The multilingual communication of food companies is currently evolving in the direction of a kind of ‘standardaptation,’ enabling us to reposition the products in terms of identity and cultural heritage. The present essay seeks to reflect on the role of translation in the localization of food products. This kind of translation not only continues the reterritorialization of culturally specific items, but also tends to assume a kind of "initiatory role" that is cognitive, multidimensional and multimodal. In this way, it is possible to introduce the audience into a symbolic environment, providing them with intercultural, informative and formative tools.
La voie « initiatique » de la traduction/localisation : le cas des produits agroalimentaires
MATTIODA, Maria Margherita
2016-01-01
Abstract
The multilingual communication of food companies is currently evolving in the direction of a kind of ‘standardaptation,’ enabling us to reposition the products in terms of identity and cultural heritage. The present essay seeks to reflect on the role of translation in the localization of food products. This kind of translation not only continues the reterritorialization of culturally specific items, but also tends to assume a kind of "initiatory role" that is cognitive, multidimensional and multimodal. In this way, it is possible to introduce the audience into a symbolic environment, providing them with intercultural, informative and formative tools.
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Mattioda ARTICLE Rome DEF.pdf
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La voie « initiatique » de la traductionlocalisation le cas des produits agroa.pdf
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