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#KVHA:Taalkunde --- #KVHA:Semiotiek --- #KVHA:Reclame --- #KVHA:Meertalige communicatie --- #KVHA:Externe communicatie

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À la fin du XIXe siècle, la publicité s'empare des nouvelles technologies d'éclairage. Gagnée par la fièvre de l'électricité, New York fait émerger une forme de communication inédite suscitant l'engouement des autres métropoles. Vitrines des grandes marques et entreprises, ces illuminations emblématiques de la modernité urbaine offrent un spectacle féerique dans l'Europe de l'entre-deux-guerres jusqu'au black-out de 1939 qui marque un tournant. Désormais les lumières commerciales renaissent de façon inégale à Paris comme à Londres.

Critiquées par les pouvoirs publics, elles tendent à disparaître au profit des écrans numériques plus économes en énergie.

En croisant l'histoire des techniques, de l'urbanisme et les études sociales, Stéphanie Le Gallic montre comment ces dispositifs de captation du regard ont influencé durablement notre perception du paysage nocturne.

Advertising. Public relations --- billboards [site elements] --- reclame --- Publicité --- Enseignes lumineuses --- Art publicitaire --- Néon --- Histoire. --- Publicité --- Néon --- lichtreclame

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Art patronage --- Endowments --- Mécénat --- Fondations --- mecenaat --- politique de l'entreprise --- BE / Belgium - België - Belgique --- 659 --- U36 - Droit des sociétés - Vennootschappenrecht --- mecenat --- ondernemingsbeleid --- Reclame - Public relations. --- Publicité - Relations publiques. --- Advertising. Public relations. --- 659 Reclame - Public relations. --- 659 Publicité - Relations publiques. --- 659 Advertising. Public relations. --- Mécénat --- Corporations --- Charitable contributions --- Belgium --- Congresses --- Industry --- Social aspects --- Reclame - Public relations --- Parrainage

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Promotional and advertising texts come in different forms and account for a considerable share of the translation market. Advertisements, company brochures, websites, tourist guides, institutional information campaigns, and even personal CVs all share a common primary purpose: that of persuading the reader to buy something, be it a product or a lifestyle, or to act in a particular way, from taking preventive measures against health risks to employing one candidate in preference to another. Consequently, their translation requires the application of techniques which, although they vary depending on the specific text type, are all aimed at preserving that persuasive purpose. This often requires in-depth cultural adaptation and, on occasion, thorough rewriting. Translating Promotional and Advertising Texts covers different areas of personal promotion, business to business promotion, institutional and business to consumer promotion, including advertising. Numerous examples from a wide variety of languages and media, taken from the author's own professional experience and from real-life observation, are provided throughout. The volume is designed for use as a coursebook for classroom practice or as a handbook for self-learning. It will be of interest to undergraduate and postgraduate students, but also freelance and in-house translators, as well as other professionals working in sales, public relations or similar departments whose responsibilities include involvement in the management of multilingual advertising and promotion activities.

Advertising --- Translating and interpreting --- Translating --- advertenties --- Reclameteksten --- vertalen. --- Interpretation and translation --- Interpreting and translating --- Language and languages --- Literature --- Translation and interpretation --- Translators --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Translation science --- Advertising. Public relations --- marketingcommunicatie --- vertalen --- reclame --- Reclame --- Reclame. Public relations --- Vertaalkunde --- Advertising - Translating - Textbooks --- Translating and interpreting - Textbooks --- Publicité --- Traduction et interprétation --- Traduction

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Graphic arts --- anno 1930-1939 --- anno 1920-1929 --- France --- affiches --- reclame --- 1920 - 1940 --- 20ste eeuw --- Frankrijk --- affiche --- publiciteit --- 1920 - 1940. --- 20ste eeuw. --- Frankrijk. --- AFFICHES --- PUBLICITE --- FRANCE --- 1900-1945