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标题：On the implications of non-translation in Portuguese advertising: names in cosmetic products as a case in point
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作者：por Sandra Gonçalves Tuna ; Elsa Simões Lucas Freitas
期刊名称：Estudos em Comunicação
电子版ISSN：1646-4974
出版年度：2015
期号：20
页码：133-147
DOI：10.20287/ec.n20.a07
出版社：Universidade da Beira Interior
摘要：The issue of advertising translation inevitablyraises that of international marketing.One of the preliminary assumptionsunderlying product internationalizationseems to be the widespread beliefin significant similarities between peoplefrom different world regions and cultures,which has led to a fairly high degreeof standardization in many product features.This is the case of many cosmeticproducts, sold worldwide with identicaladvertising strategies. Despite divergentapproaches to international campaignsadopted by different cultures/countries,international advertising often involvestranslation. Whether translation includespictorial or textual elements, or both, italso seems to depend on cultural issues.In Portugal, international campaigns ofcosmetic products seldom involve profoundincursions into the advertisementlayout. Except for the copy text, there areseveral elements that remain unscathedin Portuguese adverts: overall structure,pictures and names. The present paperwill address these issues, trying to infersome of the implications that this translationaloption might bring to cosmetic advertising.
关键词：Translation; international advertising; names; cosmetics