Translation Strategies and Transcreation in Advertising Slogans
AUTHORS
Jeong Mok Seo,Catholic University of Daegu
ABSTRACT
The translation of advertising slogan is important to exert the same meaning, emotions and feelings in the target language as in the source language when translated into the target language. In this study, the importance of transcreation is emphasized and it should take its position as a useful apparatus of translating advertising materials. The translation of advertising materials, including advertising slogan will be facilitated by accepting transcreation in the translation frame where 7 translation procedures proposed by Binay and Darbelnet are applied, and thus, the exclusion of the translation frame will also be expanded. Skopos in the target language will be implemented effectively in terms of functions owing to transcreation, accomplishing proper and precise translation. In globalized market, the proper and precise translation of advertising slogan will contribute to maximizing its acceptability in the target language.
KEYWORDS
Advertising Slogan, Advertisement Translation, Translation Strategy, Skopos, Transcreation
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