Page 40 - Translation Journal July 2015
P. 40
le 2.
The Pure Borrowing Technique Applied in Farsi Translations of English Advertisements
As shown in Table 2, pure borrowing has been applied seventy two times by the translators. Pure borrowing was the most
frequently used technique for rendering English advertisements into Farsi. The limitations of cultural and linguistic devices in the TL was
the main reason for translating advertisements using pure borrowing.
It is worth noting that lack of time, interest, and expertise, and most importantly lack of creativity can, in many cases, be among
the most common reasons for applying this translation strategy in Farsi renderings of English advertisements. “Creativity in translation
refers to a creative use of language, one that exploits the expressive and aesthetic possibilities of language, and to the connotative
meaning resulting from the cohesive relationship between the different components of the text” (Valdés Rodríguez, 2008, p. 39). In
other words, a translator should be “familiar with the culture and understand the aesthetic mind of the people from different countries to
lower the misunderstandings” (Zhang & Li, 2012).
Table 3.
The Naturalized Borrowing Technique Applied in Farsi Translations of English Advertisements
As shown in Table 3, naturalized borrowing was used twenty five times. In doing so, the translators borrowed SL items and then
changed their spellings based on the spelling rules of the TL in order to increase readability and acceptability of the translated words or
phrases.
3. Calque: A calque is a literal translation of a foreign word or phrase. A calque may be either lexical or structural. For example,
the advertisement Keeps going and going and going- Energizer Batteries has been translated as pāyәdār, moγāvəm, modāvəm- batrĪ
hāyə əneržĪ zā. Energizer Batteries, as a brand name, has been translated into Farsi as batrĪ hāyə əneržĪ zā. Therefore, a calque has
been used in the translation, and the brand name has been domesticated.
Table 4.
The Calque Technique Applied in Farsi Translations of English Advertisements
40 | Translation Journal - July 2015
The Pure Borrowing Technique Applied in Farsi Translations of English Advertisements
As shown in Table 2, pure borrowing has been applied seventy two times by the translators. Pure borrowing was the most
frequently used technique for rendering English advertisements into Farsi. The limitations of cultural and linguistic devices in the TL was
the main reason for translating advertisements using pure borrowing.
It is worth noting that lack of time, interest, and expertise, and most importantly lack of creativity can, in many cases, be among
the most common reasons for applying this translation strategy in Farsi renderings of English advertisements. “Creativity in translation
refers to a creative use of language, one that exploits the expressive and aesthetic possibilities of language, and to the connotative
meaning resulting from the cohesive relationship between the different components of the text” (Valdés Rodríguez, 2008, p. 39). In
other words, a translator should be “familiar with the culture and understand the aesthetic mind of the people from different countries to
lower the misunderstandings” (Zhang & Li, 2012).
Table 3.
The Naturalized Borrowing Technique Applied in Farsi Translations of English Advertisements
As shown in Table 3, naturalized borrowing was used twenty five times. In doing so, the translators borrowed SL items and then
changed their spellings based on the spelling rules of the TL in order to increase readability and acceptability of the translated words or
phrases.
3. Calque: A calque is a literal translation of a foreign word or phrase. A calque may be either lexical or structural. For example,
the advertisement Keeps going and going and going- Energizer Batteries has been translated as pāyәdār, moγāvəm, modāvəm- batrĪ
hāyə əneržĪ zā. Energizer Batteries, as a brand name, has been translated into Farsi as batrĪ hāyə əneržĪ zā. Therefore, a calque has
been used in the translation, and the brand name has been domesticated.
Table 4.
The Calque Technique Applied in Farsi Translations of English Advertisements
40 | Translation Journal - July 2015
