Markets and the creative paradigm: Identity variability in English-Greek translated promotional material
The study uses as a starting point a set of value dilemmas traced in corporation management strategies worldwide; these dilemmas can offer a rationale for exploring whether and how automobile industry advertising on UK-Greek corporation homepages creatively employs values inherent in relevant mana...
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| Main Author: | |
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| Format: | Article |
| Language: | deu |
| Published: |
ZHAW
2018-01-01
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| Series: | JoSTrans: The Journal of Specialised Translation |
| Online Access: | https://www.jostrans.org/article/view/7825 |
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| Summary: | The study uses as a starting point a set of value dilemmas traced in corporation management strategies worldwide; these dilemmas can offer a rationale for exploring whether and how automobile industry advertising on UK-Greek corporation homepages creatively employs values inherent in relevant management strategies. Findings show that automobile digital advertising is an eloquent paradigm of cross-cultural variation in entrepreneurial communication with clients. The study encourages focus on cultural aspects of commercial material mediation in accounting for variation in the implementation of value dilemmas in intercultural transfer. A tension between global and local cultural variabilities is emerging which highlights the socially aware aspect of innovation. 'Culturalising' economic life, in terms of raising awareness of culture-specific norms in communication, seems to be of paramount importance in wealth creating environments, as is argued in the conclusion. |
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| ISSN: | 1740-357X |