Advertising translation in social media: Multimodality and simultaneity in a global campaign

  1. Irene Rodríguez-Arcos 1
  1. 1 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

Revista:
Babel

ISSN: 0521-9744,  1569-9668

Año de publicación: 2023

Volumen: 70

Número: 1-2

Páginas: 111-137

Tipo: Artículo

DOI: 10.1075/BABEL.00373.ROD GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Babel

Resumen

In the multimodal era, communication in social media incorporates new codes and elements that challenge traditional definitions of text and the translation field itself. Integrating semiotics, understanding that modes follow a particular hierarchical order, and analyzing how they influence the (re)construction of meaning in certain communities is key to studying transnational hybrid messages, both global and local, in virtual environments. The translation act has proven to be a particularly useful circumstance to understand that modes should not be regarded as signs that carry meaning across cultures. Instead, this paper aims to identify which elements act as “prompts,” which (re)activate meaning once the message is repositioned in an alternative cultural context. Through a contrastive analysis of ten transpositions, in Kress’s terms, of a Burger King campaign, this work aims to shed light on which elements can be defined as modes and prompts, as well as reflecting upon its hierarchical status in this particular multimodal ensemble, while considering that, in the virtual space, other factors such as repetition and simultaneity may condition the impact and reception of global messages.

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