More Words on Foreignization and Domestication—Dealing with Cultural Elements in Advertising Translation

DOI

10.2991/sohe-19.2019.45How to use a DOI?

Keywords

Advertising Translation, Domestication, Foreignization, The Target Reader

Abstract

In view of the target readers’ different economic, social, political and cultural backgrounds, domestication, which is aimed at better cross-cultural communication, is usually the choice, in order to achieve the purpose of successful sales promotion by easing the reader’s burden in understanding, when dealing with cultural elements in advertising translation, as argued by some scholars in China from the perspectives of the Skopos Theory, the Adaptation Theory and the Functional Equivalence Theory. While the author believes that domestication is the choice in most cases of advertising translation, she holds that the appropriate choice of strategy for the translation of a particular ad should be made in accordance with the specific translation context and advocates that more research should be conducted on foreignization, which, if appropriately employed, will contribute to greater sales promotion.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Caixia Bao
PY  - 2019/05
DA  - 2019/05
TI  - More Words on Foreignization and Domestication—Dealing with Cultural Elements in Advertising Translation
BT  - Proceedings of the 2nd Symposium on Health and Education 2019 (SOHE 2019)
PB  - Atlantis Press
SP  - 260
EP  - 264
SN  - 2352-5398
UR  - https://doi.org/10.2991/sohe-19.2019.45
DO  - 10.2991/sohe-19.2019.45
ID  - Bao2019/05
ER  -