課程資訊
課程名稱
廣告翻譯
Translation for Advertising Texts 
開課學期
104-2 
授課對象
學程  中英翻譯學程  
授課教師
張裕敏 
課號
FL5125 
課程識別碼
102 54050 
班次
 
學分
全/半年
半年 
必/選修
選修 
上課時間
星期三2,3,4(9:10~12:10) 
上課地點
外教105 
備註
初選不開放。中英翻譯學程學生優先加選。凡第一週未到課者,不予加選。
總人數上限:12人 
Ceiba 課程網頁
http://ceiba.ntu.edu.tw/1042FL5125_TAT 
課程簡介影片
 
核心能力關聯
核心能力與課程規劃關聯圖
課程大綱
為確保您我的權利,請尊重智慧財產權及不得非法影印
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.
 

課程目標
Course Objectives
The purpose of this class is to help students who have taken introductory translation courses: (1) enhance their translation skills through doing and comparing translations of authentic advertising texts; (2) familiarize themselves with different translation strategies in order to fulfill the specific purposes of the advertisements; (3) learn to work as an independent translator by completing individual translation practices and as a team player from the preparation for group presentations; (4) learn to meet deadlines like a professional; (5) improve problem-solving and research skills by translating advertisements for various products from different industries; (6) understand the importance and the role of advertisement translation in marketing mix.
 
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.
 
預期每週課後學習時數
 
Office Hours
 
參考書目
待補 
指定閱讀
待補 
評量方式
(僅供參考)
 
No.
項目
百分比
說明
1. 
A course reflection paper 
10% 
 
2. 
Translation practices and journals 
40% 
 
3. 
Presentation/Teamwork 
30% 
 
4. 
Attendance & class participation 
20% 
 
 
課程進度
週次
日期
單元主題
第1週
2/24  * Orientation: course introduction; grouping
G1:*文懿、彭文、怡均、厚安、欣頤(旁聽)
G2:*雅筳、炳勛、秉璇、宜庭
G3:*婉伶、羽柔、傑柔、敏甄
G4:*芊妤、宜汝、思琦  
第2週
3/2  * Introduction to Translation for Advertising Texts;
* Translation-Oriented Text Analysis: translation brief; text typology model

* 牛牛分享: Air New Zealand’s Safety Safari
https://www.youtube.com/watch?v=ADqb6ovsasE 
第3週
3/9  * Advertising Text 1: Skincare products (EC)

*化妝品使用心得分享網站
http://www.urcosme.com;

*CosDNA > 化妝品、保養品全成分查詢分析
http://www.cosdna.com/cht/ingredients.php  
第4週
3/16  * Advertising Text 1: Skincare products (CE) 
第5週
3/23  * Advertising Text 2: Jewelry (EC) 
第6週
3/30  * Advertising Text 2: Jewelry (CE) 
第7週
4/6  * Advertising Text 3: Medicine (radio-EC) 
第8週
4/13  * Advertising Text 4: G1-1 
第9週
4/20  * Advertising Text 5: G2-1 
第10週
4/27  * Advertising Text 4: G1-2 
第11週
5/4  * Advertising Text 5: G2-2 
第12週
5/11  * Advertising Text 6: for non-commercial purposes (radio-CE)-take home  
第13週
5/18  * Advertising Text 6: for non-commercial purposes (radio-CE) 
第14週
5/25  * Advertising Text 7: G3-1

*「只是下斡旋金沒關係?」錯!只要屋主同意合約就成立,反悔了錢拿不回來(http://www.businessweekly.com.tw/KBlogArticle.aspx?id=9671)


*次貸危機(subprime lending crisis)=次級房貸危機、次級房貸風暴、次級按揭風暴、二房風暴、二房危機(美國房利美公司 Fannie Mae、房地美公司Freddie Mac)https://zh.wikipedia.org/wiki/%E6%AC%A1%E8%B2%B8%E5%8D%B1%E6%A9%9F 
第15週
6/1  * Advertising Text 8: G4-1 
第16週
6/8  * Advertising Text 7: G3-2 
第17週
6/15  * Advertising Text 8: G4- 2

棕櫚 vs 棕梠 http://blog.udn.com/glwang/32763451 
第18週
6/22  * Wrapping-up