Advertising culture and translation : from colonial to global / edited by Renato Tomei
By: Tomei, Renato [editor,, contributor].
Contributor(s): Masiola Rosini, Rosanna [contributor] | Baraldo, Matteo [contributor].
Publisher: Newcastle upon Tyne, UK : Cambridge Scholars Publishing, 2017Copyright date: ©2017Description: xi, 214 pages, 8 unnumbered pages of plates : illustrations (some color) ; 21 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781443843898.Subject(s): Advertising -- Social aspects | Translating and interpretingGenre/Form: Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5821 .A28 2017 (Browse shelf) | Available | AU00000000011489 |
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| HF5811 .M37 2018 Advertising and promotional culture : case histories / | HF5811 .V45 2015 100 ideas that changed advertising / | HF5811 .W82 2016 The attention merchants : the epic scramble to get inside our heads / | HF5821 .A28 2017 Advertising culture and translation : from colonial to global / edited by Renato Tomei | HF5821 .E395 2017 Advertising : what everyone needs to know / | HF5821 .O34 2022 Advertising and integrated brand promotion / | HF5822 .S88 2021 Alchemy : the dark art and curious science of creating magic in brands business, and life / |
Includes bibliographical references and index
Culture in translation: British and American brands in literature / Rosanna Masiola -- Colonial, postcolonial, and global advertising / Renato Tomei -- The extending periphery: conflicts and identities / Renato Tomei -- Translational issues: from English to English / Renato Tomei -- Stigma stereotyping and "made in Italy" / Matteo Baraldo
"This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the 'centre' and the 'periphery'. It introduces the concept of advertising English as lingua franca (AELF), marking new trends in the domain of varieties of English around the world (VEAW). The data examined here show the ambivalent polarity conditioning advertising and translation: both have been mutually exclusive, and both have been subject to bans, censorship and ideological control, racism, propaganda, and stereotyping. In their fundamental principles and concepts of theories and applications, however, neither discipline cannot exist outside a free market and total freedom of expression and trust."--Publisher description