scholarly journals ANALYSIS OF MARKETING SLOGANS FROM THE PERSPECTIVE OF TRANSLATION STUDIES

2021 ◽  
pp. 238-242
Author(s):  
Марія Хар ◽  
Наталія Гриців
Keyword(s):  
Detailed Analysis ◽  
Translation Studies ◽  
Cultural Factors ◽  
Target Audience ◽  
Target Language ◽  
Sentence Structure ◽  
Linguistic Features ◽  
Translation Strategies ◽  
Language System

This research is focused on a detailed analysis of advertising slogans of well-known food brands, linguistic features of slogans, translation strategies, linguistic shifts applied and difficulties translators face in the process of translating. The relevance of the topic is determined by the need to determine the features of the translation of advertising slogans, the influence of cultural factors on the translation of advertising slogans, the influence of verbal and nonverbal components of advertising on its perception by the target audience. For the study, 50 advertising slogans of various food companies were carried out. Features and strategies of translation of advertising slogans, lexical-grammatical, stylistic and other transformations applied to the target text are established. According to Catford's classification, the main dominant category of linguistic transformations is the transformation of sentence structure, which is used in the translation of approximately 38% of advertising slogans. Changes in rank and changes within the language system of the target language are 23% and 27%, respectively, and changes in grammatical classes of words – 12%. This work has theoretical value in terms of studying unique features of the discourse of advertising and peculiarities of translation of advertising slogans, and practical value for use of verbal and nonverbal elements of advertising as a means of influencing consumers.

Distribution and translation

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Tong King Lee
Keyword(s):  
Applied Linguistics ◽  
Translation Studies ◽  
Second Order ◽  
Media Ecology ◽  
Target Language ◽  
Language And Culture ◽  
First Order ◽  
Language System ◽  
Object Of Study ◽  
Distributed Language

Abstract Translation has traditionally been viewed as a branch of applied linguistics. This has changed drastically in recent decades, which have witnessed translation studies growing as a field beyond, and sometimes against, applied linguistics. This paper is an attempt to think translation back into applied linguistics by reconceptualizing translation through the notions of distributed language, semiotic repertoire, and assemblage. It argues that: (a) embedded within a larger textual-media ecology, translation is enacted through dialogical interaction among the persons, texts, technologies, platforms, institutions, and traditions operating within that ecology; (b) what we call translations are second-order constructs, or relatively stable formations of signs abstracted from the processual flux of translating on the first-order; (c) translation is not just about moving a work from one discrete language system across to another, but about distributing it through semiotic repertoires; (d) by orchestrating resources performatively, translations are not just interventions in the target language and culture, but are transformative of the entire translingual and multimodal space (discursive, interpretive, material) surrounding a work. The paper argues that distributed thinking helps us de-fetishize translation as an object of study and reimagine translators as partaking of a creative network of production alongside other human and non-human agents.

scholarly journals A Study on Zeng Hu’s Translation of The Thorn Birds from the Perspective of Chesterman’s Norm Theory

2017 ◽  
Vol 7 (11) ◽  
pp. 996
Author(s):  
Chengyi Ma
Keyword(s):  
Translation Studies ◽  
Cultural Factors ◽  
Translation Process ◽  
Translation Strategies ◽  
Vital Importance ◽  
Professional Norms ◽  
Norm Theory ◽  
Further Development

Based on the norm theory of Toury and Hermans, Chesterman makes a further development on the study of translation norms. In his theory, translation norms fall into two categories: expectancy norms and professional norms. Expectancy norms are from the expectations of target readers and influenced by the economic, political and cultural factors of the target society. Professional norms manipulate the translation process and are subject to expectancy norms. Professional norms can be further divided into accountability norms, communication norms and relation norms. Chesterman’s norm theory covers the ethical, social and skill norms during the whole translation process, which has great significance for translation studies and practice. The author of this paper has conducted an overall study on The Thorn Birds translated by Zeng Hu from the perspective of Chesterman’s norm theory, aiming to analyze the translator’s conformity to these norms and how these norms influence his translation. It can be concluded that translation is a norm-governed activity. During the translation of The Thorn Birds, the translator Zeng Hu has, in his own way, ingeniously conformed to the translation norms by Chesterman: he not only conforms to the expectancy norms by adopting different translation strategies and styles according to the target readers’ needs, but also applies professional norms to make his translation work well accepted by readers and enjoy lasting popularity. Thus, it can be seen that the instructional and normative effects of translation norms is of vital importance to the success of a translation.

scholarly journals On Features of Fu Lei’s Translation from the Perspective of the Conquest of Happiness

2020 ◽  
Vol 4 (2) ◽  
pp. 21-27
Author(s):  
Yinghua Niu
Keyword(s):  
Life Experience ◽  
Translation Studies ◽  
Great Benefit ◽  
Target Language ◽  
Translation Strategies ◽  
Academic Activity ◽  
Leading Role ◽  
Cultural Exchanges ◽  
Sentence Patterns ◽  
Broad Interest

Under the background of globalization, translation is not only an academic activity, but also has far-reaching influence on cultural exchanges. As a world-renowned translator, Fu Lei has played a leading role in today’s translation field. Therefore, the paper firstly talks about Fu Lei’s life experience and his thought of resemblance. It is his life experience that makes him have his own unique understanding of translation art. Secondly, the thesis analyses Fu Lei’s translation thoughts through his broad interest, rigorous attitude and emphasis on the art of writing. Finally, the paper combines his translation strategies with the Conquest of Happiness to illustrate how it can be more easily understood and accepted by the target language readers through the processing of sentence patterns and the use of Chinese allusions. It comes to the conclusion that Fu Lei’s unique life experience, rich artistic accomplishment and rigorous academic attitude are of great benefit to his translation. Thus it can be said that Fu Lei’s translation thoughts and strategies are enlightenment to all aspects of translation studies.

scholarly journals TRANSLATING DRAMA: ANALYSIS OF DAVID EDGAR’S PLAY “ TESTING THE ECHO”

2019 ◽  
Vol 11 (1) ◽  
pp. 78-86
Author(s):  
Yulia Aleksandrovna Borisenko ◽  
Stanislav Sergeevich Makarov
Keyword(s):  
Detailed Analysis ◽  
Translation Studies ◽  
Point Of View ◽  
Literary Translation ◽  
Effective Strategy ◽  
Translation Strategies ◽  
Translation Analysis ◽  
Interdisciplinary Character ◽  
Complex Culture

The article focuses on one of the problems of literary translation - the translation of dramatic texts. The article examines this type of texts in terms of the specificity of the genre and type of literature, their structural and other specific characteristics. Special attention is given to existing approaches to the development of translation strategies in drama. Different approaches to dramatic texts in linguistics and translation studies are analyzed, such as communicative, cultural, and hermeneutic ones. The play of the contemporary British writer David Edgar “Testing the Echo” was selected for a detailed pre-translation analysis, identification and solution of the most significant translation problems. The choice of the play was determined by the presence of complex culture-specific situations (interesting from the point of view of translation), the unusual principle of plot construction, as well as the lack of a translated version of the play. A detailed analysis of the play is preceded by the summary of the plot and some information about the main characters. The paper discusses the most “problematic” extracts from the translation point of view, accounts for translation decisions and lists some of the transformations that had to be resorted to in the process of translating. As a result, a conclusion is made that translation of drama has an interdisciplinary character, involving both theatrical and literary issues. Thus, the most effective strategy of translating drama is a combination of concretization and adaptation.

scholarly journals THE VARIATION OF INTERPERSONAL MEANING BREADTH OF BILINGUAL TEXT “SERIBU KUNANG-KUNANG DI MANHATTAN BY UMAR KHAYAM”

2018 ◽  
Vol 3 (2) ◽  
pp. 180
Author(s):  
Eka Yunita Liambo
Keyword(s):  
Short Story ◽  
Translation Studies ◽  
Target Language ◽  
Primary Data ◽  
Source Text ◽  
Linguistic Features ◽  
First Variation ◽  
Source Language ◽  
Bilingual Text

<p class="Abstract">ABSTRACT</p><p class="IsiAbstrakabstractcontent"><em>The process of meaning realization to the target language may involve the change of meaning. This change leads to the variation of meaning depth, breadth, and height. This is caused by the differences of linguistic features between the target language and source language. Therefore, the difficulties of finding equivalent words in target language may force translators to use other words which do not have the exactly similar meaning. However, this becomes a phenomenon in translation studies. This research aims to know the variation of interpersonal meaning breadth of a bilingual text. The primary data of this research is the sentences of first bilingual text taken from Seribu Kunang-Kunang di Manhattan translated into A Thousand Fireflies in Manhattan. There were 281 sentences are analysed. The result shows that those sentences found to have different variations. The most frequently variations found in this short story are the first variations in which element functions in the source text and target text have one difference. First variation has 28,82% then followed by zero variation  with 23,48%. Whereas other sentences is classified as the second, third, fourth, fifth and sixth variation of interpersonal meaning breadth with percentage of 18,14%, 4,62%, 3,20%, 14,23% and 7,47%. These variations occurring in the first bilingual text Seribu Kunang-Kunang di Manhattan translated into A Thousand Fireflies in Manhattan seems to be done to maintain the correspondence in the target language.</em></p><strong>Keywords: </strong>bilingual, breadth meaning, interpersonal, translation, variation of meaning,

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 LITERARY NONCE WORDS AS A TRANSLATION PROBLEM (BASED ON ENGLISH LITERARY TALES)

2020 ◽  
Vol 30 (5) ◽  
pp. 774-784
Author(s):  
Yu.A. Borisenko
Keyword(s):  
Comparative Analysis ◽  
Literary Text ◽  
Target Audience ◽  
Target Language ◽  
Translation Strategies ◽  
The Creation ◽  
Target Languages

The article examines specific characteristics of literary nonce words on the example of English literary tales. It attempts to classify them on the basis of the word-building patterns used (highlighting the so-called nursery words and nonce words proper). It also describes their main functions in a literary text. The research objectives also included a comparative analysis of the translations of famous English literary tales. The analysis proved that the main translation strategies while dealing with literary nonce words are the creation of nonce words in the target language, descriptive translation and compensation. The most successful translation decisions take into account the target audience of readers and include the use of wordplay, as well as phonetic expressive means such as rhyme, alliteration and onomatopoeia. In general, the translation of nonce words directly depends on the specifics of word-building patterns that exist in the source and target languages.

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 Singing in Translation: A Different Echo of Toyor Baby Songs

2018 ◽  
Vol 6 (4) ◽  
pp. 10
Author(s):  
Andree Affeich ◽  
Maysaa Bou Ali
Keyword(s):  
Cultural Differences ◽  
Target Audience ◽  
Target Language ◽  
Word Choice ◽  
Sentence Structure ◽  
Translation Process ◽  
Children's Songs ◽  
Methods And Techniques ◽  
Original Songs

While translating, several factors must be considered, such as cultural differences, sentence structure, word choice, etc. Through this article, we aim to study the challenges of translating children’s songs and how rhythm and rhyme add further problems and difficulties to the translation process. In this type of translation, other elements are added to the equation where the choice of words for instance is bound by finding rhyming equivalents, and the translator must keep in mind the target audience, i.e. children, which requires the use of expressions that are easy and simple. Such considerations might consequently lead to changes in meaning on top of the changes in structure. This study will mostly focus on the methods and techniques adopted by the translators of children’s songs and will answer questions such as: how was the target language tailored to produce understandable and coherent songs carrying the messages and morals of the original? To what extent did the meaning of the target songs differ from that of the original songs? What are the techniques adopted and were they successful enough in producing songs faithful to the original ones?

scholarly journals Dances with Words: Issues in the Translation of Japanese Literature into English

2021 ◽  
Author(s):  
◽  
Richard Ninian Donovan
Keyword(s):  
English Translation ◽  
Japanese Literature ◽  
Translation Studies ◽  
Structural Features ◽  
Literary Translation ◽  
Target Language ◽  
Linguistic Features ◽  
English Translations ◽  
More Care ◽  
Syntactic Differences

<p>Chapter One: Literary Translation Studies, Japanese-to-English Translation, and Izu no odoriko This introductory chapter explores aspects of Translation Studies relevant to Japanese-to-English literary translation. I employ extended metaphors from the case study, Kawabata Yasunari's novella Izu no odoriko,to re-illuminate perennial TS issues such as equivalence, 'style' and disambiguation, contrasting the translating approaches of Edward G. Seidensticker and J. Martin Holman. The chapter concludes with an outline of the investigative path I followed in analysing the sourcetext (ST) and comparing it with the target texts (TTs): the English translations. I explain the thesis's systematic corpus approach in using an NVivo database to establish a set of potentially problematic translation issues that arise out of the interaction of source language-target language (SL-TL) features.  Chapter Two: A Taxonomy of Japanese Paradigmatic Features and the Issues Arising for Translation into English The Japanese and English languages have significant lexical and morpho-syntactic differences, which I contend give rise to potentially problematic translation issues. The chapter begins by differentiating cultural and linguistic features and explaining why the thesis will focus on the latter. The rest of the chapter presents a detailed analysis of ST exemplars of the most significant of the paradigmatic (lexical) features. Seidensticker and Holman's translations are analysed to determine how they have addressed the translation issues arising from these features.  Chapter Three: A Taxonomy of Japanese Syntagmatic Features and the Issues Arising for Translation into English This chapter continues the analysis of linguistic differences between Japanese and English in the context of literary translation. Here the focus is on the syntagmatic (structural)features of Japanese in comparison with English, again examining examples from the ST and comparing how the translators address the issues arising in their translating decisions.  Chapter 4: 'Shall We Dance?' Translation Acts in the English Translations of Izu no odoriko and Beyond The focus moves to the features of the translators' overall translation strategies, and how they apply these strategies in their translating decisions: so-called 'translation acts'. Conducting a close reading of the ST and TTs of a pivotal scene in Izu no odoriko, I draw on previous academics' frameworks to create a simple rubric for categorising the manifestation of these strategies at the discourse level. The chapter concludes by drawing together the theoretical and empirical strands of the thesis and demonstrating the relevance of this discussion to the English translation of Japanese literature. While acknowledging the necessarily subjective nature of the translational act, and the sophisticated techniques the translators employ to deal with complex issues, I propose that my analytic framework urges more care in the preservation of semantic and formal elements than can be observed in aspects of the translations examined.</p>

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