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...
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...
The audio description of sex in 'The Affair' / Blanca Arias (Universitat Autònoma de Barc... more The audio description of sex in 'The Affair' / Blanca Arias (Universitat Autònoma de Barcelona) ; The psychophysiological impact of sex scenes with audio description / Marina Ramos (University of Murcia), Ana Rojo (University of Murcia), Laura Espín (University of Murcia) ; Hear, hear! The results of a case study analysing the reference to sound in AD / Gert Vercauteren (University of Antwerp) ; The audio description of multilingual series in video on demand platforms: AD practices in 'Orange is the New Black' / Eva Espasa (University of Vic), Montse Corrius (University of Vic). Chair: Estel·la Oncins (Universitat Autònoma de Barcelona
« Les traductions vieillissent-elles ? ». La question posée par le journaliste Didier Jacob à l’o... more « Les traductions vieillissent-elles ? ». La question posée par le journaliste Didier Jacob à l’occasion de la polémique qui suivit la nouvelle traduction en français de The Great Gatsby de la main de Julie Wolkenstein en 2013a été le point de départ des réflexions ici menées sur l’activité traductrice. Des questions corollaires viennent immédiatement à l’esprit : qu’entend-on par le « vieillissement » d’une traduction ? Car la notion de vieillissement est, elle aussi, fort labile. Les motifs – ou les insatisfactions du traducteur – qui poussent à la retraduction sont-elles uniquement d’ordre esthétique ? Serait-ce donc une affaire de mode, selon une lecture au pied de la lettre de la citation de Charles Sorel : « C’est le privilège de la traduction de pouvoir être réitérée dans tous les siècles, pour refaire les livres selon la mode qui court » ? Doit-on rajeunir, toiletter, faire peau neuve périodiquement ? Doit-on être de son temps ?L’interdisciplinarité de la réflexion, alliant linguistes, littéraires, comparatistes et traducteurs dans les différentes langues romanes a nourri et enrichi le questionnement sur la traduction et la retraduction en diachronie, tant du point de vue de l’émetteur que du récepteur. Alliant la réflexion théorique à la pratique des textes et des traducteurs, cet ouvrage prétend interroger le vieillissement, réel ou supposé, des traductions, et, plus généralement, ce qui pousse à sans cesse retraduire. “Do translations become dated?” The question asked by journalist Didier Jacob - when a polemic arose in the wake of the new translation of “The Great Gastby” by Julie Wolkenstein into French in 2013 - was the starting point for the herein reflexions upon the art of translation. Corollary questions immediately come to mind: what can one understand by “aging” in a translation? The notion of aging itself is highly labile. Are the translator’s motives - or dissatisfactions – that entice to retranslating, only aesthetic? Could it merely be a trend matter, according to a literal reading of Charles Sorel’s words: “The privilege of translation is to be reiterated in all ages, in order to write books again according to the fashion?” Must works be periodically brought up to date, polished up, must they be given a new image? Must one be in tune with one’s time? The interdisciplinarity of the reflection - bringing together linguists, arts teachers, comparatists and translators in diverse Romanic languages - nourished, enriched the questioning upon translation and retranslation in a diachronic view, from the transmitter’s as well as the receiver’s point of view. Combining theoretical reflexion to the practice of texts or translators, this volume claims to question the real – or supposed – aging of translations, and more generally what entices to endlessly retranslate
Balancing gender awareness and professional priorities in advertising and audiovisual translation: an overview, 2017
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 article is aimed at building bridges between translation studies and gender studies: we rela... more This article is aimed at building bridges between translation studies and gender studies: we relate the concept of ‘situated learning’ in translation, as a context-dependent approach through which learners are exposed to real-life tasks, to the concept of ‘situated knowledges’ from a feminist perspective. These concepts inspire our teaching in that the curricular design of our courses is driven by contextual factors and professional demands, not by what students should know objectively. This article explores the varied situated knowledge of students, trainers and professionals as regards gender and professional priorities, as well as the way in which professional responsibility is perceived. We examine students’ and professionals’ attitudes to gender in advertising, through their responses to a questionnaire. The main results show partial agreement about the responsibility translators and advertisers have in the (re)production of gender stereotypes, and an agreement about the import...
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...
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...
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...
... His research areas are literary translation, English literature, and lexicography. Email:mont... more ... His research areas are literary translation, English literature, and lexicography. Email:montse.corrius{at}uvic.cat; Email: didac.pujol{at}upf.edu. Next Section. Abstract. There ... words'. The Modern Language Journal 1997;81/2:189-96. ...
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...
Abstract: In view of the benefits of both monolingual and bilingual dictionaries, a new type of d... more Abstract: In view of the benefits of both monolingual and bilingual dictionaries, a new type of dictionary which combines the strong points of a monolingual learner's dictionary with those of a bilingual dictionary was designed and introduced into some Catalan primary and secondary schools: the Easy English Dictionary with a Catalan–English Vocabulary. This article looks in detail at this new kind of dictionary: its philosophy, the way it functions, its advantages over other kinds of dictionaries and the fact that the monolingual part is specifically aimed at Catalan learners of English. Additionally, the article deals with the pedagogical functions of illustrations as well as the adequacy of the dictionary to the lexical needs and requirements of Catalan learners of English in primary and secondary education.
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...
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...
The audio description of sex in 'The Affair' / Blanca Arias (Universitat Autònoma de Barc... more The audio description of sex in 'The Affair' / Blanca Arias (Universitat Autònoma de Barcelona) ; The psychophysiological impact of sex scenes with audio description / Marina Ramos (University of Murcia), Ana Rojo (University of Murcia), Laura Espín (University of Murcia) ; Hear, hear! The results of a case study analysing the reference to sound in AD / Gert Vercauteren (University of Antwerp) ; The audio description of multilingual series in video on demand platforms: AD practices in 'Orange is the New Black' / Eva Espasa (University of Vic), Montse Corrius (University of Vic). Chair: Estel·la Oncins (Universitat Autònoma de Barcelona
« Les traductions vieillissent-elles ? ». La question posée par le journaliste Didier Jacob à l’o... more « Les traductions vieillissent-elles ? ». La question posée par le journaliste Didier Jacob à l’occasion de la polémique qui suivit la nouvelle traduction en français de The Great Gatsby de la main de Julie Wolkenstein en 2013a été le point de départ des réflexions ici menées sur l’activité traductrice. Des questions corollaires viennent immédiatement à l’esprit : qu’entend-on par le « vieillissement » d’une traduction ? Car la notion de vieillissement est, elle aussi, fort labile. Les motifs – ou les insatisfactions du traducteur – qui poussent à la retraduction sont-elles uniquement d’ordre esthétique ? Serait-ce donc une affaire de mode, selon une lecture au pied de la lettre de la citation de Charles Sorel : « C’est le privilège de la traduction de pouvoir être réitérée dans tous les siècles, pour refaire les livres selon la mode qui court » ? Doit-on rajeunir, toiletter, faire peau neuve périodiquement ? Doit-on être de son temps ?L’interdisciplinarité de la réflexion, alliant linguistes, littéraires, comparatistes et traducteurs dans les différentes langues romanes a nourri et enrichi le questionnement sur la traduction et la retraduction en diachronie, tant du point de vue de l’émetteur que du récepteur. Alliant la réflexion théorique à la pratique des textes et des traducteurs, cet ouvrage prétend interroger le vieillissement, réel ou supposé, des traductions, et, plus généralement, ce qui pousse à sans cesse retraduire. “Do translations become dated?” The question asked by journalist Didier Jacob - when a polemic arose in the wake of the new translation of “The Great Gastby” by Julie Wolkenstein into French in 2013 - was the starting point for the herein reflexions upon the art of translation. Corollary questions immediately come to mind: what can one understand by “aging” in a translation? The notion of aging itself is highly labile. Are the translator’s motives - or dissatisfactions – that entice to retranslating, only aesthetic? Could it merely be a trend matter, according to a literal reading of Charles Sorel’s words: “The privilege of translation is to be reiterated in all ages, in order to write books again according to the fashion?” Must works be periodically brought up to date, polished up, must they be given a new image? Must one be in tune with one’s time? The interdisciplinarity of the reflection - bringing together linguists, arts teachers, comparatists and translators in diverse Romanic languages - nourished, enriched the questioning upon translation and retranslation in a diachronic view, from the transmitter’s as well as the receiver’s point of view. Combining theoretical reflexion to the practice of texts or translators, this volume claims to question the real – or supposed – aging of translations, and more generally what entices to endlessly retranslate
Balancing gender awareness and professional priorities in advertising and audiovisual translation: an overview, 2017
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 article is aimed at building bridges between translation studies and gender studies: we rela... more This article is aimed at building bridges between translation studies and gender studies: we relate the concept of ‘situated learning’ in translation, as a context-dependent approach through which learners are exposed to real-life tasks, to the concept of ‘situated knowledges’ from a feminist perspective. These concepts inspire our teaching in that the curricular design of our courses is driven by contextual factors and professional demands, not by what students should know objectively. This article explores the varied situated knowledge of students, trainers and professionals as regards gender and professional priorities, as well as the way in which professional responsibility is perceived. We examine students’ and professionals’ attitudes to gender in advertising, through their responses to a questionnaire. The main results show partial agreement about the responsibility translators and advertisers have in the (re)production of gender stereotypes, and an agreement about the import...
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...
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...
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...
... His research areas are literary translation, English literature, and lexicography. Email:mont... more ... His research areas are literary translation, English literature, and lexicography. Email:montse.corrius{at}uvic.cat; Email: didac.pujol{at}upf.edu. Next Section. Abstract. There ... words'. The Modern Language Journal 1997;81/2:189-96. ...
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...
Abstract: In view of the benefits of both monolingual and bilingual dictionaries, a new type of d... more Abstract: In view of the benefits of both monolingual and bilingual dictionaries, a new type of dictionary which combines the strong points of a monolingual learner's dictionary with those of a bilingual dictionary was designed and introduced into some Catalan primary and secondary schools: the Easy English Dictionary with a Catalan–English Vocabulary. This article looks in detail at this new kind of dictionary: its philosophy, the way it functions, its advantages over other kinds of dictionaries and the fact that the monolingual part is specifically aimed at Catalan learners of English. Additionally, the article deals with the pedagogical functions of illustrations as well as the adequacy of the dictionary to the lexical needs and requirements of Catalan learners of English in primary and secondary education.
Translating Audiovisuals in a Kaleidoscope of Languages, 2020
Translating Audiovisuals in a Kaleidoscope of Languages addresses the challenges involved in tran... more Translating Audiovisuals in a Kaleidoscope of Languages addresses the challenges involved in translating multilingualism in film and TV fiction. It shows the complexity of fictional characters "speaking in tongues" in different genres and for different audiences. It includes individual contributions and team project work on a range of audiovisual translation modes, such as dubbing, subtitling and audio description. The types of products analyzed go from musicals to detective stories, including comedy, adventure and drama. The methodologies embrace case studies, corpus studies and reception studies. This book also allows the profession to let its voice be heard, through interviews and discussions with film-makers, producers, actors and translators working with audiovisual multilingualism. Book (Hardback) ISBN: 978-3-631-77861-6
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