Acceso a las guías docentes en gallego

 Acceso a las guías docentes en castellano

Advertising Translation

(Prof.ª José Yuste Frías)

One of the main objectives of this subject is to eliminate the topic of that the symbol and the image in translation are supposedly universal, proving that it is essential to (para)translations of both elements that accompany the advertising texts when one intends to communicate from one country to another, from one language to another, from one culture to another... from one market to another.

By analysing different examples of icon-textual entities that exist in advertising translation, students will learn to dismantle the subtle mechanisms and effective (para)translative communication strategies that businesses, industries, organizations and institutions with an international projection assume when conquering new markets, using a global policy of authentic and pure paratranslation garnished with localisation touches that aim to turn purely commercial products into supposedly cultural goods for universal consumption.

For a first general approach to this subject click here.