TUM Library

Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Contributors -- Acronyms -- Figures -- Tables -- Acknowledgements -- 1 Humour translation in the age of multimedia -- 1.1 Introduction -- 1.2 The many facets of humour translation -- 1.3 In this volume -- References -- 2 Humour translation in the digital age -- 2.1 Introduction -- 2.2 Humour goes global -- 2.3 Internet memes -- 2.4 Concluding remarks -- Notes -- References -- 3 Two cases of doping, two instances of humour: Creative humour in cultural dialogue -- 3.1 Introduction -- 3.2 Humour in the globalising world

3.2.1 A semiotic look at the translation of memes -- 3.2.2 Sports scandals and memes -- 3.3 Data, methods and analysis -- 3.4 Conclusions -- Acknowledgements -- References -- 4 From translation to transcreation of humorous items (memes) on Romanian social media channels -- 4.1 Introduction -- 4.2 From translation to transcreation and beyond -- 4.3 Zero-translation -- 4.4 Partial translation -- 4.5 Full translation -- 4.6 Transcreation -- 4.7 Copycatted humour -- 4.8 Conclusions -- Notes -- References -- 5 Selling our souls for a laugh: Translated humour in advertising -- 5.1 Introduction

5.2 How it works: humour in advertising -- 5.3 Translating audiovisual humour is not always fun -- 5.3.1 Variables in audiovisual humour transfer -- 5.3.2 Plays on words, plays on ideas, plays 'r' us -- 5.3.3 Intertextuality: emperors, cowboys and the Stock Exchange revisited -- 5.4 Eppúr si muove: a word on empirical reception of audiovisual humour in advertising -- 5.5 Conclusion -- Notes -- References -- 6 Between marketing and cultural adaptation : The case of comedy film titles in Italy -- 6.1 Film titles as paratexts and marketing tools -- 6.2 Comedy film titles in Italy

6.2.1 Titles in English -- 6.2.2 Identical or almost identical English title -- 6.2.3 English title with Italian subtitle -- 6.2.4 Different English title -- 6.3 Titles in Italian -- 6.3.1 Re-creation -- 6.3.2 Literal and semi-literal adaptation and Italian title with English subtitle -- 6.4 Concluding remarks -- Acknowledgements -- Notes -- References -- 7 Multilingual humour in audiovisual translation: Multilingual realities, humour and translation in an ever-changing mediascape -- 7.1 The theoretical and practical challenges of audiovisual multilingual humour

7.2 Communication barriers as a source of humour -- 7.3 Languages far and near -- 7.4 Funny foreigners and evil aliens in stereotypes and parodies -- 7.5 Building a beautiful wall between languages or language profiles? -- 7.6 Closing remarks -- Notes -- References -- 8 A corpus-based approach to the study of subtitling humour -- 8.1 Introduction -- 8.2 Overview of corpus linguistics -- 8.3 A relevance-theoretical framework -- 8.4 Annotation schemes -- 8.5 Corpus design -- 8.6 Data analysis -- 8.7 Conclusion -- Notes -- References

This volume seeks to investigate how humour translation has developed since the beginning of the 21st century,focusing in particular on new ways of communication. The authors, drawn from a range of countries, cultures and academic traditions, address and debate how today's globalised communication, media and new technologies are influencing and shaping the translation of humour. Examining both how humour translation exploits new means of communicationand how the processes of humour translation may be challenged and enhanced by technologies, the chapters cover theoretical foundations and implications, and methodological practices and challenges. They include a description of current research or practice, and comments on possible future developments. The contributions interconnect around the issue of humour creation and translation in the 21st century, which can truly be labelled as the age of multimedia. Accessible and engaging, this is essential reading for advanced students and researchers in Translation Studies and Humour Studies.

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