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A dissertation submitted in fulfilment of the requirements for the degree of Magister Artium in Applied Linguistics and Literary Theory (with specialisation in translation) ILZE BEZUIDENHOUT |
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A dissertation submitted in fulfilment of the requirements for the degree of Magister Artium in Applied Linguistics and Literary Theory (with specialisation in translation) ILZE BEZUIDENHOUT |
| Introduction |
| Background and Problem |
| Objective |
| Scientific Instrument |
| Application |
| Practical application |
| Scientific application |
| Focus |
| Chapter Outline |
| CHAPTER 1 A Discursive-Semiotic Approach to Cultural Aspects in Persuasive Advertisements |
| Introduction |
| Advertisements as Discourse |
| The Act of Communication |
| Translating the Message |
| The Study of Signs |
| The Sign |
| Metaphors and Metonymy |
| Codes and Systems into which Signs are Organised |
| Levels of Meaning: Connotation and Denotation |
| Intertextuality |
| Translating the Signs - Translating the Culture |
| Questions: To Have and to Hold |
| Conclusion |
| CHAPTER 3 Finding a Translation Theory |
| Introduction |
| Translating Persuasive Advertisements |
| Towards Translation Equivalence |
| Translating Culture |
| Specific Cultural Items |
| Role of Semiotics in Translation Theory |
| Conclusion |
| CHAPTER 5 Translating the Culture, Translating the Discourse |
| Introduction |
| Shared South African Symbols |
| Television Advertisements |
| Conclusion |
| CHAPTER 6 |
| Conclusion |
| Bibliography |
| Media Gallery |
ACKNOWLEDGEMENTS
Anton and my parents for support beyond words. My supervisor, prof. Ronel Johl, for patience and guidance.
In South Africa: Wilna Liebenberg, Herman Engelbrecht, Johan Roux, Magriet Krüger, Zirk van den Berg, Wilna de Bruin, Ian Smith.
In Belgium: prof. José Lambert, prof. Marcel Jansens, Sophie Frére, Ann Peetermans, Bart Broodcoorens, Mia Hamels.
The Human Sciences Research Council for a bursary.