An Interdisciplinary Approach to Textual and Cultural International Advertisements

سال انتشار: 1395
محل انتشار: چهارمین کنفرانس بین المللی پژوهشهای کاربردی در مطالعات زبان
کد COI اختصاصی: ELSCONF04_134
زبان مقاله: انگلیسی
تعداد مشاهده: 466

نویسندگان

Shahrekord University

چکیده

Translation seems to play a significant role in international business and marketing in the frame of advertisements. With the proper translation, the ideas of the common culture between the SL and TL are transferable. Over the lastdecades, translation studies, as an interdisciplinary approach through culture and language, have focused on the largerparts to transfer and exchange messages and information between cultures in constant movement. This fact has focusednot only on interdisciplinary collaboration where contextualization has been a fundamental and central issue, but alsothis has covered widespread perspectives on translation for individual contexts. The works of identifying unconscious meanings in the task of cultural translation is, therefore, more on the shoulder of psychoanalysts than linguists. To this aim, in line with E.B. Tylor’s (1987) famous definition of culture, culture or civilization, taken in its wideethnographic sense is that complex whole which includes knowledge, belief, art, morals, law, custom, and any othercapabilities and habits acquired by man as a member of society. A pair of advertisements between Persian and Englishwas compared, and all the aspects were scrutinized by the abovementioned method. In sum, translating culturally determines a better understanding and more positive attitude towards the products of target consumers as source consumers. Also, colors play a very important role in translating the sense of message. Moreover, translating ideasfrom English to Persian should be with standardization, culturalization, and domestication in international communication

کلیدواژه ها

Standardization, Culturallization, Domestication, International Communication, Interdisciplinary Approach

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