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From: Beverly Adab <[log in to unmask]>
CALL FOR PAPERS: ADVERTISING ACROSS CULTURES (SPECIAL ISSUE OF THE
TRANSLATOR)
Special issue of The Translator (Volume 10, No. 2, 2004)
Guest-edited by Beverly Adab (Aston University, Birmingham, UK) and
Cristina Valdés (University of Oviedo, Spain)
Advertising texts are often described as a cultural mirror’ in that
they are designed around and seek to exploit culture-specific habits,
behaviour, expectations and lifestyles for a very pragmatic purpose.
The production of an advertising text involves a huge amount of market
research, so that the intended audience can be very carefully targeted,
the right buttons pressed and the desired responses elicited. Much has
been written about the marketing aspects of promotional material in
general, and several scholars (particularly in linguistics) have
addressed questions relating to the structure and function of
advertisements, focusing on images, rhetorical structure, semiotic
functions, discourse features, audio-visual media, amongst other
aspects of the genre. Not much, on the other hand, has been written
within translation studies about the complexities involved in the
transfer of an advertising message.
This special issue of The Translator will explore various
interdependent aspects of the interlingual and intercultural transfer
of an advertising message. Contributors from different disciplines are
invited to address any aspect of this broad topic and to orient their
discussion to the demands of the translation situation. The issues
addressed may include the following:
* appeal: how advertisements are adapted to different addressees and
different value systems.
* impact: reception of advertisements by different communities. This
may include testing and quality control issues.
* the global/local debate: what works best, when and why; the new
challenges of localisation
* ethics, moral issues and the impact of globalisation
* products, markets, cultural communities and rhetorical strategies
* the semiotics of advertisements
* the interdependence of medium and message: print-based advertising;
internet advertising; television advertising; cinema advertising.
* a diachronic view of the role of and approaches to advertising,
including the use of translation as a method of transfer
* The function and treatment of brand names
Contributions which offer theoretical and/or historical analyses, as
well as specific case studies are welcome. Articles should be between
6000 and 8000 words on average. Examples from languages other than
English should be glossed, unless the point is evident without a gloss.
Copyright permission for advertisements cited must be obtained by the
contributor where necessary prior to publication. Advertisements can
only be reproduced in black and white, so where colour is an important
element, this should be glossed in the paper.
Contributors are strongly encouraged to frame their analysis within a
well documented and clear review of the state of the art in their
chosen domain.
Should the number of high-quality contributions exceed the extent of
the special issue, a companion volume will be considered along the
lines of Traductio (companion volume to the special issue on Wordplay
and Translation, edited by Dirk Delabastita), and Triadic Exchanges
(companion volume to the special issue on Dialogue Interpreting, edited
by Ian Mason).
Schedule
* 31 May 2003: deadline for submission of proposals (500-word
abstracts), to be sent to one of the two editors ([log in to unmask]
or [log in to unmask])
* 31 July 2003: final date for decisions regarding the acceptance of
proposals;
* 31 October 2003: deadline for submission of papers;
* 20 December 2003: confirmation of acceptance of articles
* November 2004: publication date.
--
Dr Beverly Adab
Director of French Studies
School of Languages and European Studies
Aston University
Aston Triangle
BIRMINGHAM B4 7ET
tel: 0121 359 3611 (switchboard)/ 3621 (automatic)
ext 4235 or 4237
fax: 0121 359 6153
http://www.les.aston.ac.uk/staff/bja.html
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