Translation : Marketing & Publicity - English

Teacher(s)

Vanderputten Caroline;

Language

French

Prerequisites

For allophone students with a competency level of B2 in both French and English

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 4.1 5.8 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 English-language text and the linguistic tools used to produce said effects; ·         Analyse presuppositions, stereotypes and elements of intertextuality present in a English-language text with a view to transposing them in an appropriate way into French; ·         Detect non-verbal devices present in the message of the English text and adapt them for French-language receivers of the message; Translate into French a text in English 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 English.

Content

Students will:
- be asked to research, gather and read material related to the advertising and marketing fields ;
- 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;
- prepare for the summative assessment by translating (from English into French) different texts and documents (i.e. promotional leaflets, advertising posters, press kits, websites) pertaining to a specific topic in the advertising and marketing fields. A formative feedback on these exercises will be provided.

 

Teaching methods

Lectures and exercise sessions
Sessions partly organized through Moodle.
Individual and/or group assignments.

Evaluation methods

Formative assessment over the course of the term.
January exam session: summative assessment consisting in a translation project (to be handed in on the last class of the term). Oral defence of said project during the January exam session.
The detailed assignment instructions will be e-mailed and/or posted on Moodle.

August/September exam session: translation of a text on a topic dealt with in the course.

Summative assessment: The use of machine translation tools and/or generative AI is strictly forbidden.

Other information

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Online resources

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Bibliography

Guidère, M. (2000), Publicité et traduction, L'Harmattan, Paris.
Guidère, M. (2008), "Traduire la publicité ou comment justifier et argumenter ses choix", Traduire 219/2008, p. 22-46.
Guidère, M. (2009), "De la traduction publicitaire à la communication multilingue", Meta: Translators'
Journal, vol. 54, n° 3, 2009, p. 417-430.
Vandal-Sirois, H. (2011),  "Publicités multilingues : l’apport du traducteur en agence de communication marketing", ILCEA 14/2011, p2-12.

Faculty or entity

> LSTI