FIGURATIVE LANGUAGE IN TRANSLATION OF TAIWANESE COMMERCIAL ADVERTISEMENT

Abstract

This study is an analysis of Taiwanese companies’ promotional texts. The products advertised include computer programs and games, high-tech computer equipment, machinery, spare parts for cars, LEDs, cosmetics, and other goods for distribution in Russian-speaking markets of CIS countries. Therefore, the target language (TL) of translation was Russian. The researcher has been collecting Taiwanese promotional translation texts for over ten years. This research utilizes an empirical inductive method and is supported by relevant translation theories such as Skopostheorie by Vermeer [1989] and re-contextualization theory by House [2008]. The article analyzes the difficulties in translating promotional materials from Chinese as the source language (SL) into English as the intermediary language (IL) and then from English into Russian as the target language (TL). The article demonstrates how an intercultural competence can be developed in doing international business when there are language barriers. Data analysis has revealed that Taiwanese promotional texts frequently use epithets, metaphors, idioms, sayings and proverbs which are integral to Chinese culture and speech. This type of figurative language is often difficult to translate due to cultural differences and lack of equivalent meanings or insufficient encyclopedic knowledge. In order to accurately convey the essence of the text translated, deliver effective promotional materials, and maintain the attractiveness of the product being advertised for the companies and their end users, a translator must become an intercultural mediator. This research will provide a greater insight into the interlingual and intercultural challenges and offer translation strategies that can assist translators in producing more accurate translations and maintaining more positive intercultural relations between Taiwan and other countries. This intercultural research will contribute to a greater understanding of how Taiwanese products can be better promoted in Russian- speaking markets.