Strategies for Translating Vocative Texts
The paper deals with the linguistic and cultural elements of vocative texts and the techniques used in translating them by giving some examples of texts that are typically vocative (i.e. advertisements and instructions for use). Semantic and communicative strategies are popular in translation stu...
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| Format: | Article |
| Language: | English |
| Published: |
Casa Cărții de Știință
2014-12-01
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| Series: | Cultural Intertexts |
| Subjects: | |
| Online Access: | https://b00e8ea91c.clvaw-cdnwnd.com/4fb470e8cbb34a32a0dc1701f8d7322d/200000363-cfa22cfa24/287-295%20Cojocaru%20-%20Strategies%20for%20Translating%20Vocative%20Texts.pdf |
| Summary: | The paper deals with the linguistic and cultural elements of vocative texts and the
techniques used in translating them by giving some examples of texts that are typically
vocative (i.e. advertisements and instructions for use).
Semantic and communicative strategies are popular in translation studies and
each of them has its own advantages and disadvantages in translating vocative texts.
The advantage of semantic translation is that it takes more account of the aesthetic
value of the SL text, while communicative translation attempts to render the exact
contextual meaning of the original text in such a way that both content and language
are readily acceptable and comprehensible to the readership.
Focus is laid on the strategies used in translating vocative texts, strategies that
highlight and introduce a cultural context to the target audience, in order to achieve
their overall purpose, that is to sell or persuade the reader to behave in a certain way.
Thus, in order to do that, a number of advertisements from the field of cosmetics
industry and electronic gadgets were selected for analysis. The aim is to gather insights
into vocative text translation and to create new perspectives on this field of research,
now considered a process of innovation and diversion, especially in areas as important
as economy and marketing.
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| ISSN: | 2393-0624 2393-1078 |