2000
DOI: 10.1075/btl.32.26ada
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Towards a More Systematic Approach to the Translation of Advertising Texts

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Cited by 14 publications
(9 citation statements)
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“…Such a literal approach is preferred by untrained translators and by those commissioning a translation but who have little awareness of what this involves (Adab, ). However, it frequently makes no reference to the underlying socio‐cultural context of the source text and is therefore likely to produce a less effective target text (Adab, ). Therefore, more recently, a functionalist approach to translation has been emphasized.…”
Section: Translation Theoriesmentioning
confidence: 99%
See 1 more Smart Citation
“…Such a literal approach is preferred by untrained translators and by those commissioning a translation but who have little awareness of what this involves (Adab, ). However, it frequently makes no reference to the underlying socio‐cultural context of the source text and is therefore likely to produce a less effective target text (Adab, ). Therefore, more recently, a functionalist approach to translation has been emphasized.…”
Section: Translation Theoriesmentioning
confidence: 99%
“…Like law, advertising is a culture‐dependent domain. Advertising texts contain a number of language and culture‐specific values and associations which represent potential problems for translation (Adab, ). Different cultures can be reflected in consumers' ‘popular taste’ (Ho, ), preferences, and needs; their differing degrees of vulnerability to persuasion (Sidiropoulou, ); and features of perception and values associated with product identity (Adab, ).…”
Section: Lessons From Other Disciplinesmentioning
confidence: 99%
“…Seorang lagi sarjana yang memberikan pandangan beliau tentang pendekatan dalam penterjemahan teks iklan ialah Adab (2000). Dalam kajiannya, beliau membandingkan teks sumber dan teks terjemahan iklan untuk memperoleh maklumat tentang faktor-faktor yang mempengaruhi penghasilan teks iklan dalam bentuk terjemahan.…”
Section: Jurnal Komunikasi Malaysian Journal Of Communicationunclassified
“…232-233) berpendapat bahawa teks yang terhasil mungkin lebih berkesan jika penterjemah tidak memberikan penekanan kepada penghasilan teks sasaran yang serupa dengan teks sumber dari segi linguistik tetapi sebaliknya memberikan fokus kepada penghasilan semula fungsi mesej asal dan impak yang serupa. Antara garis panduan yang dicadangkan oleh Adab (2000) dalam penterjemahan teks iklan ialah menggunakan penterjemah yang berkelayakan dan terlatih dan membentuk stau kriteria untuk menilai tahap keberkesanan sesuatu terjemahan.…”
Section: Jurnal Komunikasi Malaysian Journal Of Communicationunclassified
“…In this way she presented an ad feature common to these products that has to be taken into consideration when selecting translation strategies. Adab (2000), in turn, compared the source and target versions of a corpus of ads in French and English for a variety of non-essential goods and services (holiday destinations, watches, furniture, drinks, financial services) that promoted lifestyles and were associated to qualities. She aimed to analyse aspects of text production, including professional issues, communicative success, and the possibilities that a translator had to improve the communicative effectiveness in the advertising message.…”
Section: Product Type In Advert Translationmentioning
confidence: 99%