Abstracts
Abstract
A study of the translation of advertising material cannot be restricted to the analysis of language transfer, as the effectiveness of advertisements is contingent upon the successful linkage of (audio)visual elements, media of dissemination and written text. This paper analyses the cross-cultural dissemination of advertisements for the video-game industry, examining commercial arguments from a linguistic and cultural perspective.
It is posited here that, in spite of their apparent disparity, the disciplines of translation theory and marketing interface to a large extent in the context of cross-cultural advertising. In the global marketplace, multinationals are faced with the choice to either internationalize or localize the promotion of their products, an issue that mirrors the long-standing debate on naturalising (or domesticating) vs. foreignizing translation strategies. The conclusion reached is that the cross-cultural dissemination of advertising material is best served by adopting an instrumental approach to translation, as described by Nord (1989).
Keywords/Mots-clés:
- internationalization,
- localization,
- cross-cultural communication,
- videogames
Résumé
Une étude de la traduction des textes publicitaires ne peut se limiter à l’analyse du transfert linguistique dans la mesure où l’impact publicitaire dépend de la réalisation d’une fusion entre les éléments (audio-)visuels, le mode de diffusion et le texte écrit. Cet article porte sur l’analyse de la diffusion transculturelle de textes publicitaires issus du secteur des jeux vidéo, et en particulier sur l’examen des arguments commerciaux selon une perspective culturelle et linguistique.
Il est suggéré qu’en dépit de leur apparente disparité, les disciplines de la théorie de la traduction et du marketing se recoupent largement dans le contexte de la publicité transculturelle. Sur le marché mondial, les multinationales peuvent faire le choix de l’internationalisation ou de la localisation pour la promotion de leurs produits, reflétant ainsi le débat de longue date sur la domestication vs la foreignisation. La conclusion proposée est que la meilleure réalisation de la diffusion transculturelle de textes publicitaires passe par l’adoption d’une méthodologie instrumentale de la traduction, à l’image de celle de Nord (1989).
Appendices
References
- Adab, B. (2002): “The Translation of Advertising: A Framework for Evaluation,” Babel 47-2, pp. 133-155.
- Ambler, T. (2000): “Persuasion, Pride and Prejudice: How Ads Work,” International Journal of Advertising 19-3, pp. 299-315.
- Boutlis, P. (2000): “A Theory of Postmodern Advertising,” International Journal of Advertising 19-1, p. 3-23.
- De Pedro, R. (1996): “Beyond the Words: The Translation of Television Adverts,” Babel 42-1, pp. 27-45.
- De Pedro Ricoy, R. (2001): “Translatability and the Limits of Communication,” in Grant, C.B. and D. McLaughlin (eds), Language-Meaning-Social Construction. Interdisciplinary Studies, Amsterdam and New York, Rodopi.
- Douglas, T. (1984): Complete Guide to Advertising, London, Macmillan.
- EDGE eds (February 2001): “Sex, Violence and Videogames,” pp. 62-69.
- EDGE eds (April 2002): “Xbox gets off to inauspicious start in Japan,” pp. 6-9.
- EDGE eds (May 2002): “Minority Report,” pp. 72-79.
- EDGE eds (December 2002): “Ex-box?,” pp. 46-53.
- EDGE eds (Specials, issue 7): “Interview: David Gosen,” pp. 12-19.
- Grice, H.P. (1975): “Logic and Conversation,” in Cole, P. and J. L. Morgan (eds), Syntax and Semantics, London, Academic Press.
- Hewson, L. and J. Martin (1991): Redefining Translation. The Variational Approach, London, Routledge.
- Kaynak, E. and A. Kara (2001): “An Examination of the Relationship among Consumer Lifestyles, Ethnocentrism, Knowledge Structures, Attitudes and Behavioural Tendencies: A Comparative Study of Two CIS States,” International Journal of Advertising 20-4, p. 455-482.
- Lodge, D. (1984): Language of Fiction. Essays in Criticism and Verbal Abnalysis of the English Novel, London, Routledge and Keegan Paul.
- Nord, C. (1989): “Textanalyse und Übersetzungsauftrag,” in Königs, F. G. (ed), Übersetzungswissenschaft und Fremdsprachenunterricht. Neue Beiträge zu einem alten Thema, Munich, Goethe-Institut, p. 95-119.
- Nord, C. (1991): Text Analysis in Translation: Theory, Methodology and Didactic Application of a Model for Translation-Oriented Text Analysis, Amsterdam, Rodopi.
- Veres, L. (2002): “El lenguage de la publicidad de los videojuegos: La violencia y la publicidad en los videojuegos,” Caleidoscopio 5, www.uch.ceu.es/caleidoscopio/numeros/cinco/veres.htm
- www.overgame.com
- www.playmore.com
- media.ps2.ign.com/articles/099/099423/vids_1.html www.lynchnet.com/ads/
- www.cube-europe.com/news.php?nid=1943
- www.gorgeous.co.uk
- www.meristation.com/sc/noticias/noticia.asp?c=CON&n=5152