Document Type : Research Article
Authors
M.A. of French Translatology-Department of French at Tarbiat Modares University (TMU)
Abstract
The purpose of this paper is to analyze the trilingual advertisment of Emirates airlines by three levels of analysis in translatological eco-paradigm presented by Gangshen Hu in (2004/2020). It seeks to investigate how does this company increase the effectiveness and acceptance of its brand in the destination ecosystem by "adapting" and "selecting" the (para/peri)text of its advertisements? It is assumed that, the (para/peri)textual elements accommodated in the content & form of the ad, and also adequate “adaptation” and “selection” of linguistico-cultural ecosystems would maximize the optimal communicative effect on target audience.
The results indicate that the (para/perه)textual elements (color, sound, schema, logo...) in the Emirates advertisements are more prominent than the linguistic aspects. Also, the "cultural dimension" has achieved a higher level of paratextual language by selecting multiple elements, codes and universal symbols (such as rhythm, dance, and physical-sportive movements) and therefore has created a higher impact factor among audiences.
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