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No description available.

No description available.

Cross-cultural communication has acquired particular significance in contemporary societies, where the world-wide traffic of people, goods and ideas, which has impacted upon social and cultural values, raises debates over globalisation issues. Translation plays a crucial role in these interchanges, by mediating the socio-cultural contacts between different language communities. The present study aims to look into the translation of advertisements that cross borders, and that are part of the cross-cultural flow. It will attempt to describe and discuss the translation strategies employed in the translation of perfume and cosmetics print advertisements in to Portuguese.F or this purpose, a selection of English and Portuguese advertisements of the major brands of these products has been made, so as to (a) outline the main translation approaches adopted in the translation into Portuguese, (b) compare them to the major approaches adopted in English advertisements of the same type, (c) discuss major issues in translation studies raised by the specificity of international advertising, and (d) infer some of the (cultural) factors conditioning these options. This analysis will consider the different constitutive dimensions of these multimodal messages, namely pictorial and verbal elements, the combination of which is believed to influence the translational approaches and processes. This study also seeks to demonstrate that discursive features and translation strategies a re-connected with the societies they are part of and hence both affect and reflect the existing cultural conditions and power relations. This view of discursive practices, particularly translation, as part of the wide cultural system, has required an approach that draws on different disciplines, namely discourse and serniotic analysis, media studies in advertising and international marketing, as well as studies in translation.

The aim of this study is to explore advertising and in particular advertising reception as a significant part of contemporary social practice. Although advertising in some form has been a feature of a wide range of societies, historically and culturally, its economic and social importance has perhaps never been greater. Advertising, across the industrial period and in particular since the Second World War, has through the entrenchment of market economies and the development of different media technologies increased its reach and density through a variety of means. It has become a significant media form, received by audiences differentiated by social, economic, spatial and other factors. This study enquires into the nature of audience reception of advertising through an exploration and application of the encoding/decoding media model. The study argues that attention to the textual and formal elements of the model need to be given greater emphasis and the decoding aspect of the model broadened to deal with a complexity of contextual factors contributing to the process. Advertising media by their nature are comprised of different formal and presentational means. The study focuses on newsprint, television and billboard and other outdoor advertising. The public and private environments in which these forms appear can be characterised through the social and symbolic difference between the domestic environment in which much television is viewed and the outdoor urban environment in which much billboard advertising appears. These are recognised as contributory elements in the reception of advertising and any significance the advert may have for its audience. Audience decoding of advertisements is then a combination of producer intent and a complexity of contributory factors brought to or found in the decoding process. This includes a recognition of various ways of seeing associated with different media forms and social and spatial circumstances and the presentation and reception of adverts as part of a flow of advertising and of a wider social experience. The relation between adverts and other texts also has important intertextual consequences for reception. In the process of decoding, it will be argued that social groups can be understood to act as interpretive communities and a process of advertising diffusion can be observed. Three empirical case studies form a survey of mainly car or car related advertising, featuring television, billboard and newsprint advertising, and highlight a range of possible decodings. The significance of historical and social factors is confirmed as important in securing particular readings of advertisements, and spatial, environmental and contextual features are emphasised in this survey. The survey acknowledges the significance of advertising form and medium and highlights the circumstances in which negotiated and oppositional readings may occur. This study re-emphasises that advertising texts form their signification within a complex arrangement of synchronic and diachronic circumstances in which immediate social and environmental factors should be accorded further significance in the study of advertising. The study concludes with a reflection on its methods and procedures and a consideration of further work that might be carried out in the area of empirical advertising studies. In the interest of a richer understanding of advertising, further research would acknowledge the complexities of audience reception and might include an enquiry into further advertising contexts and environments.