Department of Translation and Interpretation
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Browsing Department of Translation and Interpretation by Author "ALTAIE, Ghaith"
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Item DOMESTICATION AND FOREIGNIZATION AS MACRO STRATEGIES IN ADVERTISING TRANSLATION(2022-01-18) ALTAIE, Ghaith; ERTON, Halil İsmailToday, the growth of international trading enhanced the need for advertisements and translated advertisements in precise. The translated advertisement should satisfy the producer’s globalization tendency and typical local customer’s cultures. Advertisements translation faces many difficulties relating to cultural variations. This thesis is an attempt to understand these difficulties, offering Venuti’s theory of the domestication and foreignization as macro strategies and by applying the culture specific items micro strategies of Aixela’s method as a solution for these problems. In this study, a number of 10 selection of translated advertisements from English to the Turkish language been inspected and the cases where the translators used Aixela’s micro strategies were analyzed. The study revealed that in the selected translated advertisements, translators used a mix of the domestication and foreignization strategies; translators generally used foreignization as a macro strategy with the rate of 85% of the observed cases, while translators used domestication with the rate of (15%) of the observed cases.