earticle

영어

This study aims to show whether advertisements for cars are translated in a way that targets male consumers and to reveal what strategies are used for such translation. For this purpose, Korean advertisements for foreign (imported) cars are compared with their purported English source texts from the perspective of Descriptive Translation Studies. This comparison reveals four major translation strategies: (1) ‘rewriting’ (transcreating a gender-neutral advertisement into a gender-specific one aimed squarely at the male target audience), (2) ‘addition’ (adding new verbal signs for males), (3) ‘selection and salience’ (choosing and highlighting verbal/visual signs targeting prospective male consumers), and (4) ‘preservation’ (retaining gender-specific messages). The study also discusses why promotional texts should be investigated in the realm of Translation Studies.