Les motivations pour le magasinage:démêler les impacts des motivations individuelles et des motivations liées au contexte

La définition des motivations du consommateur est souvent ambigüe. Elles sont parfois considérées comme des caractéristiques permanentes de l’individu influençant son comportement général (traits motivationnels) et elles sont parfois définies comme des variables contextuelles expliquant pourquoi un individu agit d’une certaine façon dans un contexte donné (états motivationnels). Notre objectif est de clarifier ces deux concepts et d’étudier leur impact respectif sur le comportement du consommateur. En appliquant notre étude aux motivations pour le shopping, nous démontrons l’existence d’une forte interaction entre ces deux types de motivations.

La traduction des discours politiques au Canada

This work focuses on translated political speeches made by Canadas prime minister during times of national crises. Delivered orally in both English and French, this translation-based political discourse is examined in a tripartite manner, offering the reader contextualisation of the corpus researched; description of the translation shifts encountered; and interpretation of the discourse varies greatly depending on the era observed. Since the latter half of the 20th century, for instance, different text types have been assigned to different categories of translators. As for translative shifts revealed in the corpus, they have been categorised as either paratextual or textual divergences. Paratextual differences indicate that the Canadian prime ministers national statements in English and French do not necessarily seek to portray symmetry between what is presented in each language. Each version of a national speech thus retains a relative degree of visual autonomy. In sum, accumulated instances of paratextual divergence suggest an identifiable paratextual strategy, whereby translation contributes to the illusion that there is only one federal language: the readers. The deployment of this paratextual strategy obscures the fact that such federal expression occurs in two official languages. The illusion of monolingualism generates two different world views one for each linguistic community. Similarly, another strategy is discerned in the analysis of translative textual shifts a textual strategy useful in highlighting some of the power struggles inherent in translated federal expression. Textual interpretation of data identifies four federal translation tendencies: legitimisation and characterisation of linguistic communities; dislocation of the speech-event; neutralisation of (linguistic) territory; and valorisation of federalism.