Abstracts
Abstract
Much good work on Translation Studies (TS) has concentrated on the verbal text. Nevertheless, in our post-modern world, multi-modality is exploited to the maximum, as advertising shows. In turn, hyper-textuality is also a common feature of today’s advertising messages. Furthermore, both multi-modality and hyper-textuality are ideologically designed not only to sell products but to promote entire ways of life. In its second section, the present paper draws on Van Leeuwen (1993), Gastil (1992) and Kress and Van Leeuwen (1998) to approach the notion of multi-modality. It also draws on Askehave and Nielsen (2004) to study hyper-textuality in general and structural/associative links in particular. These theoretical proposals are then applied (in sections 3 and 4) to four translated or translation-related ads on paper and/or on electronic format. Finally, section 5 puts forward a series of conclusions related to the topics under discussion, which are connected to the ideological consequences of the translating (or translation-related) task.
Keywords/Mots-Clés:
- hyper-textuality,
- multi-modality,
- publicity,
- translation studies
Résumé
Beaucoup d’études de qualité portant sur la traduction se sont concentrées sur le texte verbal. Néanmoins, dans notre monde postmoderne, la multimodalité est exploitée au maximum, comme en témoigne la publicité. D’autre part, l’hypertextualité est aussi une caractéristique des messages publicitaires d’aujourd’hui. En outre, la multimodalité et l’hypertextualité sont idéologiquement conçues non seulement pour vendre des produits mais aussi pour promouvoir de nouveaux styles vie. Dans la première section, cette étude recourt à Van Leeuwen (1993), Gastil (1992) et Kress et Van Leeuwen (1998) pour cerner la notion de multimodalité. Il utilise aussi Askehave et Nielsen (2004) pour étudier l’hypertextualité en général et les relations structurelles/associatives en particulier. Ces propositions théoriques sont appliquées par la suite (dans les sections 3 et 4) sur quatre publicités traduites (ou en rapport avec la traduction) en format papier et/ou en format électronique. Finalement, la section 5 propose une série de conclusions en rapport avec les sujets en discussion, reliées aux conséquences idéologiques du travail de traduction (ou en rapport avec la traduction).
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Appendices
References
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