Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/149594
Title: Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response
Authors: Lim, Hui Ling
Keywords: Humanities::Language
Business::Advertising
Issue Date: 2021
Publisher: Nanyang Technological University
Source: Lim, H. L. (2021). Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response. Master's thesis, Nanyang Technological University, Singapore. https://hdl.handle.net/10356/149594
Abstract: Advertisement has pervaded many aspects of our daily life. In Singapore’s context, with the implementation of the unique bilingual policy, the translation of promotional texts has become an indispensable element to reach the target audience effectively. To achieve that, the translator is required to provide an apt translation that resonates with the target readers. In this report, I have completed a translation of 8,000 words from English to Chinese and have shown that the traditional theory of equivalence is unattainable. This is mainly due to language and cultural barriers, as well as the need for a creative promotional context. Therefore, I would use the Skopos theory as the guiding principle throughout the analysis of my E-C translation, and advocate for the need to transcreate when it comes to translating advertisements and promotional texts, as the marketing content needs to deliver similar stylistic feature, emotions, and marketing objectives.
URI: https://hdl.handle.net/10356/149594
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:SoH Theses

Files in This Item:
File Description SizeFormat 
Lim Hui Ling_Capstone Project_revised.pdf
  Restricted Access
Lim Hui Ling MTI Capstone Project 20213.36 MBAdobe PDFView/Open

Page view(s)

197
Updated on May 17, 2022

Download(s)

18
Updated on May 17, 2022

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.