Translating promotional text in light of the skopos theory : using transcreation to duplicate similar reader response

• Main Author: Lim, Hui Ling
• Other Authors: -
• Format: Thesis-Master by Coursework
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Humanities::Language; Business::Advertising
• Online Access: https://hdl.handle.net/10356/149594
• Institution: Nanyang Technological University

Advertisement has pervaded many aspects of our daily life. In Singapore’s context, with the implementation of the unique bilingual policy, the translation of promotional texts has become an indispensable element to reach the target audience effectively. To achieve that, the translator is required to provide an apt translation that resonates with the target readers. In this report, I have completed a translation of 8,000 words from English to Chinese and have shown that the traditional theory of equivalence is unattainable. This is mainly due to language and cultural barriers, as well as the need for a creative promotional context. Therefore, I would use the Skopos theory as the guiding principle throughout the analysis of my E-C translation, and advocate for the need to transcreate when it comes to translating advertisements and promotional texts, as the marketing content needs to deliver similar stylistic feature, emotions, and marketing objectives.