문화층위가 번역에 미치는 영향: 광고문을 포함하는 Appeal-focused text 중심으로

Abstract

At large, translation is an act of communication and possesses culturalrelevance. As mentioned by Hofstede, it can be rightfully stated that thelarger the difference in culture, the bigger the difference in the languageuse. Many prior researches on cultural implication in translation focused onidentification of the link between culture and translation, often limited toliterary texts. To this end, the present study aims to initiate a study insearch for the causal principle behind the shift process in the context ofculture focusing on appeal-focused texts. In this regard, Hofstede's fourculture dimensions were referenced, namely power distance, individualism,uncertainty avoidance, and masculinity (87-616). Using the identified keycharacteristics for the four culture dimensions, ST and TT samples fromSouth Korea and U.S. were selected amongst appeal-focused texts. Oncethe causal principle behind the shift process is identified to reside atsub-cultural levels, one may suggest that a translator shall take this underconsideration and choose TT set of words bearing in mind keycharacteristics of the target culture dimensions in order to make thetranslation more attractive to the target audience especially when it comesto translating appeal-focused texts.