Translation : Marketing & Publicity - Dutch

Teacher(s)

Vrancx Marlène;

Language

French

Main themes

Specific aspects of translation in the domains of marketing and publicity 

Aims

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

Content

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 (Dutch>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

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

Lectures and practice sessions.
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

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

Formative assessment during the sessions.
Summative assessment consisting in a translation project (Dutch>French) and oral exam during the session.

September exam: translation from Dutch into French of a text on a topic dealt with in the course.
The use of machine translation is strictly forbidden.

Online resources

Resources will be available on Moodle.

Bibliography

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

LSTI