Page 41 - Translation Journal July 2015
P. 41
As shown in Table 4, translators have applied the calque strategy only once. Surprisingly, calques (or loan translations) were one of
the less frequently used techniques for rendering English advertising slogans and commercial images into Farsi.
4. Description: Description is the replacement of a term or expression with a description of its form and/or function. As shown
in Table 5, translators never used this strategy, due to cultural filters or lack of creativity in their translations.
Table 5.
The Description Technique Applied in Farsi Translations of English Advertisements
5. Literal translation: Literal, or word for word translation is the translation of an expression or a sentence word for word. The
advertisement Open Mark 4000 MRI- Advanced image processing technique brings convenience to image storage and transmission
has been translated as təknikə pĪšraftəyə pardāzəšə tasvĪr, əntəγāl va zaxĪrəyə tasvĪr rā āsān mĪkonad. As can be seen, all words
have been translated literally from English into Farsi. Therefore, the translation has been foreignized. As shown in Table 6, translators
used literal translation twenty three times. It is worth noting that Foreignization was the dominant strategy for translating scientific
advertisements, especially medical equipment advertisements.
Table 6.
The Literal Translation Technique Applied in Farsi Translations of English Advertisements
6. Reduction: This translation technique is the suppression of a ST information item in the target text (TT). As shown in Table 7, due
to their lack of creativity or lack of expertise in advertising translation, and even lack of enough time and interest, the translators never
used this technique.
Table 7.
The Reduction Technique Applied in Farsi Translations of English Advertisements
7. Transposition: In this translation technique, the grammatical category of a word is changed. For example, consider the
advertisement The next big thing is already here, Galaxy S III Samsung, translated as an Īzə bozorgĪ kə dar əntəzāraš būdĪd ham
aknūn ĪnĴāst, sāmsong galeksĪ. As can be seen, the next big thing has been translated as bozorgĪ kə dar əntəzāraš būdĪd. Therefore,
transposition has been used, and the translation has been domesticated.
Translation Journal - July 2015 | 41
the less frequently used techniques for rendering English advertising slogans and commercial images into Farsi.
4. Description: Description is the replacement of a term or expression with a description of its form and/or function. As shown
in Table 5, translators never used this strategy, due to cultural filters or lack of creativity in their translations.
Table 5.
The Description Technique Applied in Farsi Translations of English Advertisements
5. Literal translation: Literal, or word for word translation is the translation of an expression or a sentence word for word. The
advertisement Open Mark 4000 MRI- Advanced image processing technique brings convenience to image storage and transmission
has been translated as təknikə pĪšraftəyə pardāzəšə tasvĪr, əntəγāl va zaxĪrəyə tasvĪr rā āsān mĪkonad. As can be seen, all words
have been translated literally from English into Farsi. Therefore, the translation has been foreignized. As shown in Table 6, translators
used literal translation twenty three times. It is worth noting that Foreignization was the dominant strategy for translating scientific
advertisements, especially medical equipment advertisements.
Table 6.
The Literal Translation Technique Applied in Farsi Translations of English Advertisements
6. Reduction: This translation technique is the suppression of a ST information item in the target text (TT). As shown in Table 7, due
to their lack of creativity or lack of expertise in advertising translation, and even lack of enough time and interest, the translators never
used this technique.
Table 7.
The Reduction Technique Applied in Farsi Translations of English Advertisements
7. Transposition: In this translation technique, the grammatical category of a word is changed. For example, consider the
advertisement The next big thing is already here, Galaxy S III Samsung, translated as an Īzə bozorgĪ kə dar əntəzāraš būdĪd ham
aknūn ĪnĴāst, sāmsong galeksĪ. As can be seen, the next big thing has been translated as bozorgĪ kə dar əntəzāraš būdĪd. Therefore,
transposition has been used, and the translation has been domesticated.
Translation Journal - July 2015 | 41
