Gender and the translation of audiovisual non-profit advertising

  • Montse Corrius Gimbert Universidad de Las Palmas de Gran Canaria
  • Marcella De Marco London Metropolitan University
  • Espasa Borrás Eva University of Vic-Central University of Catalonia

Resumen

This paper aims to explore to what extent students enrolled on Translation and on Advertising courses are gender aware, i.e. whether they perceive that the decisions they take when translating or creating non-profit advertisements which present gender-related concerns may have an impact on the social perception of gender. Three groups of students of different levels (undergraduate versus postgraduate) and belonging to two different universities (University of Vic – Central University of Catalonia – Spain, and London Metropolitan University – UK) come under scrutiny. Drawing on previous stages of the study, the authors intend to examine how it is possible to address ethical issues in students’ curricula, to what extent gender awareness guides students choices when they work with non-profit adverts as opposed to commercial ones, and whether professional priorities and gender perspectives are compatible. A set of non-profit advertisements analysed and translated by the students and two Likert-type questionnaires have been used for this purpose. In addressing these questions, this study intends to fill the existing gap between gender, translation and advertising-focused research. 

Descargas

La descarga de datos todavía no está disponible.

Biografía del autor/a

Montse Corrius Gimbert, Universidad de Las Palmas de Gran Canaria

Montse Corrius Gimbert is a Senior Lecturer at the University of Vic–Central University of Catalonia (UVic-UCC), where she teaches English for specific purposes at undergraduate level and audiovisual translation at postgraduate level. She is member of the research group TRACTE (Audiovisual Translation, Communication and Place, SGR 2014, 565), where she leads the line of research on translation. Her main research interests include audiovisual translation (with a special focus on multilingual texts) as well as Advertising Translation, language learning and lexicography. She has published several articles and lectured on these areas of research. She is one of the authors of the Easy English Dictionary with a Catalan English-Vocabulary (2004). 

Marcella De Marco, London Metropolitan University

Marcela De Marco is a Senior Lecturer in Translation at London Metropolitan University. She has long investigated the relationship between Audiovisual Translation and Gender Studies, which is at the heart of her research production. Her more recent publications include: ‘The “engendering” approach in audiovisual translation’ (2016, Target), the co-authored article ‘Situated learning and situated knowledge: gender and translating audiovisual adverts’ (2016, The Interpreter and Translator Trainer) and the monograph Audiovisual Translation through a Gender Lens (2012, Rodopi). 

Espasa Borrás Eva, University of Vic-Central University of Catalonia

Eva Espasa Borrás is a Senior Lecturer at the University of Vic-Central University of Catalonia (UVic-UCC). She has published and lectured extensively on audiovisual 

translation, theatre translation, gender studies and translation training. Espasa is coordinator of the research group TRACTE (Audiovisual Translation, Communication and Place, SGR 2014, 565), and member of CEIG (Centre d’Estudis Interdisciplinaris de Gènere), both at UVic-UCC. She is member of the board of referees of Capsa de Pandora, a collection of books on gender studies of Eumo Editorial. She is a lecturer and member of coordination commission of the Official Master’s Degree in Women, Gender and Citizenship Studies promoted by the Inter-University Women and Gender Studies Institute (IIEDG). 

Citas

Alvarado López, M. C. (2012). La publicidad en el marco de la comunicación para el desarrollo: hacia un Nuevo modelo de publicidad para el cambio social. Cuadernos de Información y Comunicación, 17, 191-207.

Álvarez Ruiz, A. (2003). Publicidad social: enfoques y métodos de análisis. In V. J. Benet & E. Nos Aldás (Eds.), La publicidad en el tercer sector. Tendencias y perspectivas de la comunicación solidaria (pp. 129-142). Barcelona: Icaria.

Bartrina, F., Corrius, M., De Marco, M. & Espasa, E. (2012). Evaluating students’ gender commitment in the translation of audiovisual advertisements. I Congrés Internacional sobre investigació en didàctica de la traducció, Universitat Autònoma de Barcelona. DidTRAD-PACTE. 22 June 2012.

Bartrina, F. & Espasa E. (2012). Evaluating creativity from a perspective of feminist pedagogies: Translating print advertisements in the virtual classroom”. In M. Cánovas, G. Delgar, L. Keim, S. Khan & A. Pinyana (Eds.), Challenges in language and translation teaching in the web 2.0.era (pp. 93-104). Granada: Comares.

Benet, V.J. (2003). El espectáculo solidario: La publicidad en el tercer sector y su proyección cultural. In V. J Benet & E. Nos Aldás (Eds.), La publicidad en el tercer sector. Tendencias y perspectivas de la comunicación solidaria (pp. 15-51). Barcelona: Icaria.

Bengoechea, M. (2014). Feminist translation? No way! Spanish specialised translators' disinterest in feminist translation. Women's Studies International Forum, 42, 94-103.

Blizor, M. (2007). Employment in the US: Non-profits outpaces overall job growth. The JHU Gazette, 36(16). <http://pages.jh.edu/~gazette/2007/08jan07/08nonpr.html> [20-03-2015].

Burman, E. (1994). Poor children: charity appeals and ideologies of childhood. Changes: An International Journal of Psychology and Psychotherapy, 12(1), 29-36.

Burt, C. D. B. & Strongman, K. (2005). Use of images in charity advertising: Improving donation and compliance rates”. International Journal of Organisational Behavior, 8(8), 571- 580.

Cantera, L. M. (2002). La violencia doméstica. Lectora: Revista de Dones i Textualitat, 8 [monographic issue on gender violence coordinated by Francesca Bartrina], 71-77.

Castro, O. (2013). Talking at cross-purposes? The missing link between feminist linguistics and translation Studies. Gender and Language, 7(1), 35-58.

Chang, C. T. & Lee, Y. K. (2009). The “I” of the beholder: The impacts of gender differences and self-referencing on charity advertising. In A. L. McGill & S. Shavitt (Eds.), Advances in Consumer Research, 36 (pp. 748-749). Duluth, MN: Association for Consumer Research.

De Marco, M. (2012). Audiovisual Translation through a Gender Lens. Amsterdam & New York: Rodopi.

De Marco, M. (2016). The “engendering” approach in AVT. Target: International Journal of Translation Studies. Special Issue: Audiovisual Translation. Theoretical and Methodological Challenges, 28(2), 314-325.

De Mooij, M. (2014a). Global Marketing and Advertising. Understanding Cultural Paradoxes. London: SAGE Publications.

De Mooij, M. (2014b). Human and Mediated Communication around the World. Cham, Heidelberg, New York, Dordrecht & London: Springer.

García Pérez, R., Rebollo Catalán, M. A., Buzón García, O., González-Piñal, R., Barragán Sánchez, R. & Ruiz Pinto, E. (2010). Actitudes del alumnado hacia la igualdad de género. Revista de Investigación Educativa, 28(1), 217-232. <http://revistas.um.es/rie/article/view/98951> [09-03-2015].

Gómez Ferri, J. (2003). Sensibilizando a los otros, solidarizándonos con ellos: la antropología en la intervención social solidaria. In V. J. Benet & E. Nos Aldás (Eds.), La publicidad en el tercer sector. Tendencias y perspectivas de la comunicación solidaria (pp. 143-180). Barcelona: Icaria.

Hastings, G., Stead, M., & Webb, J. (2004). Fear appeals in social marketing: Strategic and ethical reasons for concern. Psychology & Marketing, 21(11), 961-986.

Hofstede, G. (2001). Culture’s consequences. Comparing values, behaviors, institutions and organizations across nations. Thousand Oaks, CA: Sage Publications.

Laufer, D., Silvera, D. H., McBride, J. B. & Schertzer, S. M. B. (2010). Communicating charity successes across cultures. Highlighting individual or collective achievement? European Journal of Marqueting, 44(9-10), 1322-1333.

Lewis, I. M., Watson, B., & White, K. M. (2010). Response efficacy: The key to minimizing rejection and maximizing acceptance of emotion-based anti-speeding messages. Accident Analysis & Prevention, 42(2), 459-467.

Nelson, M. R., Brunel, F. F., Supphellen, M. & Manchada, R. V. (2006). Effects of culture, gender, and moral obligations on response to charity advertising across maculine and feminine cultures. Journal of Consumer Psychology, 16(1), 45-56.

Nos Aldás, E. (2007). Lenguaje publicitario y discursos solidarios. Barcelona: Icaria.

Pope, J., Sterrett, E. & Asamoa-Tutu, F. (2013). Developing a marketing strategy for non-profit organizations: An exploratory study. Journal of Non-profit and Public Sector Marketing, 21(2), 184-201.

Rebollo-Catalán, M. A., García Pérez, R., Piedra, J., & Vega, L. (2011). Diagnóstico de la cultura de género en educación: actitudes del profesorado hacia la igualdad. Revista de Educación, 355, 219-220.

Richards, R. (2004). An analysis of the representation of the third world in British charity advertisements. Australian & New Zealand Communication Association: ANZCA04 Conference, Sydney, July 2004 <http://195.130.87.21:8080/dspace/bitstream/123456789/273/1/Richards- an%20analysis%20of%20the%20representation%20of%20the%20third%20worl.pdf> [12/07/2015].

Publicado
2016-12-25
Sección
Sección Monográfica/Special Issue