Translating Promotional and Advertising Texts

Cover
Half Title
Series Page
Title Page
Copyright Page
Table of Contents
List of Tables and Illustrations
Acknowledgements for the First Edition
Acknowledgements for the Second Edition
1 Introduction: Why a Book on the Translation of Promotional Texts?
	1.1 How to Use This Book as a Teaching/Learning Tool
	1.2 Intended Leadership
	1.3 A Short Note on Terminology
	1.4 Structure
	1.5 What This Book Does and Does Not Do
2 Promotional Translation and Professional Practice
	2.1 Why Advertising and Promotional Translators Aren’t Just Translators
	2.2 Valuable Tools: The Brief, Visuals, Multiple Versions, and Negotiation
	2.3 A Short Note for Freelance Translators: Can One Live Off Promotional and Advertising Translation?
3 Key Issues in Promotional Translation
	3.1 The Brand Name
	3.2 Accuracy and Loyalty to the Original Text
	3.3 Different Text Types
	3.4 Useful Theoretical Frameworks for Text Analysis
	3.5 Translating Persuasion Across Cultures
	3.6 Useful Methods for Cross-Cultural Promotional Translation
4 Translating Promotional Material: Self-Promotion
	4.1 CVs
	4.2 Job Application Letters
	4.3 Personal Websites With a Promotional Purpose
	4.4 Individual and Family Business Facebook Pages
5 Translating Business-To-Business Promotion
	5.1 Brochures and Websites
		5.1.1 Product Presentation Websites/Brochures
		5.1.2 Company presentation Websites/Brochures
	5.2 B2B Advertisements
6 Translating Institutional Promotion
	6.1 Institution-To-Institution (I2I)
	6.2 Institution-To-User (I2U)
		6.2.1 I2U Promotion in the Healthcare Field
		6.2.2 Tourist Promotion
		6.2.3 Awareness-Raising
7 Translating Business-To-Consumer Promotion
	7.1 B2C Brochures and Websites
	7.2 B2C Advertisements
Appendix
A glossary of Terms
References
Index