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INSTITUTO DE ESTUDIOS DE POSTGRADO 2017/18 Year
TEACHING GUIDE
www.uco.esfacebook.com/universidadcordoba@univcordoba
INFORMACIÓN SOBRE TITULACIONESDE LA UNIVERSIDAD DE CÓRDOBA
uco.es/idep/masteresLA TRADUCCIÓN DEL TEXTO PUBL. PAGE 1/6 2017/18 Year
DETAILS OF THE SUBJECT
Title: LA TRADUCCIÓN DEL TEXTO PUBLICITARIO (INGLÉS-ESPAÑOL)
Code: 100323
Degree/Master: MÁSTER UNIVERSITARIO EN TRADUCCIÓN ESPECIALIZADA (INGLÉS/FRANCÉS/ALEMÁN-ESPAÑOL) Year: 1
ECTS Credits: 4 Classroom hours: 0
Face-to-face classroom percentage: 0% Non-contact hours: 100
Online platform:
TEACHER INFORMATION
Name: RIVAS CARMONA, MARÍA DEL MAR
Faculty: Facultad de Filosofía y Letras
Department: TRADUCCIÓN E INTERPRETACIÓN, LENGUAS ROMANCES, ESTUDIOS SEMÍTICOS Y DOCUMENTACIÓN
Area: TRADUCCIÓN E INTERPRETACIÓN
Office location: Planta baja
e-Mail: [email protected] Phone: 957218955
URL web: .
REQUIREMENTS AND RECOMMENDATIONS
Prerequisites established in the study plan
None.
Recommendations
None specified.
OBJECTIVES
1. Adquisición por parte del alumnado de conocimientos que les capaciten para llevar a cabo un trabajo autónomo en el campo de la traducción
humanística publicitaria.
2. Que los/las estudiantes adquieran conocimientos básicos del mundo de la publicidad y las principales características del mensaje publicitario
(elementos estilísticos, textuales, pragmático-discursivos y funcionales). 3. Que los/las estudiantes comprendan y sepan emplear los conocimientos y
herramientas de una perspectiva de investigación como es la del Análisis Crítico del Discurso, que les permitirá profundizar en los LA TRADUCCIÓN DEL
TEXTO PUBLICITARIO (INGLÉS-ESPAÑOL) 2/7 2016/17 Year contenidos subyacentes al mensaje publicitario.
4. Que los/las estudiantes aprendan a aplicar dichas herramientas en el ejercicio de la responsabilidad ética, la legislación y la deontología profesional
de la actividad de la profesión de traductor.
5. Que los/las estudiantes adquieran no solo una documentación básica para el desarrollo de su trabajo, sino también de capacidad para localizar de
modo autónomo las fuentes de información necesarias.
6. Que los/las estudiantes aprendan a analizar textos publicitarios reales tanto en el nivel verbal (fonético, léxico-semántico, sintáctico,
discursivo-pragmático) como no-verbal y, por tanto, aprendan a valorar la importancia de la relación entre los planos verbal e icónico.
7. Que los/las estudiantes realicen traducciones de textos publicitarios reales y evalúen las dificultades halladas en el proceso traductológico
(fonéticas, retóricas, culturales, etc.).
8. Que los/las estudiantes apliquen los conocimientos adquiridos a la hora de resolver dichos problemas en contexto.
9. Que los/las estudiantes demuestren a través de las diversas actividades su capacidad de análisis y síntesis, organización, capacidad de
comunicación, resolución de problemas y toma de decisiones, razonamiento crítico, creatividad, capacidad de aplicar los conocimientos teóricos en la
práctica, etc
INSTITUTO DE ESTUDIOS DE POSTGRADO 2017/18 Year
TEACHING GUIDE
www.uco.esfacebook.com/universidadcordoba@univcordoba
INFORMACIÓN SOBRE TITULACIONESDE LA UNIVERSIDAD DE CÓRDOBA
uco.es/idep/masteresLA TRADUCCIÓN DEL TEXTO PUBL. PAGE 2/6 2017/18 Year
SKILLS
CB1 Knowledge to undertake autonomous or semi-autonomous work.
CB10 Ability to understand and apply ethical responsibility, the legislation and the professional ethics of the translation profession.
CB11 Ability to apply the principles of translation professionals and the management of human resources and projects, as well as the
legislation, regulation and standardisation of the translation profession.
CB12 Students have the learning skills to allow them to continue to study in a manner that may be largely self-directed or autonomous.
CB13 Students have demonstrated a systematic understanding of a field of study and mastery of the skills and methods of research
associated with that field.
CB14 Students have made a contribution through original research that extends the frontier of knowledge by developing a substantial body
of work, some of which merits national or international refereed publication.
CB15 Students are capable of critical analysis, evaluation and synthesis of new and complex ideas.
CB16 Students can communicate with their peers, the larger scholarly community and with society in general about their areas of expertise.
CB17 Students can be expected to be able to promote, within academic and professional contexts, technological, social or cultural
advancement in a knowledge based society.
CB2 Ability to design and conduct a research or professional study.
CB3 Students have the ability to integrate knowledge and handle complexity, and formulate judgements with incomplete or limited
information, but that include reflecting on social and ethical responsibilities linked to the application of their knowledge and
judgements.
CB5 Students can communicate their conclusions, and the knowledge and rationale underpinning these, to specialist and non-specialist
audiences clearly and unambiguously.
CB6 Capable of the general management, technical management and research project management in technology enterprises and centers
in the field of translation and information.
CB8 Ability to apply the acquired knowledge and solve problems in new or unfamiliar environments within broader, multidisciplinary
contexts, being able to integrate this knowledge
CB9 Ability to understand and apply ethical responsibility, the legislation and the professional ethics of the translation profession.
CE1 Students can apply their knowledge and understanding, and problem solving abilities in new or unfamiliar environments within broader
(or multidisciplinary) contexts related to their field of study.
CE10 Capable of strategic planning, development, coordination, and technical and economic management in the field of specialised
translation.
CE11 Be able to understand the main theories of scientific knowledge in the field of translation, as well as the ethical implications of scientific
research.
CE12 Be able to understand and apply the models and advanced methods of qualitative and quantitative analysis in the field of translation.
CE13 Be able to design advanced models and identify the structure of systems, their components or entities, and the relationships between
them in dynamic and complex decision-making scenarios.
CE14 Be able to determine how uncertainty affects decision-making processes and the models designed for their analysis.
CE15 Be able to develoBe able to develop advanced strategies of qualitative or quantitative analysis using pre-designed models.
CE16 Be able to develop strategies for optimising models and systems, as well as testing and, if necessary, improving their efficiency.
CE17 Be able to apply the acquired knowledge for addressing real decision-making scenarios in translation companies.
CE2 Students have the ability to integrate knowledge and handle complexity, and formulate judgements with incomplete or limited
information, but that include reflecting on social and ethical responsibilities linked to the application of their knowledge and
judgements.
CE3 Students can communicate their conclusions, and the knowledge and rationale underpinning these, to specialist and non-specialist
audiences clearly and unambiguously.
CE4 Students have the learning skills to allow them to continue to study in a manner that may be largely self-directed or autonomous.
CE5 Students demonstrate the ability to conceive, design, and develop a comprehensive research project, with sufficient technical
competence and academic seriousness.
CE8 Promote habits to actively seek employment and the Capable of entrepreneurship.
CU1 Students can apply their knowledge and understanding, and problem solving abilities in new or unfamiliar environments within broader
(or multidisciplinary) contexts related to their field of study.
CU3 Students can communicate their conclusions, and the knowledge and rationale underpinning these, to specialist and non-specialist
audiences clearly and unambiguously.
CU4 Students have the learning skills to allow them to continue to study in a manner that may be largely self-directed or autonomous.
CU5 Students have demonstrated the ability to conceive, design, and implement a substantial process OF research WITH sufficient
technical competence AND scholarly integrity.
CU6 Students can promote, within academic and professional contexts, technological, social or cultural advancement in a knowledge based
society.
CU7 Foster the following skills and abilities in students: analysis and synthesis, organisation and planning, oral and written communication,
problem solving, decision making decision making, teamwork, critical thinking, independent learning, creativity, ability to apply
theoretical knowledge in practice, use of the Internet as a means of communication and a source of information.
CONTENT
INSTITUTO DE ESTUDIOS DE POSTGRADO 2017/18 Year
TEACHING GUIDE
www.uco.esfacebook.com/universidadcordoba@univcordoba
INFORMACIÓN SOBRE TITULACIONESDE LA UNIVERSIDAD DE CÓRDOBA
uco.es/idep/masteresLA TRADUCCIÓN DEL TEXTO PUBL. PAGE 3/6 2017/18 Year
1. Theory contents
1. Los mensajes publicitarios
1.1. Características principales del anuncio publicitario
1.2. Estructura del anuncio publicitario
1.3. La combinación de texto e imagen
2. El lenguaje de la publicidad
2.1. Funciones del lenguaje publicitario
2.1.1. Figuras retóricas en el lenguaje publicitario
3. La traducción de textos publicitarios
3.1. Dimensiones del análisis del discurso publicitario
2. Practical contents
1. Análisis crítico de textos publicitarios.
2. Traducción de textos publicitarios.
METHODOLOGY
Clarifications
En caso de que se matriculen alumn@s a tiempo parcial se adaptarán las actividades a su grado de temporalidad.
Face-to-face activities
Activity Total
- -
Not on-site activities
Activity Total
Analysis 15
Finding information 15
Bibliographic consultations 15
Exercises 40
Self-study 15
Total hours: 100
WORK MATERIALS FOR STUDENTS
Dossier
Exercises and problems
INSTITUTO DE ESTUDIOS DE POSTGRADO 2017/18 Year
TEACHING GUIDE
www.uco.esfacebook.com/universidadcordoba@univcordoba
INFORMACIÓN SOBRE TITULACIONESDE LA UNIVERSIDAD DE CÓRDOBA
uco.es/idep/masteresLA TRADUCCIÓN DEL TEXTO PUBL. PAGE 4/6 2017/18 Year
EVALUATION
Tools Percentage
Practical cases and
examples 20%
Text commentary 30%
Tests to perform real
and/or simulated tasks 50%
Period of validity for partial qualifications: Septiembre 2017
BIBLIOGRAPHY
1. Basic Bibliography:
Aitchison, J. and Lewis D.M. (eds.) (2004) News Media Language. London and New York: Routledge.
Bell, R. (1991) The Language of the News Media. London: Routledge.
Brierley, S., (1995), The Advertising Handbook, London: Routledge.
Caño García, A. del (1999) "Las figuras retóricas". En Alcoba, S. (ed.) La oralización. Barcelona: Ariel, pp. 167-197.
Carbonero Cano, P. (1992) "Modalidades enunciativas en los textos publicitarios". En Problemas y métodos en el análisis de textos. Sevilla: Serv. Publ.
Univ. Sevilla, pp. 109-122.
Carter, R. & Nash, W. (1990) Seeing Through Language, Oxford: Blackwell.
Carter, R., Goddard, A., Reah, D., Sanger, K. & Bowring, M. (1997) Working with Texts, London: Routledge.
Cook, G. (1996) "The Discourse of Advertising" Applied Linguistics, Vol. 17, nª 1, 1996, pp.. 127-129.
Cook, G. (ed.) (2007) The Language of Advertising: Major Themes in English Studies.London: Routledge.
De Moragas Spa, M. (1976) Semiótica y comunicación de masas. Barcelona: Península.
Delin, J. (2000) The Language of Everyday Life. London: Routledge.
Fairclough, N. (1992) Discourse and Social Change. Cambridge: Polity Press.
Fairclough, N. (1995) Critical Discourse Analysis. London: Longman.
Fairclough, N. (1996) Media and Language. London: Edward Arnold.
Fowler, R. (1991) Language in the News. London: Routledge.
Geis, M. (1982) The Language of Television Advertising. London and New York: Academic Press.
Gieszinger, S. (2001) The history of advertising language: the advertisements in The Times from 1788-1996. Berna: Peter Lang.
Goddard, A. (1998) The Language of Advertising: written texts. London: Rotledge.
Hermeren, L. (1999) English for sale: a study of the language of advertising. Lund: Lund U.P.
Hodge, R. and Kress, G. (1993, 2nd) Language as Ideology. London: Routledge.
INSTITUTO DE ESTUDIOS DE POSTGRADO 2017/18 Year
TEACHING GUIDE
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INFORMACIÓN SOBRE TITULACIONESDE LA UNIVERSIDAD DE CÓRDOBA
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Lakoff, G. & Johnson, M. (1980), Metaphors We Live By, Chicago: University of Chicago Press.
Leech, G.N. (1983) Principies of Pragmatics. London: Longman.
Leech, G.N. (1966) English in advertising: a linguistic study of advertising in Great Britain. London: Longman.
Morley, D. (1989) "Changing paradigms in audience studies". En Ellen Seiter et al. (eds) Remote Control: television, audiences and cultural power.
London: Routledge, pp. 16-41.
Myers. G., (1994) Words in Ads, London: Edward Arnold.
Rein, D. (1982), The role of Language in Advertising and Merchandising, London: Routledge.
Rey, J. (1997) Palabras para vender, palabras para soñar: Introducción a la redacción publicitaria. Barcelona: Paidós.
Rivas Carmona, M.M. (2003) "El discurso en la comunicación". En Álvarez, G. et al. Comunicación y discurso. Sevilla, Mergablum, pp. 19-100.
Swales, J. (1990) Genre Theory. Oxford: Oxford U. Press.
Tanaka, K. (1994) Advertising Language: a pragmatic approach to advertisements in Britain and Japan. London and New York: Routledge.
Tannen, D. (1994) Gender & Discourse. New York: Oxford U.P.
Tuck, M. (1976) How Do We Choose? London: Methuen.
Twitchell, J. B. (2000) 20 Ads that Shook the World: the century's most groundbreaking advertising and how it changed us all . New YorK: Three Rivers
Press.
Van Dijk, T. (1999) Ideología. Barcelona: Gedisa Editorial.
Vazquez, I. /Aldea, S. (1991): Estrategia y manipulación del lenguaje. Análisis pragmático del discurso publipropagandístico. Zaragoza: Ediciones de la
Universidad de Zaragoza.
Wierzbicka, A. (1997) Understanding Cultures through Their Key Words. Oxford: Oxford .U.P.
2. Further reading:
Léxicos y diccionarios:
Alcaraz Varó, E./ Martínez Linares, M.A. (1997) Diccionario de lingüística moderna.Barcelona: Ariel.
Gran diccionario de sinónimos y antónimos, Madrid: Espasa Calpe, 2005.
Longman Dictionary of Contemporary English, Essex:British National Corpus, 1995.
Recursos online:
Woxikon. Diccionario en línea: http://www.woxikon.es WordReference.com.
Online Language Dictionaries: http://www.wordreference.com Reverso.
Diccionario en línea: http://diccionario.reverso.net
Diccionario de la Real Academia Española: http://buscon.rae.es/drae
INSTITUTO DE ESTUDIOS DE POSTGRADO 2017/18 Year
TEACHING GUIDE
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INFORMACIÓN SOBRE TITULACIONESDE LA UNIVERSIDAD DE CÓRDOBA
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The methodological strategies and the evaluation system contemplated in this Teaching Guide will be adaptedaccording to the needs presented by students with disabilities and special educational needs in the cases that arerequired.