Earticle

초록

영어

The circumstance of advertising translation is special. Consumer, function, purpose and cross-cultural transfer are important factors in the translation of advertising. The purpose of this article is to study the influence of cultural context in the translation of advertising across heterogeneous cultures. The article examines ‘K-beauty’ advertisement texts translated in Chinese and English in the internet website and analyzes low- and high-context communication, masculinity and femininity culture dimension and the language system that represents monogloss and heterogloss. The case studies show that translation across heterogeneous cultures involves text transfer and cultural adaptation. It is suggested that the cultural factors in the target market are very important in the process of the translation of advertising.

목차

 1. 서론
 2. 이론적 배경
  2.1. SFL의 기본전제
  2.2. 에드워드 홀의 고맥락문화와 저맥락문화
  2.3. 홉스테드의 남성성과 여성성 문화차원
  2.4. 대화주의와 모노글로스 및 헤테로글로스
 3. 분석자료 및 분석방법
  3.1. 분석자료
  3.2. 분석방법
 4. 텍스트 분석
  4.1. 고맥락문화와 저맥락문화의 문화적 요소가 적용된 경우
  4.2. 모노글로스와 헤테로글로스가 적용된 경우
 5. 요약 및 결론
 참고문헌

키워드

광고번역 ‘케이뷰티’ 고맥락문화 저맥락문화 모노글로스 헤테로글로스 advertising translation ‘K-beauty' high-context culture low-context culture monogloss heterogloss

저자

• 이지영 [ Lee, Ji-Young | 한국외국어대학교 ]

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