광고기능적 관점에서 바라본 번역서 표지 변이 양상 연구 - 표현적 텍스트와 정보적 텍스트의 비교를 중심으로 -
Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts
0
조회
0
다운로드
10
인용
0
참고문헌
키워드
초록
Book covers are multimodal texts where semiotic vehicles, such as words, pictures, colours and composition, convey meaning and jointly create a message. Especially, front covers as operative texts can play an important role in attracting consumer attention. The present study aims to show how verbal and visual signs on front covers of two different text types—expressive and informative texts—are ‘translated’ and to explore types of appeals used for each text. For this purpose, the researcher uses ‘V diagram’ and ‘grammar of visual design’ to analyze the shifts in verbal and visual signs respectively. Results of a comparative analysis indicate that emotional appeals are used for the translated expressive texts and rational appeals are more prominent in the translated informative texts. Findings are followed by a brief discussion about advertising research related to the relationship between product types and types of appeals.
Abstract
Book covers are multimodal texts where semiotic vehicles, such as words, pictures, colours and composition, convey meaning and jointly create a message. Especially, front covers as operative texts can play an important role in attracting consumer attention. The present study aims to show how verbal and visual signs on front covers of two different text types—expressive and informative texts—are ‘translated’ and to explore types of appeals used for each text. For this purpose, the researcher uses ‘V diagram’ and ‘grammar of visual design’ to analyze the shifts in verbal and visual signs respectively. Results of a comparative analysis indicate that emotional appeals are used for the translated expressive texts and rational appeals are more prominent in the translated informative texts. Findings are followed by a brief discussion about advertising research related to the relationship between product types and types of appeals.
참고문헌 (29)
- 김순영, "영한 및 한영 소설 제목의 번역 양상 고찰", 통역과 번역, 17(3), pp.23~44 (2015), 한국통역번역학회
- 김영신, "역자후기를 통해 본 번역사의 자기 이미지 연구 —번역사회학적 관점—", 번역학연구, 13(4), pp.7~27 (2012), 한국번역학회
- 김효규, "제품 유형에 따른 광고 특이성의 효과 차이 연구 - 인쇄광고에 나타난 사진과 일러스트레이션의 효과 차이를 중심으로", 광고연구, (91), pp.188~211 (2011), 한국광고홍보학회
- 박선희, "번역문의 곁텍스트 - 주변텍스트와 바깥텍스트에 대한 정의", 번역학연구, 16(1), pp.7~33 (2015), 한국번역학회[DOI]
- 선영화, "그림책에서 애니메이션으로의 시각기호 번역 연구 - The Lost Thing 각색의 스코포스를 중심으로", 통역과 번역, 18(1), pp.75~102 (2016), 한국통역번역학회
- 송희진, "우리나라 그림책의 프랑스 번역판의 파라텍스트 변형 연구-판형과 제본, 표지, 면지, 종이 재질을 중심으로-", 기초조형학연구, 15(6), pp.267~281 (2014), 한국기초조형학회
- 안대천, "글로벌 서비스브랜드의 웹광고 메시지 전략에 관한 비교연구 - 동서양의 6개 시장을 중심으로", 한국광고홍보학보, 14(2), pp.100~138 (2012), 한국광고홍보학회
- 유한내, "번역사의 사회적 가시성 연구: 정영목 譯 <로드>의 후텍스트 분석", 통번역학연구, 17(4), pp.101~119 (2013), 통번역연구소
- 이수범, "화장품 광고의 소구유형과 소비가치 변화에 대한 연구", 한국광고홍보학보, 12(1), pp.288~320 (2010), 한국광고홍보학회
- 이창수, "제인 오스틴의 Pride and Prejudice 작품의 등장인물 성격에 대한 체계언어학적 분석연구", 언어와언어학, (47), pp.167~190 (2010), 언어연구소
- 최희경, "번역서 표지의 변이 양상에 관한 기호학적 고찰", 통번역학연구, 15, pp.441~464 (2011), 통번역연구소
- Abou Rached, Ruth, "Feminist Translation Studies: Local and Transnational Perspectives", pp.195~207 (2017), Routledge
- Albers-Miller, Nancy D, "An International Analysis of Emotional and Rational Appeals in Services vs Goods Advertising", Journal of Consumer Marketing, 16(1), pp.42~57 (1999)
- Frank, Helen T, "Australian Specificity in Titles and Covers of Translated Children’s Books", Target, 17(1), pp.111~143 (2005)
- Genette, Gérard, "Paratexts: Thresholds of Interpretation" (1997), Cambridge University
- Harvey, Keith, "Translation Studies on Ideology-Ideologies in Translation Studies", pp.43~70 (2014), Routledge
- Johar, Jotindar S., "Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal", Journal of Advertising, 20(3), pp.23~33 (1991)
- Kovala, Urpo, "Translations, Paratextual Mediation, and Ideological Closure", Target, 8(1), pp.119~147 (1996)
- Kress, Gunther, "Reading Images: The Grammar of Visual Design" (2006), Routledge
- Lewis, David, "Reading Contemporary Picturebooks: Picturing Texts" (2001), Routledge
- Millán-Varela, Carmen, "Exploring Advertising in a Global Context: Food for Thought", The Translator, 10(2), pp.245~267 (2004)
- Munday, Jeremy, "Introducing Translation Studies" (2012), Routledge
- Newmark, Peter, "A Textbook of Translation" (1988), Prentice Hall
- Nodelman, Perry, "Words about Pictures : The Narrative Art of Children’s Picturebooks" (1988), The University of Georgia
- Reiss, Katharina, "Translation Criticism: The Potentials and Limitations" (2000), St. Jerome
- Shavitt, Sharon, "Evidence for Predicting the Effectiveness of Value-Expressive Versus Utilitarian Appeals: A Reply to Johar and Sirgy", Journal of Advertising, 21(2), pp.47~51 (1992)
- Summers, Caroline, "Text, Extratext, Metatext and Paratext in Translation", pp.9~32 (2013), Cambridge Scholars
- Taronna, Annarita, "Feminist Translation Studies: Local and Transnational Perspectives", pp.151~166 (2017), Routledge
- Wallmach, Kim, "Feminist Translation Strategies: Different or Derived?", Journal of Literary Studies, 22(1-2), pp.1~26 (2006)