Departamento de
Traducción e Interpretación


Tema:   Publicidad. Género. Pragmática. Lingüística. Teoría.
Autor:   Ying, Cui
Año:   2011
Título:   Memorability in the Translation of Advertising Texts: Analysis from the Perspective of Presupposition
Lugar:   Hong Kong
Editorial/Revista:   City University of Hong Kong
Páginas:   258
Idioma:   Inglés.
Tipo:   Tesis.
Disponibilidad:   Acceso abierto.
Resumen:   This dissertation set out to investigate strategies for enhancing audience memorization in advertisement translation and to provide explanations referring to presupposition. Three linguistic approaches to presupposition are reviewed, namely semantic, pragmatic and experiential, and a contextual notion of presupposition is established in light of consumer needs, communicative principles and textual organization principles, forming the theoretical framework for the data analysis. Three contextual sources for presuppositions are identified, including the generic, situational and discourse contexts. Generic presuppositions are of a universal nature and concerned with consumer needs. Situational presuppositions are closely related to rules in specific cultural or communicative situations. Discourse presuppositions mainly cover intertext and co-text. How and why different strategies for increasing a text's memorability are applied in advertisement translation is analyzed from this presuppositional perspective, covering the needs to appeal to, the principles for communication and the rules of textual organization. There are mainly two categories of strategies to enhance audience memorization. Firstly, appealing to audience needs can engage their emotional involvement, which in turn deepens their impression and enhances their memorization. In my investigation, I have found that Chinese texts lay more emphasis on the safety, social/love and esteem needs than English texts, and such emphasis is explained by referring to presuppositions. Secondly, many textual devices are applied to strengthen audiences' memory, and I have chosen to analyze four that play relatively prominent roles in strengthening audience memory. These are focus, specificity, intimacy and originality. In my studies, I have found that Chinese texts differ from English ones regarding the use of repetition to keep a text focused, the provision of details to increase a text's specificity, the use of second-person reference to show intimacy with audiences and the use of rhetorical figures to add creativity to a text. Such differences are also explained from the angle of presuppositions. These findings, which cover strategies to enhance audience memorization and reveal linguistic and cultural differences, can all serve as a reference for teachers of advertisement translation. [Source: Author]
2001-2019 Universidad de Alicante DOI: 10.14198/bitra
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