How Culture Influences Advertisement Translation - 2176 Words

How Culture Influences Advertisement Translation. Introduction In our everyday life, every time we watch television or while we are surfing the internet, advertising is behind the corner and sometimes we do not even realize we are listening to it. We are bombarded by slogans and catchy phrases that catch our attention and make us customers of the product advertised in a way that is not direct but instead hidden and implicit. Without being aware of it, we buy products because when shopping, something triggered in our mind: a hidden input given by a catchy phrase or a picture in the advert we remember. This is in fact the power of advertising: keeping the customers’ memory alive on the product. For big companies it is therefore important†¦show more content†¦In such a competitive word like advertising, the translator plays a very significant rule because he or she has to convey ideas, images and feelings in the most appropriate way in relation to the culture he or she is referring to. Newmark’s (1981) theories on translation studies can be applied to advertising and slogans. In his translation studies he first of all makes a distinction between semantic translation and literal translation: the semantic translation is used to render closely the contextual meaning of the original text, raising the importance of target text readers. Literal translation cannot be always applied since they do not convey the same power of words of the source text. He therefore emphasizes the power of communicative translations, which are the ones that project onto the readers the same effect produced by the source text on its readers. Moreover, Newmark focuses the attention on the fact that advertisements and commercials need to be translated at the level of text and not word-for-word if their message is to function in the target culture. Newmark therefore claims that the translator should emphasize the function of the whole text by using strategic words that catch people’ s attention. Among the theories on translation procedures and strategies, Nida (1964) has contributed in shaping the process of translation; he makes a distinction between: Technical procedures: †¢ analysis of the source and target languages; †¢ a thoroughShow MoreRelatedAnalysis of Oliviero Toscani’s â€Å"Tongues† Photo for United Colors of Benetton1362 Words   |  6 Pageschosen for analysis is one taken by Oliviero Toscani for a United Colors of Benetton campaign. The picture depicts three children – one African-American, one Caucasian and one Asian – all sticking their tongues out, from where the name of the advertisement – â€Å"Tongues†. This campaign for Benetton was launched in February 1991 and it was highly controversial. For example, â€Å"this image was deemed pornographic and subsequently withdrawn from display in Arab countries, where the depiction of an internalRead MoreMarketing Principles Of International Marketing1391 Words   |  6 Pagesmultiple ways. 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