IEEE Transactions on Professional Communication Sep 2024 Open Access

Positive Evaluation in the Translation of Online Promotional Discourse in the Cheese Industry

Belén Labrador ; Noelia Ramón

Abstract

Background: The bulk of international trade has led to increasing demand for specialized professional communication texts in multilingual contexts. Persuasive language is required in promotional discourse to sell products. When transactions are carried out with foreign countries, translation becomes essential for successful commercial exchange. Literature review: Persuasion requires the use of positive evaluation to describe products. This article addresses the need to contrast the expression of positive evaluation in English and Spanish online promotional cheese descriptions. Research questions: 1. What are the linguistic resources used to express positive evaluation in English and Spanish in online promotional texts of the cheese industry? 2. What is the distribution across parts of speech and semantic categories and subcategories between these two languages? 3. How can semantic tags in bilingual comparable corpora provide useful information for translation practice? Methodology: Empirical data have been extracted from Online Cheese Descriptions (OCD), a semantically tagged English-Spanish corpus, and classified using the Appraisal Framework into the subcategories of appreciation, judgment, affect, and graduation. Results and discussion: Tests of statistical significance have revealed cross-linguistic differences, mainly in appreciation, thus leading to a qualitative analysis. The findings also include a large inventory of all evaluative items that express appreciation for cheeses in both languages and general guidelines for translators. Conclusions: This multilayer corpus-based analysis has yielded relevant data that can be used to enhance the second-language writing and translation processes required for marketing cheese in English and Spanish, thus supporting international professionals in their communication in multilingual contexts.

Journal
IEEE Transactions on Professional Communication
Published
2024-09-01
DOI
10.1109/tpc.2024.3417056
CompPile
Search in CompPile ↗
Open Access
OA PDF Green
Topics
discourse analysis argument assessment professional writing multilingual writers grammar and mechanics affect and writing book reviews
Export
BibTeX RIS

Citation Context

Cited by in this index (0)

No articles in this index cite this work.

Cites in this index (5)

  1. Gnecchi et al. (2011)
    Field Convergence between Technical Writers and Technical Translators: Conseque…
    IEEE Transactions on Professional Communication
  2. Cardon (2008)
    A Critique of Hall's Contexting Model
    Journal of Business and Technical Communication
  3. Melton (2008)
    Lost in Translation: Professional Communication Competencies in Global Training…
    IEEE Transactions on Professional Communication
  4. Mackiewicz (2007)
    Compliments and Criticisms in Book Reviews About Business Communication
    Journal of Business and Technical Communication
  5. Flammia (2005)
    Preparing Technical Communication Students to Play a Role on the Translation Team
    IEEE Transactions on Professional Communication
Also cites 26 works outside this index ↓
  1. 10.7202/1050514ar
     ↗
  2. 10.4324/9781315224626
     ↗
  3. 10.1080/08975930.2020.1831422
     ↗
  4. 10.1109/icnisc57059.2022.00045
     ↗
  5. 10.1016/s0889-4906(03)00003-6
     ↗
  6. 10.1177/1750481312446265
     ↗
  7. 10.1016/j.esp.2013.10.002
     ↗
  8. 10.1057/9780230511910
     ↗
  9. Hunston (2000)
    Evaluation in Text. Authorial Stance and the Construction of Discourse
     ↗
  10. 10.1093/oso/9780198238546.003.0009
     ↗
  11. 10.1558/lhs.v6i1-3.275
     ↗
  12. 10.1075/lic.14.1.07tab
     ↗
  13. 10.1075/lic.19016.per
     ↗
  14. 10.4324/9780203783771
     ↗
  15. 10.1075/fol.5.1.03lem
     ↗
  16. 10.1016/j.jeap.2008.02.004
     ↗
  17. 10.1075/fol.16.2.01bed
     ↗
  18. 10.14198/raei.2006.19.13
     ↗
  19. 10.1016/j.pragma.2020.08.014
     ↗
  20. 10.1093/oso/9780198238546.003.0005
     ↗
  21. 10.1075/fol.20.2.04bar
     ↗
  22. 10.1163/9789004357723
     ↗
  23. 10.1075/fol.00029.god
     ↗
  24. 10.4324/9780203841686
     ↗
  25. 10.23919/cisti52073.2021.9476323
     ↗
  26. 10.1515/text-2012-0036
     ↗
CrossRef global citation count: 3 View in citation network → Build reading path →

Related Articles

  1. Assessing Writing Jan 2026
    The effects of online resource use on L2 learners’ computer-mediated writing processes and written products ↗
    Honglan Wang; Jookyoung Jung
    revision argument assessment digital rhetoric multilingual writers grammar and mechanics affect and writing
  2. Pedagogy Jan 2022
    Contributors ↗
    modern rhetorical theory rhetorical criticism genre theory discourse analysis african american rhetorics decolonial rhetorics first-year composition writing pedagogy basic writing writing across the curriculum graduate education teacher development argument collaborative writing transfer assessment portfolios writing program administration writing centers peer tutoring technical communication professional writing archival research digital rhetoric social media grammar and mechanics literacy studies race and writing gender and writing disability studies public rhetoric community literacy literary studies editorial matter
  3. Philosophy & Rhetoric Nov 2019
    Angry Public Rhetorics: Global Relations and Emotion in the Wake of 9/11 ↗
    Michael William Pfau
    classical rhetoric modern rhetorical theory rhetorical criticism discourse analysis argument collaborative writing assessment empirical research public rhetoric affect and writing body and rhetoric book reviews editorial matter
  4. Assessing Writing Jan 2026
    How reliable and valid is peer evaluation in adolescents’ L2 argumentative writing? ↗
    Albert W. Li; Steve Graham
    writing pedagogy teacher development argument assessment multilingual writers grammar and mechanics literacy studies
  5. Assessing Writing Jan 2026
    Is it beneficial to strive for perfection in writing?: Exploring the relationship between perfectionism, motivational regulation, and second language (L2) writing performance ↗
    Li Dong
    argument multilingual writers grammar and mechanics affect and writing