Localizzazione parziale del sito web di Starbucks in prospettiva interculturale: difficoltà e proposte traduttive

Diplôme Master Localizzazione parziale del sito web di Starbucks in prospettiva interculturale: difficoltà e proposte traduttive ita 2020 author Gaffuri Benedetta 820247 director Troqe Rovena 630801 It is acknowledged that culture plays a key role in the translation-making process. The present paper aims to investigate how the Italian language/culture, localization conventions, Geert Hofstede's (1991), and in minor part Edward T. Hall's (1976) theories, as well as Starbucks' related conventions influenced the localization process of Starbucks' website (US) into Italian. In the first part of the paper we introduced Starbucks, i.e. its history and the values the brand relies on, although major attention was placed on the brand's arrival in Italy and the reactions of both the market and Italian consumers. Moreover, an interview with Giampaolo Grossi, General manager of the Starbucks Reserve Roastery in Milan, elucidated the reasons that led to the brand's diffusion in Italy as late as 2018. The theoretical part of the present paper is represented by a brief explanation of the localization conventions, as well as by the description of Hofstede's six dimensions' theory and their application to websites, as in the work by Singh and Pereira (2005), which also takes in account Hall's theory (1976). Localizzazione parziale Starbucks Prospettiva interculturale Dewey 418.02 Maîtrise universitaire en traduction mention traduction et communication spécialisée multilingue 111 Département de traduction 91 false 892f4df1-939a-41f6-acb8-62b5e928dcb4 Master thesis Restricted Gaffuri_Memoire.pdf 9147904 application/pdf restrictedAccess Faculté de traduction et d'interprétation / Département de traduction

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Localizzazione parziale del sito web di Starbucks in prospettiva interculturale: difficoltà e proposte traduttive				2020	179	23

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Gaffuri, Benedetta