Domestication versus Foreignization
in English Advertisement Translation纳什均衡理论
英语广告翻译中的归化与异化
The present paper focuses on the application of the two translating strategies--domestication and foreignization to English advertisement translation. Why does a translator choose this translation strategy instead of that one when he translates an advertisement? In the consumers’ eyes, what kind of advertisements do they expect and would get their attention?
1. Definition of Domestication and Foreignization
In translation, there are two basic translation strategies, which are termed “domesticating” and “foreignizing” by Lawrence Venuti (Venuti 2004).氍毹上的尘梦
uhf
The roots of the terms can be traced back to the German Philosopher Schleiermacher’s argument in his famous lecture “On the Different Ways of Translating” given in 1813. In that lecture, he argued that there are only two different methods of translation, “either the translator leaves the author in peace as much as possible, and moves the reader towards him; or he leaves the reader in peace as much as possible, and moves the author towards him.” (Venuti 2004: 19-20) 2．Functions of Domestication and Foreignization
As is mentioned, translation is a matter of choice. The strategies of domestication and foreignization have their respective advantages and limitations which decide their different functions in the translating work.
遐迩贯珍
Domesticating translation is easier for the readers to understand and accept, because expressions and styles familiar to the TL readers are adopted. However, the naturalness and smoothness of the TL are often achieved at the expense of the cultural and stylistic message of the SL; while the foreignizing strategy seeks to evoke a sense of the foreign freshness. The function of domestication is to shorten the distance of the author and the readers, while the function of foreignization is to bring the readers to the author’s world.
3. Application of Domestication and Foreignization to English Advertisement Translation光子
学报 少先队
章程Advertisement is of a very practical type of writing with high commercial value. Its ultimate purpose is to promote sales. If the translator rigidly adheres to the original form and content in translation, it may lead to the failure of promoting sales in target markets.Translating advertisements is something like presenting one the tip of an iceberg. What one sees are the words, but there is a lot behind the words that must be
豫公网安备41160202000603
站长QQ:729038198
关于我们
投诉建议