The Exploitation of Translation in Talking Customers into Purchasing Products: A Critical Investigation of English-Persian Advertising Brochures for Household Appliances
Subject Areas : All areas of language and translation
1 - Visiting Assistant professor of Linguistics, Islamic Azad University, Shahrood Branch
Keywords: Persian, English, CDA, Advertising brochures, Fairclough,
Abstract :
The present study sets out to conduct a critical investigation into what linguistic strategies are exploited during the translation of English advertising brochures for household appliances into Persian to manipu- late customers to purchase the respective products. In the pursuit of this goal, it seeks to explore the val- ues that have been added to the Persian version of the translated brochures. In doing so, a number of 35 English advertising brochures for household appliances for which the Persian translation were available in the market were randomly selected and then analyzed based on the three-dimensional model developed by Fairclough (1989). Accordingly, the data are analyzed with respect to the linguistic strategies em- ployed during the translation process. To comply with the requirements of the next two dimensions of the model, afterwards, the results are interpreted and explained. The findings suggest that the translators ef- fect certain linguistic changes in transitivity structure, vocabulary and grammatical features while trans- lating the brochures. Furthermore, the results reveal that various values like caring about customer‟s en- joyment and convenience, ensuring customers about their purchases, maintaining a formal link between manufacturers and customers, paving the way for better understanding of the source texts by reducing the sentences and preferring an indirect speech towards customers in the target texts than the source texts are conveyed to the target texts by translators.
Absalan, A., & Falahati Qadimi Fumani, M. R. (2016). Study of Translation Strategy Applications in Clothing Brand Advertising Slogans in Iran (Vol. 04).
Arzhang, G. R., & Sadeghi, A. A. (1982). Grammar of 4th Grade High School. Tehran: Farhangvaadab Press.
Clark, E. V., & Clark, H. H. (1979). When nouns surface as verbs. Language, 55, 767-811.
Cook, G. (2008). The language of advertising: Routledge.
Dabir-Moghaddam, M. (1985). The Persian Passive. Journal of Linguistics, 3, 31-46.
London; New York: Longman. Fairclough, N. (2013). Critical discourse analysis
: the critical study of language.
Halliday, M. A. K. (1985). An introduction to functional grammar. London: Edward
Arnold.
Halliday, M. A. K., & James, Z. (1993). A
quantitative study of polarity and primary tense in the English finite clause. In J. M. Sinclair, M. Hoey, & J. Fox (Eds.), Techniques of description: spoken and written discourse. London&Newyork: Routledge.
Halliday, M. A. K., & Matthiessen, C. M. I. M. (2014). An Introduction to Functional Grammar (4th ed.). London: Arnold Publication.
Hansen, J. H. (1997). Translation of Technical Brochures. In A. Trosborg (Ed.), Text Typology and Translation (Vol. 26, pp. 185-202): Benjamins Translation Library
Jabbari, M. J. (2003). The Difference between Passive in Persian and English. Linguistics(69), 78-94.
Johannessen, K. S., Meldere, I., Torvik, J. M., Aas, T. V., Krasnovs, A., Balteiro, B., . . . Kraze, S. (2010). The language of advertising: Powerful, innovative and environmental? New perspectives on sustainability(2).
Kaur, K., Arumugam, N., & Yunus, N. M. J. A. S. S. (2013). Beauty product advertisements: A critical discourse analysis. 9(3), 61.
Kotler, P. (2007). Marketing Management (12th ed.).
Kumar, D. P., & Raju, K. V. (2013). The role of advertising in consumer decision making. IOSR Journal of Business and Management, 14(4), 37-45.
Lotfollahi, B., Ketabi, S., & Barati, H. J. T. I. E. J. (2013). Persian Translation of English Print Advertisements for Cosmetic and. 30, 320.
Munday, J. (2004). Advertising: Some Challenges to Translation Theory. The
doi:10.1080/13556509.2004.10799177 Obeidat, E. S. M., Haddad, S., Al-Najadat, J. S., & Amine, D. M. (2015). Translation strategies in the English-Arabic e- brochures of baby care products. Jordan Journal of Modern Languages and
Literatures (JJMLL), 7(2), 59-82.
Payne, T. E. (2002). Describing morphosyntax: A guide for field linguists: Cambridge
University Press.
Rojo López, A., & Ramos Caro, M. (2014). The
impact of translators’ ideology on the translation process: a reaction time experiment.
Schäffner, C. (2003). Third Ways and new centres - ideological unity or difference? In Apropos of ideology (pp. 23-41). Manchester: St Jerome Publishing.
Smith, V., & Klein-Braley, C. (1997). advertising - A five-stage strategy for translation. Paper presented at the International congress; 1st, European Society for Translation Studies, Prague.
Thompson, G. (2014). Introducing Functional Grammar (3rd ed.): Routledge.