Towards a More Systematic Approach to the Translation of Advertising Texts

Kapitel in diesem Buch

1. Prelim pages i
2. Table of contents v
3. Introduction ix
4. Section I
5. A Fresh Look at Translating 3
6. Theory and Practice of Translation Studies Revisited 13
7. The Scope of a Communicative Theory of Translation 27
8. Living on the Border 37
9. Translation Theory in Chinese Translations of Buddhist Texts 43
10. Self-Translation as an extreme Case of the author-Translator-Dialectic 55
11. The Degree of Grammatical Complexity in Literary Texts as a Translation Problem 65
12. Section II
13. Opportunities in Conference Interpreting Research 77
14. The Computer in Empirical Studies for the Didactics of Translation 91
15. Acquiring Translation Competence 99
16. Translation Strategies and Translation Solutions 107
17. From Techniques to Types of Solutions 117
18. Translation Strategies 129
19. Section III
20. Language Models and Catalan Translation 141
21. Dubbing for Catalan Television 153
22. La Traducción del Título Cinematográfico Como Objeto de Autocensura 161
23. The Translation of Mass Fiction 171
24. La traduction des contes de fées 181
25. Section IV
26. What do We Know About the Target-Text Receiver? 195
27. POSI-tive Thinking About Quality in Translator Training in Finland 213
28. Towards a More Systematic Approach to the Translation of Advertising Texts 223
29. The Translator as Mediator in Advertising Spanish Products in English-Speaking Markets 235
30. Translation as a Component of Software Localization Projects 243
31. Traducción de los nombres vernáculos ingleses de animales en los textos de divulgacion científica 251
32. A Pragmatic Approach to the Description of Phraseology in Biomedical Texts 261
33. References 271
34. Name Index 289
35. Subject Index 291