| Title |
Psychology of translation in cross-cultural interaction / |
| Authors |
Ulvydienė, Loreta |
| DOI |
10.1016/j.sbspro.2013.07.054 |
| Full Text |
|
| Is Part of |
Procedia: social and behavioral sciences.. Amsterdam : Elsevier BV. 2013, vol. 84, p. 1889-1898.. ISSN 1877-0428 |
| Keywords [eng] |
Translation gaffs ; Slogans ; Culture-specific items ; Socio-cultural component ; Localization ; Translatability ; Cultural interactions ; Semiotic translation |
| Abstract [eng] |
Purpose of this study: to discuss and describe different translation techniques applied in the translations of different cross-cultural advertisements and to demonstrate that semiotics form the basis upon which the translation of persuasive advertisements should be built. Method of this study: discursive semiotic approach. Findings and results: For the purpose of translating persuasive advertisements, the various signs, their meaning and significance as well as their intertextual relationships (text and context) have to be examined in order to establish their significance and their role when translated into another language and culture. It is important to transmit the message adequately, or it may lead to loss of business. The conclusion is drawn that miscalculating the pertinence of cross-cultural communications can be counterproductive at best, or abysmal at worst. Cultural differences with regard to eye contact, appropriateness of a smile, and protocol for addressing foreign counterparts are all qualities that dramatically impact all angles of negotiation and interpersonal communication. |
| Published |
Amsterdam : Elsevier BV |
| Type |
Conference paper |
| Language |
English |
| Publication date |
2013 |
| CC license |
|
