FEATURES OF TEXT TRANSLATION IN ADVERTISING
Moskvitina A.V., stud., Superviser: Vakurina N.A.
Tomsk Polytechnic University
Modern mass media have triggered the distribution of the international advertizing activity. Nowadays, the translation of advertising has become not only necessary but also the daily phenomenon of life of the world community. Thus, the knowledge of theoretical bases of the process is not only an indispensable condition, but also the quality assurance of the translation. Like other production of the mass media – newspapers, magazines, TV programs, broadcasts, advertising is materialized in the form of the ready media text. And the concept “text” with the reference to the sphere of the mass information is used not only for a designation of an actual text verbal number, but also gets lines of dimensions and multidimensionality including such important for media production components as a visual number in its graphic or television embodiment, and also an audio number in the form of a product. Therefore, the concept “the advertising text” concerns not only a verbal number, but also includes a set of all linguistic significant components, somehow: schedules, images, sound, etc. where the concrete set depends on a mass-media-carrier. Such interpretation of a concept ‘the advertising text’ finds the reflection in works of many English-speaking researchers, in particular, in Angela Goddar's The Language Book of Advertising which writes: “The word ‘text’ here (as applied to advertising) is used in its widest sense, including visual artifacts as well as verbal language”. While translating advertising texts it is necessary to consider the purpose of the advertising message, the character of the consumer, the language qualities of the text of the original, the cultural and individual possibilities of the language in the cultural aspect of the consumer and many other things. Translation of texts in advertising can be defined as close to “adequate”. Such type of translation is caused by its practical necessity. The given approach demands good knowledge of the translator of the subject discussed in the original, the translator should understand what the author of the advertising text, i.e. communicative intention of the advertising text, wanted to say. Translation of the advertising text at change of the verbal form should be, at the same time, precisely transferred in meaning. While translating English-speaking advertising texts, in some cases Russian translators don't translate the text and give its “semantic equivalent”. For example: “What legs! Much more than legs! OMSA knows how to be admired!” (From Paris to the Find "Omsa" - the best stockings!); “Betcha can’t eat just one” (Zahrustish – you will not resist!). The choice of this or that way or translating depends on a lot factors. It can be both the character of the text being translated, and the audience of the consumer of advertising production, psychological features of the translator, and his /her adherence of a certain literary tradition. For many experts in advertising activity the foreign language text serves only as a means for understanding the idea of an advertised product, the text is often written from scratch in the language of the country of the consumer, taking into account its national specificity. When the exact translation of the text represented is for any reasons undesirable, the translator uses the phrases that are approximate in meaning; the phrases should necessarily consider traditional ethnic, national and social features, stereotypes of behavior of a concrete audience at whom the product in the advertising text is directed. If the audience on whom the text of an advertised product is focused is various, translators use exclusively common lexicon that is clear to each native speaker and has wide application in a daily dialogue. If the target audience is homogeneous, translators don't use in the advertizing...
References: 1. Добросклонская, Т. Г. Вопросы изучения медиа текстов. – М.: МАКС Пресс. 2000.
2. Чаган, Н. Г. Реклама в социокультурном пространстве: традиция и современность // Маркетинг в России и за рубежом. 2000. № 2.
3. Dyer, G. Advertising as Communication. – London. 1995.
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