Research methodology in reflections on marketing translation
DOI:
https://doi.org/10.12775/RP.2023.001Keywords
translation research methodology, marketing text, marketing translation, glocalisation, transcreation, international copywriting, translation industryAbstract
The article presents methods applied in Translation Studies in marketing translation, also called translation of promotional texts and advertising in English-language research, which is a rapidly growing branch of the translation market. The starting point for these considerations was the genological characteristics of marketing texts and a discussion of the specific nature of marketing translation, both from the perspective of Translation Studies, with a review to previous research, and from the practical and professional perspective of the translation industry. The translation industry is currently undergoing a profound technological transformation, resulting in changes in the professional translator’s profile, which is expanded to embrace new roles and activities. Marketing translation as a field was presented in a broader sense as glocalisation and transcreation of multimodal promotional and advertising materials, remaining in close relation to international copywriting. Operating in this very area, therefore, requires translators to focus on the knowledge of marketing as well as on improving their creative writing skills. The issue was considered from the perspective of the functional paradigm of Translation Studies, which constitutes the existing theoretical framework of advertising translation research. What was also taken into account were the methods of more recent contextual research, which allows for a comprehensive approach to the issue under study. The conclusion addresses new developments in marketing translation and related challenges and prospects for research development.
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