Domestication in advertisements translation
论文作者:51lunwen论文属性:硕士毕业论文 thesis登出时间:2006-12-25编辑:点击率:6213
论文字数:15094论文编号:org200612251640519367语种:英语 English地区:中国价格:$ 132
关键词:Domesticationadvertisements translation
Domestication in advertisements translation
1. Introduction
1.1 Definition of domestication
Domestication has been one fundamental
strategy in dealing with the cultural factors in the process of translating, with its opposite as foreignization. According to Dictionary of Translation Studies(1997) published in England, “domesticating translation”(domestication) and “foreignizing translation”(foreignization), the two terminologies used by Lawrence Venuti in 1995, directly originated from the German thinker Schleiermacher’s speech “On the Different Methods of Translating” in 1813. In his opinion, “There are only two methods of translating, either the translator does not bother the original author and leads the reader to approach the author or the translator tries not to bother the reader and leads the original author to approach the reader.” (Schulte & Biguenet, 1992:42) Domestication refers to the translation strategy in which a transparent, fluent style is adopted in order to minimize the strangeness of the foreign text for target language readers, while foreignization designates the type of translation in which a target text deliberately breaks target conventions by retaining something of the foreignness of the “original”(Shuttle worth & Cowie, 1997:59). Venuti, an Italian American translation theorist, defines foreignization as “an ethno deviant pressure on those values to register the linguistic and cultural difference of the foreign text, sending the readers abroad”, and domestication as “an ethnocentric reduction of the foreign text to target-language cultural values, bringing the author of the source language into the target language culture”.(Venuti, 1995:20)
1.2 Theoretical basis
When the target text is expected to be a faithful reproduction of the source text, then equivalence is defined as identity(of meaning and/or form), not necessarily in the strict sense of interchangeability and complete reversibility, but more often in the sense of equal value or correspondence.
Before we go any further, it is necessary to review the theory of equivalence as interpreted by some of the most innovative theorists in this field-Vinay and Darbelnet, Jakobson, Nida and Taber, Catford, House, and finally Baker. These theorists have studied equivalence in relation to the translation process, using different approaches, and have provided fruitful ideas for further study on this topic. Types of equivalence were suggested in order to specify the relationship between the source text and the target text, for example Nida’s formal equivalence and dynamic equivalence, or Newmark’s semantic translation and communicative translation, or House’s overt and covert translation.
These theories can be substantially divided into three main groups. In the first there are those translation scholars who are in favor of a linguistic approach to translation and who seem to forget that translation in itself is not merely a matter of linguistics. In fact, when a message is transferred from the source language to target language, the translator is also dealing with two different cultures at the same time. This particular aspect seems to have been taken into consideration by the second group of theorists who regard translation equivalence as being essentially a transfer of the message from the source culture to the target culture and a semantic or functionally oriented approach to translation. Finally, there are other translation scholars who seem to stand in the
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