Please use this identifier to cite or link to this item: https://dspace.upt.ro/xmlui/handle/123456789/5240
Title: Skopos theory in the translation of online advertising from English into Arabic [articol]
Authors: Bouziane, Karima
Subjects: Skopos theory
Functional equivalence
Translation
Culture
Issue Date: 2016
Publisher: Universitatea Politehnica Timișoara
Citation: Karima, Bouziane. Skopos theory in the translation of online advertising from English into Arabic. Timișoara: Politehnica University Press, 2016 Disponibil la https://doi.org/10.59168/JEOI1206
Series/Report no.: Professional communication and translation studies;9 / 2016
Abstract: The aim of this research is to find out the type of functional equivalence adopted in the translation of online advertising from English and into Arabic. This research adopted skopos theory (Vermeer 1978) which is a functionalist theory that shifts from the linguistic equivalence to the functional appropriateness of the target text By comparing 40 online English advertisements and their rendered version into Arabic, the results of this research revealed that skopos theory was significantly used in both t extual and visual elements (e.g. images) of target advertisements. Generally, the translator adds, explains , replaces or omits source linguistic or visual elements at the expense of cultural concepts to achieve a functional equivalence . This resulted in a significant cultural loss and misrepresentation of the source culture.
URI: http://localhost:8080/xmlui/handle/123456789/5240
https://search.crossref.org/search/works?q=10.59168%2FJEOI1206&from_ui=yes Link DOI
Appears in Collections:Articole științifice/Scientific articles

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