Translating Slogans: Advertising Campaigns Across Languages
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28150%2F11%3A43867828" target="_blank" >RIV/70883521:28150/11:43867828 - isvavai.cz</a>
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Translating Slogans: Advertising Campaigns Across Languages
Popis výsledku v původním jazyce
As market became global, migrating products were accompanied by migrating advertising campaigns, which created new challenges for translators worldwide. A substantial number of trends and problems in the translation of advertising language have already been dealt with extensively. This paper offers an observation of the global advertising campaigns entering the small markets of the Czech and Slovak Republics since the markets opened to western products 20 years ago and it maps the major stages of the development of advertising slogan translation of that period. The first stage of using untranslated slogans for the local market was followed by a stage of rather poor translations, which now again seems to have been replaced by a wave of untranslated advertising texts. This paper tries to find reasons behind this development, pinpointing the specific problems during each stage. It charts the development as it was experienced by small-market translators and consumers and offers examples an
Název v anglickém jazyce
Translating Slogans: Advertising Campaigns Across Languages
Popis výsledku anglicky
As market became global, migrating products were accompanied by migrating advertising campaigns, which created new challenges for translators worldwide. A substantial number of trends and problems in the translation of advertising language have already been dealt with extensively. This paper offers an observation of the global advertising campaigns entering the small markets of the Czech and Slovak Republics since the markets opened to western products 20 years ago and it maps the major stages of the development of advertising slogan translation of that period. The first stage of using untranslated slogans for the local market was followed by a stage of rather poor translations, which now again seems to have been replaced by a wave of untranslated advertising texts. This paper tries to find reasons behind this development, pinpointing the specific problems during each stage. It charts the development as it was experienced by small-market translators and consumers and offers examples an
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
AI - Jazykověda
OECD FORD obor
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Návaznosti výsledku
Projekt
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Návaznosti
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Ostatní
Rok uplatnění
2011
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
Beyond Borders - Translations Moving Languages, Literatures and Cultures
ISBN
978-3-86596-356-7
ISSN
1438-2636
e-ISSN
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Počet stran výsledku
14
Strana od-do
59-72
Název nakladatele
Frank&Timme GmbH Verlag fur wissenschaftliche Literatur
Místo vydání
Berlin
Místo konání akce
Joensuu
Datum konání akce
10. 12. 2009
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
000301956900003