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

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 pais para viejos or Sin lugar para los debiles instead of No Country for Old Men.