Traduction et publicité: analyse comparative du spot publicitaire de "La vache qui rit" / "A vaca que ri" (2010)

Translated title of the contribution: Translation and advertising: comparative analysis of the commercialfor “The laughing cow” / “A vaca que ri” (2010)

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Abstract

When crossing geographical borders, advertising must adapt to the new reality of the country to which it will be transported. In this article, we have chosen to study the responsiveness of television advertising for the famous French “Laughing Cow” in Portugal, what were the choices/adaptations made by the translators to convey the marketing message of this specific product in a country other than France, analysing not only the French source text and its Portuguese translation, but first of all by recalling the context, its importance in the interpretation process because there is only contextualized discourse, and we know that meaning cannot truly be assigned to utterances that are out of context.
Translated title of the contributionTranslation and advertising: comparative analysis of the commercialfor “The laughing cow” / “A vaca que ri” (2010)
Original languageFrench
Pages (from-to)145-161
Number of pages17
JournalSynergies Portugal
Issue number8
Publication statusPublished - 2020

Keywords

  • Translation
  • Advertising
  • Receptivity
  • La vache qui rit
  • A vaca que ri

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