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.
Table of Contents
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
A Glossary of Terms
Ira Torresi has taught Translation from English into Italian for several years at the University of Macerata and in the Department of Interpreting and Translation (DIT) at the University of Bologna, Forlì, Italy. She currently teaches Interpreting between English and Italian at the DIT. Her research publications include studies on intercultural issues in the translation of advertising material. She also works as a freelance interpreter and translator, and has considerable experience in the promotional and advertising sector.
"Undoubtedly an indispensable companion book for anyone wishing to approach the issue of promotional translation. It goes beyond the first edition, updating content with topics such as translanguaging in social networks and social media. Both the theoretical frameworks and practical tools are combined to offer a comprehensive overview of promotional translation, illustrated with varied and thought-provoking examples. A solid foundation to understand this activity in an innovative way; not to be missed."
Cristina Valdés, University of Oviedo, Spain
"Ira Torresi perfectly combines scholarly rigor and an excellent didactic orientation, with numerous examples of intercultural communication, which will continue to make this book highly attractive to students and teachers alike. Since the appearance of the first edition, it has been the main coursebook for teaching the translation of promotional and advertising texts. This new edition increases still further the value of this volume as an excellent introduction to the different areas and themes of the field."
Mathieu Guidere, University of Paris, France