Advertising Culture and Translation: From Colonial to Global now available from Cambridge Scholars Publishing
Cambridge Scholars Publishing is pleased to announce the publication of Advertising Culture and Translation: From Colonial to Global edited by Renato Tomei.
This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the ‘centre’ and the ‘periphery’. It introduces the concept of advertising English as lingua franca (AELF), marking new trends in the domain of varieties of English around the world (VEAW). The data examined here show the ambivalent polarity conditioning advertising and translation: both have been mutually exclusive, and both have been subject to bans, censorship and ideological control, racism, propaganda, and stereotyping. In their fundamental principles and concepts of theories and applications, however, neither discipline cannot exist outside a free market and total freedom of expression and trust.
To read a full summary of the book and to read a 30-page sample extract, which includes the table of contents, please visit the following link:
Advertising Culture and Translation: From Colonial to Global can be purchased directly from Cambridge Scholars, through Amazon and other online retailers, or through our global network of distributors. Our partners include Bertram, Gardners, Baker & Taylor, Ingram, YBP, Inspirees and MHM Limited. An e-book version will be available for purchase through the Google Play store in due course.
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About the Editor
Renato Tomei is Assistant Professor of English and Translation at the University for Foreigners of Perugia, Italy. Tomei holds a PhD in Linguistics from the University of Addis Ababa and has conducted extensive research in Africa and Jamaica in the field of Afro-Caribbean studies. He is the author of Jamaican Speech Forms in Ethiopia, and co-authored West of Eden: Botanical Discourse, Contact Languages and Translation (2009); Law, Language and Translation: From Concepts to Conflicts (2015); and Description and Translation in the Caribbean: From Fruits to Rastafarians (2016).