Difficulties of translating advertising slogans

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Pentru realizarea acestui scop, ne-am propus urmatoarele obiective: sa stabilim care tipuri de texte pot fi considerate slogane publicitare si sa determinam trasaturile caracteristice ale acestora; sa identificam ce fel de mijloacele lingvistice sunt folosite pentru crearea sloganelor publicitare, sa specificam principalele probleme ce pot aparea in traducere, luind in consideratie astfel de domenii precum lexicologia, gramatica, stilistica; sa analizam modalitatile de redare a sloganelor publicitare enleze in limba romana, stabilind metodele si tehnicile utilizate in timpul traducerii.

Noutatea si originalitatea stiintifica. Studiul dat realizeaza o incercare de a analiza cu ce fel de probleme se confrunta traducatorul in timpul traducerii sloganelor publicitare intr-o alta limba, in cazul nostru in Romana; daca este posibil sa pastram neschimbate sloganele publicitare originale sau este necesar de a introduce unele modificari; daca aceste modificari pot afecta intr-o oarecare masura sensul sloganului original si impactul creat de acesta asupra publicului. Semnificatia teoretica si valoarea aplicativa a lucrarii.

Lucrare de licenta despre Difficulties of translating advertising slogans

Cuprins

Adnotare....................................4

Annotation....................................5

List of abreviations.........................................6

List of diagrams and pictures..................................6

Introduction...............................7

Chapter I. Theoretical Background of Translating Advertising Slogans...............................11
I.1. Basic Concepts of Semiotics and Sign...............................11
I.2. The Role of Image in Advertising...............................16
I.3. Defining the Concept of Advertising..............................20
I.4. Linguistic Means Used in Advertising Slogans...............................28
I.4.1. Use of Graphic Means in Advertising Slogans...............................29
I.4.2. Lexical and Morphological Features of Advertising Slogans...............................30
I.4.3. Syntactical Features of Advertising Slogans...............................40
I.4.4. Stylistic Features of Advertising Slogans...............................44
I.5. The Main Difficulties in Rendering Advertising Slogans...............................55
I.5.1. Theories on Translation...............................55
I.5.2. Lexical Problems of Translation...............................56
I.5.3. Collocational Aspects of Translation...............................58
I.5.4. Grammatical Aspects of Translation...............................60
I.5.5. Stylistic Aspects of Translation...............................61
I.5.6. Translating Consumer-Oriented Texts...............................63

Chapter II. Analysis of The Ways Of Rendering Advertising Slogans...............................69
II.1. Lexical and Semantic Difficulties in Rendering Advertising Slogans...............................70
II.2. Morphological Difficulties in Rendering Advertising Slogans...............................80
II.3. Syntactical Difficulties in Rendering Advertising Slogans...............................83
II.4. Stylistic Aspects in Rendering Advertising Slogans...............................89
II.5. The Relationship between Image and Advertising Slogan...............................105

Conclusions...............................106

Bibliography...............................109

Glossary...............................113

Appendix...............................114