Translating Promotional and Advertising Texts
1. Introduction: Why a Book on the Translation of Promotional Texts? 1.1 How to use this book 1.2 Intended readership 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 kinds of text 4. Translating Promotional Material: Self Promotion 4.1 Source, target, context of distribution, and information to persuasion ratio 4.2 Self promotion 4.2.1 CVs 4.2.2 Job application letters 4.2.3 Personal websites with a promotional purpose 5. Translating Promotional Material: Business to Business 5.1 B2B promotional texts 5.1.1 Brochures and websites 5.1.1.1 Product presentation websites/brochures 5.1.1.2 Company presentation websites/brochures 5.2 B2B advertisements 6. Translating Promotional Material: Institutional Promotion 6.1 Institutional promotional texts 6.1.1 Institution to institution (I2I) 6.1.2 Institution to user (I2U) 6.1.2.1 I2U promotion in the healthcare field 6.1.2.2 Tourist promotion 6.1.2.3 Awareness raising 7. Translating Promotional Material: Business to Consumer 7.1 Business to consumer (B2C) creative and emotional language 7.1.1 B2C brochures and websites 7.1.2 B2C advertisements 8. Translating Persuasion across Cultures