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Reiseziel Italien

Moderne Konstruktionen kulturellen Wissens in Literatur – Sprache – Film

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Alessandra Lombardi, Lucia Mor and Nikola Roßbach

Wie sieht das Italienbild des 20. Jahrhunderts aus? Die Beiträge des interdisziplinären Bandes analysieren moderne Wissenskonstruktionen in Literatur, Sprache und Film und geben dem deutsch-italienischen Dialog neue Impulse. Drei Themenbereiche stehen dabei im Mittelpunkt: Zum einen bedeutet Italien in der literarischen Moderne – in Romanen, Gedichten, Reiseberichten, Briefen – zugleich Mythos und Mythosdestruktion. Welches «Wissen» wird transferiert oder erst generiert? Zum anderen modelliert die Tourismussprache Italien als Anderswelt. Die «fremde» Sprachkultur als Teil kultureller Identität zu analysieren ist eine zentrale Forschungsaufgabe. Und schließlich zeigen deutsche Filmkameras Italien als Sehnsuchtsort, aber auch als Land von Arbeitsmigration und Kriminalität. Typisieren sie Land und Menschen – oder unterlaufen sie das stereotype Italien-«Wissen» subversiv?
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„Deutsche Gäste willkommen!“ Eine linguistische Fallstudie zum italienischen Tourismusmarketing für den deutschen Markt

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This paper aims to analyze, by focusing on a specific sector, the changes that promotional tourist texts undergo when they are translated for a target group from a different culture. In particular, the goal is to find out the extent to which, in the translated texts, the hosts take into account their potential guests’ values and expectations, and on the other hand, how much they focus on their own identity. The analysis was carried out on cruise brochures: the reason behind this choice is that the cruise sector is characterized by the presence of big companies which heavily invest in marketing and can therefore serve as an example for other tourism operators. The results of two previous contrastive analyses, which had pointed to the use of different „promotional levers“ in Italian and German original texts from the cruise sector, represented the starting point for this study. Here, original brochures and their translations are compared in order to identify possible adaptations that can be explained by the above-mentioned differences.

Il presente contributo si propone di analizzare, limitatamente ad un ambito specifico, gli adattamenti cui vanno incontro testi turistici promozionali nel momento in cui vengono tradotti per destinatari appartenenti ad una diversa cultura. In particolare interessa appurare quanto, nella traduzione, l’ospitante tenga conto dei valori e delle aspettative dei suoi potenziali ospiti e quanto invece si focalizzi sulla propria identità. La scelta dei testi da analizzare è ricaduta su cataloghi del settore crocieristico, caratterizzato da grandi società che investono notevolmente nel...

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