Tradução de metáforas verbo-pictóricas para páginas web do smartphone Huawei P40 Pro à luz da teoria de necessidades
In the era of global digital marketing, multinational companies adopt metaphors as an innovative advertising strategy on their websites to attract more consumers and stimulate their buying needs. This paper, based on the conceptual metaphor theory proposed by Lakoff and Johnson (1980) and expanded b...
| Authors: | , |
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2023 |
| Country: | Brasil |
| Institution: | Universidade Federal de Santa Catarina (UFSC) |
| Repository: | Cadernos de Tradução (Florianópolis. Online) |
| Language: | Portuguese |
| OAI Identifier: | oai:periodicos.ufsc.br:article/97183 |
| Online Access: | https://periodicos.ufsc.br/index.php/traducao/article/view/97183 |
| Access Level: | Open access |
| Keyword: | Tradução metáfora conceitual metáfora verbo-pictórica teoria das necessidades publicidades de páginas web Translation Conceptual metaphor Verb-pictorial metaphor Needs theory Webpage advertisements |
| Summary: | In the era of global digital marketing, multinational companies adopt metaphors as an innovative advertising strategy on their websites to attract more consumers and stimulate their buying needs. This paper, based on the conceptual metaphor theory proposed by Lakoff and Johnson (1980) and expanded by Forceville (1996, 2009), along with Maslow's hierarchy of needs theory (1954, 1970), analyzes the verb-pictorial metaphors in advertisements on the Huawei P40 Pro smartphone website and their translations into Brazilian Portuguese. With the aim of examining how the metaphors conceptualize the product's features in both versions, and based on the analyzed metaphors, we also explore the different intentions of the Chinese advertiser and the Brazilian translator in stimulating the purchasing needs of the Chinese and Brazilian target audiences. The findings reveal that the original Chinese advertising leans towards evoking the needs for love and belonging among Chinese consumers, while the Portuguese translation tends to fulfill the esteem needs of Brazilian consumers. |
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