The current international advertising scenario has led to a new professional profile within adver... more The current international advertising scenario has led to a new professional profile within advertising translation called transcreator. Transcreation has an explicit call for creativity and semiotic and cultural adaptation. Beer advertising has tried to respond to this call by undergoing significant changes when this product has been internationally marketed in English in global advertising campaigns. For example, Estrella Damm, advertised as “the beer of Barcelona”, has improved its international positioning with its Mediterráneamente campaign, which started in 2009 and has centred on the association of beer with the Mediterranean culture and enjoyment. Since 2019, the campaign has promoted sustainability as “another way of living”. In this article, we examine the English translation strategies used by Estrella Damm’s campaigns between 2009–2021, which are available on the company’s British website and YouTube channel. Specifically, we focus on the following prominent elements: sl...
En el presente artículo se recogen varias gestas y vivencias de la gimnasta estadounidense Simone... more En el presente artículo se recogen varias gestas y vivencias de la gimnasta estadounidense Simone Biles con el objetivo de interpretar su trayectoria deportiva desde los marcos interpretativos de tres teorías feministas: liberales, críticas y postestructuralistas. Para eso se analizan los discursos de medios de comunicación escritos españoles desde los Juegos Olímpicos de Río de Janeiro 2016 y Tokio 2020. La trayectoria de Biles como gimnasta muestra una relación entre el proceso de empoderamiento de una deportista y la docilidad condicionada por las leyes del patriarcado.
La traducción del futuro: mediación lingüística y cultural en el siglo XXI, Vol. 2, 2008 (La traducción y su entorno), ISBN 978-84-477-1027-2, págs. 189-197, 2008
Through a multidisciplinary approach that combines translation studies and gender studies, this p... more Through a multidisciplinary approach that combines translation studies and gender studies, this paper analyzes multilingualism in the series Unorthodox (Netflix 2020). We examine the presence and functions of identities and gendered roles in the series. Unorthodox tells the story of Esther Saphiro (Esty), a young Jewish woman who flees from her country and leaves her ultra-Orthodox community, with very strict rules and traditional gender roles. We explore the connections between the gendered roles of the main characters, their cultural or social contexts, and, especially, the role of third languages in the series (Yiddish, German, Russian, and Hebrew). As it is a German-American production, we consider English as its main language (L1) because the story is directed to mainstream Western audiences. The role of third languages (L3) is very relevant in depicting the intercultural encounters in the series. Yiddish is the most prominent L3 followed by German and a little Russian and Hebr...
Cánovas, Marcos, Gemma Delgar, Lucrecia Keim, Sarah Khan, Àngels Pinyana (eds.) Language and Translation Teaching in Face-to-Face and Distance Learning., 2011
This paper aims to explore to what extent students enrolled on Translation and on Advertising cou... more This paper aims to explore to what extent students enrolled on Translation and on Advertising courses are gender aware, i.e. whether they perceive that the decisions they take when translating or creating non-profit advertisements which present gender-related concerns may have an impact on the social perception of gender. Three groups of students of different levels (undergraduate versus postgraduate) and belonging to two different universities (University of Vic – Central University of Catalonia – Spain, and London Metropolitan University – UK) come under scrutiny. Drawing on previous stages of the study, the authors intend to examine how it is possible to address ethical issues in students’ curricula, to what extent gender awareness guides students choices when they work with non-profit adverts as opposed to commercial ones, and whether professional priorities and gender perspectives are compatible. A set of non-profit advertisements analysed and translated by the students and two...
This article addresses the paradoxes and challenges of the gendered voice in translation. The exp... more This article addresses the paradoxes and challenges of the gendered voice in translation. The experience of translating feminist −as well as not-feminist− texts may lead us to rethink women’s identity, in terms of the essentialist versus constructionist debates: from the strategic need to be a feminist, −to accept one’s feminist identity− to the realisation that one can never become really one, assuming one’s identity as performative and contingent. Addressing a gendered reader implies an interpretive choice in translation. Envisaging a specific readership is challenging, especially in Romance languages where the subject is always gendered, both socially and grammatically. Gendered translations go far beyond using specific textual strategies for avoiding sexism. Rather, they lead to a constant rethinking of agency, of who does what both in and out of the text. Ultimately, this may involve translating like an invisible agent. This article is illustrated with specific translation opti...
... La traducció dalt de l'escenari. Información General. Autores: Eva Espasa Borrás; Editor... more ... La traducció dalt de l'escenari. Información General. Autores: Eva Espasa Borrás; Editores: Eumo editorial; Año de publicación: 2001; País: España; Idioma: Catalán; ISBN : 84-7602-835-0. Otros catálogos. Bibliotecas Universitarias en las que se encuentra ( REBIUN ). ...
The current international advertising scenario has led to a new professional profile within adver... more The current international advertising scenario has led to a new professional profile within advertising translation called transcreator. Transcreation has an explicit call for creativity and semiotic and cultural adaptation. Beer advertising has tried to respond to this call by undergoing significant changes when this product has been internationally marketed in English in global advertising campaigns. For example, Estrella Damm, advertised as “the beer of Barcelona”, has improved its international positioning with its Mediterráneamente campaign, which started in 2009 and has centred on the association of beer with the Mediterranean culture and enjoyment. Since 2019, the campaign has promoted sustainability as “another way of living”. In this article, we examine the English translation strategies used by Estrella Damm’s campaigns between 2009–2021, which are available on the company’s British website and YouTube channel. Specifically, we focus on the following prominent elements: sl...
En el presente artículo se recogen varias gestas y vivencias de la gimnasta estadounidense Simone... more En el presente artículo se recogen varias gestas y vivencias de la gimnasta estadounidense Simone Biles con el objetivo de interpretar su trayectoria deportiva desde los marcos interpretativos de tres teorías feministas: liberales, críticas y postestructuralistas. Para eso se analizan los discursos de medios de comunicación escritos españoles desde los Juegos Olímpicos de Río de Janeiro 2016 y Tokio 2020. La trayectoria de Biles como gimnasta muestra una relación entre el proceso de empoderamiento de una deportista y la docilidad condicionada por las leyes del patriarcado.
La traducción del futuro: mediación lingüística y cultural en el siglo XXI, Vol. 2, 2008 (La traducción y su entorno), ISBN 978-84-477-1027-2, págs. 189-197, 2008
Through a multidisciplinary approach that combines translation studies and gender studies, this p... more Through a multidisciplinary approach that combines translation studies and gender studies, this paper analyzes multilingualism in the series Unorthodox (Netflix 2020). We examine the presence and functions of identities and gendered roles in the series. Unorthodox tells the story of Esther Saphiro (Esty), a young Jewish woman who flees from her country and leaves her ultra-Orthodox community, with very strict rules and traditional gender roles. We explore the connections between the gendered roles of the main characters, their cultural or social contexts, and, especially, the role of third languages in the series (Yiddish, German, Russian, and Hebrew). As it is a German-American production, we consider English as its main language (L1) because the story is directed to mainstream Western audiences. The role of third languages (L3) is very relevant in depicting the intercultural encounters in the series. Yiddish is the most prominent L3 followed by German and a little Russian and Hebr...
Cánovas, Marcos, Gemma Delgar, Lucrecia Keim, Sarah Khan, Àngels Pinyana (eds.) Language and Translation Teaching in Face-to-Face and Distance Learning., 2011
This paper aims to explore to what extent students enrolled on Translation and on Advertising cou... more This paper aims to explore to what extent students enrolled on Translation and on Advertising courses are gender aware, i.e. whether they perceive that the decisions they take when translating or creating non-profit advertisements which present gender-related concerns may have an impact on the social perception of gender. Three groups of students of different levels (undergraduate versus postgraduate) and belonging to two different universities (University of Vic – Central University of Catalonia – Spain, and London Metropolitan University – UK) come under scrutiny. Drawing on previous stages of the study, the authors intend to examine how it is possible to address ethical issues in students’ curricula, to what extent gender awareness guides students choices when they work with non-profit adverts as opposed to commercial ones, and whether professional priorities and gender perspectives are compatible. A set of non-profit advertisements analysed and translated by the students and two...
This article addresses the paradoxes and challenges of the gendered voice in translation. The exp... more This article addresses the paradoxes and challenges of the gendered voice in translation. The experience of translating feminist −as well as not-feminist− texts may lead us to rethink women’s identity, in terms of the essentialist versus constructionist debates: from the strategic need to be a feminist, −to accept one’s feminist identity− to the realisation that one can never become really one, assuming one’s identity as performative and contingent. Addressing a gendered reader implies an interpretive choice in translation. Envisaging a specific readership is challenging, especially in Romance languages where the subject is always gendered, both socially and grammatically. Gendered translations go far beyond using specific textual strategies for avoiding sexism. Rather, they lead to a constant rethinking of agency, of who does what both in and out of the text. Ultimately, this may involve translating like an invisible agent. This article is illustrated with specific translation opti...
... La traducció dalt de l'escenari. Información General. Autores: Eva Espasa Borrás; Editor... more ... La traducció dalt de l'escenari. Información General. Autores: Eva Espasa Borrás; Editores: Eumo editorial; Año de publicación: 2001; País: España; Idioma: Catalán; ISBN : 84-7602-835-0. Otros catálogos. Bibliotecas Universitarias en las que se encuentra ( REBIUN ). ...
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