|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Siti web di aziende italiane produttrici di bevande: linguaggio promozionale e strategie traduttive|
|Titolo in inglese||Italian corporate websites selling beverages: promotional language and translation strategies|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI (D.M. 270/04)|
|Data inizio appello||2015-12-02|
|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||2055-12-02|
Il tema della seguente tesi è costituito da due analisi effettuate su un corpus composto da quindici siti web di aziende italiane produttrici di bevande (caffè, vini e liquori) e dalle rispettive traduzioni in inglese.
The core of the present dissertation is represented by two analyses carried out on a corpus composed of fifteen Italian corporate websites promoting beverages (coffee, wine and liquor) and their respective translations into English. The corpus-based analysis is preceded by a theoretical background. In particular, the first chapter focuses on business discourse and promotional genres, the second chapter on corporate communication and corporate websites, while the third revolves around the main issues and problems of the translation of promotional texts and websites. The fourth chapter is then dedicated to the presentation of the materials and the methodology adopted for the two analyses presented in the fifth and sixth chapters. The first analysis is conducted on the Italian language websites and aims at observing the use of the visual and verbal language in the collected websites, in order to explore the fundamental features of web promotional language, especially the one used to promote typical Italian products. The second analysis, on the other hand, investigates the English language version of the same corporate websites, with the purpose of finding out the principal translation strategies adopted by Italian companies to promote their products beyond national borders. The findings of the first analysis on the promotional language employed by Italian corporate websites under scrutiny show that the features common to all the promotional corporate websites are for example the high use of visuals and videos, the high frequency and variety of positively connoted terms and references to the passion and the commitment of the Italian workers, particularly in the agro-food and drink sector. However, the more the product is rooted in the typical Italian tradition, the more it explicitly refers to Italianness. Finally, from the investigation of the translated versions of the same websites emerge that the majority of the small and medium-sized companies reproduces without any major changes the visual content and literally translates the verbal content of its own website, often resulting in an inadequate and ineffective English language website. Only in few cases, particularly in the corporate websites of bigger companies, greater attention to the translation process is evident, for instance in the adaptation or trans-creation of the verbal content, the subtitling of the videos and the use of the label in English for the visuals of the products.