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Title: How to make students culturally aware : the case of advertisement translation
Authors: Kong, JWP
Issue Date: 2012
Source: Perspectives : studies in translatology, 2012, v. 20, no. 2, p. 219-229
Abstract: It has been observed that, given the theoretical explanation that cultural diversity is an important parameter for consideration in the translation of advertisements, students are often lacking directions as to how to proceed when asked to do the practical work of translation. This article will address their concern from a pedagogical point of view by proposing that the enhancement of students' cross-cultural awareness is essential to teaching advertising translation. Drawing on authentic samples of bilingual versions of advertisements collected from various English and Chinese newspapers and magazines from Hong Kong, we will scrutinize how the same ad promoting a certain product, service or event is encoded in different terms in English and Chinese, and then discuss how the different use of the English and Chinese language in fact reflects the cultural values or characteristics of the Western and Chinese cultures noted and examined in various cross-cultural studies. This can, in turn, demonstrate to students that a good knowledge of cross-cultural value differences and similarities will constitute a source of inspiration which could enlighten them in the formulation of the appropriate strategies for translating advertisements.
Keywords: advertising
cultural diversity
cultural values
free translation
teaching translation
Publisher: Routledge Journals, Taylor & Francis Ltd
Journal: Perspectives: Studies in Translatology 
DOI: 10.1080/0907676X.2011.590592
Appears in Collections:Journal/Magazine Article

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