Coherence in translated television commercials

Although the notion of coherence in audiovisual translation has already been studied, this paper aims at contributing to the ongoing debate by exploring the notion of coherence in translated television commercials in Spain. We shall be discussing here issues concerning the textual cohesion between the elements of the narration (both visual, such as pictures, symbols and written text, and aural, such as spoken text, music, noise and silence). We shall also be focusing on the different media norms in the source and target culture, the adequacy of the translated text to the audiovisual translation mode in the target culture, and the degree of cultural acceptability of the translated commercial (which entails the use of relevant characters and topics and meaningful messages for the target text).