course details lecturer information prerequisites … · 2018. 6. 5. · leech, g.n. (1966) english...

INSTITUTO DE ESTUDIOS DE POSTGRADO 2018/19 Year

COURSE DESCRIPTION

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INFORMACIÓN SOBRE TITULACIONES

DE LA UNIVERSIDAD DE CÓRDOBA

uco.es/idep/masteres

LA TRADUCCIÓN DEL TEXTO PUBL.

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2018/19 Year

COURSE DETAILS

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% Study hours: 100

Online platform:

LECTURER INFORMATION

Name: RIVAS CARMONA, MARÍA DEL MAR

Department: TRADUCCIÓN E INTERPRETACIÓN, FILOLOGÍA FRANCESA, ESTUDIOS SEMÍTICOS Y DOCUMENTACIÓN

Area: TRADUCCIÓN E INTERPRETACIÓN

Office location: -

e-Mail: [email protected] Phone: -

URL web: -

PREREQUISITES 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


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2018/19 Year

INTENDED LEARNING OUTCOMES

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


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


CU4 Students have the learning skills to allow them to continue to study in a manner that may be largely self-directed or autonomous.


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2018/19 Year

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

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

- -


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2018/19 Year

Off-site activities

Activity Total

Analysis 15

Information search 15

Reference search 15

Exercises 40

Self-study 15

Total hours: 100

WORK MATERIALS FOR STUDENTS

Dossier

Exercises and activities

EVALUATION

Tools Percentage

Case studies 20%

Text commentary 30%

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.


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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.

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


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Diccionario de la Real Academia Española: http://buscon.rae.es/drae

The methodological strategies and the evaluation system contemplated in this Course Description will be adapted according to

the needs presented by students with disabilities and special educational needs in the cases that are required.

course details lecturer information prerequisites … · 2018. 6. 5. · leech, g.n. (1966) english...

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