>From: Beverly Adab <[log in to unmask]>
>CALL FOR PAPERS: ADVERTISING ACROSS CULTURES (SPECIAL ISSUE OF THE
>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
>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).
>* 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
>* 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
>BIRMINGHAM B4 7ET
>tel: 0121 359 3611 (switchboard)/ 3621 (automatic)
> ext 4235 or 4237
>fax: 0121 359 6153