مرکز منطقه ای اطلاع رساني علوم و فناوري - TRANSLATION STUDIES: A COMPARATIVE STUDY ON ADVERTISING TRANSLATION

Abstract :

Advertising has shown different features throughout history, but it has always maintained its importance for producers and consumers. International advertising has gained importance due to high technology and global market conditions. Furthermore, it concerns two different languages and cultures. Accordingly, translation, as an intermediary between languages and cultures, plays an important role in international advertising. In translation of advertising, it is important to refer to translation procedures so that the advertisements could reach their goals in the international market. On the other hand, there are also advertising strategies which are divided into two categories respectively; hard sell and soft sell. Within this context, the aims of this study can be enlisted as follows; to disclose advertising strategies used in the selected advertising texts in English; to disclose the translation procedures adopted in the Turkish versions of the advertisements; to conduct a descriptive study to disclose to what extent advertising strategies overlap with translation procedures and to identify what type of advertising strategies are adopted in Turkey in line with the translation procedures followed by the translators. For this purpose, 5 advertising samples from 4 different sectors including automotive, cosmetics, technology and food from 5 different brands were chosen. They were chosen randomly and the linguistic material of translations into Turkish were analysed within the framework of Skopos theory. As a result of the descriptive study, it was found that source-oriented approach was preferred to target-oriented approach in Turkish versions of the translations, and advertising strategies of source texts were mainly maintained in target texts as identified by the translation-oriented analysis of the corpus of the descriptive study.