The translation of promotional and advertising texts requires the
application of techniques which, although they vary depending on the
specific text type, are all aimed at preserving their persuasive
purpose. This often requires in-depth cultural adaptation and, on
occasion, thorough rewriting. Translating Promotional and Advertising
Texts covers the key types of promotional texts, including personal,
business-to-business, institutional, business-to-consumer, and
advertising.
With numerous examples from a wide variety of languages and media, taken
from the author's own professional experience and observations, this
volume is designed for use as a coursebook for classroom practice or as
a handbook for self-learning. It also provides insight for research into
promotional and advertising translation. This second, updated edition
offers entirely new sections on self-promotion in social media, text
analysis, and tools for the cross-cultural appraisal of promotional
texts.
Revised with new examples, a glossary of terms, and activities and tasks
on the Routledge Translation Studies Portal, this is the essential text
for students, researchers, translators, and professionals working in
copywriting, marketing, public relations, or related areas.