도시를 번역하다: 다시쓰기로서의 영문 도시 브랜드 슬로건
A Study on English Brand Slogans of Korean Cities within the Theoretical Framework of Rewriting
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
In recent decades there has been a growing awareness of the cities’role as an impetus for economic growth home and abroad, and similarly a growing willingness to develop strategies to market cities. Increasingly efforts are being made to create attractive brand slogans and Korean cities have actively adopted brand slogans, many of which are in English. Against this backdrop, this research paper explores English brand slogan of local cities, basing itself on the assumption that these English city brand slogan are a form of translation, or rewriting, of such cities. The most prevalent forms of city brand slogans collected for this study are adject + city name, noun + city name,exclamation/possessive pronoun + city name, slogans with alliteration/rhyme, and compound word/newly-coined word. With such traits in common, English city brand slogans of local cities are short in length and contain easy words, which are readily accessible for readers home and abroad.
Abstract
In recent decades there has been a growing awareness of the cities’role as an impetus for economic growth home and abroad, and similarly a growing willingness to develop strategies to market cities. Increasingly efforts are being made to create attractive brand slogans and Korean cities have actively adopted brand slogans, many of which are in English. Against this backdrop, this research paper explores English brand slogan of local cities, basing itself on the assumption that these English city brand slogan are a form of translation, or rewriting, of such cities. The most prevalent forms of city brand slogans collected for this study are adject + city name, noun + city name,exclamation/possessive pronoun + city name, slogans with alliteration/rhyme, and compound word/newly-coined word. With such traits in common, English city brand slogans of local cities are short in length and contain easy words, which are readily accessible for readers home and abroad.
참고문헌 (20)
- 김성도, "도시 브랜딩의 기호학적 접근", 텍스트언어학, 2(23), pp.303~337 (2007), 한국텍스트언어학회
- 김운찬, "기호 상호간의 번역에 대해", 기호학 연구, 20(1), pp.173~198 (2006), 한국기호학회
- 김진애, "우리도시 예찬", 안그라픽스 (2003)
- 김혜림, "중한 출판번역에서 나타난 다시쓰기 형태", 번역학연구, 12(2), pp.53~73 (2011), 한국번역학회
- 노장오, "브랜드 마케팅" (1994), 사계절 출판사
- 류현주, "로만 야콥슨의 번역이론과 영상번역: 우리말 사용 실태를 중심으로", 번역학연구, 9(4), pp.77~91 (2008), 한국번역학회
- 박영준, "기업 슬로건의 언어적 기법에 대한 분석", 이중언어학, 19(19), pp.273~298 (2001), 이중언어학회
- 박의서, "심벌과 슬로건을 활용한 관광브랜드 구축 방안", 한국관광정책연구, 10(2), pp.63~83 (2004)
- 박혜진, "도시 브랜딩을 위한 도시브랜드 슬로건 개발 시 효과적인 진행방향에 관한 연구", 브랜드디자인학연구, 8(3), pp.249~261 (2010), 사단법인 한국브랜드디자인학회
- 서정렬, "도시는 브랜드다: 랜드마크에서 퓨처마크로" (2009), 삼성경제연구소
- 손나경, "다시쓰기로서의 번역:Heart of Darkness번역본 고찰", 영미어문학, 87(87), pp.59~75 (2008), 한국영미어문학회
- 이희복, "우리나라 도시 브랜드의 슬로건 분석 - 광역시와 일반시의 비교 -", 옥외광고학연구, 7(1), pp.25~50 (2010), 한국옥외광고학회
- 정강옥, "브랜드 구성요소에 대한 소비자 반응 연구" (2005), 한국학술 정보
- 최인령, "광고 메모리, 시적 메모리 인지시학적 접근방법에 의한 시와 광고 슬로건의 관련성 연구", 불어불문학연구, 64(64), pp.613~646 (2005), 한국불어불문학회
- Berg. L. van den, "Urban Competition, Marketing and the Need for Organizing the Capacity", Urban Studies, 36(6), pp.987~999 (1999)
- Chesterman, Andrew, "The Name and Nature of Translator Studies", Hermes, 42, pp.13~22 (2009)
- Jakobson, Roman, "On Linguistic Aspects of Translation. Theories of Translation: An Anthology of Essays from Dryden to Derrida", pp.144~151 (1992), The University Of Chicago
- Hermans, Theo, "Translation in Systems. Descriptive and System-oriented Approaches Explained" (1999), St . Jerome
- Lefevere, Andre, "Translation: Its Genealogy in the West. Translation: History & Culture, Bassnet, in Translation, History and Culture" (1990), Cassell
- Lefevere, Andre, "Translation, Rewriting and the Manipulation of Literary Fame" (1992), Routledge