|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Translating Beauty: A Glance at Russian Advertising|
|Titolo in inglese|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LANGUAGES FOR COMMUNICATION IN INTERNATIONAL ENTERPRISES AND ORGANIZATIONS - LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI|
|Data inizio appello||2020-10-14|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2060-10-14|
Il presente elaborato ha l’obiettivo di analizzare la traduzione e l’adattamento in russo di testi pubblicitari di prodotti di bellezza.
The present thesis aims at investigating the translation and adaptation of advertisements for beauty products into Russian. After an overview of the functions, features and strategies of advertising, the work focuses on the Russian context, analysing both the historical evolution of the advertising industry and its language. Subsequently, the field of advertising translation is explored, highlighting the main methods adopted by companies to promote their products internationally. Several examples are provided to demonstrate the importance of adapting the messages to the culture and language of the target markets in order to avoid the risk of generating wrong perceptions among consumers. As a matter of fact, when translating advertisements, it is essential to maintain the purpose and function of the source text, rather than the form, so as to create the same desired effect in the target audience. In fact, according to some scholars, in the advertising translation process it is more correct to speak of "adaptation" or "transcreation". The practical part of the work is a comparative analysis of online advertisements aimed at promoting beauty products, originally published in English and then subsequently translated into Russian and Italian. The ads for 10 cosmetic products were retrieved from the websites of the respective companies. Therefore, a corpus of 30 texts - 10 for each language – was collected. The result of the research allows to state that, overall, the contents of the messages have been adapted to the target markets both in terms of product information and communication styles. In this regard, it emerged that the communicative approach in the Russian language, compared to English and Italian, tends to be more detached and neutral and with less use of creative and emotional devices.