Translation in Advertising Essay Example for Free

Translation in publicizing EssayModern mass media have triggered the distribution of the inter issue advertizing activity. Nowadays, the translation of publicise has make out not further necessary but also the daily phenomenon of life of the world community. Thus, the knowledge of theoretical bases of the make for is not only an indispensable condition, but also the quality assurance of the translation. Like new(prenominal) reapingion of the mass media newspapers, magazines, TV programs, broadcasts, advertizing is materialized in the form of the ready media text edition.And the concept text with the rootage to the sphere of the mass information is used not only for a designation of an actual text oral morsel, 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 advertis e text concerns not only a verbal number, but also includes a set of all linguistic signifi assholet components, whateverhow schedules, images, sound, etc.where the concrete set depends on a mass-media-carrier. Such interpretation of a concept the publicize text finds the reflection in works of many another(prenominal) English-speaking researchers, in particular, in Angela Goddars The Language Book of Advertising which writes The word text here (as employ to advertize) is used in its widest sense, including visual artifacts as well as verbal verbiage.While translating advertise texts it is necessary to consider the purpose of the advertise message, the character of the consumer, the speech qualities of the text of the original, the pagan and individual possibilities of the terminology in the cultural aspect of the consumer and many other things.Translation of texts in denote can be defined as close to adequate. Such type of translation is caused by its practical necessit y. The tending(p) 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 bump offred in meaning.While translating English-speaking advertising texts, in some cases Russian translators dont 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 cant 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 earshot of the consumer of advertising production, psychological features of the translator, and his /her adherence of a certain literary traditio n. 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 abrasion 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 accessible 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 edify to each native speaker and has wide application in a daily dialogue.If the target audience is homogeneous, translators dont use in the advertizing text the words that have certain restrictions in the use. They carefully demand th e words included in the advertising text with the reference to their stylistic conformity, to the chosen theme, the product and the audience. In the case when the advertising campaign is focused on the narrow homogeneous audience having its own social or professional metalanguage, the use of slangy words and words of professionalism is not forbidden to the translator, but, moreover, it is welcomed.The reference to literary, cultural and historical traditions is the powerful weapon for the founders of advertising. At the same time similar phenomena represent certain difficulties at interpretation and perception of the text. The use of citations, hints, deformed idioms, and also the words of another language assumes the presence of the frequent background knowledge of the founder of the text and its addressee.A similar phenomena gets special importance in advertising of the goods displayed inthe international market as in this case in that location is required some registration of advertising messages to the audience they are addressed with the reference to peculiarities of the language picture of the world. Advertising texts should be characterized by clarity, brightness, laconicism, extravagance, highly professional execution, as its main objective to draw attention, to raise interest and to stimulate sale. To contact this purpose the composers of the advertizing text appeal to the use of various linguistic and psychological devices.Therefore, in advertising messages on the the limited space it is possible to observe the highest concentration of various stylistic devices. Having the purpose of intensive concentrated influence, advertising uses a rich spectrum of expressive means at all language levels. 1 Allegory, a metaphor, comparison, parallelism, various kinds of repetitions, alliteration, an onomatopoeia, concentration of imperative forms of a verb and connotive adjectives all these are widely represented in advertising texts. So, for example, D.Daj er characterizes features of language of advertizing as follows Advertising language is of course loaded language. Its primary aim is to guide our attention and dispose us favorably towards the product or service on offer. Advertisers use language quite distinctively there are certainly advantages in making bizarre and controversial statements in unusual ways as well as communicating with people using simple, straightforward language Catching our attention and imagination and aiding memory are perhaps the primary functions of advertising languages usual or stylish words and short, crisp sentences are easy to repeat and remember.And our memories are also served by stigma names, slogans and catch-phrases, rhythm and rhyme, alliteration, snatches of song and verse and of course endless repetition. 3, p. 140 As one of the major components of the advertising text is the description of advertised goods or services, attributive combinations that include adverbs and adjectives bear the big functional loading. more or less researchers even name the adverbs and adjectives the keywords of the advertising text and pay to them special attention.If you listen to any commercial or glance at advertisements in magazines, you will be subjected to a liberal sprinkling of adverbs and adjectives. There are key parts of speech for advertisers. They are the trigger words because they can stimulate envy, dreams and desires by evoking looks, call down, taste, nip without actually misrepresenting a product. Adjectives and adverbs help to create that unique tonality of an advertising appeal which allows to transfer qualities and advantages of an advertised subject.While translating into other language this circumstance should be necessarily considered Radiant, sensual, sophisticated, Jadore is a fragrance that celebrates the reincarnation of extreme femininity and the power of spontaneous feeling with a brilliant bouquet of orchids, the velvet touch of Damascus plum and the mellown ess of Amarante wood (Shining, sensual, difficult, Jadore aroma which celebrates the Renaissance of extreme feminity and the power of direct emotion with a brilliant bouquet of orchids, velvet contact of Damask plum, and ripeness of wood of an amaranth).3, p. 149 In translation process of advertising texts adjectives and adverbs are used for the description of the most various properties of an advertised product forms, the size, the quality, the cost, sensations which the given product causes. The adjectives that are most used in English-speaking advertising concern natural, sensual, innocent, passionate, romantic, mysterious, good, better, best, free, fresh, delicious, full sure, clean, wonderful, special, fine, big, great, real, easy, bright, extra, rich, gold.Often there are the adjectives specifying the authenticity of a trade mark genuine, authentic and original. But, perhaps, the champion of frequency in English-speaking advertising there is an adjective new he can be met practically in each second advertising text. On syntactical level it is possible to name such most meaning(a) signs of the advertising text as the frequent use of imperative forms of a verb that considerably strengthens dynamism of an advertising appeal (see, buy, fly).They fell in love with her when she started wearing that Sexplosion perfume. That perfume really attracts boys Buy some genuinely often in advertising texts there is a metaphor, while translating it the translator needs to show a great creative potential Plop plop, fizz fizz, oh what a relief it is (Advertizing Alka-Seltzer Fun without a hang-over ) The quicker picker-upper (advertizing of chocolate Bounty Bounty. Paradise pleasure). Or on the contrary, while translating a usual advertising slogan into Russian the translator uses a metaphorMr.Clean will clean your whole house and everything thats in it (Mr. Proper all has washed also apartment has freshened With Mr. Proper is more cheerful, houses purely twice w inged ) If its gotta be clean, its gotta be Tide (Cleanliness Tajd is pure ). References 1. , . . . . . 2000. 2. , . . // . 2000. 2. 3. Dyer, G. Advertising as Communication. London. 1995.