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Publication title:Retoriska drag i kundbroschyrer på olika språk
Conference:Svenskans beskrivning 24. Förhandlingar vid Tjugofjärde sammankomsten för svenskans beskrivning
Publication type: Abstract and Fulltext
Article No.:008
Abstract:This article concerns a study of multilingual text production in a multinational Swedish company. In the study I analyse texts written within the company in different languages. One of the text types studied is product brochures aimed at customers in six European countries; i.e. Sweden; Norway; Denmark; France; Switzerland and Austria. The brochures derive from a raw material called a textual base which provides information and ideas for the production of the new texts. The relation between the raw material and the six brochures varies from translations of single sentences to a more free relation towards the raw material. This process is called parallel writing. The concept of parallel writing is discussed in the article.

I have analysed the rhetorical structure and identified moves and steps; following Swales’ (1990) move- step-model; in the textual base and the brochures. The analysis shows that the brochures have been influenced by the textual base to a varying degree. The Norwegian brochure; for example; follows the rhetorical structure and contains nearly all of the moves and steps identified in the textual base. The French brochure; on the other hand; contains only two of the five steps. In the article I discuss common and disparate moves in the brochures. I also discuss the brochures’ relation to the textual base. The analysis does not only point out similarities and dissimilarities in the texts; it also sheds more light on the concept of parallel writing.

No. of pages:10
Series:Linköping Electronic Conference Proceedings
ISSN (print):1650-3686
ISSN (online):1650-3740
Publisher:Linköping University Electronic Press; Linköpings universitet

(1999). Retoriska drag i kundbroschyrer på olika språk, Svenskans beskrivning 24. Förhandlingar vid Tjugofjärde sammankomsten för svenskans beskrivning;article=008 (accessed 2/7/2016)