Selection strategies and (para)textual Adaptation in Multimodal Advertising teasers based on Eco-translatology. Case study: trilingual teaser of Emirates airlines

مطالعات زبان و ترجمه

Articles in Press, Accepted Manuscript, Available Online from 07 December 2024

Document Type: Research Article

DOI: 10.22067/lts.2024.88917.1268

Authors

nosrat hejazi^{* 1}; Maryam Davoudi²

¹Assistant Professor, French Language Department, Tarbiat Modares University (TMU), Tehran, Iran

²MA in French Translatology, French Language Department,, Tarbiat Modares University (TMU), Tehran, Iran

Abstract

The purpose of this paper is to analyze the trilingual advertisment of Emirates airlines by three levels of analysis in translatological eco-paradigm presented by Gangshen Hu in (2004/2020). It seeks to investigate how does this company increase the effectiveness and acceptance of its brand in the destination ecosystem by "adapting" and "selecting" the (para/peri)text of its advertisements? It is assumed that, the (para/peri)textual elements accommodated in the content & form of the ad, and also adequate “adaptation” and “selection” of linguistico-cultural ecosystems would maximize the optimal communicative effect on target audience.
The results indicate that the (para/perه)textual elements (color, sound, schema, logo...) in the Emirates advertisements are more prominent than the linguistic aspects. Also, the "cultural dimension" has achieved a higher level of paratextual language by selecting multiple elements, codes and universal symbols (such as rhythm, dance, and physical-sportive movements) and therefore has created a higher impact factor among audiences.

Keywords

Eco-translatology; Adaptation; Selection; Gengshen Hu; Advertising teaser

Full Text

 

References