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Translation as Glocalized Repositioning and Rebranding: Cormac McCarthy’s and the Coen Brothers’ No Country for Old Men as No es país para viejos and Sin lugar para los débiles

  • Michael S. Doyle
Chapter
Part of the Palgrave Studies in Translating and Interpreting book series (PTTI)

Abstract

This chapter proposes that literary translation and movie subtitling and dubbing are marketing strategies of repositioning and rebranding. Two examples are American cultural icons Cormac McCarthy and the Coen Brothers, whose fiction and movies, originally created in English, are re-created in Spanish. Proof that the repositioning and rebranding of the novel No Country for Old Men and its movie adaptation have occurred is when the consumer of such a cultural product in Spanish asks for either No es país para viejos or Sin lugar para los débiles instead of No Country for Old Men.

Keywords

Transglocal Glocal Glocalization Film adaptation Rebrand Cultural market 

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Michael S. Doyle
    • 1
  1. 1.University of North Carolina at CharlotteCharlotteUSA

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