عنوان مقاله [English]
this paper seeks to investigate the adaptability of multimodal scenarios in teaser ads, specifically of multilingual scenarios of the Nestle Swiss Corporation and its brand Nescafé Gold. The question which may be raised here is to figure out how multinational corporations arrange linguistically and culturally their teaser ads for a single product and how they attract their audiences? It is hypothesized that the linguacultural experts by conveniently utilizing “adaptation” and by recruiting intelligently interlingual and intersemiological features succeed in properly implementing multimodal and multilingual scenarios. In this way it is believed that their ultimate goal, i.e. maximizing or convincing the customers will buy and consume their products is highly attained.
Meanwhile, this adaptation should be, in Gideon Toury’s opinion, adjusted in accordance with the norms, habits and customs of the target community. It is also admitted that adaptation is capable of being crystallized not only in verbal utterances of scenario but also in the whole adaptation of "scenarios", although this leads to minor changes of the initial scenario.
Thus, in this study, we have utilized the combination of Vignay & Darbelnet’s linguistic approach and Toury’s Polysystem theory as our theoretical framework and by adopting the analytico-descriptive method, we discussed, on the first step, the nature of translating the multimodal scenarios in general, then, we examined the translation of multimodal scenarios in particular. In the next step, we analyzed the adaptability and translatability of interlingual and intersemiological features of each four versions (English, French, Arabic, Persian) of a single scenario of Nescafé Gold. Finally, we have investigated the role of multimodal aspects in these four versions.