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SM ISO690:2012 BORDIAN, Svetlana. Publicité, traduction, interculturalité. In: La Francopolyphonie, 2012, nr. 2(7), pp. 67-75. ISSN 1857-1883. |
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La Francopolyphonie | ||||||
Numărul 2(7) / 2012 / ISSN 1857-1883 | ||||||
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Pag. 67-75 | ||||||
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Assuming that advertising and advertising translation – viewed as discursive practices and cultural products – are contiguous with interculturalism, the author of this article aims at using interculturalism as a descriptive term in researching their characteristics. While testing the concept of interculturalism in this context, she is seeking for new possibilities of defining and specifying it, and is trying to measure the intercultural dimension of the advertising discourse. The study demonstrated that the concept of interculturalism can highlight the commercial character of advertising speech, and that it does not represent an art for art, but an art of selling. Both advertising and advertising translation are open to receive elements from
foreign cultures that have to be dosed. Advertising consumers’ encounter with other cultures is mediated either by advertising creators or translators, and the access is determined by several factors, such as applied translation methodology, translator/creator’s culture and idiolect, whose product is advertised, the countries concerned, readers’ interpretation ability etc. Interculturalism in advertising and advertising translation appears both as a source of enrichment and a danger of assimilation. As a descriptive term, interculturalism depends on its multireference character, and a formal definition is impossible. However, it involves reflection on the notion of culture, while advertising favors the notion of cultures to the detriment of culture. |
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Cuvinte-cheie Advertising, interculturality, culture, globalization, advertising translation |
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