Raising Gender Awareness in Translation through AVT and Advertising

  1. Zaragoza Ninet, Gora 1
  2. Ricart Vayá, Alicia 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Sendebar: Revista de la Facultad de Traducción e Interpretación

ISSN: 1130-5509

Any de publicació: 2020

Número: 31

Pàgines: 419-436

Tipus: Article

DOI: 10.30827/SENDEBAR.V31I0.13600 DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: Sendebar: Revista de la Facultad de Traducción e Interpretación

Resum

The purpose of this research is to describe a pilot study conducted with 46 Translation and Intercultural Mediation students in an English language module at advanced level. We adapt Borghetti and Lertola’s five-phase model (2014) of intercultural awareness using subtitling, a modality of AVT (Audiovisual Translation) in order to tackle gender issues and gender-related language in the subtitling of the well-known The man your man could smell like Old Spice body wash advertisement. Results show that students failed to convey the ad’s sexist message in their Spanish translation, which was further confirmed when comparing students’ translation choices with the official Spanish dubbed version of the ad. This pilot study suggests ways for Translation and English language teachers to integrate the gender perspective in their teaching whilst students become aware of their power and responsibility as translators.

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Fuente de los datos: Dialnet