Translation : Marketing & Publicity - English

ltrad2722  2020-2021  Louvain-la-Neuve

Translation : Marketing & Publicity - English
Due to the COVID-19 crisis, the information below is subject to change, in particular that concerning the teaching mode (presential, distance or in a comodal or hybrid format).
5 credits
15.0 h + 15.0 h
Vanderputten Caroline;
Main themes
Specific aspects of translation in the domains of marketing and publicity 

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 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.
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;
- translate (from English into French) different texts and documents pertaining to the advertising and marketing fields.
Examples: promotional leaflets, advertising posters, press kits, websites,'

Teaching methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

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

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

Formative assessment
Summative assessment consisting in a translation project and/or exam.
September exam: translation of a text on a topic dealt with in the course.
Other information
Online resources
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'
, 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
Force majeure
Teaching methods
Online teaching, using Teams and/or Moodle
Evaluation methods
Summative assessment consisting in a translation assignment to be uploaded on Moodle on the last day of class of the first term at the latest, and 10-minute online oral defense of said assignment in January via Teams.
September exam: online translation of a text on a topic dealt with in the course (Moodle homework).

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

Title of the programme
Master [120] in Translation