La Traducción de la Persuasión Publicitaria
|Dávila-Montes, José M.
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An interdisciplinary approach examining the goal of persuasion and the connection between the visual and the textual across languages, by analyzing issues in the translation of advertising between Spanish and English through the lenses of Psychoanalysis, Semiotics, Neurolinguistics and Comparative Rhetoric. In Spanish.
“The underlying cognitive differences described from a linguistic point to view open new avenues for the comparison and exploration of persuasive discourse in different language pairs—beyond its immediate application to marketing and advertising—, and also shed light on the discussion about differing world views that arise from cultural diversity, especially at a time when cultures become increasingly in contact in our globalized society. To persuade is to create new meaning in the mind of a counterpart; but in different cultures, persuaded meaning can be woven by using textures and patterns that greatly differ from the persuasive strategies of the source/persuading culture.” - Prof. Pilar Orero, Universitat Autònoma de Barcelona
“While most [translation] studies usually limit their scope precisely to the linguistic level, both as an end and as a starting point, this work is able to reveal the complexity of persuasion as a cognitive and a cultural phenomenon, beyond its merely linguistic dimension, that, at the same time, instantiates itself in the form of language.” - Prof. Pilar Sánchez-Gijón, Universitat Autònoma de Barcelona
“His intellectual rigour and the broad, ambitious theoretical grasp of the work – in addition to psychoanalytic theory he draws on a vast knowledge of classical rhetoric and semiotics – makes this book a tour-de-force.”
– Prof. María Constanza Guzmán, York University
Table of Contents
PRIMERA PARTE: TRADUCTOLOGÍA Y PUBLICIDAD
1. MARCOS TEÓRICOS TRADICIONALES
2. TRADUCTOLOGÍA PUBLICITARIA
3. PSICOANÁLISIS Y DESEO: EL «OTRO» DEL ESPEJO
4. SEMIÓTICA: MIL IMÁGENES Y UNA PALABRA
5. RETÓRICA TODO (SON) PALABRAS
TERCERA PARTE: LAS TEXTURAS DE LA PERSUASIÓN.
6. PERSUASIÓN Y TRADUCCIÓN: UN ANÁLISIS CUANTITATIVO (Y POSIBILISTA)
CORPUS Y MARCAJE
7. CONCLUSIONES Y PROYECCIONES
ANEXO 1. PRAGMÁTICA PUBLICITARIA EN TRES VARIEDADES LECTALES DEL ESPAÑOL TELEVISIVO
ANEXO 2. CORPORA – INGLÉS
ANEXO 3. CORPORA – ESPAÑOL
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