Rhetorical figures and the translation of advertising headlines

2006 ◽  
Vol 15 (2) ◽  
pp. 159-182 ◽  
Author(s):  
Karen Smith
Keyword(s):  
Body Text ◽  
English Language ◽  
Target Audience ◽  
Target Language ◽  
Translation Process ◽  
Translation Strategies ◽  
Source Language ◽  
Rhetorical Figures ◽  
Contemporary Media ◽  
Media Discourses

In advertising texts, the most important linguistic element is the headline. The function of the headline is to persuade readers to continue reading the remaining body text and, ideally, buy the advertised product. Using a corpus of 45 English-language advertisements and their translated Russian pairs, this article investigates what happens to rhetorical figures in the translation process. Three broad translation strategies are identified (transference, source-language-orientated and target-language-orientated) and their implications discussed in detail. The use of transference (untranslated retention of original) highlights the foreignness of the product being advertised, relying on the source culture’s attractiveness to the target audience. The most popular strategies are those which are source-language-orientated, maintaining the source meaning in the target headline. These strategies, often resulting from advertisers’ insistence on following a model advertisement, have the greatest impact on the use of figures, and examples of compensation, loss and addition can be found. When target-language-orientated strategies are employed, translators have more freedom to create headlines using rhetorical figures. The article ends by suggesting that the analysis of translated Russian advertising headlines offers another concrete example of the globalizing tendencies of large corporations and the power they exercise in shaping contemporary media discourses.

scholarly journals The Application of Translation Strategies to Cope With Equivalence Problems in Translating Texts

2018 ◽  
Vol 1 (1) ◽  
pp. 1-9
Author(s):  
Dhini Aulia
Keyword(s):  
Equivalence Problem ◽  
Target Language ◽  
Source Text ◽  
Translation Process ◽  
Translation Strategies ◽  
Source Language ◽  
Specific Concept ◽  
Equivalence Problems

Translation is a process to render the meaning from the source text into the target text. A translator, however, will find some problems during translation process. Equivalence is the case which often appears (i.e. culture specific concept, the source-language concept is not lexicalized in the target language, source-language word is semantically complex, etc). To cope with equivalnce problems in translation process, some experts suggest some strategies which can be applied in doing translation. Some strategies are transference, naturalization, cultural equivalent, etc. The strategies which often appears in the example texts in this paper are transference, naturalization, descriptive equivalent, couplet and  through-translation. It is recomended that translator apply the strategies if only there is no equivalence problem in target language. 

scholarly journals LOCALIZATION: A TRANSLATION STRATEGY OR A SEPARATE TOOL?

2021 ◽  
Vol 6 (11(75)) ◽  
pp. 37-40
Author(s):  
S. Osokina
Keyword(s):  
English Language ◽  
Linguistic Analysis ◽  
Target Audience ◽  
Target Language ◽  
Translation Strategies ◽  
Specific Target ◽  
Translation Strategy

The article discusses different approaches to localization – as one of translation strategies and as a separate tool for rendering language messages in another language. The study is done with the help of comparative linguistic analysis of original movie titles in the English language and their official Russian versions. We study ways of rendering of the film titles in the target language and reveal some reasons for localization. In conclusion, we provide a list of motives for language localization of the movie titles: 1) tendency to build the name of a new film into the system of films already known to the Russian viewer or other cultural realities with the help of socalled "references" to familiar nominations; 2) give additional advertising to the film, 3) make the film more attractive to a specific target audience.

scholarly journals An Investigation of Omission and Addition Phenomena in Quranic English Translation of Nessim Joseph Dawood: A Morpho-Syntactic and Ideo-Cultural Analytical Study

2020 ◽  
Vol 11 (6) ◽  
pp. 63
Author(s):  
Ali Albashir Mohammed Alhaj
Keyword(s):  
English Translation ◽  
English Language ◽  
Analytical Study ◽  
Arabic Language ◽  
Target Language ◽  
Translation Strategies ◽  
Source Language ◽  
Qualitative Descriptive ◽  
The Holy Quran ◽  
Descriptive Approach

Omission and addition Phenomena in Quranic English Translation are two important issues that grasped the attention of many researchers in translation studies. This study aimed at investigating of omission and addition phenomena in Quranic English Translation of Nessim Joseph Dawood: with special reference to eight selected translated ayah -Surat Yusuf- Ayah-verse (18), Surat Al-Ma’arij, Verse( ayah:17), Surrat Al-Muddathir, ayah (11), Surat Maryam, Ayah (35), Surat Al-Qalam, Ayah (1), Surat Al-Baqarah, Ayah (186), Surat Al’Imran, Ayah:41), and Surrat Al-Jaathiya, Ayah:28).-Qualitative descriptive approach was adopted by the researcher to analyze the data extracted from Nessim Joseph Dawood’s English translation of the aforementioned Surahs. The study revealed losses occurring in translating some morpho-syntactic dimensions such as omitting and admission of important Quranic lexemes. contributed to semantic losses. One kind of such losses is a morph-syntactic loss, which sometimes takes place because of ideo-cultural divergences between the source language and the target language, (that is, Quranic Arabic language and the intended language, English language) This study recommended that omission and addition translation strategies should not be employed by the translators of the Holy Quran to reduce loss in the Quranic translation to maintain the intensity of the Message.

scholarly journals ADDITION IN THE TRANSLATION OF JAMES DASHNER’S THE SCORCH TRIALS INTO INDONESIAN MEIDYNA ARRISANDI’S THE SCORCH TRIALS

2019 ◽  
Vol 8 (2) ◽  
pp. 51-58
Author(s):  
Rizki Maisyarah
Keyword(s):  
Target Language ◽  
The Novel ◽  
Translation Process ◽  
Context Analysis ◽  
Structural Shift ◽  
Translation Strategies ◽  
Source Language ◽  
Original Meaning ◽  
Componential Analysis

Addition is one of translation strategies in Structural Shift that is aimed to maintain the original meaning from source language into target language. This research studied about Addition in the translation of James Dashner’s The Scorch Trials into Indonesian Meydina Arrisandi’s The Scorch Trials. The Scorch Trials novel was chosen because the Addition frequently found in its translation version. Addition is determined based on the explicit structure found in the target language and it is being analysed using componential analysis and propositional analysis through semantics viewpoint. Additionally, through pragmatics viewpoint,  implicature, context analysis, and deixis analysis through are used in the analysis. There are 124 data found from the novel; and from those data, 1datum is full equivalent, 1 datum is partial equivalent, and 1 datum is no equivalent presented in the paper as representation.. This research is aimed to identify how addition is used in the translation process, and it was found that addition is especially used to make clear the implicit meaning from the source language or to maintain the similar meaning.  

THE TRANSLATION STRATEGIES OF METAPHOR IN THE MAGIC OF THINKING BIG TRANSLATED INTO BAHASA INDONESIA BY DIAN PARAMESTI BAHAR

2018 ◽  
Vol 14 (3) ◽  
Author(s):  
Khairani Hayat Situmorang ◽  
I. W. Dirgeyasa ◽  
Zainuddin Zainuddin
Keyword(s):  
Data Analysis ◽  
Target Language ◽  
Qualitative Design ◽  
Translation Strategies ◽  
Source Language ◽  
Free Translation ◽  
Dead Metaphor ◽  
Word Translation ◽  
Bahasa Indonesia ◽  
Communicative Translation

The research dealt with Metaphor Sentences. The aims of this study were: (1) to find out the translation strategies of metaphors are used in The Magic of Thinking Big and (2) to describe the translation strategies maintain metaphors in The Magic of Thinking Big. The research was conducted by using qualitative design. The data of this study were sentences. The data were collected through documentary technique and the instrument was the documentary sheet. The technique of data analysis was descriptive. The finding of this study revealed that: (1) The metaphor in The magic of Thinking Big were translated by applying six translation strategies, namely: word for word Translation (5.3%) lieral translation (4.3%), faithful translation (57.5%), Free translation (3.2%), communicative translation (30.5%) and discursive creation was found (2.2%). (2) The metaphors are maintained that found in the Magic of Thinking Big are original metaphors turned into another original metaphors, stock metaphors turned into another stock metaphors, adapted metaphors turned into adapted metaphors, dead metaphors turned into dead metaphors, original metaphor turned into stock metaphor, stock metaphor turned into original metaphor, meanwhile, 10 original metaphors and 1 dead metaphor are no longer classified as metaphors. Language has special characteristic that is metaphor sentences, therefore in the case of translating of metaphor sentences in which their concept in unknown for readers, the translator often faces the problems to find out the translation strategies to translate metaphor in a source language (SL) and how the metaphor sentences are maintained in the target language (TL).Keywords : Metaphor, Translation Strategies, Maintain Metaphor

PECULIARITIES OF TRANSLATION OF ENGLISH HUMOR IN UKRAINIAN

2020 ◽  
Vol 2020 (31) ◽  
pp. 401-418
Author(s):  
Tetiana Stoianova ◽  
Ksenia Chernenko
Keyword(s):  
English Language ◽  
Target Language ◽  
Necessary Condition ◽  
Way Of Life ◽  
Source Language ◽  
Original Language ◽  
The People ◽  
National Characteristics ◽  
Functional Features ◽  
Selection Of

The article is devoted to the study of the features of reproducing English humor in the Ukrainian language. The relevance of the work is due to the urgent need for a comprehensive study of English-language humor as a text-discursive education and the features of its translation. The aim of the study is to analyze the specifics of reproducing English-language humor. As a result of the study, the author comes to the conclusion that the reproduction of English humorous discourse should take into account the national characteristics of the people, culture and traditions. Translation of humorous discourse requires the use of various transformations: lexical, grammatical (including syntactic and morphological), semantic, and stylistic. Often these types of transformations appear in a mixed form. The most effective transformations are: lexical, grammatical, and complex lexical and grammatical ones. The subject of research of this work is humor — the most common modern type of comic. The concept of humor is defined as a comprehensive phenomenon, a way of seeing, a way of life. The nature of humor depends on the linguistic and cultural characteristics of the country to which it belongs, which means that this phenomenon reproduces the national picture of the world. According to this, the translator should take into account the peculiarities of ethnic worldview in order to reproduce the content of discursive humorous education adequately. It is also necessary to be able to know at least something about the cultures involved in the translation in order to understand the original and be able to reproduce it. During the analysis, we determined that it is necessary to take into account the national nature of humor, because in different societies the same thing can cause different reactions, which leads to inadequate units of reproduction of the source language to the target language. Based on the fact that it is not always possible to fully reproduce the content and expressive-emotional coloring, compensation is considered the best lexical and semantic means of transmitting humor in the source language in the translation language. A necessary condition for translation is the selection of appropriate phonetic, lexical and phraseological means for transmitting not only the semantics of the humorous formation of the original language, but also their expressive and functional features

scholarly journals The Effect of Collocation on Meaning Representation of Adjectives such as Big and Large in Translation from Two Languages Used in the Article to English Language Texts

2011 ◽  
Vol 4 (1) ◽  
pp. 70
Author(s):  
Malahat Minaabad
Keyword(s):  
English Language ◽  
Translation Studies ◽  
Target Language ◽  
Source Language ◽  
Meaning Representation ◽  
Contextual Meaning

Translation is the process to transfer written or spoken source language (SL) texts to equivalent written or spoken target language (TL) texts. Translation studies (TS) relies so heavily on a concept of meaning, that one may claim that there is no TS without any reference to meanings. People’s understanding of the meaning of sentences is far more reliable than their understanding of the meaning of words. Since what people know when they know the meaning of a word is important, but the skill of incorporating that word appropriately into meaningful linguistic contexts is more important. Our interest here lies in the shift of emphasis from referential or dictionary meaning to contextual meaning of adjectives such as big, and large in translation to English language texts or vice versa. Since big and large are synonyms, it is not surprising that they can be used to describe many of the same nouns. However, they are not perfect synonyms, and there are some differences in the distribution of these adjectives which make some problems for translators especially from those languages which these kinds of differences are not so obvious.    

What should we demand from an online dictionary for specialized translation?

2013 ◽  
Vol 29 (1) ◽  
pp. 146-162 ◽  
Author(s):  
Sven Tarp
Keyword(s):  
Computer Science ◽  
Function Theory ◽  
Target Language ◽  
Translation Process ◽  
User Research ◽  
Source Language ◽  
Bilingual Dictionary ◽  
Complex Combination ◽  
Qualitative Evidence

AbstractThis contribution treats the concept of a specialised translation dictionary and argues that this concept is much broader than the traditional vision of a bilingual dictionary going from source language to target language. Based on a methodology developed in the framework of the function theory and using qualitative evidence from existing user research, the contribution then discusses the respective phases and sub-phases of the overall translation process where lexicographically relevant problems and needs may occur. Subsequently, it discusses how these needs could be solved in a complex combination of monolingual and bilingual lexicographical solutions and presents an overall concept of a specialised translation dictionary together with some general principles. Finally, it provides examples of how these principles can be applied in both printed and online dictionaries using already available techniques from information and computer science.

scholarly journals THE TRANSLATION STRATEGIES OF METAPHOR IN THE MAGIC OF THINKING BIG TRANSLATED INTO BAHASA INDONESIA BY DIAN PARAMESTI BAHAR

2019 ◽  
Vol 16 (1) ◽  
Author(s):  
Khairani Hayat Situmorang ◽  
I Wy. Dirgeyasa ◽  
Zanuddin Zainuddin
Keyword(s):  
Data Analysis ◽  
Target Language ◽  
Qualitative Design ◽  
Translation Strategies ◽  
Source Language ◽  
Free Translation ◽  
Dead Metaphor ◽  
Word Translation ◽  
Bahasa Indonesia ◽  
Communicative Translation

The research dealt with Metaphor Sentences. The aims of this study were: (1) to find out the translation strategies of metaphors are used in The Magic of Thinking Big and (2) to describe the translation strategies maintain metaphors in The Magic of Thinking Big. The research was conducted by using qualitative design. The data of this study were sentences. The data were collected through documentary technique and the instrument was the documentary sheet. The technique of data analysis was descriptive. The finding of this study revealed that: (1) The metaphor in The magic of Thinking Big were translated by applying six translation strategies, namely: word for word Translation (5.3%) lieral translation (4.3%), faithful translation (57.5%), Free translation (3.2%), communicative translation (30.5%) and discursive creation was found (2.2%). (2) The metaphors are maintained that found in the Magic of Thinking Big are original metaphors turned into another original metaphors, stock metaphors turned into another stock metaphors, adapted metaphors turned into adapted metaphors, dead metaphors turned into dead metaphors, original metaphor turned into stock metaphor, stock metaphor turned into original metaphor, meanwhile, 10 original metaphors and 1 dead metaphor are no longer classified as metaphors. Language has special characteristic that is metaphor sentences, therefore in the case of translating of metaphor sentences in which their concept in unknown for readers, the translator often faces the problems to find out the translation strategies to translate metaphor in a source language (SL) and how the metaphor sentences are maintained in the target language (TL).Keywords : Metaphor, Translation Strategies, Maintain Metaphor               

scholarly journals Lexicographic Approaches to Sense Disambiguation in Monolingual Dictionaries and Equivalent Differentiation in Bilingual Dictionaries

2011 ◽  
Vol 8 (1) ◽  
pp. 63-73
Author(s):  
Marjeta Vrbinc
Keyword(s):  
Native Language ◽  
Target Audience ◽  
Target Language ◽  
Source Language ◽  
Bilingual Dictionaries ◽  
Sense Disambiguation

The article discusses methods of sense disambiguation in monolingual dictionaries and equivalent differentiation in bilingual dictionaries. In current dictionaries, sense disambiguation and equivalent differentiation is presented in the form of specifiers or glosses, collocators or indications of context, (domain) labels, metalinguistic and encyclopaedic information. Each method is presented and illustrated by actual samples of dictionary articles taken from mono and bilingual dictionaries. The last part of the article is devoted to equivalent differentiation in bilingual decoding dictionaries. In bilingual dictionaries, equivalent differentiation is often needed to describe the lack of agreement between the source language (SL) and target language (TL). The article concludes by stating that equivalent differentiation should be written in the native language of the target audience and sense indicators in a monolingual learner’s dictionary should be words that the users are most familiar with.

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