As it has been
mentioned, the first chapter of this work examines the main features and
peculiarities of advertisements and ways of their translation. In particular,
the following aspects were presented: structure (composition) of advertisements
of different types; main features present in different types of advertisements;
syntactical features and their functional importance; lexical peculiarities –
main vocabulary characteristics; advertisements, ways of translating
advertisements focusing especially on difficulties and peculiarities of
advertisement translation. The following conclusions were drawn:
Structure
(composition) of advertisements is determined by their purpose and tasks
referred to. Thus, advertisements may present a solid text of a considerable
length or they may consist of a few sentences, phrases or even words. The style
of advertisements is dependent upon the purpose of the advertisement. The main
stylistic features characteristic of all types of advertisements were presented
and it was stated that the advertisements of a logical nature, i.e. in order to
be translated properly they must be understood properly; they might be formal;
they are always showing various emotions which are traps for a consumer, and
they may be precise or vague.
Very often the
advertised product may not be named directly but through various was and a
thorough reading of the advertised text will help to translate the object
advertised in a proper way. Often adjective + noun phrases have either the
adjective or the noun used figuratively. This features requires a thorough
reading of the advertised text and consulting monolingual dictionaries. In this
case the context is of great importance. Advertised titles are also of great
interest to a consumer-text translator.
A very common
feature of any advertisement is the advertising claims which possesses certain
peculiarities and is of great interest to a translator. The claim is a verbal
or print part of an advertisement that makes some claim of superiority for the
product advertised. Very many of them are misleading to an average consumer
and, of course, to a translator. The translator must study both the claim and
the text thoroughly and find the hidden meaning of it. Very often the
equivalent may be completely different from its original but have the same
purpose. Another common feature of advertisements is the use of slogans which
are short, laconic phrases that a company uses over in its advertisements. Good
slogans are easy to remember and tend to stick in people’s minds. Therefore,
the translation of slogans must have the same features, i. e. be easy to
remember. In some cases the target slogan might differ completely from its
source but have the same psychological purpose. The translator must possess a
great talent to understand such slogans and convey them in the target text as
close as possible. While translating advertisements from different fields of
commercial activity (cars, computers, TVs etc.) certain terms have been
encountered which do not exist in the target culture so far. Such equivalents
may be forwarded by the translator himself/herself only after consulting
special reference books or after consulting a specialist in the field.
Certain terms
are not difficult but curious for translation requiring a thorough logical
thinking. As it is seen from the above-mentioned issues the most important
thing in translating advertisements is the context. The context explains the
meaning of the title, helps to understand words and phrases. It eliminates any
difficulty or curiosity that may appear. Several pieces of advice could ensure
from the above-mentioned points:
A
consumer-oriented text translator, or an advertisement translator, should
always refer to monolingual dictionaries while translating. A bi-lingual
dictionary, which should at least contain 70,000 entries, must be the last book
o reference. The advertisement translator must be acquainted very well with the
characteristic field of the advertisement and must be familiar with all the
features of the advertised product or service. The advertisement translator
should refer to specialized reference books in order to translate well any
possible difficulty.
The grammar
and prosody of the advertisements are presented and discussed in the second and
third chapters. The linguistic choices observed at each level of analysis are
interpreted and discussed in the second chapter. The choices in respect of
grammar include topicalized versions of nominal and verbal sentences,
imperatives and interrogatives, hypotaxis and parataxis, disjunctive mode of
expressions involving clauses, phrases and compounds, nominal and verbal
attributes of different kinds, intensifiers of different degrees, morphemes of
conversational significance and morphemes related to euphony, emphasis and
contrast. Alliteration, rhyme and rhythm form the choices in prosody and the
choices related to figures of speech include simile, metaphor, personification,
pun, hyperbole, litotes, antithesis, oxymoron, metonymy, rhetoric question,
exclamation, climax reduplication, repetition, onomatopoeia and idiom. At the
level of discourse, the choices are related to form of address (direct and
indirect address) and style of discourse (formal and colloquial style). All
different choices mentioned above are closely linked with the five functions of
advertising – attracting attention, arousing interest, stimulating desire,
creating conviction and getting action.
It is also
found that these choices fulfill the different communicative functions of
language such as informative, expressive, directive, contextual, interactional
and poetic. There is no one to one correspondence always between linguistic
choices and the advertising function. That is, one particular choice may
overlap with different functions. As for instance, the use of rhyme or rhythm
may serve to attract and arouse interest. Almost all the choices mentioned
above are found to be attested in this medium. For instance, the verb ’be’,
which is occasionally used in the body copy of magazine advertisements, is
never used in radio and television advertisements. This is related to the fact
that both radio and television involve the oral mode of expression, where the
use of the verb ‘be’ is mostly avoided. The use of direct form of address is
more frequent in magazines, whereas, the use of colloquial style is more
predominant in other forms of media rather than in magazines. The relationship
between language use and non-linguistic aspects of advertisements such as
typography, visual, audio effects is another possible area for future research.
In conclusion,
it should be mentioned that the study of the language of advertisements constitutes
an interesting and challenging process. This process rises certain issues that
may present a fruitful area for a follow-up research.
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