Abstract:Résumé
Le présent article a pour objet la présence d’expressions et de mots étrangers dans la publicité de cinq pays d’Europe à partir d’un corpus constitué de magazines publiés en Allemagne, en France, en Espagne, en Italie et au Royaume-Uni. Il cherche à déterminer les raisons de ce phénomène : s’agit-il de mots et d’expressions intraduisibles ou a-t-on choisi de ne pas les traduire ? Il s’agit d’un processus de fétichisation et d’exhibition linguistique qui trouve sa place dans une stratégie de no… Show more
“…If the globalizing effect of advertising on the recipient social value system has been pointed out for interlingually translated texts, then some reflections are also in order in the light of the relatively recent trend towards non-translation (Prieto del Pozo 2009;Nemčoková 2011;Páez Rodríguez 2013;Comitre Narváez 2015). We have already mentioned earlier that the choice of non-translation is the result of a translation process in its own right -albeit the process is initiated within marketing departments rather than by translators.…”
Section: Advertising Translation and Cultural Variation -An Accelerat...mentioning
“…If the globalizing effect of advertising on the recipient social value system has been pointed out for interlingually translated texts, then some reflections are also in order in the light of the relatively recent trend towards non-translation (Prieto del Pozo 2009;Nemčoková 2011;Páez Rodríguez 2013;Comitre Narváez 2015). We have already mentioned earlier that the choice of non-translation is the result of a translation process in its own right -albeit the process is initiated within marketing departments rather than by translators.…”
Section: Advertising Translation and Cultural Variation -An Accelerat...mentioning
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.