Auslaendische Produktwerbung im Fernsehen: Uebersetzungsphaenomene aufgrund der Skopostheorie

• Main Authors: Jiang-yuan Chen, 陳姜嫄
• Other Authors: Cai-xin Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/89174955451355355221

碩士 === 國立高雄第一科技大學 === 應用德語所 === 95 === The TV commercial films in 2002 to 2005 in Taiwan reveal that the foreign languages completely or partly in one film haven’t been translated. The non-translation displayed especially in some kinds of advertisement category or elements (ex: slogan and name). The most of translated texts in TVCF were showed by written words but not through the audio. These phenomena were made sure by content analysis and discussed with the viewpoint of the “Skopostheroie” and the concept of text classifications. The analyzed various factors were confirmed by interview with advertising companies or advertisers. It’s verified that the main purpose of the non-translation is to control the quality of the commercial message. The advertiser considered that the translated text couldn’t transmit the exact source message and expected the message in globe to be identical. They expressed that the focus of communications might not be the meaning of the words; the foreign language might present the source of brand/product and the lifestyle which the audience wants. The experts said it’s not necessary to translate every single word or element. To translated or not depends on if it the point of communication. The dynamic image sometimes explains the meaning of foreign language, and it’s also a reason not to translate all of them. The translated text showed by written word is also an approach of quality control and a way to pass the cultural difference between images and sound by. This non-translation technique is usually used in films of high involved or high priced products. The advertising companies look forward to a translated text which without modifying in order to maintain the original idea of the source message. The advertising companies take the charge of modifying and the modified vision must be examined and approved by advertiser before presentation.