Page 39 - Translation Journal July 2015
P. 39
The present study compares English advertisements and commercial images with their Farsi translations and equivalents.
Accordingly, culture-specific items of the selected source materials were selected, and their corresponding elements in the translations
were examined and compared to the source text (ST), and then to each other in order to find out how they have been translated in
terms of prevailing translation techniques and strategies. Therefore, this study is a descriptive, qualitative, product-oriented study.
In the present study, nine of Molina and Albir’s (2002) eighteen techniques of translation, and Venuti’s theory of domesticating and
foreignizing (1995) were applied to analyze the collected data. Therefore, part of the present research is based on the following set of
nine of the techniques of translating advertisements proposed by Molina and Albir (2002):
1. Adaptation
2. (Pure/naturalized) borrowing
3. Calque
4. Description
5. Literal translation
6. Reduction
7. Transposition
8. Established equivalent
9. Modulation
According to Molina and Albir (2006), pure borrowing, calque, and literal translation are considered source language-oriented
translation techniques, or foreignizing translation strategies. On the other hand, naturalized borrowing, adaptation, description,
established equivalence, reduction, transposition, and modulation are deemed target language-oriented translation techniques, or
domesticating translation strategies.
III. Data Analysis and Results
1. Adaptation: Adaptation is the replacement of an ST cultural element with an element from the target culture. For example,
Molfix cheerful babies, happy families has been translated into Farsi as farzandānə šād, xānevādəhāyə šād. While there is no repetition
in the SL (source language) advertisement, there is repetition in its Farsi translation, so as to attract target readers. Therefore, an
adaptation technique has been applied, and domestication has occurred.
Table 1.
The Adaptation Technique Applied in Farsi Translations of English Advertisements
As shown in Table 1, adaptation was applied forty six times by the translators of all types of advertising materials. Adaptation was
one of the most frequently used translation techniques for rendering English advertisements into Farsi. Translators have used this
domesticating strategy more frequently that others in order to attract the target audience’s attention. To this end, the translators have
utilized the linguistic and cultural devices of the target language in order to impart the intended meanings and feelings, and to make
the audience buy their goods or services. Tatilon (as cited in Torresi, 2011, p. 7) believed that one should “translate not the letter but
the spirit, not the words but the functions”. By using the adaptation technique, the spirits and functions of advertisements are to some
extent being translated.
2. Borrowing: This translation technique refers to taking a word or expression directly from another language. Borrowing
can be of two types: Pure borrowing and naturalized borrowing. Pure borrowing is that without any change. For example, the
advertisement Have a Pepsi day, Pepsi has been translated into Farsi as both čə rūzĪ! bā pepsĪ and əmrūz pəpsĪ bənūšĪd . As can
be seen, Pepsi, as the name of a brand of soft drink, has been borrowed from the SL in both translations. Pure borrowing has been
used. Therefore, the translation has been foreignized. On the other hand, borrowing can be naturalized, so as to fit spelling rules of
the target language (TL). For example, the advertisement The best to you each morning, Corn Flakes has been translated as har rūz
sobh bā korn fəlks. Corn Flakes, as a brand name, has been borrowed from the SL and then naturalized according to the spelling
rules of the TL. Therefore, it has been domesticated.
Translation Journal - July 2015 | 39
Accordingly, culture-specific items of the selected source materials were selected, and their corresponding elements in the translations
were examined and compared to the source text (ST), and then to each other in order to find out how they have been translated in
terms of prevailing translation techniques and strategies. Therefore, this study is a descriptive, qualitative, product-oriented study.
In the present study, nine of Molina and Albir’s (2002) eighteen techniques of translation, and Venuti’s theory of domesticating and
foreignizing (1995) were applied to analyze the collected data. Therefore, part of the present research is based on the following set of
nine of the techniques of translating advertisements proposed by Molina and Albir (2002):
1. Adaptation
2. (Pure/naturalized) borrowing
3. Calque
4. Description
5. Literal translation
6. Reduction
7. Transposition
8. Established equivalent
9. Modulation
According to Molina and Albir (2006), pure borrowing, calque, and literal translation are considered source language-oriented
translation techniques, or foreignizing translation strategies. On the other hand, naturalized borrowing, adaptation, description,
established equivalence, reduction, transposition, and modulation are deemed target language-oriented translation techniques, or
domesticating translation strategies.
III. Data Analysis and Results
1. Adaptation: Adaptation is the replacement of an ST cultural element with an element from the target culture. For example,
Molfix cheerful babies, happy families has been translated into Farsi as farzandānə šād, xānevādəhāyə šād. While there is no repetition
in the SL (source language) advertisement, there is repetition in its Farsi translation, so as to attract target readers. Therefore, an
adaptation technique has been applied, and domestication has occurred.
Table 1.
The Adaptation Technique Applied in Farsi Translations of English Advertisements
As shown in Table 1, adaptation was applied forty six times by the translators of all types of advertising materials. Adaptation was
one of the most frequently used translation techniques for rendering English advertisements into Farsi. Translators have used this
domesticating strategy more frequently that others in order to attract the target audience’s attention. To this end, the translators have
utilized the linguistic and cultural devices of the target language in order to impart the intended meanings and feelings, and to make
the audience buy their goods or services. Tatilon (as cited in Torresi, 2011, p. 7) believed that one should “translate not the letter but
the spirit, not the words but the functions”. By using the adaptation technique, the spirits and functions of advertisements are to some
extent being translated.
2. Borrowing: This translation technique refers to taking a word or expression directly from another language. Borrowing
can be of two types: Pure borrowing and naturalized borrowing. Pure borrowing is that without any change. For example, the
advertisement Have a Pepsi day, Pepsi has been translated into Farsi as both čə rūzĪ! bā pepsĪ and əmrūz pəpsĪ bənūšĪd . As can
be seen, Pepsi, as the name of a brand of soft drink, has been borrowed from the SL in both translations. Pure borrowing has been
used. Therefore, the translation has been foreignized. On the other hand, borrowing can be naturalized, so as to fit spelling rules of
the target language (TL). For example, the advertisement The best to you each morning, Corn Flakes has been translated as har rūz
sobh bā korn fəlks. Corn Flakes, as a brand name, has been borrowed from the SL and then naturalized according to the spelling
rules of the TL. Therefore, it has been domesticated.
Translation Journal - July 2015 | 39
