Selection Strategies and (Para)Textual Adaptation in Multimodal Advertising Teasers based on Eco-Translatology (Case Study: Trilingual Teaser of Emirates Airlines)

Document Type : Research Article

Authors

nosrat hejazi ¹

Maryam Davoudi ²

¹ Assistant Professor, French Language Department, Tarbiat Modares University (TMU), Tehran, Iran

² MA in French Translatology, French Language Department,, Tarbiat Modares University (TMU), Tehran, Iran

https://doi.org/10.22067/lts.2024.88917.1268

Abstract

The purpose of this paper is to analyze the trilingual advertisement of Emirates Airlines by three levels of analysis in translatological eco-paradigm presented by Gangshen Hu (2004, 2020). It seeks to investigate how this company increases 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 and 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/peri)textual elements (color, sound, schema, logo, etc.) 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.

Highlights

 

Keywords

Eco-translatology

Adaptation

Selection

Gengshen Hu

Advertising Teaser

Subjects

• Translation Studies

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References