In praise of effective export terminology

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The aim of this paper is to describe the terminology used to market certain local products in their country of origin and the transfers this yields in translated international trade documents in Spain and French-speaking European countries. Terminology used in the field of marketing, unlike that used in other areas, is in a state of constant change, and this adds to its complexity. The paper discusses the introduction and acceptance in the importing country of terms used in the exporting country and examines in particular the cases of Armuña lentils, Iberian ham and cured meat products, foie, and Belgian chocolates and a typical Spanish confectionary product from Avila. The importance of teaching future professionals an international exchange terminology to make them aware of the key role played by efficient marketing communication is also examined.


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