PROBLEMS OF TRANSLATING SLOGANS CONSIDERING THE ASPECT OF CROSSCULTURAL COMMUNICATION

The article tackles the problem of finding translation matches in order to render the idea and save the emotional content of the source advertisement text in the target text, thus preserving its preciseness. It also highlights the aspect of cross-cultural communication involved, which requires on part of its participants realizing inevitable cultural differences and overcoming cultural barriers to achieve mutual understanding and respect. With globalization of all spheres of life it is natural to assume that we are becoming part of world web media which will contribute to forming new thought patterns mainly because more and more bilingual people use English as a second language. Now that this tendency is overwhelming, we can look at the problem of translation anew. Effective cross-cultural communication takes place under the condition that all the communicants possess certain similar thought patterns. If communicants have different thought patterns, it can cause misunderstanding and cross-cultural conflict. So, the mediators in cross-cultural communication have to be not only bi-lingual, but also bi-cultural. The effectiveness of cross-cultural communication can be achieved via equivalent thought and speech patterns. With translation of advertisement texts the principle of dynamic equivalence helps to obtain the most adequate translation where the unity of the form and the content is preserved with the help of text adaptation. The target text creates a certain final effect, which determines the set of lexical, grammatical and stylistic units of the translation language with the translator’s imagination. The article also gives examples of translation of advertising texts that were marked as the best at various advertising festivals. The dynamic development of media linguistics contributes to the research in the sphere of translation of advertising texts.

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The Global Open Society: Civilizations and Cultural Interpretations

Oxford Research Encyclopedia of Communication ◽

10.1093/acrefore/9780190228613.013.771 ◽

2019 ◽

Author(s):

Algis Mickunas

Keyword(s):

Mass Media ◽

Cross Cultural ◽

Mutual Understanding ◽

Cultural Communication ◽

Open Society ◽

Cultural Interpretation ◽

Critical Questions ◽

Cross Cultural Communication ◽

The Way

Mass media are global and involve numerous and varied cultures whose customs, languages, beliefs, and arts are different. The differences require bridges for mutual understanding, and such bridges are offered as cross-cultural communication. The latter point raises a question of translation and interpretation, showing how cultures are suppressed, absorbed by other cultures, or how they survive. Historical examples will be provided to form basic canons for an understanding of cross-cultural interpretation. The analyses of interpretation suggest that cultures belong to civilizations with more fundamental and more encompassing structures, capable of providing frameworks for their own cultures. At this level, cultures become symbolic designs of a given civilization. With this turn, cross-cultural communication is shifted toward comparative civilizations and their capacity to offer more fundamental frameworks of cross-cultural communication. Moving through major theories of comparative civilization, the critical questions are as follows: Does a specific theory favor the structure of one civilization over others, and does it contain features that do not belong to other civilizations? In brief, do scholars of civilizations assume the concepts of their civilization and contextualize all other civilizations in one context? In spite of these questions, civilizations, by virtue of their cultures as symbolic designs, offer phenomena that allow the formation of basic rules available in all civilizations. By comparing such rules, it is possible to decipher the way that such rules form the communicative ground at the level of cultural symbolic designs as interpretations of the broader structures—civilizations.

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The Effectiveness of Xi Jinping’s Metaphorical Discourse in Cross-Cultural Communication

Journal of Language Teaching and Research ◽

10.17507/jltr.1204.21 ◽

2021 ◽

Vol 12 (6) ◽

pp. 1051-1055

Author(s):

Yanxia Zheng

Keyword(s):

Political Discourse ◽

Conceptual Metaphor ◽

Cross Cultural ◽

Cultural Barriers ◽

Cultural Communication ◽

Conceptual System ◽

Target Domain ◽

Cross Cultural Communication ◽

Mental Mapping ◽

New Perspective

Metaphor is not only a linguistic and rhetorical phenomenon, but also an important cognitive and thinking mode, which plays an important role in the formation of human conceptual system. Conceptual metaphor theory holds that metaphor is the foundation of human conceptual system and the essence of metaphor is the mental mapping from source domain to target domain on the basis of similarities. In recent years, more and more metaphorical expressions can be found in Chinese President Xi Jinping’s speeches, which have attracted wide attention of the researchers. This paper aims at exploring the effectiveness of Xi Jinping’s metaphorical discourse from the perspective of cross-cultural communication. The study shows that the use of metaphor in political discourse helps to bring about novelty, break cultural barriers, enhance cultural identity, so as to enhance cross-cultural understanding and promote the effectiveness of cross-cultural communication. Conceptual metaphor provides an effective perspective for the study of political discourse, and also provides a new perspective for constructing China’s communication discourse system to the foreign countries in the world.

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Examining the Differences in Assessing Quality of Translations and Acceptability of Texts

ELOPE English Language Overseas Perspectives and Enquiries ◽

10.4312/elope.10.2.127-137 ◽

2013 ◽

Vol 10 (2) ◽

pp. 127-137

Author(s):

Lara Burazer

Keyword(s):

Translation Studies ◽

Cross Cultural ◽

Target Audience ◽

The Other ◽

Mutual Understanding ◽

Cultural Communication ◽

Cross Cultural Communication ◽

High Level ◽

Culturally Embedded

The main focus of modern Translation Studies seems to be the ever changing challenges of successful cross–cultural communication. With globalisation of society, limitations in mutual understanding are surfacing, which are usually followed by the communicator’s failure to meet the other party’s expectations. Such expectations are not only linguistically, but culturally embedded and might prove difficult to grasp for those who are not closely connected to the particular culture. Mastering linguistic abilities is an inevitable requirement and represents an important aspect of cross–cultural communication, but achieving a high level of acceptability of (translated) texts proves to be just as important, while not always directly related to the traditional linguistic aspects of the text. It requires meeting the expectations of the target audience which exceed the scope of grammar and vocabulary. Prior cultural and discoursal experience with relevant texts proves to play an important role in producing translations which meet the target audience’s expectations in terms of linguistic, but more importantly in terms of discoursal characteristics.

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Asymmetric Communication

Information Technology and Societal Development ◽

10.4018/978-1-60566-004-2.ch015 ◽

2009 ◽

pp. 345-362

Author(s):

Andrew Targowski

Keyword(s):

Cultural Differences ◽

Cross Cultural ◽

Communication Process ◽

Cultural Communication ◽

Cross Cultural Communication ◽

Doing Business ◽

The Cross ◽

Crosscultural Communication ◽

The Cost

This chapter defines a framework for the crosscultural communication process, including efficiency and cost. The framework provides some directions for dialogue among civilizations, which is one of the main routes toward creation of the universal civilization. A developed architectural design of the cross-cultural communication process is based on a universal system approach that not only considers the complexities of the various cultural hierarchies and their corresponding communication climates, but also compares and quantifies the cultural-specific attributes with the intention of increasing efficiency levels in crosscultural communication. The attributes for two selected cultures (Western-West and Egyptian) are estimated in a normative way using expert opinions, measuring on a scale from 1 to 5 with 5 as the best value. Quantifying cultural richness (R), cultural efficiency (?), modified cultural differences (DMC, and cultural ability (B) reflects how a given culture’s strength can overcome cultural differences and enhance its competitive advantage (V). Two components of the culture factor cost, explicit (CE) and implicit (CI), are defined, examined and quantified for the purposes not only of controlling the cost of doing business across cultures, but also to determine the amount of investment needed to overcome cultural differences in a global economy. In this new millennium, global organizations will increasingly focus on the critical value of the cross-cultural communication process, its efficiency, its competence, its cost of doing business. In order to successfully communicate crossculturally, knowledge and understanding of such cultural factors as values, attitudes, beliefs and behaviors should be acquired. Because culture is a powerful force that strongly influences communication behavior, culture and communication are inseparably linked. Worldwide, in the last 20 years, countries have experienced a phenomenal growth in international trade and foreign direct investment. Similarly, they have discovered the importance of crosscultural communication. As a result, practitioners and scholars are paying attention to the fact that cultural dimensions influence management practices (Hofstede, 1980; Child, 1981; Triandis, 1982; Adler, 1983; Laurent, 1983; Maruyama, 1984). In recent years, empirical work in the crosscultural arena has focused on the role of culture on employee behavior in communicating within business organizations (Tayeb, 1988). But current 346 Asymmetric Communication work on cross-cultural business communication has paid little attention to either (a) how to adapt these seminal works on general communication to the needs of intercultural business or (b) how to create new models more relevant to cross-cultural business exchanges (Limaye & Victor, 1991, p. 283). There are many focused empirical studies on cross-cultural communication between two specific cultures (e.g., Wong & Hildebrandt, 1983; Halpern, 1983; Victor, 1987; Eiler & Victor, 1988; Varner, 1988; Victor & Danak, 1990), but such results must be arguable when extrapolated across multiple cultures. The prevailing western classical linear and process models of communication (Shannon & Weaver, 1949; Berlo, 1960) neglect the complexity of cross-cultural communication. Targowski and Bowman (1988) developed a layer-based pragmatic communication process model which covered more variables than any previous model and indirectly addressed the role of cultural factors among their layer-based variables. In a similar manner, the channel ratio model for intercultural communication developed by Haworth and Savage (1989) has also failed to account completely for the multiple communication variables in cross-cultural environments. So far, there is no adequate model that can explain the cross-cultural communication process and efficiency, let alone estimate the cost of doing business with other cultures worldwide.

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Proverb commonalities in different languages and its application to Asian Pacific communication

Journal of Asian Pacific Communication ◽

10.1075/japc.25.1.06man ◽

2015 ◽

Vol 25 (1) ◽

pp. 97-116

Author(s):

Vladimir Manakin

Keyword(s):

Cross Cultural ◽

Human Values ◽

Mutual Understanding ◽

Cultural Communication ◽

Global Level ◽

Metaphorical Thinking ◽

Cross Cultural Communication ◽

Asian Pacific

This article surveys the idea of commonalities in cross-cultural communication through examining potential semantic universals in languages, particularly in their proverbs — the smallest verbal folklore genre that vividly reflects the mentality and culture of any nation. At the proverb level, it is possible to identify, (1) basic cognitive universal mechanisms that lead to the creativity of metaphorical thinking; (2) principles of verbalization of common human values in different languages; and (3) statements of affability, translatability, and as a result, mutual understanding between nations. At the global level, diverse human languages and cultures exist and are interconnected in a dialectical unity reflecting both its universal/common and specific features. Based on the idea of Noosphere, i.e., the latent planetary source of any kind of intellectual and spiritual information, this metaphysical perspective enables us to identify human universality in all its forms.

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Problems of cognitive distortions in cross-cultural communication when using automatic translation in the Russian Chinese dialogue

SHS Web of Conferences ◽

10.1051/shsconf/20208803004 ◽

2020 ◽

Vol 88 ◽

pp. 03004

Author(s):

Abdusalamu Nijiati ◽

Irina Karabulatova ◽

Yuan Lin ◽

Fatima Sautieva

Keyword(s):

Cognitive Distortions ◽

Cross Cultural ◽

Cultural Communication ◽

Special Role ◽

Pedagogical Practice ◽

Cross Cultural Communication ◽

Automatic Translation ◽

The North ◽

Cognitive Experience ◽

Crosscultural Communication

The article is aimed at analyzing cognitive distortions in crosscultural communication when using automatic translation from Chinese to Russian, which are presented in the Internet space. Hypothesis: cognitive impairment in cross-cultural communication when automatic ChineseRussian translation due to differences in mentality of Russian and Chinese, differential specificity of cognitive picture of the world at native speakers of languages of different structures, especially the inclusion of the components in the scope of the concept, specifics of the representation of the material with different system of graphics, the mismatches of structure of Russian and Chinese proposals, etc. A special role is played by the peculiarities of the tradition of teaching and communication in Russia and China, as well as the specifics of ethnolinguopsychology. The Chinese mentality has a priority influence on the formation of respect for traditions and following them in the written style of speech. The Chinese mentality finds Parallels with the North Caucasian mentality in using the cognitive experience of its predecessors, in following the traditions of pedagogical practice. Russian Russian and Chinese Russian specialists ’ practical skills in cross-cultural communication correspond to the goals, stages, and tasks of training specialists in Russian-Chinese dialogue. The method of analysis is based on an axiological approach and synergetics, including methods of ethnopsycholinguistics, cross-cultural communication, machine learning, methods of teaching languages as foreign languages in an ethno-cultural environment with significant differences in social distance.

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Luther's Bible: A Dynamic Equivalence Translation and Germanizing Force

Missiology An International Review ◽

10.1177/009182967800600207 ◽

1978 ◽

Vol 6 (2) ◽

pp. 213-234 ◽

Cited By ~ 3

Author(s):

Hans Kasdorf

Keyword(s):

Cross Cultural ◽

Protestant Reformation ◽

German Language ◽

Cultural Communication ◽

Common People ◽

Dynamic Equivalence ◽

Cross Cultural Communication ◽

Cultural Boundaries ◽

The Common ◽

Effective Transmission

Cross-cultural communication is more than linguistics. But no effective transmission of the Gospel takes place across cultural boundaries apart from careful attention to the linguistic component. The same can be said for indigenization and contextualization. And these missiological insights were not born in the twentieth century. They were strongly operative in the Protestant Reformation, and especially in Luther's pen. Anabaptist Kasdorf writes admiringly of his forebears' antagonist who so effectively did for his German compatriots what Jerome had earlier done for the common people of Rome. His earthy methods for translating biblical concepts into the “coarse and crude” emerging German language of his time can be instructive to the translator even today.

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