International Journal of Language & Linguistics

Intersemiotic Translation and Ideology: the Re-presentation of the Narrative of Women as Sexual Predators in Printed Advertising Aimed at Women
Alba Páez Rodríguez, Irene Rodríguez Arcos

Abstract
In the era of globalisation, international brands increasingly launch advertising campaigns designed to work in different countries. In this context, the translator reveals him/herself as a key element in the adaptation of these advertisements to different audiences. Up to now translation literature has approached the linguistic aspects of advertising translation but has paid virtually no attention to the semiotic ones. By analysing one of these international campaigns, specifically the Oh, Lola! Campaign starring Dakota Fanning and launched by Marc Jacobs in 2011, this paper demonstrates the urgent need for research into the semiotic aspects of advertising translation, since in this textual genre every single element conveys an intended meaning. Besides, it aims at denaturalising the narrative of the woman as a sexual predator that nowadays abounds in western printed advertising aimed at women. In this sense, it seeks to emphasise the power and danger of discourses and their key role in shaping social constructions.

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