Agents et modèles de l'adaptation publicitaire en agence de communication marketing

L’industrie de la publicité doit se renouveler sans cesse pour suivre la réalité en constante évolution des entreprises et de leurs consommateurs, afin de produire des messages qui toucheront, séduiront, puis convaincront les publics visés. Différents facteurs socioéconomiques, politiques mais également technologiques incitent les annonceurs à orchestrer de vastes campagnes multilingues et multiculturelles, où est présentée une idée unique, conforme à l’identité de la marque, qui sera adaptée dans différents marchés. Il s’agit d’une stratégie très différente de celle de la création de campagnes propres à chaque culture, par des agences locales. Le choix de l’adaptation, motivé par des raisons économiques bien sûr, mais également stratégiques, entraîne une évolution de la perception de l’acte traduisant et de ses acteurs au sein du milieu du marketing et de la publicité. Alors que nous assistons à un rapprochement des industries du marketing et de la traduction, principalement dans les marchés secondaires comme le Québec, ce projet doctoral propose une réflexion traductologique sur la place que peut occuper l’adaptation dans une stratégie en publicité marketing, et sur les différentes fonctions que peut remplir un traducteur intégré à une équipe de spécialistes de la communication. Par ailleurs, de la réception du mandat d’adaptation à l’agence de marketing jusqu’à la diffusion du message dans la culture cible, nous explorons dans notre travail les différentes avenues que peut prendre le processus d’adaptation publicitaire. Cette thèse par articles comprend six publications en traductologie, publiées ou acceptées par des comités scientifiques, qui étudient la question de l’adaptation publicitaire sous un angle traductologique, mais ce travail multidisciplinaire s’inspire aussi des contributions des experts des études sur l’adaptation, la culture ainsi que la communication publicitaire. D’abord, le premier chapitre définit les notions de traduction, d’adaptation et d’appropriation auxquelles nous référerons tout au long de la thèse, et les situe dans le contexte de la communication promotionnelle internationale, notamment. Le deuxième chapitre dresse un portrait pratique et théorique de l’adaptation publicitaire, et porte sur les relations de travail entre le traducteur et les autres professionnels de l’agence. Nous y énumérons notamment les raisons de la progression du marché mondial de l’adaptation, comparativement à celui des multiples créations locales. Ensuite, le chapitre 3 définit les défis variés de l’adaptation publicitaire, et en présente une classification inspirée par la taxonomie de la théorie fonctionnaliste en traductologie, formée de quatre problèmes et deux difficultés traductionnels. Le chapitre 4 présente une réflexion sur les mécanismes intellectuels de l’adaptation publicitaire et sur les différentes lectures que le traducteur doit faire du texte source pour produire un message efficace, respectivement la lecture analytique (rationnelle et raisonnée), puis la lecture empathique, où il anticipe la réaction émotive des cibles. Le cinquième chapitre se concentre sur un aspect de la traduction audiovisuelle presque exclusive à l’industrie publicitaire : la double version, où le traducteur traduit non pas des dialogues apposés à l’image originale, mais plutôt le scénario dans son entièreté, afin de produire un nouveau message vidéo avec des acteurs appartenant à la culture cible. Enfin, notre sixième chapitre est une étude de cas menée en agence de publicité, qui analyse la pratique professionnelle de traducteurs dans leur environnement de travail, les mandats qui leur sont confiés ainsi que les ressources dont ils disposent. Ensemble, ces six chapitres visent à mieux faire connaître la démarche intellectuelle de l’adaptation publicitaire, à comprendre comment différents facteurs influencent le rôle du traducteur au sein d’une agence, à déterminer comment mieux préparer les professionnels de demain à exceller dans le marché très prometteur du marketing international, et à contribuer à l’avancement de la réflexion traductologique par l’étude d’un type de traduction spécialisée qui se démarque par ses pratiques et ses défis aussi intéressants qu’uniques.

The Bibliotheca sacra.

Latest issue consulted: Vol. 161, no. 641 (Jan.-Mar. 2004).

[Pamphlets issued by the Commission of the American Episcopal Church]

Mode of access: Internet.

Journal of the transactions of the Victoria Institute, or Philosophical Society of Great Britain.

Beginning with v. 12, a list of the papers contained in preceding volumes is issued regularly with each volume.

The Occasional sermon : delivered before the Universalist General Convention, at its session in the city of New York, Sept. 1841 : together with thirteen other sermons delivered on the same occasion.

Occasional sermon, by T. J. Sawyer.--The wisdom of God manifested in his works, by A. A. Miner.--Brotherly love, by A. Moore.--Man an active being, by H. Ballou, 2d.--The ministry of reconciliation, by H. Ballou.--Faith and works, by S. Streeter.--The true grounds of Christian rejoicing, by M. Sanford.--The good shepherd, by J. M. Austin.--Christian and Protestant freedom, by E. H. Chapin.--The Gospel, the power of God unto salvation, by O. A. Skinner.--Character of the religion of Jesus, by T. J. Greenwood.--Accomplishment of the Savior's mission, by S. R. Smith.--Object and character of true religious worship, by H. G. Smith.--The evidence of a true faith, by W. S. Balch.

The constitution of the Associated Churches, in the southern district of the county of Litchfield, in the state of Connecticut. Adopted by the consociation, at their sessions at Litchfield, on the 21st day of October, A.D. 1795.

Includes Articles of faith and covenant (1828), p. 10-17, and Statistical view of the churches (1828), p. 18-24.

Publications.

Some the illustrations are reproductions of original title-pages.

The city of God; a series of discussions in religion,

Introductory: Faith and modern thought.--pt. 1. Theism and science. Man and religion.--pt. 2. God and Israel. The problem of Job. Man and God.--pt. 3. The Jesus of history and the Christ of faith. Christ in history. The riches of Christ's poverty.--pt. 4. The quest of the chief good. Love of Christ. The city of God.

The confessions of the Church of Scotland : their evolution in history : the seventh series of the Chalmers lectures /

Includes bibliographical references.

Whose revolution? A study of the future course of liberalism in the United States,

Two revolutions, by Hans Kohn.--The technology of democracy, by A.M. Bingham.--Communism and the American intellectuals, by Granville Hicks.--When liberalism went totalitarian, by Eugene Lyons.--Faith and the future, by Malcolm Cowley.--Lieralism and the united front, by R.N. Baldwin.--Is democracy possible? By James Burnham.--The U.S. and the U.S.S.R., by B.D. Wolfe.--The need still is: a new special order, by Lewis Corey.--Towards a tolerable society, by John Chamberlain.--The contributors.

The prevalence of childhood obesity in primary school children in urban Khon Kaen, Northeast Thailand

Childhood obesity is a serious public health problem because of its strong association with adulthood obesity and the related adverse health consequences. The published literature indicates a rising prevalence of childhood obesity in both developed and developing countries. However no data exists on the prevalence in Northeast Thailand, one of the poorest regions of the country and one that has experienced a recent economic transition. The objective of this study was to estimate the prevalence of obesity in seven to nine year old children in urban Khon Kaen, Northeast Thailand. A cross-sectional school based survey was conducted to determine the prevalence of obesity in children of urban Khon Kaen, Thailand. Multi-staged cluster sampling was used to select 12 school clusters of 72 children each between the ages of 7 and 9 years, in primary school grades 1, 2 and 3 from government, private and demonstration schools. A total of 864 seven to nine year old school children were studied. Anthropometric measurements of standing height and weight were taken for all subjects to the nearest tenth of a centimetre and tenth of a kilogram respectively. Childhood obesity was defined as a weight-for-height Z-score above 2.0 standard deviations of the National Center for Health Statistics/World Health Organisation reference population median. The prevalence of childhood obesity was 10.8% (95% CI: 7.6, 13.9). Obesity was significantly more prevalent in boys than girls. The biggest difference was observed between the three school types, with the highest prevalence of obesity found at teacher training demonstration schools and the lowest at the government schools. This study provides the first data on childhood obesity prevalence in Northeast Thailand. The prevalence of 10.8 per cent is lower than that found in two other urban areas of Thailand but slightly higher than expected for this relatively poor region. If this prevalence rate increases, as observed in other countries in economic transition, the incidence of non-communicable diseases associated with obesity is also likely to increase, thus raising cause for concern and reason for intervention to both control and prevent obesity during childhood.

Multidimensional analysis of perceived risk in commercial air travel

This study attempts to assess the role of perceived risk in air passenger behaviour. A survey of 889 respondents is used to investigate a multidimensional concept of perceived risk and to analyse the differences between socio-demographic characteristics regarding passengers' risk assessment. The results indicate that financial risk and temporal risk are the most important in the context of commercial air travel. All perceived risk dimensions differ according gender, age, cultural background, income, previous experience, and reason for travelling. (C) 2006 Elsevier Ltd. All rights reserved.

Semantic properties of μ-charts

μ-Charts are a Statechart-like language which is designed for specifying reactive systems. This paper extends the language of μ-charts with a new parallel operator; it defines a formal semantics for the language, and then it explores the semantic properties of the extended language. The paper concludes with a simple case study to illustrate how the language may be used to specify and reason about reactive systems.

A TEOLOGIA E O ESTUDO DA RELIGIÃO. A hermenêutica teológica como reinterpretação da linguagem da fé e da existência cristã.

O presente trabalho apresenta uma reflexão sobre o papel da teologia no estudo da religião, no atual contexto universitário brasileiro. A tese principal deste trabalho está fundamentada na idéia de que a teologia, no estudo da religião, deve ser compreendida como hermenêutica teológica de orientação antropológica, e ver o seu exercício como interpretação da linguagem da fé e da existência cristã.

Transito religioso e o sujeito da fé: motivações para a prática do trânsito religioso entre os sem religião que se afirmam evangélicos.

A proposta desta pesquisa é discutir o trânsito religioso enquanto uma ação social que só pode ser compreendida a partir de um conjunto de condições sociais e políticas que influenciam o comportamento religioso contemporâneo. O objetivo principal é analisar as motivações para a prática do trânsito religioso dos evangélicos sem religião, no contexto das igrejas evangélicas, com a finalidade de entender o surgimento de um novo sujeito da fé que escolhe romper com a fé institucional, sem ser, necessariamente, um ateu. O que motiva este sujeito a professar uma fé sem vínculo com qualquer instituição religiosa é a questão fundamental deste trabalho, que se divide em três capítulos. No primeiro, analisamos o conjunto de transformações que legitimam o comportamento de transitar entre os vários vínculos religiosos, inclusive ficar sem vínculo. No Segundo, tentamos definir quem são os sem religião e por onde transitam. E no terceiro, discutimos a questão fundamental deste trabalho. O que motiva o evangélico a se desvincular, ou seja, ser um evangélico sem igreja?