Résumés
Abstract
The study shows that source and target versions of ads can accurately mirror linguistic preference across source and target environments. It points to culture-specific, genre-specific and gender-specific linguistic preference imprinted in ad discourses. It examines genre-internal variation in print-based advertising in the English-Greek translation paradigm. It explores variation in discursive preference manifested in target versions of business-oriented and cosmetics ads, with a view to indicating that male and female audiences are attributed different social needs in the target environment. If ST/TTs of ads reflect culture-specific hierarchies of deeply felt needs in a society, a lot can be concluded about the immense power of advertising to register fine distinctions with respect to cultural versions of identities, to mould cultural audiences’ expectations and to create new social values in target environments.
Keywords/Mots-clés:
- advertisement translation,
- English-Greek translation,
- identity inscription,
- culture/genre/gender-related variation
Résumé
Cette étude montre que les versions sources et cibles des annonces peuvent refléter avec justesse les préférences linguistiques des environnements sources et cibles. Elle fait ressortir les préférences linguistiques du discours propres à chaque culture, genre et sexe. Elle examine la variation interne du genre dans un paradigme de traduction anglais-grec, et elle explore la variation dans les préférences discursives des versions cibles des annonces de cosmétiques. Si les versions sources et cibles des annonces reflètent une hiérarchie sociale, on peut tirer de nombreuses conclusions sur le pouvoir de la publicité pour détecter de fines distinctions selon l’identité culturelle.
Parties annexes
References
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10.7202/004141ar