Translation, advertising and identity in Galicia(n): an analysis of the websites of companies certified by the brand Galicia Calidade

[摘要] Advertisements vary in format and purpose, but they all share an ultimate goal: to convince a particular target audience. Language plays a crucial role in triggering a cognitive reaction that influences the audience. In the context of diglossic communities, the choice of words is as relevant as the choice of language. Focusing on Galicia, a diglossic community in north-western Spain, the asymmetrical relationship between Galician and Castilian is reflected in the dynamics of advertising and translation. Translators need to bridge the gaps between the cognitive values of audiences from different cultural backgrounds to prompt the same reaction. A bad quality translation will damage the image of the company and the brand Galicia. Galician advertisements contain cultural representations that can be easily decoded by the audience, but also reinforce existing stereotypes. These images play an influential role in the construction of the Galician identity. This study analyses advertising samples from websites of companies that bear the guarantee of “Galicia Calidade” and revolves around three strands: which language is preferred for advertising and in which context? What linguistic resources are used to advertise Galician products and how are they translated? Does advertising contribute to the construction and projection of the Galician identity?

[发布机构] University:University of Birmingham;Department:School of Languages, Cultures, Art History and Music, Department of Modern Languages

[关键词] P Language and Literature;PB Modern European Languages