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Iranian Journal of Applied Linguistics، جلد ۲۴، شماره ۲، صفحات ۱۰۹-۱۳۴
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| عنوان فارسی |
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| چکیده فارسی مقاله |
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| کلیدواژه‌های فارسی مقاله |
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| عنوان انگلیسی |
Investigating the Persian Translation of English Advertising Slogans from the Perspective of Relevance Theory |
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| چکیده انگلیسی مقاله |
| Considering globalization, advertisement translation has turned into an important issue in the field of translation studies, yet it is a rather difficult and challenging job for translators to overcome cultural, social, and ideological differences present in advertisements. With regards to this fact, the present study is designed with the aim of investigating advertisement translation from the perspective of Relevance Theory, an uprising pragmatic theory that provides a unified account of translation. For this purpose, a sample of 10 English advertising slogans, along with their Persian translations were selected from among the slogans available on the Internet. The collected sample was analyzed critically on the grounds of Relevance Theory’s concepts and principles, proposed by Sperber and Wilson (1995). In the process of analyzing the data, Gutt’s (2000) theory of translation, which is based on the application of Relevance Theory to translation, was also brought into focus. Hence, the translators’ choices were justified based on the main tenets of Relevance Theory, and it was observed that in most of the examples, the translations adhered to the principles of Relevance Theory; in Gutt’s terms, the translated slogans interpretively resembled the originals. So, most of the translations were successful advertisements in appealing to the target audience. The findings of the present study gave evidence for the fact that Relevance Theory can be an appropriate approach for evaluating translations, especially in the realm of advertisement translation. | |
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| کلیدواژه‌های انگلیسی مقاله |
Advertisement translation, Advertising slogans, Gutt’s theory of translation, Relevance theory |
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| نویسندگان مقاله |
| Zahra Nemati
Payam Noor University, Isfahan
| Raziye Rabbani Yekta
Payam Noor University, Isfahan
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| نشانی اینترنتی |
http://ijal.khu.ac.ir/browse.php?a_code=A-10-1354-3&slc_lang=en&sid=1 |
| فایل مقاله |
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| کد مقاله (doi) |
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| زبان مقاله منتشر شده |
en |
| موضوعات مقاله منتشر شده |
تخصصی |
| نوع مقاله منتشر شده |
پژوهشی |
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