The Journal of Translation Studies 2023 KCI Impact Factor : 1.49
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pISSN : 1229-795X
- https://journal.kci.go.kr/kats
KJCKorea
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Exploring Types of English-Korean Translation Strategies in Print-based Advertising
- The Journal of Translation Studies
- Abbr : JTS
- 2015, 16(1), pp.65~91
- DOI : 10.15749/jts.2015.16.1.003
- Publisher : The Korean Association for Translation Studies
- Research Area : Humanities > Interpretation and Translation Studies
1한국외국어대학교
Accredited
ABSTRACT
This study aims to show how global ads are localized (translated) and to explore types of translation strategies for commercial print-based advertising. For this purpose, the researcher used the descriptive translation studies approach to analyze seven pairs of English (SL) and Korean (TL) advertisements from the perspective of textual and visual signs. These analyses show that there are four types of strategies in advertising translation: (1) conveying the same message, but rewriting textual and visual signs to adapt the ad to the target socio-culture, (2) changing textual signs to create new visual effects, (3) adding textual and visual signs in a way that befits the generic conventions, and (4) crafting a new ad with a different selling point.
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