Volume : IV, Issue : VII, July - 2015

Advertising Translation: The Power of Semiotic Systems To Hide Ideology

Rodr Guez Arcos, Irene

Abstract :

 In times of globalization where people, goods and discourses continually flow, the translator has to face the new challenges posed by the media and specifically advertising. In highly ideologically charged advertising campaigns, everything –from linguistic elements to colors, clothes, models’ gazes, attitudes, and much more– become signs whose ideological meaning should be translated for other cultures. This paper constitutes an attempt of showing that, apart from interlinguistic translation, intersemiotic translation –the one carried out between different systems of signs– is not only present in advertising campaigns, but also constitutes a powerful tool of persuasion and ideology transmission. We will attempt to show how through these two translation techniques messages and discourses can be transmitted surreptitiously, as well as analyzing the power and ethical consequences which derivate from these translator’s decisions.

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Article: Download PDF    DOI : https://www.doi.org/10.36106/gjra  

Cite This Article:

Rodríguez Arcos, Irene Advertising Translation: the Power of Semiotic Systems to Hide Ideology Global Journal For Research Analysis, Vol: 4, Issue: 7 July 2015

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