Advertising Culture and Translation: From Colonial to Global

This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the ‘centre’ and the ‘periphery’. It introduces the concept of advertising English as lingua franca (AELF), marking new trends in the domain of varieties of English around the world (VEAW). The data examined here show the ambivalent polarity conditioning advertising and translation: both have been mutually exclusive, and both have been subject to bans, censorship and ideological control, racism, propaganda, and stereotyping. In their fundamental principles and concepts of theories and applications, however, neither discipline cannot exist outside a free market and total freedom of expression and trust.


Renato Tomei is Assistant Professor of English and Translation at the University for Foreigners of Perugia, Italy. Tomei holds a PhD in Linguistics from the University of Addis Ababa and has conducted extensive research in Africa and Jamaica in the field of Afro-Caribbean studies. He is the author of Jamaican Speech Forms in Ethiopia, and co-authored West of Eden: Botanical Discourse, Contact Languages and Translation (2009); Law, Language and Translation: From Concepts to Conflicts (2015); and Description and Translation in the Caribbean: From Fruits to Rastafarians (2016).

“I find that a book of this kind would be an important addition to what we often take for granted: language in advertising, what it really means and how it is expressed. The authors provide the reader and the researcher a valuable instrument for understanding and even further exploring this theme. This is a serious piece of scholarly work which I can only state was an enjoyable and inspiring read. It deserves to be seen by students and public of this area who can only benefit from this impressive book.”
Professor Bruno Mascitelli
Swinburne University of Technology, Australia

Buy This Book

ISBN: 1-4438-4389-X

ISBN13: 978-1-4438-4389-8

Release Date: 27th January 2017

Pages: 223

Price: £57.99

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