Crafting Error-Free Translation of Wine Advertisements. An Exercise in Deriving Implicature
Crafting Error-Free Translation of Wine Advertisements. An Exercise in Deriving Implicature

Summary/Abstract: The paper integrates three already “cooperative” and cross-fertilising fields of scientific investigation, i.e. discourse analysis, translation studies and pragmatics, in an attempt to describe the functional levels of the wine advertising discourse, inwards and outwards. In the age of globalization and of glocalization, the translator’s multilayered competence, which definitely includes a pragmatic component, will secure optimal if not error-free translation, based on the activation of his/her encyclopaedic knowledge, of the shared knowledge with the prospective readership/consumers, and on information mining with respect to terminology management, intercultural awareness and expert knowledge acquisition. It is only these aggregate knowledge, values and skills that will lead to the translator’s maturing and accurate detection of implicature beyond the face value of wine advertisements and to his/her decision on promoting the brand and preserving the local flavour.

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