Gender stereotypes in Jordanian commercial advertisements: Translation and ideology
DOI:
https://doi.org/10.24197/her.26.2024.455-490Palabras clave:
Traducción publicitaria, ideología, publicidad callejera, publicidad en las redes sociales, estereotipos de géneroResumen
En la sociedad jordana, la publicidad desempeña un papel clave en la formación de la percepción de la mujer en el mundo. Este estudio examina la representación de la mujer en los anuncios comerciales para exponer la misoginia arraigada en las campañas publicitarias que circulan en Jordania. Se recopilaron anuncios árabes en la calle y en las redes sociales de 2014 a 2022 y se compartieron con veintidós traductores noveles y experimentados de Jordania a través de una encuesta digital. El estudio evalúa cómo la ideología del texto de origen influye en las decisiones de los traductores al inglés. El análisis muestra que los traductores, independientemente de su experiencia, favorecen las traducciones neutras desde el punto de vista del género, lo que garantiza la subversión de los estereotipos. Destaca que adherirse a la traducción literal entraña el riesgo de respaldar estereotipos ofensivos y sexismo. Esto pone de relieve la importancia de adoptar un enfoque funcional de la traducción para contrarrestar las representaciones estereotipadas de la mujer en la publicidad.
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