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

The  advertisement  industry  needs  to  reinvent  itself  continually  to  keep  up  with  the evolving  realities  of  businesses  and  their  consumers,  so  as  to  produce  messages  that  touch, seduce  and  convince  varied  targets.  Different  socioeconomic,  political  and  technological factors encourage advertisers to orchestrate vast multilingual and multicultural campaigns that present unique ideas, loyal to the brand identity, which are adapted to various markets. It is a very  different  strategy  compared  to  the  development  of  individual  campaigns  by  local agencies for each target culture. The choice of adaptation, motivated of course by economic reasons but also strategic ones, leads to an evolution in the perception of the act of translating, and of translators who work in the marketing and advertisement sector. As the industries of translation and marketing are merging, especially in secondary markets such as Québec, this doctoral project proposes a reflection in translation studies on the place of adaptation within a marketing and advertising strategy, and on the different functions that a translator can fulfill amongst  a  team  of  communication  specialist.  Furthermore,  this  thesis  explores  the  different avenues that the advertising adaptation process can take from the reception of an adaptation mandate in a marketing agency to the diffusion of the messages in the target culture.   This article-based thesis is composed of six papers in the field of translation studies, published or accepted by scientific committees through a peer-review process, which study the question    of    advertising    adaptation    under    the    scope    of    translation    studies.    This multidisciplinary  work  also  draws  on  contributions  from  adaptation  studies  experts,  dealing with culture as well as communication and advertising. The first chapter defines the notions of  translation,  adaptation  and  appropriation  (which  we  will  refer  to  throughout  the  thesis)  and places them in the context of international promotional communication, amongst others. The second  chapter  provides  a  theoretical  and  practical  picture  of  advertising  adaptation  and focuses on the work relationship between the translator and other advertisement professionals. We list the reasons for the growth of the global adaptation market, as opposed to opting for multiple local creations.  Chapter 3 lists the various challenges of  advertising adaptation and presents a classification  inspired  by  a  taxonomy  from  the  functionalist  translation  theory, illustrated by four translation problems and two translation difficulties. Chapter 4 presents a reflection  on  the  intellectual  mechanisms  of  advertising  adaptation  and  the  various  readings that  the  translator  must  go  through  to  produce  an  effective  message.  Respectively,  these include an analytical reading – one based on rationality and reason, as well as an empathetic reading where the emotional reactions of the target audience are anticipated. The fifth chapter  focuses  on  one  aspect  of  audiovisual  translation  that  is  almost  exclusive  to  the  advertising industry: the double shooting, where the translator does not translate dialogues affixed to the original images, but rather the scenario in its entirety to produce a new  video message with actors from the target culture. Together, these six chapters aim to provide a better knowledge of the intellectual approach of  adaptation in advertising, to understand how different factors  influence  the  role  of  the  translator  in  an  agency,  to  determine  how  to  prepare  tomorrow's professionals better so that they can excel in the promising market of international marketing and to contribute  to the  advancement of translation  studies  through  by  analyzing  a  specific field of  specialized translation  that stands out for its  practices  and  challenges  which  are  as interesting as they are unique.

Keyphrases: Adaptation, Marketing, Localization, Translation, Advertising, Globazliation