Translating promotional and advertising texts
著者
書誌事項
Translating promotional and advertising texts
（Translation practices explained）
Routledge, 2021
2nd ed
- : hbk
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注記
"First edition published by St. Jerome Publishing 2010"-- T.p. verso
Includes bibliographical references (p. [201]-207) and index
内容説明・目次
内容説明
The translation of promotional and advertising texts requires the application of techniques which, although they vary depending on the specific text type, are all aimed at preserving their persuasive purpose. This often requires in-depth cultural adaptation and, on occasion, thorough rewriting. Translating Promotional and Advertising Texts covers the key types of promotional texts, including personal, business-to-business, institutional, business-to-consumer, and advertising.
With numerous examples from a wide variety of languages and media, taken from the author's own professional experience and observations, this volume is designed for use as a coursebook for classroom practice or as a handbook for self-learning. It also provides insight for research into promotional and advertising translation. This second, updated edition offers entirely new sections on self-promotion in social media, text analysis, and tools for the cross-cultural appraisal of promotional texts.
Revised with new examples, a glossary of terms, and activities and tasks on the Routledge Translation Studies Portal, this is the essential text for students, researchers, translators, and professionals working in copywriting, marketing, public relations, or related areas.
目次
List of Tables and Illustrations
Acknowledgements for the first edition
Acknowledgements for the second edition
1 Introduction: Why a Book on the Translation of Promotional Texts?
2 Promotional Translation and Professional Practice
3 Key Issues in Promotional Translation
4 Translating Self-Promotion
5 Translating Business-to-Business Promotion
6 Translating Institutional Promotion
7 Translating Business-to-Consumer Promotion
Appendix
A Glossary of Terms
References
Index
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