Please use this identifier to cite or link to this item: http://hdl.handle.net/10077/9178
Title: Il ruolo della teoria nella motivazione e nella giusificazione delle scelte traduttive nell'ambito della traduzione pubblicitaria: quali norme insegnare?
Authors: Ventura, Daniela
Keywords: Trend in advertising translationTheoretical translation modelsCompetence of professional translatorsPragmatic meaning as advertisingMarket and Advertising Regulation
Issue Date: 2011
Publisher: EUT Edizioni Università di Trieste
Source: Daniela Ventura, "Il ruolo della teoria nella motivazione e nella giusificazione delle scelte traduttive nell'ambito della traduzione pubblicitaria: quali norme insegnare?", in: in: Rivista internazionale di tecnica della traduzione = International Journal of Translation n.13 (2011), pp. 73-82
Series/Report no.: Rivista internazionale di tecnica della traduzione = International Journal of Translation
13
Abstract: 
The current trend in advertising translation is not to apply theoretical translation
models. Nowadays, the competence of professional translators is mainly based on
experience and despite the efforts of empirical research, theory seems to be of little use to
translators. The question is: can the theoretical support be useful to the advertising
translator? Can the process in professional translation be explained in terms of norms
when we talk about a peculiar discourse with a pragmatic meaning such as advertising?
In order to determine if and how theory and norms can motivate and justify translation
strategies, this paper explores reasons behind the main difficulty in translation process
by revealing both the nature of persuasive discourse in advertisement and external
factors such as Market and Advertising Regulation.
Type: Article
URI: http://hdl.handle.net/10077/9178
ISSN: 1722-5906
Appears in Collections:Rivista internazionale di tecnica della traduzione n.13 - 2011

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