Translation Of Advertisements Research Articles

A Study on the E-C Translation of Daily Chemical Advertisements from the Perspective of Communicative Translation Theory

Advertising can not only build the image of a brand, but also increase the visibility of the product. Today, as the global economy becomes more and more interconnected, more and more products are pouring into the international market, in which advertising translation plays an irreplaceable role. Due to the differences between Chinese and Western cultures, this paper mainly studies from the perspective of communicative translation theory, and selects naturalization strategies as theoretical guidance, including paraphrasing, additive translation, transcreation, imitation translation and retranslation methods to conduct research on the Chinese translation of advertising slogans for daily chemical products. It is found that when translating daily chemical product advertisements, translators should not only follow the three principles of advertising slogan translation, but also flexibly adopt different translation methods for different texts, so as to continuously increase the cultural value and commercial value of daily chemical product advertising. The purpose of this paper is to provide inspiration for the translation of advertising slogans in the future, and to better promote cross-cultural business communication.

Integrating Academic Service Activities into Business English Translation Class Through Project-Based Learning of Business Administration Undergraduates

The purposes of this study were (1) to compare the translation scores of Business English students before and after participating in academic service activities in the course “Business English Translation” using project-based learning and (2) to compare the attitudes of students before and after participating in the academic service activities through project-based learning. The participants consisted of 73 third-year students majoring in Business English who were enrolled in the Business English Translation course. The research employed two types of research instruments: (1) experimental tools, encompassing a lesson plan that integrated community service activities through project-based learning in the Business English Translation course, and (2) data collection instruments, including a pre-and post-test to assess proficiency in English translation, and a questionnaire to measure students’ attitudes towards community service activities through project-based learning. These research instruments underwent validation by three experts and exhibited a reliability coefficient of .93. The research findings revealed that the average scores for advertisement translation from Thai to English after engaging in community service activities through project-based learning were significantly higher than the scores prior to the activity participation. Furthermore, a statistically significant difference was observed in the average scores of students’ attitudes towards participating in community service activities through project-based learning, with a significance level of .05.

GENDER-ORIENTED ADVERTISING AND PECULIARITIES OF ITS TRANSLATION IN LATVIA

Advertising both serves as a mirror of existing values in the society and makes an impact on them. By using stereotypes adverts can perpetuate them. This research explores the use of gender stereotypes in Latvian advertising from 2010 to 2023, with a particular focus on content in the men's magazine Klubs and the women's magazine Ieva. Through a qualitative and multimodal discourse analysis, the study examines how advertising reflects and perpetuates societal values through the use of gender stereotypes. To provide a broader view of the discussed issues the authors also consider adverts in other media and give a wider context of the gender stereotype discussion in Latvia. A brief insight into advertising in Latvia in 1920s and 1930s shows the existence of gender stereotypes, some of which are still present today. Modern stereotypes about women and men as depicted in adverts are analysed, along with non-stereotypical adverts that are becoming more numerous. The research finds that while a shift toward fewer gender stereotypes is visible in Latvian advertising, this change is not significant or widespread. In contrast, regions (for example, Rēzekne and Ogre still) exhibit more traditional and objectifying portrayals of gender roles. Results suggest that the translation of advertisements plays a crucial role in either reinforcing or breaking stereotypes, with recent examples showing both tendencies. Despite a gradual shift towards non-stereotypical portrayals, gender stereotypes in advertising remain deeply rooted in Latvian society, particularly in certain regions. The novelty of this research lies in its comparison of gender stereotypes across different time periods and media, particularly highlighting the evolving portrayal of women and men in advertising. Furthemore, the study pays specific attention to translated advertisements, revealing both the persistence of stereotypes and cases where they are being gradually challenged.

Creativity in Translation: A Study on Apple’s English-Chinese Advertising Translation based on Communicative Translation Approach

With a focus on creativity, this study investigates the translation of Apple’s English-to-Chinese advertisements in light of Peter Newmark’s Communicative Translation approach. Detailed analysis reveals that Apple’s creative use of translation techniques such as idioms, puns, and network catchphrases, instead of literal translation, effectively produces an equivalent effect on the target audience. This research highlights the significance of creativity in tech product advertising translation, offering insights for advertisers seeking to create compelling and engaging translations.

Impacts of Cultural Biases on the International Advertising Translation

The translator's role is, by definition, to transfer the linguistic and iconic meanings of the text from one language to another, but during the translation process the translator's attitudes, judgments, prejudices... come into play. These are cultural biases linked to the socio-cultural context in which he was raised. Therefore, we can say that the translator's cultural biases largely affect, on the one hand, the production of the text; and on the other hand, the process of the receiver’s involvement in the construction of the meaning of the message. Thus, the translator is given a great deal of leeway to fill in the gaps and spaces in the original text. On the other hand, the reader's knowledge and cognitive faculties allow him to give interpretations to the received text. In this article, we have shown to what extent the cultural biases of both the translator and the reader impact the production of meaning in the advertising text. The object of the study is a corpus of advertising messages of international brands. The methodology adopted is based on an analytical and comparative approach that allows us to shed light on the main manifestations of these biases, as well as the problems and pitfalls that the translator faces when transferring the meaning of the texts in the original language into the target language.

Applying Relevance Theory in Advertisement Translation: A Particular Look into Electronic Product Advertisement

Competition among different electronic product manufacturers has become increasingly fierce, and advertisement translation now significantly influences both product sales and brand image. Relevance Theory, situated within the realm of cognitive pragmatics, demonstrates great compatibility with translation and proves to be effectively applicable. Viewing electronic product advertisement translation through the lens of Relevance Theory, this study regards it as “ostensive-inferential” communication. This study analyzes the advertisement translation of some renowned foreign electronic products and the translation strategies employed. It points out that translators must consider the cognitive environment of target language readers and flexibly adopt translation strategies to help them recognize advertiser’s communicative intention with minimal referencing effort and achieve contextual effects, and concludes that the key to successful translation lies in whether the translation aligns with the principle of optimal relevance.

Translating advertisements from Chinese to English: Strategies and methods

This study explores the strategies and methods of translating advertisements from Chinese to English. It adopts a functional approach to translation studies, encompassing the Skopos theory and equivalent translation theory. The translation strategies are divided into semantic, structural, language, and rhetorical levels. At the semantic level, the use of literal translation, liberal translation, and semantic conversion is employed to convey both the literal meaning and intended meaning of the advertisements. At the structural level, supplementary translation, condensed translation, and the division and merging of sentences are utilized to adjust the structure to meet the translation requirements. At the language level, extensive use of adjectives, frequent use of imperative verbs, and personal pronouns are employed to highlight features, prompt actions, and establish connections. At the rhetorical level, the use of puns, simulation, personification and exaggeration is employed to enhance interest, convey messages, and imbue products with human-like qualities. By employing a functional approach and various translation strategies, advertisements can be effectively translated, capturing the interest and resonance of the target audience. However, this study has certain limitations in terms of sample selection and research scope. Future research can further explore additional translation strategies and methods to improve the effectiveness and quality of advertisement translation.

Transcultural Efficacy in Translation: A Skopos Comparative Analysis of Arabic and English Advertisements

There is a growing emphasis on localized advertisements that resonate with specific cultural or regional audiences. Translation is essential in this, making such content accessible and relatable to a wider audience from varied cultural backgrounds. This study zeroes in on the comparison of advertisements in Arabic and English, representative of the eastern and western consumer markets. We employ two theoretical lenses: the Skopos theory of Vermeer and Text Analysis model of Nord. Through this study, we aim to ascertain the effectiveness of translating advertisements between these two linguistic domains. Results hint that the challenge is not solely linguistic. Indeed, components such as regional distinctions, individual preferences, and pragmatic requirements come into play. That is why it becomes evident that for successful advertisement translation, linguistic expertise alone is not enough; a profound understanding of cultural differences is equally imperative to ensure the core message and appeal of the advertisement remain potent across different countries.

Research on Strategies to Enhance the International Communication of Chinese Culture ——Taking Advertisement Translation as an Example

Driven by global development strategies, both domestic and foreign enterprises tend to utilize international brand advertisements to enhance their visibility and expand their global businesses. Since its accession to the WTO, China has experienced rapid development. Therefore, for Chinese enterprises, the appropriate translation of their product advertisements directly impacts commodity sales and consumer’s brand awareness. Building upon intercultural communication theory, this thesis will further analyze the challenges in intercultural communication as perceived by professional translators and explore their specific solutions through a case study. Subsequently, this essay will provide comprehensive insights into strategies and techniques for translating contemporary Chinese local brand advertisements in the context of intercultural communication.

Is Transcreation Another Way of Translating? Subtitling Estrella Damm’s Advertising Campaigns into English

The current international advertising scenario has led to a new professional profile within advertising translation called transcreator. Transcreation has an explicit call for creativity and semiotic and cultural adaptation. Beer advertising has tried to respond to this call by undergoing significant changes when this product has been internationally marketed in English in global advertising campaigns. For example, Estrella Damm, advertised as “the beer of Barcelona”, has improved its international positioning with its Mediterráneamente campaign, which started in 2009 and has centred on the association of beer with the Mediterranean culture and enjoyment. Since 2019, the campaign has promoted sustainability as “another way of living”. In this article, we examine the English translation strategies used by Estrella Damm’s campaigns between 2009–2021, which are available on the company’s British website and YouTube channel. Specifically, we focus on the following prominent elements: slogans, cultural references, and songs. To do this, we use a descriptive case study methodology, with textual analysis and semi-structured interviews to the creative director and the translators of Estrella Damm commercials. The analysis shows that this campaign uses strategies that are common in advertising translation: internationalisation, envisaged from the start of campaign; dialogue between translators and art directors; some adaptation to the conventions of the target language and culture, and creativity and co-creation. This emphasizes the added value of transcreation in the translation industry.

Improving Conveying Implicit Artistic Conception in Translation

This paper mainly discusses how to solve the problem that readers sometimes have difficulty in having an emotional connection with the translation version and help to polish the translation texts from both theoretical and practical perspectives. The paper includes five sections: domestication and foreignization theory, functional equivalence, application of readers response theory in literacy translation, critical attitude towards faithfulness, expressiveness, elegance, and creative treason in film title translation and advertisement translation. In each section, this paper will talk about how to improve translation quality by applying theories appropriately and practically. When dealing with a new text, the translators may be inspired by some theories so that they can deliver better translation: first of all, the translator should have a precise preparation on background culture and a deep understanding of the authors idea, then based on the target reader to balance between domestication and foreignization while following four principles of functional equivalence to translate. Creative treason helps to shorten the aesthetic distance, especially in the film title and advertisement translation.

A Study on Sports Advertisement Translation from the Perspective of Skopos Theory

With the study of Skopos theory, the paper searches for the translation strategies of sports advertisements. Based on the study of language characteristics of sports advertisements, the paper compares the linguistic differences between Chinese and English sports advertisements. This paper briefly discusses some problems of sports advertisement translation. By analyzing the translation strategies adopted by different translators, the paper attempts to find appropriate solutions to problems of translating. These solutions touch on four aspects, including adherence to Skopos theory, respecting foreign cultures, mastering the linguistic features of sports advertisements in English and Chinese, and achieving the function of communication. The paper draws the following conclusions: there are differences and similarities between Chinese and English sports advertisements. Translators can choose different methods to overcome cultural and linguistic barriers with the guidance of Skopos theory. Moreover, the Skopos theory is the best way to assess the quality of translation.

Semantic features in English print advertisements: a Xitsonga translation perspective

Authors’ writing styles and diction applied in advertisements give the language a specialised aspect in translation. The translation of advertisements from English into Xitsonga is still undervalued, based on the observation that Xitsonga newspapers prefer to advertise in English. This article explores a corpus of two print advertisements and employs a descriptive qualitative design by document analysis to provide an in-depth analysis of the translation of both metaphoric statements and subtle words from English into Xitsonga. The study is underpinned by the functionalist approach of translation theory to illustrate the dynamic nature of the selected advertisements. The article exposes the confusion, threats, prejudice and linguistic motives of domination by and hegemony of English as the often-hidden attempts to discredit Xitsonga. The question is: How can Xitsonga advertisements be appropriately couched in English semantic features and still make sense to the target reader? The article observes that the translation of advertisements from English into Xitsonga is at the cusp of being declared ‘adaptation’ or ‘transcreation’. However, it posits that since advertising is characterised by persuasive meaning, it requires the translator’s skilful manipulation of the functionalist approach in translation.

Adaptability of Chinese Translation of Luxury Advertisements from the Perspective of Cross-Cultural Communication

The world today has entered an era of globalization, and has achieved global connectivity in cultural, economic, technological and informative. With the rapid development of global trade, cross-cultural communication has become an irreversible trend in today's world. In such background, the translation of transnational advertising is not only crucial to the future development of enterprises, but also related to the effectiveness of cultural communication. In cross-cultural context, this article explores some luxury advertising translation from cases of success and failure from the perspective of application of “Adaptation Theory” in translation, and points out that the translator should make full use of the “Adaptation Theory” when translating advertisements. Luxury advertisement translation as a kind of cross-cultural communication activities, involves many factors such as regional culture, consumption psychology, aesthetic ideas, value orientation. Therefore, translators should take these factors into full consideration when translating, so as to make the translated text conform to consumers' psychology as far as possible, and achieve dynamic adaptation of cultural information . At the same time, it puts forward strategies for Chinese local products to help them "go out".

Reklam çevirisi ve çeviri stratejileri

Önceleri dilbilimin bir alt alanı olarak görülen ve kaynak metin odaklı olarak gerçekleşmesi gerektiği görüşünün hâkim olduğu çeviri olgusu 20. yüzyılın son çeyreğinde yaşadığı paradigma değişimi ile birlikte hem bir bilim dalı olma yolunda ilerlemiş hem de olgunun diğer disiplinlerle olan bağı irdelenmeye başlanmıştır. Çeviribilimin bu gelişim tarihine bakıldığında, ilerleme ve gelişmelerin sanayi ve teknolojide yaşanan gelişmeler ve buna bağlı olarak küreselleşme ile bir anlamda paralellik gösterdiğini söylemek mümkündür. Teknolojinin gelişmesi ile birlikte ülkeler arası sınırların kalkması, dünya üzerinde farklı coğrafyalarda, dolayısıyla da farklı dil, kültür ve ekonomik ve siyasi düzende yaşayan insanlar arasında iletişim ve etkileşim imkânını doğurmuştur. Teknolojinin gelişmesiyle beraber küreselleşmenin bir sonucu olarak ortak paydada buluşan farklı ülkelerde yaşayan bu toplumların buluşma araçlarından biri de çeviridir. Küreselleşmeyle birlikte çeviri ihtiyacının ve pazarının önem kazanmasıyla reklam çevirileri de bu pazardaki yerini almıştır. Gerek radyo ve TV gerek internet ve buna bağlı olarak sosyal medya gerek gazete ve dergi gerek dijital ve statik reklam panoları gerek e-posta veya afişler aracılığı ile olsun her gün ve belki de her an reklam denilen iletişim aracı ile kuşatılmış olduğumuz bilinen bir gerçektir. Bu reklamların kimi yerel ürünlere ait reklamlar olabildiği gibi kimi yabancı ürünlere ait olan reklamlardır. Yabancı ürünlerin reklamlarının ise bizlere ulaştırılması çeşitli yöntemler aracılığı ile olmaktadır. Bu çalışmada reklam çevirilerinde başvurulan yöntemleri inceleyebilmek adına öncelikle reklamın tarihine, reklamda kullanılan dile ve reklam çevirisinin çeviribilimdeki yerine değinildikten sonra Veronica Smith ve Christine Klein-Braley’in sunmuş olduğu reklam çeviri stratejilerine yer verilecek ve bu stratejiler örnek reklamlar üzerinden değerlendirilmeye çalışılacaktır.

The Strategy of English to Chinese Translation of Advertisements from the Perspective of Nida's Functional Equivalence Theory

With the rapid development of economic globalization, advertising has become one of the most significant ways in transnational marketing. The quality of advertisement translation will directly affect the sale of products. On the basis of a review of advertisements, this thesis intends to explore the methods of English to Chinese advertisement translation under the guidance of Nida's functional equivalence theory.

TRANSLATION ASSESSMENT OF SOME SELECTED ADVERTISEMENTS BY ASIACELL TELECOM COMPANY

Advertising is one of the strategies of communication which aims at convincing people to do some action. The current study is concerned with assessing the translation of some selected advertisements by Asiacell Telecom Company. It is an Iraqi Telecom Company. The study aims at assessing the translation of some of the advertisements produced by this company. The selected advertisements translation are assessed according to Newmark's model (1988) as well as Baker's model (2018). Each one of these two models has its own strategies. It is hypothesized that some of the translation strategies are more frequently used than others, and advertisements are usually rendered communicatively rather than semantically. For verifying the hypotheses of the study, four advertisements are selected to be the data of the study. it can be said that in the translation of advertisements, the communicative translation method is more frequently used than the semantic one since it focuses on the conveying of the intended meaning rather that the semantic equivalence

Re-contextualising advertising through re-creation: the recycling and translation of advertisements in the context of the COVID-19 pandemic

The COVID-19 pandemic completely reconfigured the semiotic landscape. When the crisis was at its height, a whole series of words, images and sounds (or their absence) became representative symbols of the context we found ourselves in, not only in the media, but also in public and private spaces. This article analyses how these semiotic systems were renegotiatedin order to acquire new meanings in the context of the COVID-19 pandemic. It takes as a case study two Coca-Cola brand advertisements based on the same creative idea, which circulated in 2002 and 2020 respectively. Through a comparative analysis of the elements that make up each version of this multimodal text, it shows how the original advertisement was semiotically translated in order to adapt it to the needs of a new target context (the pandemic situation). We conclude that concepts drawn from intersemiotic and audiovisual translation studies can help shed light on these processes of recontextualization and meaning reconstruction in the case of multimodal texts.

Forms of Advertisement Translation in Latvia and the Latvian Language in Translation*

A range of factors such as brand type, brand positioning and the target culture’s attitude to global brands influence the translation of advertisements. There are various kinds of adaptation in advertisement translations: adaptation by replacement, by omission, by sentence-structure change and by addition. Advertisements may be translated literally, by a synonym, by glocalisation and abstraction change. In other cases, the text in the original is simply replaced. Translated texts of all types of brands are characterised by borrowings and a calqued sentence structure, and these in turn penetrate the Latvian language. Under the influence of English, fashion words enter Latvian from translations. Brands, and translations of texts defined by them, determine the peculiarities of Latvian in advertising.

TRANSCREATION AS A NEW APPROACH TO TRANSLATION OF ADVERTISING TEXTS AND SLOGANS

The commercial success of any business enterprise in the age of globalization and internationalization depends on the choice of marketing strategy. To remain competitive, all industries must follow new trends and face new challenges. In the context of the current market requirements, a new strategy for translating advertisements and slogans called transcreation has been attracting more attention and is an emergent trend for the Ukrainian market. In this study, we examine the phenomenon of transcreation and present an analysis of texts resulting from the application of the translation strategy. The problem of advertisement translation has been attracting attention of the modern linguists as the main task of a translator is 1) to choose the appropriate translation strategy so as 2) to clearly convey to the recipient the intended information of the original text considering all implicit as well as explicit shades of original message. One of the challenges in translating advertisements is the preservation of the communicative functions embedded in the original text or slogan. In our work, we covered the concept of "transcreation", analysed the translation of advertising slogans of world-famous German companies, as well as conducted a psycho-linguistic experiment using an online Google Forms questionnaire. Fifty-two informants evaluated nuances of the meanings on which advertising slogans and their translations were focused by transcreation. The results of our study can be used in training programs for future translators. Key words: translation, translation strategy, translation of advertising texts, advertising slogans, transcreation, adaptation, psycho-linguistic experiment.