Employ – apply – primeniat’
Ensuing – subsequent - posleduyushiy
An Analysis of Translation Procedures in the Advertising Headline Corpus
The present chapter aims to carry out a comparative translation analysis of selected English, German and Spanish advertising headlines consisting against a background of the English-German, English-Spanish and Spanish-German language pairs. In more detail, the purpose of this chapter is to classify, compare and consequently find out the features of translation procedures as applied in the textual genre of the present paper. The classification of comparative translation analysis will be employed and compared on the English-German, English-Spanish and Spanish-German language pairs.
The investigation is based on English, German and Spanish advertising headlines and subsequently articulated by a trilingual perspective. Translation rules and norms governing the translator’s decision are compared and classified accordingly. The study of commercial advertising in Anglo-American, Spanish and German cultures allows
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Newmark (1988, p.81) differentiates translation methods from translation procedures by pointing out that translation methods refer to whole texts, whereas translation procedures are used for sentences and the smaller units of language. Since the developed procedures relate to the shorter parts of texts, many of are particularly applicable on the advertising headlines. In general, a translator must well realize in what way and in what sense the translation of poetry differs from the translation of a detergent advertisement. (5, 105). At the same time, P. Newmark notes that the most difficult texts to translate are the religious
This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising. Works Cited Gladwell, M. (1997). The New Yorker. Listening to Khakis.
In analyzing the advertisement, it is clear that the author ties all these forms of writing together. In doing so, he hopes to gain the biggest audience by appealing to many different life styles. The author uses persuasion as a tactic, which is used to lure potential vacation hunters in to choosing his place of choice. He presents all forms of writing strategies (ethos, pathos, and logos) in the advertisement with the most concentration on logos and pathos. The author feels that the best way to persuade the audience of choice is to state the facts in the text, and then support those facts by appealing to the emotions, which is accomplished in the picture. In some cases, the author only selects one category of writing, which all depends on what he or she is trying to promote.
Language and culture are problematic issues when it comes to international marketing. When a company enters the global markets it has to deal with many issues, which do not exist when it comes to the local market. Language is one of the problems and is always a challenge. Even though English is spoken around the world in most cases it cannot be used as a language for international campaign. Therefore the translation of the campaign into the foreign language is very important.
In the east of Asia lies the sixty second largest country in the world, Japan. It has one of the strongest economies in the world. The Japanese is known for the unique clothing, food, hot springs and cherry blossoms. They have a unique way of life influenced by their culture. A culture would also influence how an advertisement would be illustrated when targeting a specific culture. The way the selling message is disseminated will be altered based on how a culture communicates with one another. This essay will be discussing how the Japanese culture can be captured through advertisements and how advertisements can be adjusted from an Asian audience to suit an American audience.
In conclusion we can agree that the use of both foreignization and domestication should be used when translating a text and/or movie. We can see that the successful use of mashing both techniques can lead to an accurate translation.
This essay will examine an advertisement for the Palm Centro cellular phone with regards to the techniques referred to as “The Method” by the authors of the book Writing Analytically (Rosenwasser 26-52). This essay will then describe how the ad for the Palm Centro appellates the viewer, and what meanings are then transferred from the advertisement to the viewer.
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
In today's world of consumerism, there is great competition among businesses to sell their product. It goes without saying that in this complex society exists modern technology that has lead to the development of various media platforms. In turn, these various platforms are used by corporations to advertise their product. On that topic, there are various tools of advertising that corporations implement with their choice of media platform to sell their product more effectively. This paper will analyze the advertising tactics that are present in two poster advertisements, both of Lexus vehicles.
It is ineluctable that the Coca-Cola Company has managed to bring huge impacts to the advertisement industry today. They have proven that the choice of words for advertising which is mainly persuasive words played an important role
In the 1960s and 1970s, based on the concept of equivalence, many scholars have developed various views and approaches, which has improved and further developed the translation theory. Nida (as cited in Venuti, 2000), one of the most influential linguists in the translation field, defines two different types of equivalence, which are formal equivalence and dynamic equivalence. Formal equivalence focuses on the form and content of the source text. Dynamic equivalence emphasizes that the translation need to use an unmarked expression, but to provide the same function in the target text. The target text 1 shown in table 1 is an example of using formal equivalence. The Chinese sign ‘注意安全’ has been translated as ‘Attention Safety’. However, due to the differences of the terms between Chinese and English, this target text could be difficult to understand by the target audience. Hence, as Nida (as cited in Venuti, 2000) states by using formal equivalence, it is necessary to use footnotes to help target audience understand these idiomatic terms in the source language. The target text two: ‘Caution!’ is an example of using dynamic equivalence. This translation only translated the first two Chinese characters. The language use of this translation has been made some adjustment to match the context of the target language. However, this translation could provide the same function in the target culture as the function of the source text in the source culture. Thus, Nida’s (as cited in Venuti, 2000) two types of equivalence approach provide some effective methods of translation. After using footnotes or some essential adjustment, the source test could be generally considered as
In this essay we are going to study the translation equivalents and the gaps raised from the non-equivalence at word level; then we will analyze some useful strategies for the translation process.
To begin with a brief definition of translation, it can be stated that it is basically transferring the words included in one language to the other by making necessary changes and sticking to the source language taken from either the source text or source speech. With the help of rapid technology and the network among countries, the significance given to translation has become an indispensable part of wide range of business and communication purposes. The source determines whether it will be a job of translators or interpreters. It is important to refer each of them by explaining the differences between them at this point.
Translation was founded a hundred of years ago because the importance of communicating and understanding other people with different languages. Translation is a bridge that fills the gaps between two languages and cultures. Moreover, “it is a communicative process which transfers the message of a source language text to a target language” (algaz, 2015, p.183). It is not only conveying the meaning from the one language to another language, but also transferring the culture and tradition of the community. Lefevere (2003, p.2) describe the translation as "channel opened" and it can influence on the target culture by the foreign culture. It cannot be denied that translation has a pivotal role in communicating and sharing culture. Ideology and
Researcher decided to analyze some of the Starbucks advertisement. Researcher found that the simple words, images and design of the advertisement chosen by the advertiser of Starbucks could give strong influence to the viewers and impact the consumers. This research aimed to unfold the meaning behind the language advertisement. This research will be analyzed by using the three-dimensional model by Fairclough (2003) and Kress and Van Leeuwen Visual Grammar design (2006).
The Importance of the Brief for a Translator under the Framework of the Skopos Theory