Translation problems in advertising: a study of selected South African and German advertising slogans
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Date
2015-09-11
Authors
Schmidt, Petra Monika
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Abstract
'This dissertation studies translation problems in advertising
on the basis of selected South African and German
advertising slogans. A part of the study is also dedicated
to the analysis of common linguistic features in advertising
slogans and their psychological impact on consumer behaviour.
It includes a brief outline of the applicability of translation:
theory to the translation of advertising slogans.
The problems in translating advertising slogans basically
result from the "untranslatability" of certain stylistic-.
linguistic features such as plays on words, idioms, proverbs
or rhymes. Most of these features are so embedded in a specific
culture that they can only be understood by persons belonging
to that culture.
There is no basic formula for the translation of advertising _
slogans. The translator has to decide whether the slogan should
be translated by means of a word for word translation, a paraphrase
or imitation in order to be effective and persuasive.
Very often, however, the creation of a completely new slogan
in the target language is the most effective way of rendering
the mood and spirit of the original advertising slogan.
The South African and German advertising slogans in this study
were selected at random and stem solely from printed media,
such as magazines, newspapers and periodicals. The term "South
African" slogans refers only to English product advertisements
and not to those originally created in Afrikaans or other
languages.
Description
A Dissertation Submitted to the Faculty of Arts
University of the Witwatersrand, Johannesburg
. in Fulfilment of the Requirements for the Degree
of Master of Arts in Translation
Johannesburg 1982