Publicidad y traducción: el robo de mitos y contramitos en un mundo globalizado

Authors

  • María Calzada Pérez Universidad Jaume I, Castellón

DOI:

https://doi.org/10.52034/lanstts.v2i.91

Keywords:

idiología, publicidad, semiótica, traducción

Abstract

Advertising is an essential component of a new form of postcolonialism – globalization (and its associated partner consumerism). Some form of critical resistance seems necessary. Supporting the ‘translation turn’ (Bassnett 1998), the present paper wishes to underline the significance of translation studies for the analysis of textual rewritings in order to analyse textual rewritings (ads in this case). Drawing on Vidal Claramonte (1998) and semiotics (Barthes in particular), it discusses the notions of denotation, con¬notation, myth and countermyth and applies them to the study of three original and translated/translatable printed ads.

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Published

25-10-2021

How to Cite

Calzada Pérez, M. (2021). Publicidad y traducción: el robo de mitos y contramitos en un mundo globalizado. Linguistica Antverpiensia, New Series – Themes in Translation Studies, 2. https://doi.org/10.52034/lanstts.v2i.91

Issue

Vol. 2 (2003): Translation as creation: the postcolonial influence

Section

Articles

License

Copyright (c) 2021 María Calzada Pérez

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