@article{ART002265274},
author={Sun, Young-hwa},
title={Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts},
journal={The Journal of Translation Studies},
issn={1229-795X},
year={2017},
volume={18},
number={3},
pages={119-148},
doi={10.15749/jts.2017.18.3.005}
TY - JOUR
AU - Sun, Young-hwa
TI - Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts
JO - The Journal of Translation Studies
PY - 2017
VL - 18
IS - 3
PB - The Korean Association for Translation Studies
SP - 119
EP - 148
SN - 1229-795X
AB - Book covers are multimodal texts where semiotic vehicles, such as words, pictures, colours and composition, convey meaning and jointly create a message. Especially, front covers as operative texts can play an important role in attracting consumer attention. The present study aims to show how verbal and visual signs on front covers of two different text types—expressive and informative texts—are ‘translated’ and to explore types of appeals used for each text. For this purpose, the researcher uses ‘V diagram’ and ‘grammar of visual design’ to analyze the shifts in verbal and visual signs respectively. Results of a comparative analysis indicate that emotional appeals are used for the translated expressive texts and rational appeals are more prominent in the translated informative texts. Findings are followed by a brief discussion about advertising research related to the relationship between product types and types of appeals.
KW - multimodality;book covers;advertising;verbal/visual signs;text type (expressive;informative and operative texts)
DO - 10.15749/jts.2017.18.3.005
ER -
Sun, Young-hwa. (2017). Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts. The Journal of Translation Studies, 18(3), 119-148.
Sun, Young-hwa. 2017, "Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts", The Journal of Translation Studies, vol.18, no.3 pp.119-148. Available from: doi:10.15749/jts.2017.18.3.005
Sun, Young-hwa "Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts" The Journal of Translation Studies 18.3 pp.119-148 (2017) : 119.
Sun, Young-hwa. Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts. 2017; 18(3), 119-148. Available from: doi:10.15749/jts.2017.18.3.005
Sun, Young-hwa. "Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts" The Journal of Translation Studies 18, no.3 (2017) : 119-148.doi: 10.15749/jts.2017.18.3.005
Sun, Young-hwa. Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts. The Journal of Translation Studies, 18(3), 119-148. doi: 10.15749/jts.2017.18.3.005
Sun, Young-hwa. Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts. The Journal of Translation Studies. 2017; 18(3) 119-148. doi: 10.15749/jts.2017.18.3.005
Sun, Young-hwa. Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts. 2017; 18(3), 119-148. Available from: doi:10.15749/jts.2017.18.3.005
Sun, Young-hwa. "Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts" The Journal of Translation Studies 18, no.3 (2017) : 119-148.doi: 10.15749/jts.2017.18.3.005
