Author： Sang Jian Zhang Grace
Publisher： John Benjamins Publishing Company
E-ISSN： 1569-9838|18|2|225-246
ISSN： 0957-6851
Source： Journal of Asian Pacific Communication, Vol.18, Iss.2, 2008-01, pp. : 225-246
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Abstract
Communication across languages and cultures is a markedly complex issue, and translation is more than just a careful linguistic transfer: it is a purposeful action designed to achieve the most effective result in a target group. Few studies have discussed the role of communicative intent in translation, and this paper is a small step towards filling the gap. The conceptual framework adopted in this study is Skopostheorie (Vermeer, 1989), a functionalist approach with an emphasis on communicative Skopos (purpose or aim), target texts and audiences. Using a method of contrastive comparison among effective, ineffective and controversial brand name translations from English to Mandarin Chinese, a systematic analysis is conducted regarding four translation strategies: phonetic appeal, suitable meaning, socio-cultural adaptation and consumer acceptance.
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