Page 42 - Translation Journal July 2015
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le 8.
The Transposition Technique Applied in Farsi Translations of English Advertisements
As shown in Table 8, the transposition translation technique, a domesticating strategy, has been applied four times by the
translators.
8. Established equivalence: Established equivalence is the use of a term or expression recognized by dictionaries, or in use
as an equivalent in the TL. For example, Life’s Good LG has been translated as zədəgĪə Īdəāl bā əl ĴĪ. The word good has been
translated as Īdəāl. Therefore, an established equivalence strategy has been used. Since this technique is target language-oriented,
the translation has been domesticated.
Table 9.
The Established Equivalence Technique Applied in Farsi Translations of English Advertisements
As shown in Table 9, the translators have applied established equivalence, a domesticating strategy, thirty eight times.
9. Modulation: Modulation is the use of different phrases in the SL and TL that convey the same idea. Modulation changes the
semantics and shifts the point of view of the source language. For example, the advertisement Bet you can’t eat just one Crawford’s
cheddars has been translated as šart mĪbandam agə boxorĪš bāzam mĪxāy. The translator has changed the point of view in this
translation. The modulation strategy has been used so as to achieve more eloquence in the target text.
Table 10.
The Modulation Technique Applied in Farsi Translations of English Advertisements
As shown in Table 10, modulation, a domesticating translation strategy, has been used seventeen times by translators who tried to
reproduce the aesthetic sense of the ST in the TT.
Table 11.
Frequency of Techniques Applied in Farsi Translations of English Advertisements for Group A
As shown in Table 11, pure borrowing, a foreignizing strategy, was the most frequently applied technique in the Farsi rendering
of medical equipment advertisements (Group A). On the other hand, the translators of Farsi renderings of medical equipment
advertisements never used calques, reductions, or modulation. Due to the embedded technical information and technical words in this
kind of advertising, it seems natural that the translators of medical equipment advertising have rendered English advertisements using
foreignizing translation strategies. It is worth noting that there are not many Farsi equivalents for English technical terms within the
medical equipment industry of Iran.
42 | Translation Journal - July 2015
The Transposition Technique Applied in Farsi Translations of English Advertisements
As shown in Table 8, the transposition translation technique, a domesticating strategy, has been applied four times by the
translators.
8. Established equivalence: Established equivalence is the use of a term or expression recognized by dictionaries, or in use
as an equivalent in the TL. For example, Life’s Good LG has been translated as zədəgĪə Īdəāl bā əl ĴĪ. The word good has been
translated as Īdəāl. Therefore, an established equivalence strategy has been used. Since this technique is target language-oriented,
the translation has been domesticated.
Table 9.
The Established Equivalence Technique Applied in Farsi Translations of English Advertisements
As shown in Table 9, the translators have applied established equivalence, a domesticating strategy, thirty eight times.
9. Modulation: Modulation is the use of different phrases in the SL and TL that convey the same idea. Modulation changes the
semantics and shifts the point of view of the source language. For example, the advertisement Bet you can’t eat just one Crawford’s
cheddars has been translated as šart mĪbandam agə boxorĪš bāzam mĪxāy. The translator has changed the point of view in this
translation. The modulation strategy has been used so as to achieve more eloquence in the target text.
Table 10.
The Modulation Technique Applied in Farsi Translations of English Advertisements
As shown in Table 10, modulation, a domesticating translation strategy, has been used seventeen times by translators who tried to
reproduce the aesthetic sense of the ST in the TT.
Table 11.
Frequency of Techniques Applied in Farsi Translations of English Advertisements for Group A
As shown in Table 11, pure borrowing, a foreignizing strategy, was the most frequently applied technique in the Farsi rendering
of medical equipment advertisements (Group A). On the other hand, the translators of Farsi renderings of medical equipment
advertisements never used calques, reductions, or modulation. Due to the embedded technical information and technical words in this
kind of advertising, it seems natural that the translators of medical equipment advertising have rendered English advertisements using
foreignizing translation strategies. It is worth noting that there are not many Farsi equivalents for English technical terms within the
medical equipment industry of Iran.
42 | Translation Journal - July 2015
