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課程概述 |
Course Description
Defined by American Marketing Association as “any paid form of non-personal presentation of ideas, goods and services by an identified sponsor,” advertising can contain an abundance of striking expressions, wordplay, metaphors, neologisms, different emotional appeals, and slogans -- which poses great challenges to translators who not only need to consider the semiotic role of translation and its relationship with the accompanying audio and visual messages (if any) but also need to bridge the gap between the source and the target cultures/languages in an advertisement in order to fulfill the purpose of the translation activity.
In the classic typology of Katharina Reiss, advertisements fall into the category of the operative text type, which aims to appeal to or persuade the readers/receivers of the text to act in a certain way and translation for advertising texts should take adaptive methods to produce desired effect among/ induce certain behavioral responses from the target text audience.
By translating a wide of array of advertisements for seven to eight products placed in different mass media for different target audience and purposes, students can learn to analyze the prosodic, pragmatic, syntactic, textual and semiotic features of the copy and accordingly derive insight into possible translation strategies. Meanwhile, students will develop an understanding of the importance and the role of the translation in marketing mix (Product, Price, Promotion and Place) and be able to know how cultural differences can affect marketing as well as the results of different translation strategies.
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課程要求 |
Requirements:
1. Regular attendance and active class participation:
Regular attendance and active class participation are the most important requirements of this course. Absence should be reported in the attendance system before the class begins; being late for over 15 minutes is treated as unreported absence of the class that day and will result in a deduction of 5 points.
2. Well-prepared presentations:
The class will be divided into four groups. Each group will choose one advertisement for a product and its text for translation from the product category listed in the syllabus. Each group needs to prepare a 20-to-30-minute presentation on the brief history of the brand, the market segment of the product, and translation requirements of the advertisement, as well as to comment on the translations done by the other three groups. Teamwork is also considered as part of the results of the presentation. The files needed for the presentation and the translation review (with comments and suggested revisions) must be submitted on time by 9:00 pm Sunday.
3. On-time submissions of translation practices and journals:
In order to showcase and include your translation in the upcoming discussions, translation exercise of the week must be submitted on time by 9:00 pm Sunday, with a translation journal (at least 100 words). The journal can include your observation of the style of the language used for the product, your translation process, the problems you have encountered and how you have solved them, and what you have learned from this translation task.
4. A course reflection paper (300 words) should be submitted in Week 17. A one-on-one interview with the instructor will be arranged in Week 18. Please bring your course reflection paper and translations-journals to class for review.
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