Tác giả: Triệu Tố Hoa, TS. Hồ Đắc Túc (người hướng dẫn).

Trường Đại học Trà Vinh. Năm: 2015.

Mô tả: 54Tr, kích thước: 30cm. Số định danh:

Tóm tắt:

Advertising slogans, also known as taglines, have been considered as a form of art to influence consumer buying behavior. In today’s globalized Vietnam, English language advertising slogans have been popular, but their translation in Vietnamese receives little attention. This study examines translation strategies and the use of cultural references that translators employed to render an English advertising slogan into Vietnamese. A parallel corpus of twelve English advertising slogans and their translated Vietnamese pairs provides the research data. This study uses different analytical approaches (text analysis, sentence structure, cultural references, and translation strategies) to discuss the translation of advertising slogans. The results show that the ‘formal equivalence’, a translation strategy that “focuses attention on the message itself, in both form and content” (Nida 1964:159), has been employed to translate seven out of twelve English slogans into Vietnamese.

This thesis suggests that advertising slogans be translated taking into account translation theory encompassing linguistic and cultural equivalences if the target translated slogan is to function within the target market as though it were an original.