Revistes Catalanes amb Accés Obert (RACO)

La recepción de las figuras retóricas de textos publicitarios : una experiencia orientada a la enseñanza / aprendizaje del alumnado de traducción

María Calzada Pérez


Advertising and rhetoric are closely connected. In fact, it is widely known that publicity uses rhetorical figures —i.e. artful deviation of a statement— extensively (McQuarrie y Mick, 1993, 1996). Undoubtedly, the purpose of an ad is to attract the consumer’s attention (with the help of figuration, among others), and as a result to buy the advertised product. Nevertheless, translation studies has approached the advertising/rhetorical compound on very few occasions (Smith, 2006). And yet, those particular occasions highlight the important role the translation of rhetorical figures plays in the multilingual transfer of ads. Since the translation of rhetorical figures is subject to increased globalising pressures (in our «global village») leading to the homogeneity of cultures, it seems advisable to prepare students of translation (i.e. would-be translators) to deal with rhetorical figures (in advertising and elsewhere). To this end, the present paper carries out an «action research» study in order to investigate the potential advances of students when trained in the understanding and transfer of rhetorical figures. This training aims to: 1) make students familiar with the nature of rhetorical figures and its different categories; and 2) expose them to the most common translation strategies. By and large, we wish to query students with a view to the refinement of future pedagogical instruction.

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