Corporate identity across languages: a praxis-oriented approach to translating technical and marketing language in corporate brochures

Abstract

This thesis aims to identify the translation problems posed by corporate brochures (CBs) and the possible, desirable and realistic ways for translators to deal with these problems. Characteristics of CBs are identified, and a literature review shows the important aspects of marketing language and technical language for translators, as these are both highly present in CBs due to their place in the marketing process. A short survey among professional translators then provides insight into translation practice, so that the feasibility of solutions from literature can be assessed. Finally, two British CBs are analysed and translated into Dutch in order to illustrate how this can be done within the boundaries that are often imposed upon translators in practice.