Resumen de Présent et futur de la traduction publicitaire: entre eikôs et pathos
Advertising language strategy for all markets and for all kinds of public is unusual. There are few products which do not need alteration in text or in image. Due to the persuasive nature of the advertising discourse, the duty of translators is to follow the rules of language code and rhetoric. The aim of this article is to analyze the translation strategies borrowed by translators according to the kind of product advertised, to the argumentative aim and to the addressee.
Plan de l'article
1. Introduction
2. L'annonce " mondialisée "
3. De l'altérité
4. Fidélité ou recréation ?
5. De la modulation à l'adaptation
6. De l'adaptation à la transposition culturelle
7. Du principe de vraisemblance
8. Entre aujourd'hui et demain : à la recherche des émotions
