{"title":"上世纪二三十年代拉脱维亚语原创广告及其翻译","authors":"Gunta Ločmele","doi":"10.15388/vertstud.2022.2","DOIUrl":null,"url":null,"abstract":"Advertisements in the 1920s and 1930s Latvia were published mainly in Latvian, German and Russian. Besides original adverts for local products, there were numerous translations of advertisements, mainly from German. Translations of translations also circulated in the press, blurring the concept of a source text. Advertising, including translated adverts, made an impact on culture, glorifying feminine beauty in many cases but trivialising women by a specific use of language in others. Advertising also influenced the Latvian language itself. Translators added a second layer of German calques to the ones that already existed. However, new terms coming from adverts also enriched the language. Translations helped create the language of advertising as such, by developing its constituent parts: brands and slogans.","PeriodicalId":33080,"journal":{"name":"Vertimo Studijos","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Latvian Original Adverts and Translations in the 1920s and 1930s\",\"authors\":\"Gunta Ločmele\",\"doi\":\"10.15388/vertstud.2022.2\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Advertisements in the 1920s and 1930s Latvia were published mainly in Latvian, German and Russian. Besides original adverts for local products, there were numerous translations of advertisements, mainly from German. Translations of translations also circulated in the press, blurring the concept of a source text. Advertising, including translated adverts, made an impact on culture, glorifying feminine beauty in many cases but trivialising women by a specific use of language in others. Advertising also influenced the Latvian language itself. Translators added a second layer of German calques to the ones that already existed. However, new terms coming from adverts also enriched the language. Translations helped create the language of advertising as such, by developing its constituent parts: brands and slogans.\",\"PeriodicalId\":33080,\"journal\":{\"name\":\"Vertimo Studijos\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-12-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Vertimo Studijos\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.15388/vertstud.2022.2\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Vertimo Studijos","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.15388/vertstud.2022.2","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Latvian Original Adverts and Translations in the 1920s and 1930s
Advertisements in the 1920s and 1930s Latvia were published mainly in Latvian, German and Russian. Besides original adverts for local products, there were numerous translations of advertisements, mainly from German. Translations of translations also circulated in the press, blurring the concept of a source text. Advertising, including translated adverts, made an impact on culture, glorifying feminine beauty in many cases but trivialising women by a specific use of language in others. Advertising also influenced the Latvian language itself. Translators added a second layer of German calques to the ones that already existed. However, new terms coming from adverts also enriched the language. Translations helped create the language of advertising as such, by developing its constituent parts: brands and slogans.
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