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...
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...
Si tenim en compte que el procés de traducció és un procés complex, el procés de traducció d'... more Si tenim en compte que el procés de traducció és un procés complex, el procés de traducció d'un text audiovisual encara ho és més. A part dels problemes tècnics com per exemple la sincronització labial i temporal hi ha altres factors a tenir en compte com és l'ús d'estructures lingüístiques i textuals específiques d'aquest canal de comunicació. Moltes de les pel·lícules que sovint podem veure a la pantalla estan produïdes als Estats Units, i per tant estan en anglès, i hi ha una necessitat imperiosa de traduir-les al català i castellà. A part d'això, en algunes ocasions el text audiovisual original conté més d'una llengua; aquest és el cas de Raid on Rommel i Butch Cassidy and the Sundance Kid, entre d'altres. En aquests casos, ens trobem amb una nova dificultat: el traductor ha de traduir aquesta tercera llengua (o dialecte) a la corresponent cultura d'arribada. Aquest article vol presentar i exposar alguns exemples d'aquest tipus de dificultats ...
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...
Revista de la Asociación Española de Investigación de la Comunicación
A pesar del notable desarrollo que ha experimentado el periodismo deportivo en las últimas década... more A pesar del notable desarrollo que ha experimentado el periodismo deportivo en las últimas décadas (Rojas Torrijos, 2014), continúa siendo un campo dominado por hombres (Bernstein & Kian, 2013; Hardin & Shain, 2006) y visiblemente masculino tanto en el nivel del ambiente sociolaboral, así como dentro de los contenidos que genera y reproduce. En España, el periodismo deportivo se ha configurado históricamente como un entorno difícil para que las mujeres se desarrollen profesionalmente (Ramón Vegas, Gómez Colell, Figueras Maz & Medina Bravo, 2020; Sainz de Baranda Andújar, 2013). El objetivo principal de este estudio es identificar y analizar los roles de las mujeres periodistas deportivas en la producción informativa de la prensa deportiva española entre 2010 y 2018. Para llevar a cabo esta investigación, se utilizó un análisis de contenido cuantitativo que estudió informaciones deportivas publicadas durante una semana en 2010, 2014 y 2018 en los diarios deportivos más antiguos publi...
This paper presents an overview of an ongoing multiphase study started in 2010 in which we examin... more This paper presents an overview of an ongoing multiphase study started in 2010 in which we examine how to raise students’ awareness of the consequences that their decisions regarding gender may have on responses to gender as represented on the screen. The study also aims at exploring how higher education institutions may contribute to enhancing this awareness through the integration of relevant didactic content and assessment methods in their curriculum. This paper reviews the main findings and challenges of the five phases of our study, which included: (1) exploring advertising and audiovisual translation students’ attitudes towards gender issues in commercial advertising across different educational settings; (2) examining the connections between feminist pedagogies and our courses on advertising translation; (3) evaluating the students’ and the trainers’ gender awareness; (4) exploring students’ gender awareness when they are faced with non-profit advertising, and (5) analysing t...
This paper aims to explore to what extent students enrolled on Translation and Advertising course... more This paper aims to explore to what extent students enrolled on Translation and 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 Li...
This paper outlines the complexity of accounting for multilingual audiovisual films for the purpo... more This paper outlines the complexity of accounting for multilingual audiovisual films for the purpose of their translation. In particular it focuses on an issue that has not received much scholarly attention so far, the fictional representation of code-switching in feature films, with particular attention to Spanglish, given that language and its interlinguistic barriers towards interpersonal communication is one of the main themes of the film. The paper distinguishes different types of language shifts (alternations) as part of a film’s plot or script, like straightforward translation between characters, in order to better characterize code-switching as concept borrowed from sociolinguistics. This, in turns allows for a broader notion of language shifts, of which code-shifting is a part. Finally, the paper also includes a three-type classification of films depending on the amount and importance of languages other than the main language of a film: anecdotal, recurrent, and L3-as-theme,...
If the process of translating is not at all simple, the process of translating an audiovisual tex... more If the process of translating is not at all simple, the process of translating an audiovisual text is still more complex. Apart from technical problems such as lip synchronisation, there are other factors to be consid- ered such as the use of the language and textual structures deemed appropri- ate to the channel of communication. Bearing in mind that most of the films we are continually seeing on our screens were and are produced in the United States, there is an increasing need to translate them into the different languages of the world. But sometimes the source audiovisual text contains more than one language, and, thus, a new problem arises: the translators face additional difficulties in translating this "third language" (language or dialect) into the corresponding target culture. There are many films contain- ing two languages in the original version but in this paper we will focus mainly on three films: Butch Cassidy and the Sundance Kid (1969), Raid on Rommel (1999...
En: Articles de didáctica de la llengua i de la literatura Barcelona 2005, n. 36, abril, mayo, ju... more En: Articles de didáctica de la llengua i de la literatura Barcelona 2005, n. 36, abril, mayo, junio ; p. 103-110 Se analiza un nuevo concepto de diccionario: el Easy English Dictionary with a Catalan-English Vocabulary, un diccionario bilingualizado diferido que combina las ventajas de los diccionarios monolingües, bilingües y bilingualizados, partiendo de una discusión entorno a las ventajas y limitaciones de dichos diccionarios destinados al aprendizaje de una lengua extranjera. En la modalidad de diccionario analizada, los usuarios leen las definiciones en inglés y recurren a la traducción solo cuando es estrictamente necesario, lo que contribuye a que adquieran un aprendizaje más eficaz de la lengua extranjera, Bibliografía al final
In addition to the two languages essentially involved in translation, that of the source text (L1... more In addition to the two languages essentially involved in translation, that of the source text (L1) and that of the target text (L2), we propose a third language (L3) to refer to any other language(s) found either or both texts. L3 may appear in the source text (ST) or the target text (TT), actually appearing more frequently in STs in our case studies. We present a range of combinations for the convergence and divergence of L1, L2 and L3, for the case of feature films and their translations using examples from dubbed and subtitled versions of films, but we are hopeful that our tentative conclusions may be relevant to other modalities of translation, audiovisual and otherwise. When L3 appears in an audiovisual ST, we find a variety of solutions whereby L3 is deleted from or adapted to the TT. In the latter case, L3 might be rendered in a number of ways, depending on factors such as the audience’s familiarity with L3, and the possibility that L3 in the ST is an invented language.
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...
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...
Si tenim en compte que el procés de traducció és un procés complex, el procés de traducció d'... more Si tenim en compte que el procés de traducció és un procés complex, el procés de traducció d'un text audiovisual encara ho és més. A part dels problemes tècnics com per exemple la sincronització labial i temporal hi ha altres factors a tenir en compte com és l'ús d'estructures lingüístiques i textuals específiques d'aquest canal de comunicació. Moltes de les pel·lícules que sovint podem veure a la pantalla estan produïdes als Estats Units, i per tant estan en anglès, i hi ha una necessitat imperiosa de traduir-les al català i castellà. A part d'això, en algunes ocasions el text audiovisual original conté més d'una llengua; aquest és el cas de Raid on Rommel i Butch Cassidy and the Sundance Kid, entre d'altres. En aquests casos, ens trobem amb una nova dificultat: el traductor ha de traduir aquesta tercera llengua (o dialecte) a la corresponent cultura d'arribada. Aquest article vol presentar i exposar alguns exemples d'aquest tipus de dificultats ...
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...
Revista de la Asociación Española de Investigación de la Comunicación
A pesar del notable desarrollo que ha experimentado el periodismo deportivo en las últimas década... more A pesar del notable desarrollo que ha experimentado el periodismo deportivo en las últimas décadas (Rojas Torrijos, 2014), continúa siendo un campo dominado por hombres (Bernstein & Kian, 2013; Hardin & Shain, 2006) y visiblemente masculino tanto en el nivel del ambiente sociolaboral, así como dentro de los contenidos que genera y reproduce. En España, el periodismo deportivo se ha configurado históricamente como un entorno difícil para que las mujeres se desarrollen profesionalmente (Ramón Vegas, Gómez Colell, Figueras Maz & Medina Bravo, 2020; Sainz de Baranda Andújar, 2013). El objetivo principal de este estudio es identificar y analizar los roles de las mujeres periodistas deportivas en la producción informativa de la prensa deportiva española entre 2010 y 2018. Para llevar a cabo esta investigación, se utilizó un análisis de contenido cuantitativo que estudió informaciones deportivas publicadas durante una semana en 2010, 2014 y 2018 en los diarios deportivos más antiguos publi...
This paper presents an overview of an ongoing multiphase study started in 2010 in which we examin... more This paper presents an overview of an ongoing multiphase study started in 2010 in which we examine how to raise students’ awareness of the consequences that their decisions regarding gender may have on responses to gender as represented on the screen. The study also aims at exploring how higher education institutions may contribute to enhancing this awareness through the integration of relevant didactic content and assessment methods in their curriculum. This paper reviews the main findings and challenges of the five phases of our study, which included: (1) exploring advertising and audiovisual translation students’ attitudes towards gender issues in commercial advertising across different educational settings; (2) examining the connections between feminist pedagogies and our courses on advertising translation; (3) evaluating the students’ and the trainers’ gender awareness; (4) exploring students’ gender awareness when they are faced with non-profit advertising, and (5) analysing t...
This paper aims to explore to what extent students enrolled on Translation and Advertising course... more This paper aims to explore to what extent students enrolled on Translation and 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 Li...
This paper outlines the complexity of accounting for multilingual audiovisual films for the purpo... more This paper outlines the complexity of accounting for multilingual audiovisual films for the purpose of their translation. In particular it focuses on an issue that has not received much scholarly attention so far, the fictional representation of code-switching in feature films, with particular attention to Spanglish, given that language and its interlinguistic barriers towards interpersonal communication is one of the main themes of the film. The paper distinguishes different types of language shifts (alternations) as part of a film’s plot or script, like straightforward translation between characters, in order to better characterize code-switching as concept borrowed from sociolinguistics. This, in turns allows for a broader notion of language shifts, of which code-shifting is a part. Finally, the paper also includes a three-type classification of films depending on the amount and importance of languages other than the main language of a film: anecdotal, recurrent, and L3-as-theme,...
If the process of translating is not at all simple, the process of translating an audiovisual tex... more If the process of translating is not at all simple, the process of translating an audiovisual text is still more complex. Apart from technical problems such as lip synchronisation, there are other factors to be consid- ered such as the use of the language and textual structures deemed appropri- ate to the channel of communication. Bearing in mind that most of the films we are continually seeing on our screens were and are produced in the United States, there is an increasing need to translate them into the different languages of the world. But sometimes the source audiovisual text contains more than one language, and, thus, a new problem arises: the translators face additional difficulties in translating this "third language" (language or dialect) into the corresponding target culture. There are many films contain- ing two languages in the original version but in this paper we will focus mainly on three films: Butch Cassidy and the Sundance Kid (1969), Raid on Rommel (1999...
En: Articles de didáctica de la llengua i de la literatura Barcelona 2005, n. 36, abril, mayo, ju... more En: Articles de didáctica de la llengua i de la literatura Barcelona 2005, n. 36, abril, mayo, junio ; p. 103-110 Se analiza un nuevo concepto de diccionario: el Easy English Dictionary with a Catalan-English Vocabulary, un diccionario bilingualizado diferido que combina las ventajas de los diccionarios monolingües, bilingües y bilingualizados, partiendo de una discusión entorno a las ventajas y limitaciones de dichos diccionarios destinados al aprendizaje de una lengua extranjera. En la modalidad de diccionario analizada, los usuarios leen las definiciones en inglés y recurren a la traducción solo cuando es estrictamente necesario, lo que contribuye a que adquieran un aprendizaje más eficaz de la lengua extranjera, Bibliografía al final
In addition to the two languages essentially involved in translation, that of the source text (L1... more In addition to the two languages essentially involved in translation, that of the source text (L1) and that of the target text (L2), we propose a third language (L3) to refer to any other language(s) found either or both texts. L3 may appear in the source text (ST) or the target text (TT), actually appearing more frequently in STs in our case studies. We present a range of combinations for the convergence and divergence of L1, L2 and L3, for the case of feature films and their translations using examples from dubbed and subtitled versions of films, but we are hopeful that our tentative conclusions may be relevant to other modalities of translation, audiovisual and otherwise. When L3 appears in an audiovisual ST, we find a variety of solutions whereby L3 is deleted from or adapted to the TT. In the latter case, L3 might be rendered in a number of ways, depending on factors such as the audience’s familiarity with L3, and the possibility that L3 in the ST is an invented language.
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