Indirect translation in advertising: the case of Estrella Damm.
The Catalan brand Estrella Damm (a beer produced in Barcelona) is very popular for its summer advertisements. The 'Mediterràniament' commercials (2009–2021) reinforce the Mediterranean culture through its people, gastronomy and landscape. Estrella Damm commercials are produced in Catalan and Spanish...
| Publicado en: | Perspectives: Studies in Translatology Vol. 32; no. 5; pp. 833 - 849 |
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| Autores principales: | , |
| Formato: | Artículo |
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Taylor & Francis Ltd
Oct2024
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=180086849&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 180086849 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 0907676X S2F jtl: Perspectives: Studies in Translatology issn: 0907676X maglogo: N pubinfo: dt: Oct2024 vid: 32 iid: 5 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 180086849 10.1080/0907676X.2023.2278531 ppf: 833 ppct: 16 formats: fmt: – @attributes: type: T – @attributes: type: P size: 1.4MB tig: atl: Indirect translation in advertising: the case of Estrella Damm. aug: au: Corrius, Montse Espasa, Eva affil: Department of Communication, Universitat de Vic-Universitat Central de Catalunya, Vic, Spain Department of Translation, Interterpreting and Applied Languages, Universitat de Vic-Universitat Central de Catalunya, Vic, Spain su: Linguistic minorities Language & languages Spanish language Advertising campaigns English language sug: subj: Linguistic minorities Language & languages Spanish language Advertising campaigns English language keyword: Advertising translation audiovisual translation indirect translation low-diffusion languages minority languages subtitling ab: The Catalan brand Estrella Damm (a beer produced in Barcelona) is very popular for its summer advertisements. The 'Mediterràniament' commercials (2009–2021) reinforce the Mediterranean culture through its people, gastronomy and landscape. Estrella Damm commercials are produced in Catalan and Spanish, and some are produced in Catalan, then translated into Spanish, and finally subtitled in English, since Estrella beer is sold internationally. This paper examines how indirect translation (Catalan, Spanish, English) has been used in Estrella Damm 'Mediterràniament' advertising campaign through textual analysis of commercials and through interviews to the translators who created the Estrella Damm international versions from mediating texts. In indirect translation involving related languages, each version can affect one another: creative options for one text in Catalan can be adopted in the Spanish version, which may also influence the final English version. Therefore, translation for advertising in bilingual contexts contributes to visibilizing mediating languages and versions. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Perspectives: Studies in Translatology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Perspectives: Studies in Translatology holder: Taylor & Francis Ltd dt: @attributes: year: 2024 holdings: @attributes: islocal: N |
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