문화이론에 기반한 ‘K-beauty’ 광고번역텍스트의 담화분석
The Discourse-Analysis of ‘K-beauty’ Advertising Texts Translated in Chinese and English in the Base of Culture Theories
1
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
The circumstance of advertising translation is special. Consumer, function, purpose and cross-cultural transfer are important factors in the translation of advertising. The purpose of this article is to study the influence of cultural context in the translation of advertising across heterogeneous cultures. The article examines ‘K-beauty’ advertisement texts translated in Chinese and English in the internet website and analyzes low- and high-context communication, masculinity and femininity culture dimension and the language system that represents monogloss and heterogloss. The case studies show that translation across heterogeneous cultures involves text transfer and cultural adaptation. It is suggested that the cultural factors in the target market are very important in the process of the translation of advertising.
Abstract
The circumstance of advertising translation is special. Consumer, function, purpose and cross-cultural transfer are important factors in the translation of advertising. The purpose of this article is to study the influence of cultural context in the translation of advertising across heterogeneous cultures. The article examines ‘K-beauty’ advertisement texts translated in Chinese and English in the internet website and analyzes low- and high-context communication, masculinity and femininity culture dimension and the language system that represents monogloss and heterogloss. The case studies show that translation across heterogeneous cultures involves text transfer and cultural adaptation. It is suggested that the cultural factors in the target market are very important in the process of the translation of advertising.
참고문헌 (36)
- 고경순, "문화와 국제광고 표현" (1998), 커뮤니케이션북스
- 김동호, "중국의 한국산 화장품 사랑... 지난달 광군제 역직구1, 4, 5위", 중앙일보, B4~ (2015)
- 김미경, "사회학적 관심의 동양사상적 지평" (2014), 다산출판사
- 김유경, "해외시장에서의 브랜드 전략(Global marketing and advertising : understanding cultural paradoxes)", pp.135~138 (2013), 한경사
- 김영순, "광고텍스트 읽기의 즐거움" (2004), 연극과 인간
- 나은영, "세계의 문화와 조직(Cultures and Organizations)" (1995), 학지사
- 백선기, "감성광고의 담론적 구성과 사회적 함축 의미: ‘래미안(來美安)’ 아파트 광고에 대한 비판적 담론분석(CDA)을 중심으로", 한국광고홍보학보, 12(1), pp.37~83 (2010), 한국광고홍보학회
- 박미준, "‘참여(engagement)’ 표지의 영한 번역 연구 - <월스트리트 저널>의 오피니언 번역 사례를 중심으로", 통번역학연구, 19(2), pp.183~202 (2015), 통번역연구소
- 심재우, "30년간 2259배 자란 K뷰티...반도체보다 45배 빨랐다", 중앙일보, B1~ (2015)
- 석현민, "광고의 사회문화적 의미", 오늘의 문예비평, 30, pp.226~242 (1998)
- 이경란, "뷰티산업의 문화 마케팅을 접목한 기업이미지 향상에 대한 사례 연구", 한국미용학회지, 16(1), pp.234~243 (2010), 한국미용학회
- 이득재, "바흐찐 읽기", pp.24~146 (2003), 문화과학사
- 이상빈, "시각기호를 고려한 인쇄광고의 번역전략 고찰: 소규모 영한광고자료를 기반으로", 번역학연구, 16(1), pp.65~91 (2015), 한국번역학회[DOI]
- 이준엽, "문화적 특성에 따른 스포츠상품의 광고전략 차이", 한국콘텐츠학회 논문지, 9(4), pp.331~339 (2009), 한국콘텐츠학회
- 이지현, "한, 중, 일 3국 럭셔리 화장품 광고에 사용된 언어적 단서의 문화적 차이에 대한 탐색적 연구", 한국심리학회지: 소비자·광고, 16(1), pp.177~198 (2015), 한국소비자·광고심리학회
- 전예은, "국제광고 전략수립에 있어 문화적 가치의 역할", 문화교류연구, 3(1), pp.30~32 (2014)
- 최효선, "문화를 넘어서(Beyond Culture)" (2000), 한길사
- Elizabeth, W., "A cross cultural study of the translation and adaptation of advertisements for beauty products", Perspectives, 17(2), pp.121~136 (2009)
- Elsa Simoes, L. F., "Similar concepts, different channels", The Translator, 10(2), pp.291~311 (2004)
- George, Ho., "Translating advertisements across heterogeneous cultures", The Translator, 10(2), pp.221~243 (2004)
- Ira, T., "Translating promotional and advertising texts" (2010), Routledge
- Geoff, T., "Introducing functional grammar" (2014), Routledge
- Jeremy, M., "Advertising: Some challenges to translation theory", The Translator, 10(2), pp.200~202 (2004)
- Judy Wai, P. K., "How to make students culturally aware : the case of advertisement translation", Perspectives, 20(2), pp.219~229 (2012)
- Katan, D., "Translation at the cross-roads: Time for the transcreational turn?", Perspectives: Studies in Translatology (2015)[DOI]
- Lipson, M., "Functional grammar studies for non-native speakers of English", pp.5~10 (2004), the university of Bologna
- María Calzada Pérez, "Proactive Translatology vis a vis Advertising Messages", Meta: Journal des traducteurs, 50(4) (2005), Consortium Erudit[DOI]
- Marieke de Mooij., "Translating advertising", The Translator, 10(2), pp.182~191 (2004)
- Martin, J., "Working with discourse", pp.22~65 (2003), Continuum
- Martin, J. R., "The language of evaluation", pp.35~99 (2005), Palgrave macmillan
- Sandra, H., "Research methods in interpreting", pp.118~119 (2013), Bloomsbury
- "Sulwhasoo"[URL]
- "Sulwhasoo"[URL]
- "Sulwhasoo"[URL]
- "Amorepacific"[URL]
- "Amorepacific"[URL]