Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response
Advertisement has pervaded many aspects of our daily life. In Singapore’s context, with the implementation of the unique bilingual policy, the translation of promotional texts has become an indispensable element to reach the target audience effectively. To achieve that, the translator is required to...
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| Format: | Thesis-Master by Coursework |
| Language: | English |
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Nanyang Technological University
2021
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| Online Access: | https://hdl.handle.net/10356/149594 |
| _version_ | 1811695145120169984 |
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| author | Lim, Hui Ling |
| author2 | - |
| author_facet | - Lim, Hui Ling |
| author_sort | Lim, Hui Ling |
| collection | NTU |
| description | Advertisement has pervaded many aspects of our daily life. In Singapore’s context, with the implementation of the unique bilingual policy, the translation of promotional texts has become an indispensable element to reach the target audience effectively. To achieve that, the translator is required to provide an apt translation that resonates with the target readers. In this report, I have completed a translation of 8,000 words from English to Chinese and have shown that the traditional theory of equivalence is unattainable. This is mainly due to language and cultural barriers, as well as the need for a creative promotional context. Therefore, I would use the Skopos theory as the guiding principle throughout the analysis of my E-C translation, and advocate for the need to transcreate when it comes to translating advertisements and promotional texts, as the marketing content needs to deliver similar stylistic feature, emotions, and marketing objectives. |
| first_indexed | 2024-10-01T07:18:49Z |
| format | Thesis-Master by Coursework |
| id | ntu-10356/149594 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:18:49Z |
| publishDate | 2021 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1495942023-03-11T20:16:48Z Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response Lim, Hui Ling - School of Humanities Wang Shengyu wangsy@ntu.edu.sg Humanities::Language Business::Advertising Advertisement has pervaded many aspects of our daily life. In Singapore’s context, with the implementation of the unique bilingual policy, the translation of promotional texts has become an indispensable element to reach the target audience effectively. To achieve that, the translator is required to provide an apt translation that resonates with the target readers. In this report, I have completed a translation of 8,000 words from English to Chinese and have shown that the traditional theory of equivalence is unattainable. This is mainly due to language and cultural barriers, as well as the need for a creative promotional context. Therefore, I would use the Skopos theory as the guiding principle throughout the analysis of my E-C translation, and advocate for the need to transcreate when it comes to translating advertisements and promotional texts, as the marketing content needs to deliver similar stylistic feature, emotions, and marketing objectives. Master of Arts (Translation and Interpretation) 2021-06-08T08:38:52Z 2021-06-08T08:38:52Z 2021 Thesis-Master by Coursework Lim, H. L. (2021). Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response. Master's thesis, Nanyang Technological University, Singapore. https://hdl.handle.net/10356/149594 https://hdl.handle.net/10356/149594 en application/pdf Nanyang Technological University |
| spellingShingle | Humanities::Language Business::Advertising Lim, Hui Ling Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response |
| title | Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response |
| title_full | Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response |
| title_fullStr | Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response |
| title_full_unstemmed | Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response |
| title_short | Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response |
| title_sort | translating promotional text in light of the skopos theory using transcreation to duplicate similar reader response |
| topic | Humanities::Language Business::Advertising |
| url | https://hdl.handle.net/10356/149594 |
| work_keys_str_mv | AT limhuiling translatingpromotionaltextinlightoftheskopostheoryusingtranscreationtoduplicatesimilarreaderresponse |