Título: | Branding and selling a country through translated tourism advertising: Spain’s image |
Autores: | Fuentes Luque, Adrián |
Tipo de documento: | texto impreso |
Editorial: | Universidad de Las Palmas de Gran Canaria, 2016-12-25 |
Dimensiones: | application/pdf |
Nota general: |
Revista de Lenguas para Fines Específicos; Vol 22 No 2 (2016): Revista de lenguas para fines específicos; 84-103 Revista de Lenguas para Fines Específicos; Vol. 22 Núm. 2 (2016): Revista de lenguas para fines específicos; 84-103 2340-8561 1133-1127 |
Idiomas: | Inglés |
Palabras clave: | Sección Monográfica/Special Issue |
Resumen: | Countries and territories willing to market and sell their products and services abroad do their best to identify them with a defined, specific image or identity, a brand. However, choosing the appropriate one sometimes proves to be a confusing task. Spain is probably one of the best examples, facing problems such as stereotypes, a poor strategic vision and a lack of knowledge of what is expected, and how it is really perceived. Translators are a key figure in this process. As mediators, they are not merely linguistic experts (Fuentes & Kelly, 2000), but intercultural analysts, who should take active part in the process of building the image or brand of a country. The branding and selling of the country often depends on the translator to enhance the communicative effectiveness of the message. This paper analyses the role image plays in Spain’s tourist advertising, and how this has been and is now addressed, illustrating it through a case study of examples from institutional campaigns, reflected on a small-scale reception study among English-speakers aimed at probing the views of tourists. |
En línea: | https://ojsspdc.ulpgc.es/ojs/index.php/LFE/article/view/766 |
Ejemplares
Estado |
---|
ningún ejemplar |