Table of Contents

1. Introduction: Why a Book on the Translation of Promotional Texts?

1.1 How to use this book

1.2 Intended readership

1.3 A short note on terminology

1.4 Structure

1.5 What this book does and does not do

2. Promotional Translation and Professional Practice

2.1 Why advertising and promotional translators aren't just translators

2.2 Valuable tools: the brief, visuals, multiple versions, and negotiation

2.3 A short note for freelance translators: can one live off promotional and advertising translation?

3. Key Issues in Promotional Translation

3.1 The brand name

3.2 Accuracy and loyalty to the original text

3.3 Different kinds of text

4. Translating Promotional Material: Self-Promotion

4.1 Source, target, context of distribution, and information-to-persuasion ratio

4.2 Self-promotion

    4.2.1 CVs

    4.2.2 Job application letters

    4.2.3 Personal websites with a promotional purpose

5. Translating Promotional Material: Business-to-Business

5.1 B2B promotional texts

    5.1.1 Brochures and websites

    5.1.1.1 Product presentation websites/brochures

    5.1.1.2 Company presentation websites/brochures

5.2 B2B advertisements

6. Translating Promotional Material: Institutional Promotion

6.1 Institutional promotional texts

    6.1.1 Institution-to-institution (I2I)

    6.1.2 Institution-to-user (I2U)

        6.1.2.1 I2U promotion in the healthcare field

        6.1.2.2 Tourist promotion

        6.1.2.3 Awareness-raising

7. Translating Promotional Material: Business-to-Consumer

7.1 Business-to-consumer (B2C): creative and emotional language

7.1.1 B2C brochures and websites

7.1.2 B2C advertisements

8. Translating Persuasion across Cultures

About the Author

Ira Torresi teaches Translation from English into Italian and Interpreting between Italian and English at the Advanced School of Modern Languages for Interpreters and Translators (SSLiMIT) of the University of Bologna, Forlì, Italy. Her research publications include studies on intercultural issues in the translation of advertising material. She also works as a freelance interpreter and translator, and has considerable experience in the promotional and advertising sector.