Earticle

초록

영어

In recent years, a growing number of multinational corporations have shifted the locus of their advertising and marketing efforts from the values of products to socio-ethical values associated with products and production. Against this backdrop, the present study aims to show how advertisements for cosmetics addressing ethical issues are translated for a local market. For this purpose, six English advertisements imbued with ethical values concerning ‘animal protection,’ ‘environmental protection’ or ‘fair trade’ (those of The Body Shop, Lush, and Neal’s Yard Remedies) are compared with their purported Korean translations from the perspective of Descriptive Translation Studies. This comparison reveals that aspects of ethics in the English advertisements were removed and/or replaced by verbal and visual signs emphasizing the functional characteristics of the product being advertised.

목차

Abstract
 I. 서론
 II. 이론적 배경 및 선행연구
  1. 기술번역학
  2. 광고번역
 III. 분석자료 및 분석방법
  1. 분석자료의 수집
  2. 분석방법
 IV. 분석 내용
  1. 동물보호
  2. 환경보호
  3. 공정무역
 V. 결론
 참고문헌

저자

• 이선우 [ Lee, Sunwoo | 한국외국어대학교 ]
• 이상빈 [ Lee, Sang-Bin | 한국외국어대학교 ]

참고문헌