Linguistic Landscapes in der Übersetzungsdidaktik unter Berücksichtigung der in der Schweiz verwendeten Standard- und Nichtstandardvarietäten des Deutschen

The aim of this paper is to demonstrate how the concept of linguistic landscapes (LLs) can be incorporated into the teaching of translation to foster linguistic awareness of the standard and non-standard varieties of German spoken in Switzerland. Following an introductory overview of LLs and their role in the field of foreign language teaching, examples will be presented. These have been implemented in a university course in marketing translation in Italy, which places an emphasis on two distinct but complementary aspects: firstly, the textual analysis of marketing-related texts in German, and, secondly, the active translation of the same text type from Italian into German. The proposed exercises demonstrate how LLs assist learners in concentrating on both verbal and non-verbal characteristics, encouraging reflection on the function of standard and non-standard varieties in the field of marketing, as well as facilitating cultural insights.