A Market-oriented Strategy to Advertisement
Translation: Interpretation or Language Transfer?
A Market-oriented Strategy to Advertisement
Translation: Interpretation or Language Transfer?
Author(s): Violeta NegreaSubject(s): Language and Literature Studies
Published by: Editura Casa Cărții de Știință
Keywords: advertisment translation; language transfer; equivalence; semitactic marking; linguistic behavior
Summary/Abstract: The aim of this paper is to raise awareness on the economic impact of masterful advertisementtranslation, equivalent interpretation or language transfer leading to language accomodationand standardization. It suggests a market-oriented language transfer strategy to overcomedifficulties of advertisement texts. The anthropological framework and the theoretical briefingof translation/interpretation bring in the naturalness of the market-oriented language transferin advertisement translation and suggest the development of the phenomenon in terms oflanguage and culture hybridizarion. The dynamics of language transfer is called to achievethe needed efficiency of successful international business practices.
Journal: Translation Studies: Retrospective and Prospective Views
- Issue Year: 20/2017
- Issue No: 2
- Page Range: 116-123
- Page Count: 8
- Language: English