Translation : Marketing & Publicity - German

ltrad2712  2022-2023  Louvain-la-Neuve

Translation : Marketing & Publicity - German
5.00 credits
15.0 h + 15.0 h
For allophone students with a competency level of B2 in both French and German
Main themes
Specific aspects of translation in the domains of marketing and publicity 
Learning outcomes

At the end of this learning unit, the student is able to :

1 Contribution of teaching unit to learning outcomes assigned to programme
This unit contributes to the acquisition and development of the following learning outcomes, as assigned to the Master's degree in translation :
1.1,  1.4, 1.5
3.1, 3.3, 3.4
AA-FS-AL.Develop expertise and a high level of competence in literary translation in the broader sense and specifically producing original works or revising existing pieces that involve the use of language for aesthetic ends: translating literary works of fiction or texts pertaining to traditional genres; literature associated with the image and other artistic domains; translating texts for publication and (an option only available in certain languages) translation in the domains of 'Publicity & Marketing'.  
Specific learning outcomes on completion of teaching unit
On completing this unit the student is able to:
·         Identify and analyse functional elements and effects in a German-language text and the linguistic tools used to produce said effects;
·         Analyse presuppositions, stereotypes and elements of intertextuality present in a German-language text with a view to transposing them in an appropriate way into French;
·         Detect non-verbal devices present in the message of the German text and adapt them for French-language receivers of the message;
Translate into French a text in German taking account of, and where
·         necessary adapting, implicit or underlying socio-cultural component elements;
Employ his / her creativity in order to reproduce for the target audience the effect created for receivers of the text in German.
Students will :
- be introduced to the advertising language and its features and challenges;
- study and analyse the cultural and linguistic challenges that characterize advertising and marketing texts;
- translate (German >French) different texts and documents pertaining to the advertising and marketing fields.
Using machine translation software during a translation exercise or exam is forbidden. Such software may only be used as a starting point for a post-edition exercise given by the teacher.
Teaching methods
Lectures and practical exercises
Individual and/or group assignments.

To prepare to the different sessions, students will be asked to research, gather and read material related to the advertising and marketing fields.
Evaluation methods
Formative assessment during the semester
Certificative assessment:
January and august/september: written paper (75% of the final grade) and oral exam (25% of the final grade)
The practical details relating to the various tasks and exams will be specified on the Moodle platform.
The use of machine translation is strictly forbidden.
Other information
Online resources
Resources will be available on Moodle.
Guidère M. (2009) : De la traduction publicitaire à la communication multilingue, in Meta: Translators' Journal, vol. 54, n° 3, 2009, p. 417-430

Guidère M. (2000) : Publicité et traduction, L'Harmattan, Paris.
Faculty or entity

Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme
Learning outcomes
Master [120] in Translation