International Journal of Comparative Literature and Translation Studies最新文献_第4页

Standardisation Versus Cultural Adaptation: The Case of Language of Advertisements in Turkish and German 标准化与文化适应:以土耳其语和德语广告语言为例

International Journal of Comparative Literature and Translation Studies Pub Date : 2021-06-10 DOI: 10.7575/AIAC.IJCLTS.V.8N.4P.36

Seyed Ali Rezvani Kalajahi, Elif Capan Kizilduman, Vedia Hayran, Sehnaz Ückayabasi

{"title":"Standardisation Versus Cultural Adaptation: The Case of Language of Advertisements in Turkish and German","authors":"Seyed Ali Rezvani Kalajahi, Elif Capan Kizilduman, Vedia Hayran, Sehnaz Ückayabasi","doi":"10.7575/AIAC.IJCLTS.V.8N.4P.36","DOIUrl":"https://doi.org/10.7575/AIAC.IJCLTS.V.8N.4P.36","url":null,"abstract":"In the course of globalization, there are more and more companies that sell their products internationally. In particular international branded products have achieved a major upturn in the Turkish and German markets in recent years. A functioning international advertising is one domain where it is significant to distinguish between standardized - formally and content wise identical - and differentiated -adapted to the respective country. On the other hand, it is questionable whether standardization can be successfully implemented in all countries. Numerous factors with regard to country-specific characteristics - such as culture, underlying values and the form of society - play an important role here. The foundation of standardization is formed by an identical core message in all countries and has the goal of addressing and indirectly influencing the audience. Thus, an advertising message represents the decision-maker about the (in) efficiency of the advertisement or (non-) consumption of the product. Today, the product is attached to less functional, but mainly subjective characteristics that are supposed to cause emotions. This is especially true for branded products, as they try to build trust and build a bond with the consumer. Nevertheless, since often formal and content elements of the commercial - depending on the culture - can cause different interpretations and emotions, special attention must be paid to country-specific features and differences, especially when designing standardized commercials. However, it is possible to circumvent these cultural peculiarities by resorting to universal appeals. With this viewpoint, the present study aims to find out to what extent commercials are standardized or culturally adapted within the context of international comparison between Turkey and Germany.","PeriodicalId":245593,"journal":{"name":"International Journal of Comparative Literature and Translation Studies","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126202967","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Effect of Globalization on Ethiopian Modern Literature 全球化对埃塞俄比亚现代文学的影响

International Journal of Comparative Literature and Translation Studies Pub Date : 2021-06-10 DOI: 10.7575/AIAC.IJCLTS.V.8N.4P.21

Demeke Tassew Dires

{"title":"The Effect of Globalization on Ethiopian Modern Literature","authors":"Demeke Tassew Dires","doi":"10.7575/AIAC.IJCLTS.V.8N.4P.21","DOIUrl":"https://doi.org/10.7575/AIAC.IJCLTS.V.8N.4P.21","url":null,"abstract":"This article is an attempt to instigate (re instigate) scholarly discussion on how globalization affects Ethiopian modern literature in the way it is written, read and studied today. In the course of achieving this broad objective, the paper attempted to disclose main philosophical and literary issues that should characterize modern Ethiopian literature. Data were collected through document analysis and analyzed in a historical analysis method. The finding indicated that globalization has been affecting the aesthetic as well as thematic features of modern Ethiopian literature both positively and negatively since its emergence. In the early periods of its development, globalization was an opportunity for modern Ethiopian literature, for it enables writers to adapt western styles of storytelling, whereas it has become a trait for it starting from the third phase of its historical development, which is well-known as post-revolution period. This dynamic effect of globalization does not only affect literary characteristics of modern Ethiopian literature but also has a significant effect on defining it. Based on the discussions held in the analysis, this study, therefore, attempts to conclude by vigilantly forwarding the possible Ethiopian definition for Ethiopian literature.","PeriodicalId":245593,"journal":{"name":"International Journal of Comparative Literature and Translation Studies","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124583940","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Historicizing Comparative Literature in the Postcolonial Era 后殖民时代比较文学的历史化

International Journal of Comparative Literature and Translation Studies Pub Date : 2021-06-10 DOI: 10.7575/AIAC.IJCLTS.V.8N.4P.28

Constantin Sonkwé Tayim

{"title":"Historicizing Comparative Literature in the Postcolonial Era","authors":"Constantin Sonkwé Tayim","doi":"10.7575/AIAC.IJCLTS.V.8N.4P.28","DOIUrl":"https://doi.org/10.7575/AIAC.IJCLTS.V.8N.4P.28","url":null,"abstract":"This paper brings up the history of comparative literature from its beginning to the postcolonial era, discussing the challenges and controversies that have shaped the history of the discipline and practice. Drawing mainly upon Edward Said’s thought, but also other prominent theorists, the paper sketches the evolution of the concept of comparative literature on the one hand, and on the other hand, it shows through some recent examples of transnational and transcultural questions, how difficult it is in the contemporary context of Globalization to preserve the nation as a space and concept of reference for the writing of the history of literature, due to the very fact of the transformation of the nation and its contours in recent decades. It is also about showing that despite the circulation of worlds and the challenge of the nation’s rigid borders by the process of migration among others, the nation is not yet disqualified as a framework and substructure for literary production. It further discusses the relationship between literature and nation in the contemporary context as well as the issues of transnationality and world literariness, using two examples from France and Nigeria.","PeriodicalId":245593,"journal":{"name":"International Journal of Comparative Literature and Translation Studies","volume":"160 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121539257","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Intercultural Communicative Competence in ELT Textbooks: The Case of Iranian High Schools 英语教材中的跨文化交际能力:以伊朗高中为例

International Journal of Comparative Literature and Translation Studies Pub Date : 2021-06-10 DOI: 10.7575/AIAC.IJCLTS.V.8N.4P.14

Parviz Ghasedi, Aliye Azizi

引用次数: 0

Applying Cultural Linguistics to Translation Studies: A New Model for Humour Translation 文化语言学在翻译研究中的应用:幽默翻译的新模式

International Journal of Comparative Literature and Translation Studies Pub Date : 2020-07-31 DOI: 10.7575/aiac.ijclts.v.8n.3p.1

G. Heydon, S. Kianbakht

引用次数: 2

On the Translatability of MoYan’s Novels and the C-E Translation 论莫言小说的可译性与汉英翻译

International Journal of Comparative Literature and Translation Studies Pub Date : 2020-07-31 DOI: 10.7575/aiac.ijclts.v.8n.3p.12

Hua Jing

{"title":"On the Translatability of MoYan’s Novels and the C-E Translation","authors":"Hua Jing","doi":"10.7575/aiac.ijclts.v.8n.3p.12","DOIUrl":"https://doi.org/10.7575/aiac.ijclts.v.8n.3p.12","url":null,"abstract":"Literature works of supranational or international significance must have considerable “translatability” internally. Mo Yan’s works show obvious world characteristics in the theme and techniques of creation, which constitute the internal “translatability” of his works. This paper discusses the translatability of Mo Yan’s novels from four aspects: the theme, the structure, the image and the language of the novels, and then analyzes the translatability of the theme reflected in the English translation. The paper finds that, the translatability in the theme of creation is embodied in its most basic and natural desires and emotions of human beings, and the universality beyond time and space, that the translatability of the novel structure is embodied in the strong story-telling feature and the obvious plot of the novel, that the translatability of the image is embodied in its clear and common reference of the images, and that the translatability of the language is embodied in the language characteristic of story-telling, and the less profound and obscure language expressions. This paper also takes the English versions of Red Sorghum and Big Breasts & Wide Hips translated by Howard Goldblatt as examples to analyze in detail the embodiment of translatability in the theme of the novel. It is found out that due to the translatability in the theme of the original novels, the English translation greatly represent the themes expressing humanity, free life and religion.","PeriodicalId":245593,"journal":{"name":"International Journal of Comparative Literature and Translation Studies","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114919812","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Patriotism and the Heroism Embedded in the Subtitles of Chinese-English Movies: The Mission of “Main Melody” Films 中英电影字幕中的爱国主义与英雄主义——“主旋律”电影的使命

International Journal of Comparative Literature and Translation Studies Pub Date : 2020-07-31 DOI: 10.7575/aiac.ijclts.v.8n.3p.34

Ying Xie

{"title":"The Patriotism and the Heroism Embedded in the Subtitles of Chinese-English Movies: The Mission of “Main Melody” Films","authors":"Ying Xie","doi":"10.7575/aiac.ijclts.v.8n.3p.34","DOIUrl":"https://doi.org/10.7575/aiac.ijclts.v.8n.3p.34","url":null,"abstract":"The dissemination of audiovisual products has played an indispensable role in shaping ideological propaganda and national influence in China. The “Main Melody” are the films that serve to propagandize the mainstream ideology of the Chinese Communist Party (CCP). As a typical example of this genre, Wolf Warrior II (《战狼2》) (2017) has been the top-grossing film in the Chinese mainland since its release in July 2017. The science fiction film The Wandering Earth ( 《流浪地球》) (2019), with its subtle implication of “Main Melody”, quickly ranks as the third. Meanwhile, the action movie Operation Red Sea (《红海行动》) (2018), which advocates the element of “Main Melody”, has been ranked fifth in the Chinese mainland box office. In this paper, I will move beyond the conventional linguistic research in audiovisual translation to focus on the ideology revealed through the subtitles of this specific film genre. By considering the movies as multilingual texts targeted for both Chinese audiences and English-speaking audiences, I seek to explore the ideology reflected in the subtitles of the films by probing into several questions through the paper including: What stereotyped image does China still hold towards the West? What kind of image does the CCP and the Chinese government attempt to portray China as in the mind of Chinese audiences and English-speaking audiences?","PeriodicalId":245593,"journal":{"name":"International Journal of Comparative Literature and Translation Studies","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134623446","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Okot p’Bitek’s Attitude Towards the African Past: A Study of Song of Lawino 奥科特·普比泰克对非洲历史的态度:《拉维诺之歌》研究

International Journal of Comparative Literature and Translation Studies Pub Date : 2020-07-31 DOI: 10.7575/aiac.ijclts.v.8n.3p.19

Abdulqawi A. S. Altobbai

引用次数: 0

Translating Ecology and Material Culture: Understanding Strategies and Shift in The Ballad of Ayesha 翻译生态与物质文化:《阿耶莎歌谣》的理解策略与转向

International Journal of Comparative Literature and Translation Studies Pub Date : 2020-06-30 DOI: 10.7575/aiac.ijclts.v.8n.3p.26

M. Das, Tanmoy Mazumder

{"title":"Translating Ecology and Material Culture: Understanding Strategies and Shift in The Ballad of Ayesha","authors":"M. Das, Tanmoy Mazumder","doi":"10.7575/aiac.ijclts.v.8n.3p.26","DOIUrl":"https://doi.org/10.7575/aiac.ijclts.v.8n.3p.26","url":null,"abstract":"The current study exposes the translation strategy of ecology and material culture in The Ballad of Ayesha (2018) and the resulting translation shift. This novel is Inam Ahmed’s English translation of the Bengali novel Ayeshamangal (2010) by Anisul Hoque. Ayeshamangal is a Bengali novel written in a fully Bengali context and it is quite difficult for the translator to translate the issues of ecology and material culture by keeping the flavor of the original text intact. The current paper attempts to evaluate whether the translator is successful or not in conveying the sense of the original text to the translated one. This research also investigates the translator’s attitude to equivalence in the TT as well as the problems and dilemma he faces in dealing with various cultural aspects of the novel as we know that English and Bengali languages have different structures. Peter Newmark’s concept of cultural categories in translation is a key to the discussions attempted in this study. The paper foregrounds the translating issues of ecology and material culture in the TT, attempts to investigate the procedures and strategies used by the translator, and probes the possible translation shift.","PeriodicalId":245593,"journal":{"name":"International Journal of Comparative Literature and Translation Studies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122061416","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Fragmentation Echoes in Modern Translation Theory 碎片化在现代翻译理论中的回响

International Journal of Comparative Literature and Translation Studies Pub Date : 2020-04-30 DOI: 10.7575/aiac.ijclts.v.8n.2p.8

Rawad Alhashmi

引用次数: 1