Euskara publizitate elebidunean: iragarkiak sortu eta itzultzeko prozedura
ISSN: 1137-1102
Year of publication: 2013
Issue: 34
Pages: 127-151
Type: Article
More publications in: Zer: Revista de estudios de comunicación = Komunikazio ikasketen aldizkaria
Abstract
Analysing advertising in Basque language (Euskara) is of great importance, both in the attempt to linguistic normalization, and from the point of view of business profitability. The advertisements published in Basque are not usually monolingual, since they are frequently accompanied by the advertisement in Spanish. Therefore, the main purpose of this paper is to analyse this bilingual creative work from a qualitative methodology, through the interviews with prestigious advertisers and translators. The study shows the peculiarities and details of the process and its impact on the advertising message in Basque language.
Bibliographic References
- DE MOOIJ, M.K. (1994). Advertising Worldwide: Concepts. Theories and Practice of International, Multinational and Global Advertising. New York: Prentice Hall.
- EGUZKIZAGA, J. (1990). “Euskara eta Publizitatea”, in Senez Itzulpen eta Terminologiazko aldizkaria, EIZIE, 3 , 51-60.
- ETXEBARRIA GANGOITI, J.A. (2004). “Publizitatea eta euskara, noranzko biko ahaleginak”, MEDIATIKA, 10 ,217-243. Sarean: [http://www.euskomedia.org/PDFAnlt/mediatika/10217243.pdf] Kontsulta data: 10-07-2010.
- EUSKARAREN AHOLKU BATZORDEA (1998). Euskara Biziberritzeko Plan Nagusia. Gasteiz: Eusko Jaurlaritzaren Argitalpen Zerbitzu Nagusia. Sarean: [http://www.euskara.euskadi.net/r59-euhadm2/eu/contenidos/informacion/ebpnsarrera/eu_6196/adjuntos/ebpn14eusk.pdf] Kontsulta data: 2011-01-15.
- EUSKO JAURLARITZA (1982). 10/1982 Legea, azaroaren 24koa, Euskararen erabilera normalizatzeko oinarrizkoa. Sarean: [http://www.euskara.euskadi.net/r59-738/eu/contenidos/informacion/ argitalpenak/eu_6092/adjuntos/euskara_legearen_itzulpen%20berria%20IZO.pdf] Kontsulta data: 2011-01-25.
- EUSKO JAURLARITZA (2009). IV. Mapa soziolinguistikoa, 2006. Gasteiz: Eusko Jaurlaritzaren Argitalpen Zerbitzu Nagusia. Sarean: [http://www.euskara.euskadi.net/r59-738/eu/contenidos/informacion/argitalpenak/eu_6092/adjuntos/MAPAeusk.pdf] Kontsulta data: 2011-01-10.
- FERNANDEZ OSTOLAZA, I. (2004). “Zeregin asko euskaldunok publizitatean”, in EHU, UEU, EIE, Topagunea eta Berria, Euskarazko Kazetaritzaren I. Kongresua. Sarean: [http://www.argia.com/kazetaritza2004/inigofernandez.pdf] Kontsulta data: 2011-02-23.
- KOSLOW, S., SHAMDASANI, P.N. eta TOUCHSTONE, E.E. (1994). “Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective”, in Journal of Consumer Research, 20, 4, 575-585.
- LEON SAEZ DE YBARRA, J.L. eta ETXEBARRIA GANGOITI, J.A. (2003). Agencias de Publicidad y anunciantes en mercados locales: País Vasco. Bilbo: Euskal Herriko Unibertsitatea.
- LUNA, D. eta PERACCHIO, L.A. (1999). “What’s in a bilingual’s mind?: how bilingual consumers process information”, Advances in Consumer Research, 26, 306-311. Sarean: [http://www.acrwebsite.org/volumes/display.asp?id=8267] Kontsulta data: 2011-02-02.
- LUNA, D. eta PERACCHIO, L.A. (2005). “Advertising to Bilingual Consumers: The Impact of Code-Switching and Language Schemas on Persuasion”, in Journal of Consumer Research, 31, 760-765. Sarean: [http://www.acrwebsite.org/topic.asp?artid=225] Kontsulta data: 2011-01-10.
- MUELLER, B. (1996). International Advertising: Communicating Across Cultures. Belmont: Wadsworth Publishing Company.
- MORIARTY, S. (1991). Creative Advertising: Theory and Practice. Englewood Cliffs: Prentice Hall.
- Noriega, J., eta Blair, E. (2008). “Advertising to bilinguals: Does the language of advertising influence the nature of thoughts?”, in Journal of Marketing, 72, 69-83.
- PANIAGUA, A. (2004). “Euskararen egoera publizitate agentziaren ikuspuntutik”, Publizitatea euskaraz egiteko interesik ba al dago? (2003) jardunaldiak, EUSKO IKASKUNTZA eta TOPAGUNEA, in MEDIATIKA, 10, 257-263. Sarean: [http://www.euskomedia.org/PDFAnlt/mediatika/10245266.pdf] Kontsulta data: 2011-03-25.
- Ruiz Olabuenaga, J.I. (1996). Metodología de la investigación cualitativa. Bilbo: Deustuko Unibertsitatea.
- SCHMITT, B.H., PAN, Y. eta TAVASSOLI, T. (1994). “Language and Consumer Memory: The Impact of Linguistic Differences Between Chinese and English”, in Journal of Consumer Research, 21, 419-31.