20.500.12556/RUL-124470 Transkreacija v promocijskih besedilih: na stičišču prevajanja in ustvarjanja Transcreation in promotional texts: at the crossroads between translation and creation Magistrsko delo obravnava transkreacijo ali ustvarjalno prevajanje v promocijskih besedilih z vidika kulturnih vrednot na dveh izmed petih vrst spletnih strani, ki jih raziskovalca Singh in Pereira povzemata po kulturnih dimenzijah Geerta Hofstedeja in kulturnem modelu Edwarda Halla. Transkreacija se kot oblika prevajanja, ki se približuje tekstopisju, omenja predvsem v povezavi s poustvarjanjem promocijskih besedil, še posebej pri oglaševanju potrošniških dobrin. Analiza je osnovana na štiridesetih spletnih straneh ponudnikov potrošnih dobrin, ki so na voljo za slovenski in britanski trg, in je sestavljena iz treh medsebojno povezanih delov, in sicer iz primerjave kulturno prilagojenih spletnih pojavnic, primerjave dvajsetih sloganov in primerjave desetih slovenskih in britanskih oglasov. Magistrsko delo preverja hipotezo, da so spletne strani ciljni kulturi prilagojene v manj kot 10 %. Poleg tega odgovarja na raziskovalno vprašanje, ali so najdene razlike med slogani in oglasi prekrivne z značilnostmi, ki izražajo določeno kulturo dimenzijo. Analiza je potrdila hipotezo, saj so bile izmed štiridesetih obravnavanih spletnih strani le tri kulturno prilagojene (7,5 %). Izkazalo se je, da so bile najdene razlike med slogani in oglasi večinoma prekrivne s kulturnimi dimenzijami, ki veljajo za Slovenijo in Združeno kraljestvo. This master's thesis deals with transcreation or creative translation in promotional texts in terms of cultural values on two out of five types of websites presented by researchers Singh and Pereira who base their model on Geert Hofstede’s cultural dimensions and Edward Hall’s cultural model. A form of translation which is close to copywriting, transcreation is mainly discussed in connection with the reproduction of promotional texts, in particular with consumer goods advertising. The analysis is based on forty consumer goods websites available for the Slovenian and British markets, and consists of three interconnected parts: comparison of culturally customized web features, comparison of twenty slogans, and comparison of ten Slovenian and British advertisements. The master's thesis examines the hypothesis that less than 10% of the websites studied are adapted to the target culture, and answers the research question of whether the differences between slogans and advertisements overlap with certain cultural dimensions. The analysis confirmed the hypothesis since only three out of the forty websites were culturally customized (7.5%). The differences between the examples of slogans and advertisements overlapped greatly with cultural dimensions that apply to Slovenia and the United Kingdom. transkreacija ustvarjalno prevajanje promocijska besedila spletno trženje kulturne dimenzije transcreation creative translation promotional texts online marketing cultural dimensions true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2021-01-24 07:45:03 2021-01-24 07:45:10 2022-09-04 03:59:38 0000-00-00 00:00:00 2020 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 471762 8212.pdf 8212.pdf 1 4354B2462A48B3C4CC4D3BA3BEDC08C6 4d6d7ab7aa9a5dfad35d73c962a47d56b7cd71175befe8997806b1ed064be40f 8f73c010-a1bb-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=139969 Filozofska fakulteta 0 0 0