Gender and the translation of audiovisual non-profit advertising

Authors

  • Montse Corrius Gimbert University of Vic-Central University of Catalonia
  • Marcella De Marco London Metropolitan University
  • Espasa Borrás Eva University of Vic-Central University of Catalonia

Keywords:

audiovisual translation, advertising, non-profit advertising, gender awareness

Abstract

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. 

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Author Biographies

Montse Corrius Gimbert, University of Vic-Central University of Catalonia

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). 

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Published

2016-12-25

How to Cite

Corrius Gimbert, M., De Marco, M., & Eva, E. B. (2016). Gender and the translation of audiovisual non-profit advertising. Revista De Lenguas Para Fines Específicos, 22(2), 31–61. Retrieved from https://ojsspdc.ulpgc.es/ojs/index.php/LFE/article/view/763

Issue

Vol. 22 No. 2 (2016): Revista de lenguas para fines específicos

Section

Sección Monográfica/Special Issue

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