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Abstract(s)
Este relatório, elaborado no âmbito do mestrado de Tradução da Escola Superior de Educação, dedica-se a apresentar o trabalho prático realizado durante o estágio curricular na SMARTIDIOM, que serviu também como base para a pesquisa teórica, enfatizando o tema central deste relatório que é a tradução publicitária e a sua ligação à tradução, através da transcriação.
A parte teórica desenvolve-se ao longo de três pontos principais que passam pelos conceitos de tradução e publicidade, definições apresentadas por profissionais das áreas ao longo do seu desenvolvimento e conceitos como a transcriação, que são importantes para a tradução publicitária. Pareceu-nos relevante refletir também sobre a composição dos textos publicitários e como decorre o processo de tradução desta tipologia textual, bem como sobre as estratégias que os tradutores tendem a empregar e que melhor se adequam aos textos desta tipologia. Nesse ponto recorremos ainda à teoria funcionalista de Skopos, que nos permite compreender como os princípios da tradução publicitária são aplicados para que a mensagem atinja os seus objetivos de comunicação no contexto cultural e linguístico específico em que será veiculada. Por último, é discutida a relevância da tradução publicitária como parte essencial do processo de internacionalização ou globalização de uma marca ou empresa. Posteriormente, é abordada a experiência adquirida por meio da interação com a empresa de tradução em foco, destacando-se a dinâmica entre a equipa e a aprendizagem adquirida no âmbito da tradução. Além disso, é mencionada a utilização de diversas ferramentas de apoio à tradução, bem como os desafios enfrentados, em relação a certos casos durante o processo de tradução.
This report, produced as part of the Translation master's degree course at the Escola Superior de Educação, is dedicated to presenting the practical work carried out during the internship at SMARTIDIOM, which also served as a basis for theoretical research, emphasizing the central theme of this report, which is advertising translation and its connection to translation, through transcreation. The theoretical part is divided into three main points, which include the concepts of translation and advertising, definitions presented by professionals in these fields throughout their development and concepts such as transcreation, which are important for advertising translation. It also seemed relevant to reflect on the composition of advertising texts and how the process of translating this type of text takes place, as well as the strategies that translators tend to use and which are best suited to texts of this type. At this point, the functionalist theory of Skopos is also discussed, allowing us to understand how the principles of advertising translation are applied so that the message achieves its communication objectives in the specific cultural and linguistic context in which it will be conveyed. Finally, the relevance of advertising translation as an essential part of the internationalization or globalization process of a brand or company is discussed. Subsequently, the experience gained through interaction with the translation company in question is discussed, highlighting the dynamics between the team and the learning acquired in the context of translation. In addition, the use of various translation support tools is mentioned, as well as the challenges faced in certain cases during the translation process.
This report, produced as part of the Translation master's degree course at the Escola Superior de Educação, is dedicated to presenting the practical work carried out during the internship at SMARTIDIOM, which also served as a basis for theoretical research, emphasizing the central theme of this report, which is advertising translation and its connection to translation, through transcreation. The theoretical part is divided into three main points, which include the concepts of translation and advertising, definitions presented by professionals in these fields throughout their development and concepts such as transcreation, which are important for advertising translation. It also seemed relevant to reflect on the composition of advertising texts and how the process of translating this type of text takes place, as well as the strategies that translators tend to use and which are best suited to texts of this type. At this point, the functionalist theory of Skopos is also discussed, allowing us to understand how the principles of advertising translation are applied so that the message achieves its communication objectives in the specific cultural and linguistic context in which it will be conveyed. Finally, the relevance of advertising translation as an essential part of the internationalization or globalization process of a brand or company is discussed. Subsequently, the experience gained through interaction with the translation company in question is discussed, highlighting the dynamics between the team and the learning acquired in the context of translation. In addition, the use of various translation support tools is mentioned, as well as the challenges faced in certain cases during the translation process.
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Keywords
Tradução Transcriação Skopos Internacionalização Publicidade