Publications
Publication details [#21548]
Arregui Barragán, Natalia. 2010. La traducción de marcas comerciales [The translation of trademarks]. In Lépinette Lepers, Brigitte and Marie-Christine Aubin, eds. Contrastes linguistiques et communication [Contrastive linguistics and communication]. Special issue of Synergies Espagne. revue du Programme mondial de diffusion scientifique
francophone en réseau est une publication éditée par le GERFLINT 3: 119–128. URL
Publication type
Article in Special issue
Publication language
French
Person as a subject
Title as subject
Abstract
There are certain trademarks which have specific nuances that give them their own value. These trademarks cannot be separated from their traditional connotation. So we need to be acquainted with both the tradition and the culture of a context to be able to situate these allusions. The text “Bonjour la galère” (Philippe Adler, J’ai Lu, 1984) contains many trademarks, both French and foreign. Their translation will depend on, firstly, the Parisian environment in which they are sold, and if they are known by the great public or only by Parisien buyers. Secondly, the translation depends on the possible connotation with which the author has used them. Because of this combination of factors, it is necessary to study each trademark in its own context, one by one, so that the information the trademarks contain can be transmitted to the target text correctly.
Source : Based on abstract in journal