기능주의적 관점에서 본 화장품 인쇄광고 헤드라인의 영한번역 양상 고찰: 기능표지를 중심으로

Abstract

The aim of this paper is to examine global cosmetics advertising headlines translated from English into Korean drawing upon the concepts of four basic text functions and function markers as proposed by Nord(2002). The four basic text functions are as follows: phatic function, referential function, expressive function, and appellative function. According to Nord, text producers must use markers that are familiar with the receivers to fulfill the intended functions of a text. When applied to translation, a translator must use function markers standard to target text culture because the intended functions of text may not be accomplished just by following the source text norms. In this paper, fifty ST-TT pairs of cosmetics advertising headlines have been examined for their respective functions and function markers and the results are as follows: appellative and referential functions were used most frequently in the ST with 36 percent and 30 percent respectively. In the meantime, referential functions are most frequently used in the TT accounting for 56 percent followed by expressive functions, 24 percent. The changes in function markers in the TT attributed to the compliance with NTT norms.