In contrast to translation, it also involves a great deal of subjectivity, as it addresses emotions as well as the intellect. The process involves industry experience, knowledge of the target audience, awareness of the local culture - and inspiration. And in certain situations, such as a culturally specific strapline, it will involve a major change in the text. At times it will include an explanatory phrase, or a change in emphasis to fit local expectations or markets. It often involves the introduction of new words, or the omission of certain sentences or phrases. Instead of offering an equivalent of a phrase or sentence, the message behind the text is derived, and then is recreated in the target language. It adapts a target text for a particular locale and a target audience. It is most commonly used in straplines, advertising, brand-led campaigns, websites and marketing materials.
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