstien rikkaus ja kirjo, tuottamis-, levitys- ja käännösprosessin osanottajat sekä median vaikutukset.

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Lähteet

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