(Domestication in advertising translation
1. Introduction
1.1 Definition of domestication
One of the two tendencies of translation studies during the past two decades in the marked shift of attention from language transformation to cultural transformation; the other one is application of communication theory in translation studies. The integration of the two tendencies is to regard translation as an activity of intercultural communication. The term 搕ranslation?nbsp;is even replace by 搃ntercultural communication?nbsp;(Christiane Nord 1991), 搃ntercultural cooperation?nbsp;(Holz-Manttari 1984), 揳cculturation?nbsp;(Andre Lefevere 1992) and 搕ransculturation?nbsp;(R. Daniel Shaw 1988) .
The initial sender of the message (the original author) is in a culture different from what the final receiver of the message (the target reader) is in, hence how to handle the cultural gap is a hot 免费论文网 【http://www.51lunwen.net】topic in translation studies. Inevitably, domestication and foreignization become the focus of the controversy in this field.
Domestication and foreignization are the two advanced by American deconstructionist translation theorist Lawrence Venuti to describe the two different translation strategies. They directly stem from German theologian and philosopher Friedrich Schleiermacher抯 telling argument that 搕here are only two. Either the translator leaves the author in peace, as much 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, 1995:19~20) in his famous lecture 揙n the Different Methods of Translating?nbsp;(1813).
According to Venuti抯 opinions, Dictionary of Translation Studies defines domestication as follows: 揳 transparent, fluent style is adopted in order to minimize the str
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