Abstract
Yabancı edisyon kitapları için yeniden kapak tasarlanması, süreç sırasında yayıncıların rolü, tasarımcıların yorumu ve ülkelerin kitap pazarlarının tasarım trendleri gibi çeşitli müdahaleler göz önünde bulundurulduğunda çokça tartışılan ve karmaşık olan işlerden biridir. Metni temsil etmeyen kültürel klişeleri içeren görüntüler kitap kapaklarında kullanıldığında süreç daha da sorunlu hale gelmektedir. Özellikle Türk yazarların yabancı edisyon kitaplarında, edebiyatın ve metnin görsel temsili doğru yansıtılmamaktadır ve bu yazarların dünya çapında tanınmasına ve kitaplarının birçok dile çevrilmesine rağmen kapak tasarımları yanlış yorumlamalar ile doludur. Küresel boyutta da durum, Türkiye örneğinden çok farklı değildir; klişe görüntülerden oluşan benzer tasarım yaklaşımlarının yeniden kapak tasarlama sürecinde var olduğunu görüyoruz. Dolayısıyla, bu sadece yerel bir mesele değil, evrensel bir mesele olduğu için, bu makale şu soruları Türk örneği üzerinden cevaplamayı amaçlamaktadır: Tercüme edilmiş kitaplara yeniden kapak tasarlarken yanlış görsel yorumlamalar neden ortaya çıkar? Bu yanlış yorumlamalara sebep olan şeyler nelerdir ve bundan kaçınmak için neler yapılabilir? Hem bu soruları cevaplamak, hem de yabancı edisyon kapakların yeniden tasarlanmasını ve konuyla ilgili tartışmaları da içeren süreci aydınlatmak amacıyla, kitap kapakları birçok ülkede yeniden tasarlanmış ve tanınmış bazı Türk yazarların yabancı edisyon kitap kapakları bu makaledeki argümanı desteklemek amacıyla incelenmiştir. Seçilen örnekler üzerinde yapılan inceleme ışığında, bu yanlış yorumlamalardan kaçınmak için olası çözümler, kapanış bölümünde sunulmaktadır.
Keywords
kitap kapağı tasarımı yabancı edisyon intersemiyotik çeviri klişe imgeler kültürel yanlış yorumlamalar Türk yazarlar Orhan Pamuk Elif Şafak
References
- Barthes, R. (1977). Image, music, text. S. Heath (Ed.), In the photographic message (p.15-31). New York: Hill and Wang.
- Baule, G. (2009). La traduzione visiva. Forme dell'accesso peritestuale. Fondazione Arnoldo e Alberto Mondadori (Ed.), In copy in Italy. Autori italiani nel mondo dal 1945 a oggi (p. 77-94). Milano: Effigie.
- Chung, S. (2009, July 09). A funny thing happened on the way to designing a book jacket. The Millions. Retrieved from https://themillions.com/2009/07/funny-thing-happened-on-way-to_09.html
- Clark, G. (2011, June 29). Why “World rights, one cover” is not the best idea. Publishing perspectives. Retrieved from https://publishingperspectives.com/2011/06/world-rights-one-cover-not-best-idea/
- Dipnot TV. (2012, April 26). Orhan Pamuk Masumiyet Müzesi 5N1K CNN Türk. Retrieved from https://www.cnnturk.com/video/2012/04/27/programlar/5n1k/5n1k/012index.html
- Gallaway, M. (2011, April 04). Six writers tell about covers and blurbs. The Awl. Retrieved from https://www.theawl.com/2011/04/six-writers-tell-all-about-covers-and-blurbs/
- Lamont, T. (2010, May 9). Design: Don’t judge a book by its cover, particularly in France. The Guardian. Retrieved from http://www.theguardian.com/artanddesign/2010/may/09/judge-book-by-cover
- Literab. (2011, April 19). Re-covering Kafka: an interview with Peter Mendelsund. Retrieved from https://literalab.com/2011/04/19/re-covering-kafka-an-interview-with-peter-mendelsund/
- Minor, W. (1995). Art for the written word: Twenty-five years of book cover art. New York and London: Harcourt Brace.
- Phillips, A. (2007). How books positioned in the market: Reading the cover. N. Matthews & N. Moody (Eds.), In Judging a book by its cover – fans, publishers, designers, and the marketing of fiction (p. 19-30). Hampshire, UK: Ashgate Publishing Limited.
- Pinchefsky, C. (2005, November). British and American cover art: How and why they’re different. Intergalactic Medicine Show. Retrieved from http://www.intergalacticmedicineshow.com/cgi-bin/mag.cgi?do=columns &vol=carol_pinchefsky&article=002
- Rose, G. (2016). Visual methodologies. 4th ed. Gosport: Sage Publications.
- Silverberg, M. (2014, May 12). The reason every book about Africa has the same cover–and it’s not pretty. Retrieved from https://qz.com/207527/the-reason-every-book-about-africa-has-the-same-cover-and-its-not-pretty/
- Sonzogni, M. (2011). Re-covered rose: A case study in book cover design as ıntersemiotic translation. Amsterdam: John Benjamins Publishing.
- Trotter, A. (2009, August 25). Nabokov on different Lolita covers. Retrieved from https://www.youtube.com/ watch?v=qVtwVcYbz7k
Abstract
Re-designing covers for foreign edition books is one of the debated and complicated tasks, considering various involvements during the procedure, such as publishers’ role, designers’ interpretation and design trends of countries’ book markets. The process becomes more problematic when especially imagery that reflects cultural stereotypes, which do not represent text, are used on covers. Particularly in the case of Turkish authors’ foreign edition book covers, the visual representation of literature and text is not accurate and is full with misinterpretation, despite the fact that these authors are globally recognized and their books are translated into many languages. In the global extend, the situation is not very different than the Turkish case; we see similar design approaches consist of clichéd images on rebranded covers. As it is not only a local issue, but a universal one, this article aims to answer the following questions through the Turkish case: Why do misinterpretations occur when re-covering translated books? What are the causes? What can be done to avoid misinterpretations? To achieve this, some of the well-known Turkish authors, whose books are re-covered in many countries, are reviewed to support the argument in this article, also by revealing the process of covering foreign editions and the discussions around the topic. In the light of the review on chosen examples, the possible solutions to avoid misinterpretations are revealed in the closing section.
Keywords
book cover design foreign editions intersemiotic translation cultural misinterpretations clichéd imagery Turkish authors Orhan Pamuk Elif Safak
References
- Barthes, R. (1977). Image, music, text. S. Heath (Ed.), In the photographic message (p.15-31). New York: Hill and Wang.
- Baule, G. (2009). La traduzione visiva. Forme dell'accesso peritestuale. Fondazione Arnoldo e Alberto Mondadori (Ed.), In copy in Italy. Autori italiani nel mondo dal 1945 a oggi (p. 77-94). Milano: Effigie.
- Chung, S. (2009, July 09). A funny thing happened on the way to designing a book jacket. The Millions. Retrieved from https://themillions.com/2009/07/funny-thing-happened-on-way-to_09.html
- Clark, G. (2011, June 29). Why “World rights, one cover” is not the best idea. Publishing perspectives. Retrieved from https://publishingperspectives.com/2011/06/world-rights-one-cover-not-best-idea/
- Dipnot TV. (2012, April 26). Orhan Pamuk Masumiyet Müzesi 5N1K CNN Türk. Retrieved from https://www.cnnturk.com/video/2012/04/27/programlar/5n1k/5n1k/012index.html
- Gallaway, M. (2011, April 04). Six writers tell about covers and blurbs. The Awl. Retrieved from https://www.theawl.com/2011/04/six-writers-tell-all-about-covers-and-blurbs/
- Lamont, T. (2010, May 9). Design: Don’t judge a book by its cover, particularly in France. The Guardian. Retrieved from http://www.theguardian.com/artanddesign/2010/may/09/judge-book-by-cover
- Literab. (2011, April 19). Re-covering Kafka: an interview with Peter Mendelsund. Retrieved from https://literalab.com/2011/04/19/re-covering-kafka-an-interview-with-peter-mendelsund/
- Minor, W. (1995). Art for the written word: Twenty-five years of book cover art. New York and London: Harcourt Brace.
- Phillips, A. (2007). How books positioned in the market: Reading the cover. N. Matthews & N. Moody (Eds.), In Judging a book by its cover – fans, publishers, designers, and the marketing of fiction (p. 19-30). Hampshire, UK: Ashgate Publishing Limited.
- Pinchefsky, C. (2005, November). British and American cover art: How and why they’re different. Intergalactic Medicine Show. Retrieved from http://www.intergalacticmedicineshow.com/cgi-bin/mag.cgi?do=columns &vol=carol_pinchefsky&article=002
- Rose, G. (2016). Visual methodologies. 4th ed. Gosport: Sage Publications.
- Silverberg, M. (2014, May 12). The reason every book about Africa has the same cover–and it’s not pretty. Retrieved from https://qz.com/207527/the-reason-every-book-about-africa-has-the-same-cover-and-its-not-pretty/
- Sonzogni, M. (2011). Re-covered rose: A case study in book cover design as ıntersemiotic translation. Amsterdam: John Benjamins Publishing.
- Trotter, A. (2009, August 25). Nabokov on different Lolita covers. Retrieved from https://www.youtube.com/ watch?v=qVtwVcYbz7k
Details
| Primary Language | English |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | October 22, 2020 |
| Submission Date | July 1, 2020 |
| Published in Issue | Year 2020 Volume: 26 Issue: 45 |
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