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Current Approaches to Business and Institutional Translation – Enfoques actuales en traducción económica e institucional

Proceedings of the international conference on economic, business, financial and institutional translation – Actas del congreso international de traducción económica, commercial, financiere e institucional

Daniel Gallego-Hernández

The aim of this publication is to disseminate some of the talks given at the International Conference on Economic, Business, Financial and Institutional Translation, which took place at the University of Alicante on 29–31 May 2014 and was organised by the University’s Department of Translation and Interpreting. Spanish and international researchers, translator trainers, and trainee and professional translators gathered at the conference with the goal, among others, of finding out about new research trends in the field of business and institutional translation.
Esta obra difunde a una serie de intervenciones que se sucedieron en el Congreso Internacional de Traducción Económica, Comercial, Financiera e Institucional, celebrado en la Universidad de Alicante los días 2931 de mayo de 2014, y organizado por su Departamento de Traducción e Interpretación. Dicho congreso reunió a diversos investigadores nacionales e internacionales, así como a diferentes formadores de traductores, traductores en formación y profesionales de la traducción, con el objetivo de, entre otras cosas, conocer las nuevas tendencias de investigación en el ámbito de la traducción económica e institucional.
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Aproximación a un análisis contrastivo de las estrategias persuasivas de implicación emocional en el lenguaje publicitario en prensa escrita en alemán y en español

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MARTA PANADÉS GUERRERO

Universitat de Barcelona

Once the importance of the strategic use of emotionality in the formulation of advertising has been confirmed from different fields, such as Linguistics, Consumer Psychology and Advertising Communication, this study focuses on the way emotional aspects appear on a formal level in the verbal part of press advertisements both in German and Spanish. To that end, the categories resulting from a previous quantitative analysis of the German corpus have been used to study their presence in a qualitative analysis in German and Spanish advertising texts. These categories have been classified according to the existing attachment between the interlocutors (proximity or distance) or to the use of empathy. The politeness theory and its adaptation to the peculiarities of the German language (maxim of quality) have been considered in order to highlight the difficulties the translation into Spanish (maxim of deference) can involve. Likewise, a qualitative analysis of advertisements appeared in the Spanish press has been carried out using the same indicators in order to compare results in both corpora. These analysis conclusions have helped determine the role of emotional aspects in this type of communication, as well as their differences/concordances in their use in both cultural environments. Furthermore, since advertising makes up a meaningful resource to establish a relationship between language and persuasion, an analysis focused on persuasive/emotional strategies in the production and translation of advertising language not only can be transferred into a...

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