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The localization of promotional discourse on the internet

  • Cristina Valdés
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Between Text and Image
Ein Kapitel aus dem Buch Between Text and Image

Abstract

The localization of promotional discourse on the Internet offers an interesting case for study as it entails many of the challenges translation studies are facing nowadays and, most particularly, multimedia translation. The paper is divided in three parts; the first will deal with a description of the main features of promotional discourse with particular reference to web promotion. The second part will examine the several possibilities that the Internet offers as a medium for promotion in terms of its impact, the changes it is bringing about in terms of reception and reading modes and the linguistic implications which derive from its worldwide use. Thirdly, the discourse elements of website texts as well as other considerations about the medium are discussed when focusing on the description of translation strategies in promotional material on the Internet. Finally, the conclusion will highlight some of the needs and shortcomings entailed by this kind of translation which still raises and requires further research.

Abstract

The localization of promotional discourse on the Internet offers an interesting case for study as it entails many of the challenges translation studies are facing nowadays and, most particularly, multimedia translation. The paper is divided in three parts; the first will deal with a description of the main features of promotional discourse with particular reference to web promotion. The second part will examine the several possibilities that the Internet offers as a medium for promotion in terms of its impact, the changes it is bringing about in terms of reception and reading modes and the linguistic implications which derive from its worldwide use. Thirdly, the discourse elements of website texts as well as other considerations about the medium are discussed when focusing on the description of translation strategies in promotional material on the Internet. Finally, the conclusion will highlight some of the needs and shortcomings entailed by this kind of translation which still raises and requires further research.

Kapitel in diesem Buch

  1. Prelim pages i
  2. Table of contents v
  3. Preface vii
  4. Introduction: Audiovisual translation comes of age 1
  5. Recent developments and challenges in audiovisual translation research 11
  6. Part 1. Electronic databases and corpora
  7. ICT approaches
  8. Forlixt 1 – The Forlì Corpus of Screen Translation: Exploring macrostructures 37
  9. Forlixt 1 – The Forlì Corpus of Screen Translation: Exploring microstructures 51
  10. New tools for translators: INTCA, an electronic dictionary of interjections 63
  11. Linguistic approaches
  12. Spoken language in film dubbing: Target language norms, interference and translational routines 79
  13. High felicity: A speech act approach to quality assessment in subtitling 101
  14. Inserts in modern script-writing and their translation into Spanish 117
  15. Part 2. Perception and quality
  16. Empirical approaches
  17. The perception of dubbese: An Italian study 135
  18. Acceptance of the norm or suspension of disbelief? The case of formulaic language in dubbese 149
  19. Measuring the perception of the screen translation of Un Posto al Sole : A cross-cultural study 165
  20. Cultural and psycholinguistic approaches
  21. Taming teen-language: The adaptation of Buffyspeak into Italian 183
  22. From darkness to light in subtitling 197
  23. Subtitles and line-breaks: Towards improved readability 211
  24. Socio-economic approaches
  25. The localization of promotional discourse on the internet 227
  26. Issues of quality in screen translation: Problems and solutions 241
  27. References 257
  28. Filmography 285
  29. Index 289
https://doi.org/10.1075/btl.78.23val

Kapitel in diesem Buch

  1. Prelim pages i
  2. Table of contents v
  3. Preface vii
  4. Introduction: Audiovisual translation comes of age 1
  5. Recent developments and challenges in audiovisual translation research 11
  6. Part 1. Electronic databases and corpora
  7. ICT approaches
  8. Forlixt 1 – The Forlì Corpus of Screen Translation: Exploring macrostructures 37
  9. Forlixt 1 – The Forlì Corpus of Screen Translation: Exploring microstructures 51
  10. New tools for translators: INTCA, an electronic dictionary of interjections 63
  11. Linguistic approaches
  12. Spoken language in film dubbing: Target language norms, interference and translational routines 79
  13. High felicity: A speech act approach to quality assessment in subtitling 101
  14. Inserts in modern script-writing and their translation into Spanish 117
  15. Part 2. Perception and quality
  16. Empirical approaches
  17. The perception of dubbese: An Italian study 135
  18. Acceptance of the norm or suspension of disbelief? The case of formulaic language in dubbese 149
  19. Measuring the perception of the screen translation of Un Posto al Sole : A cross-cultural study 165
  20. Cultural and psycholinguistic approaches
  21. Taming teen-language: The adaptation of Buffyspeak into Italian 183
  22. From darkness to light in subtitling 197
  23. Subtitles and line-breaks: Towards improved readability 211
  24. Socio-economic approaches
  25. The localization of promotional discourse on the internet 227
  26. Issues of quality in screen translation: Problems and solutions 241
  27. References 257
  28. Filmography 285
  29. Index 289
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Heruntergeladen am 29.9.2025 von https://www.degruyterbrill.com/document/doi/10.1075/btl.78.23val/html
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