The localization of promotional discourse on the internet

The localization of promotional discourse on the Internet offers an interesting case for study as it entails many of the challenges translation studies are facing nowadays and, most particularly, multimedia translation. The paper is divided in three parts; the first will deal with a description of the main features of promotional discourse with particular reference to web promotion. The second part will examine the several possibilities that the Internet offers as a medium for promotion in terms of its impact, the changes it is bringing about in terms of reception and reading modes and the linguistic implications which derive from its worldwide use. Thirdly, the discourse elements of website texts as well as other considerations about the medium are discussed when focusing on the description of translation strategies in promotional material on the Internet. Finally, the conclusion will highlight some of the needs and shortcomings entailed by this kind of translation which still raises and requires further research.