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시각기호를 고려한 인쇄광고의 번역전략 고찰: 소규모 영한광고자료를 기반으로

Exploring Types of English-Korean Translation Strategies in Print-based Advertising

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참고문헌

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주제분류통역번역학

초록

This study aims to show how global ads are localized (translated) and to explore types of translation strategies for commercial print-based advertising. For this purpose, the researcher used the descriptive translation studies approach to analyze seven pairs of English (SL) and Korean (TL) advertisements from the perspective of textual and visual signs. These analyses show that there are four types of strategies in advertising translation: (1) conveying the same message, but rewriting textual and visual signs to adapt the ad to the target socio-culture, (2) changing textual signs to create new visual effects, (3) adding textual and visual signs in a way that befits the generic conventions, and (4) crafting a new ad with a different selling point.

Abstract

This study aims to show how global ads are localized (translated) and to explore types of translation strategies for commercial print-based advertising. For this purpose, the researcher used the descriptive translation studies approach to analyze seven pairs of English (SL) and Korean (TL) advertisements from the perspective of textual and visual signs. These analyses show that there are four types of strategies in advertising translation: (1) conveying the same message, but rewriting textual and visual signs to adapt the ad to the target socio-culture, (2) changing textual signs to create new visual effects, (3) adding textual and visual signs in a way that befits the generic conventions, and (4) crafting a new ad with a different selling point.

참고문헌 (59)

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