Özet:

Traditional conceptions of Translation Studies seem inadequate to deal with global communicative instances such as text-images. Thanks to new theories, like Gentzler’s post-translation studies, we can now consider new objects of study, and broaden the concept of text and the limits of the discipline. Through an interdisciplinary methodology, two cases of advertising discourse belonging to Dior will be analysed, comparing the Spanish, English and French version of the ads, where homogenising and non-translating tendencies are observed. This study reveals how the feminine body works as a text in this context, transmitting and emphasizing the ideologies sold at the semiotic level. The analysis also denounces symbolic violence against feminine identity and its mediatic rewritings to raise awareness about which discourses are disseminated through translation practices.

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