scholarly journals Internationalization vs. Localization: The Translation of Videogame Advertising

2007 ◽  
Vol 52 (2) ◽  
pp. 260-275 ◽  
Author(s):  
Raquel de Pedro Ricoy
Keyword(s):  
Video Game ◽  
Cross Cultural ◽  
Translation Theory ◽  
Cultural Perspective ◽  
Global Marketplace ◽  
Translation Strategies ◽  
Written Text ◽  
Visual Elements ◽  
The Cross ◽  
Cultural Dissemination

Abstract A study of the translation of advertising material cannot be restricted to the analysis of language transfer, as the effectiveness of advertisements is contingent upon the successful linkage of (audio)visual elements, media of dissemination and written text. This paper analyses the cross-cultural dissemination of advertisements for the video-game industry, examining commercial arguments from a linguistic and cultural perspective. It is posited here that, in spite of their apparent disparity, the disciplines of translation theory and marketing interface to a large extent in the context of cross-cultural advertising. In the global marketplace, multinationals are faced with the choice to either internationalize or localize the promotion of their products, an issue that mirrors the long-standing debate on naturalising (or domesticating) vs. foreignizing translation strategies. The conclusion reached is that the cross-cultural dissemination of advertising material is best served by adopting an instrumental approach to translation, as described by Nord (1989).

scholarly journals Cognitive and Semiotic Model of Translation

2021 ◽  
Vol 12 (3Sup1) ◽  
pp. 125-142
Author(s):  
Ruslana Presner ◽  
◽  
Nataliia Tsolyk ◽  
Oleksandra Vanivska ◽  
Ivan Bakhov ◽  
...  
Keyword(s):  
Cross Cultural ◽  
Target Language ◽  
Semiotic Analysis ◽  
Cultural Perspective ◽  
Semiotic System ◽  
Translation Strategies ◽  
Semiotic Model ◽  
Communicative Process ◽  
Communicative Act ◽  
Language Text

The paper aims to give a comprehensive cognitive and semiotic analysis of translation strategies implied in the translation of the film “Darkest Hour”. Regarding a film as a communicative process mediated by certain semiotic features makes it possible to analyze the semiotic character of film discourse in translation. Thus, it was decided that translation is not just a speech-oriented process but a communicative act taking place within a definite semiotic space in a cross-cultural perspective. The semiotic model of cinematic discourse has a complicated structure and is analyzed based on semantic, syntactic, and pragmatic criteria. The choice of the semiotic system primarily depends on the communicative situation and its recipients. As the semiotic system of the film “Darkest Hour” is both socioculturally and situationally conditioned, the translator reconstructed the sense of the source language text by implying the translation transformations that assured the accuracy and adequacy of its translation into the target language text.

The welfare state in cross-cultural perspective

2008 ◽  
Vol 51 (6) ◽  
pp. 777-789 ◽  
Author(s):  
Christian Aspalter
Keyword(s):  
Welfare State ◽  
Critical Value ◽  
State Theory ◽  
Cross Cultural ◽  
Cultural Perspective ◽  
General Welfare ◽  
Cultural Traits ◽  
The Cross ◽  
The Welfare State ◽  
State Analysis

English This article sets out to strengthen the cross-cultural perspective in comparative and general welfare state theory, by applying a cross-cultural perspective in both historical and international welfare state analysis. The author puts forward the conclusion that cultural traits and causal determinants can add critical value to the existing body of welfare state theories. French Cet article vise à renforcer la perspective interculturelle dans la théorie comparative et générale de l'état providence, en appliquant une perspective interculturelle dans l'analyse tant historique qu'internationale de l'état providence. L'auteur avance la conclusion que les traits culturels et les déterminants causaux peuvent ajouter une valeur critique au corpus existant de théories de l'état providence. Spanish Este ensayo busca fortalecer la perspectiva intercultural en la teoría general y comparativa del estado del bienestar social a través de la aplicación de una perspectiva intercultural tanto en el análisis histórico del estado del bienestar social como en su análisis internacional. El autor adelanta la conclusión de que los rasgos culturales y los determinantes casuales pueden agregar un valor crítico al cuerpo existente de teorias del estado del bienestar social.

Cross-Cultural Variations in Consumer Behavior

2015 ◽  
pp. 133-158
Keyword(s):  
Marketing Strategy ◽  
Consumer Preferences ◽  
Market Competition ◽  
Marketing Strategies ◽  
Cross Cultural ◽  
Cultural Backgrounds ◽  
Global Marketplace ◽  
Cultural Variations ◽  
The Cross ◽  
Cultural Interventions

The global marketplace is getting congested with inter-market segmentation comprising consumers of various ethnic groups. Such attributes of markets have posed uphill challenges to the companies to develop marketing strategies that caters to the consumer preferences of varied cultural backgrounds. The cross-cultural variations often build discontentment among consumers as their preferences are not meticulously attended by the companies. This chapter defines culture and describes the cross-cultural drivers with a focus on cultural diversity, gender, society, and personality perspectives. The discussions in the chapter argue that the cultural interventions have become very subtle with the increasing market competition, and uniform marketing strategy does not cater to the cross-cultural consumer segments.

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