Page 43 - Translation Journal July 2015
P. 43
le 12.
Frequency of Techniques Applied in Farsi Translations of English Advertisements for Group B
As shown in Table 12, the translators of English mobile phone and television set advertisements (Group B) never used calques,
description, or reduction as translation techniques in their Farsi renderings of this kind of advertising material. According to the findings
of this research, established equivalence, a domesticating translation strategy, has been the most frequently used translation technique
in the Farsi renderings of English mobile phone and television advertisements (Group B).
Table 13.
Frequency of Techniques Applied in Farsi Translations of English Advertisements for Group C
As shown in Table 13, adaptation, naturalized borrowing, and literal translation have been applied in Farsi renderings of English
commercial images. Among these four translation techniques, adaptation was the most frequently used strategy. It must be
mentioned that the translators never used calques, description, reduction, transposition, established equivalence, or modulation.
Foreignization was the most frequently used translation procedure for rendering English commercial images into Farsi. Surprisingly,
in this study, 45.71% of commercial images were foreignized, while 54.29%were domesticated.
Due to cultural and ideological filters, and obstacles in Iranian culture and the Farsi language, translators have attempted to render
English commercial images into Farsi by using domesticating translation strategies. To this end, translators were mostly euphemizing
words and images used in English advertisements that are taboo in the Farsi language or in Iranian Islamic culture. By doing so,
translators tried to attract their audience’s attention while avoiding arousing and stimulating their cultural and ideological sensitivities
and avoiding negative feedback. As shown in Table 13, it is worth noting that the translators of commercial images in this study never
used calques, description, reduction, transposition, established equivalence, or modulation. Calzada (2011, as cited in Torresi, 2011,
p. 8) believed that “images need translating as much as words.”
Advertisers endeavor to attract customers’ attention and encourage them to purchase a product or service. To do so, rhetorical
figures are sometimes used, so as to have specific effects on potential consumers. In fact, the translator’s task, when translating
advertising slogans and commercial images, is to ascertain, and then apply, the appropriate strategies to reach this goal. In the
translation of advertisements, both the source and target texts are part of the same marketing campaign and production process
(Valdes, 2004).
Table 14.
Translation Strategies Applied in Farsi Translations of English Advertisements in All Three Groups
As shown in Table 14, two hundred and twenty translation techniques were applied by translators in translating both advertising
slogans and commercial images. As shown in Figure 1 and Table 14, one hundred and twenty-six translation techniques (57.57%)
were target-oriented, or domesticated, and ninety four translation techniques (42.73%) were source-oriented, or foreignized.
Translation Journal - July 2015 | 43
Frequency of Techniques Applied in Farsi Translations of English Advertisements for Group B
As shown in Table 12, the translators of English mobile phone and television set advertisements (Group B) never used calques,
description, or reduction as translation techniques in their Farsi renderings of this kind of advertising material. According to the findings
of this research, established equivalence, a domesticating translation strategy, has been the most frequently used translation technique
in the Farsi renderings of English mobile phone and television advertisements (Group B).
Table 13.
Frequency of Techniques Applied in Farsi Translations of English Advertisements for Group C
As shown in Table 13, adaptation, naturalized borrowing, and literal translation have been applied in Farsi renderings of English
commercial images. Among these four translation techniques, adaptation was the most frequently used strategy. It must be
mentioned that the translators never used calques, description, reduction, transposition, established equivalence, or modulation.
Foreignization was the most frequently used translation procedure for rendering English commercial images into Farsi. Surprisingly,
in this study, 45.71% of commercial images were foreignized, while 54.29%were domesticated.
Due to cultural and ideological filters, and obstacles in Iranian culture and the Farsi language, translators have attempted to render
English commercial images into Farsi by using domesticating translation strategies. To this end, translators were mostly euphemizing
words and images used in English advertisements that are taboo in the Farsi language or in Iranian Islamic culture. By doing so,
translators tried to attract their audience’s attention while avoiding arousing and stimulating their cultural and ideological sensitivities
and avoiding negative feedback. As shown in Table 13, it is worth noting that the translators of commercial images in this study never
used calques, description, reduction, transposition, established equivalence, or modulation. Calzada (2011, as cited in Torresi, 2011,
p. 8) believed that “images need translating as much as words.”
Advertisers endeavor to attract customers’ attention and encourage them to purchase a product or service. To do so, rhetorical
figures are sometimes used, so as to have specific effects on potential consumers. In fact, the translator’s task, when translating
advertising slogans and commercial images, is to ascertain, and then apply, the appropriate strategies to reach this goal. In the
translation of advertisements, both the source and target texts are part of the same marketing campaign and production process
(Valdes, 2004).
Table 14.
Translation Strategies Applied in Farsi Translations of English Advertisements in All Three Groups
As shown in Table 14, two hundred and twenty translation techniques were applied by translators in translating both advertising
slogans and commercial images. As shown in Figure 1 and Table 14, one hundred and twenty-six translation techniques (57.57%)
were target-oriented, or domesticated, and ninety four translation techniques (42.73%) were source-oriented, or foreignized.
Translation Journal - July 2015 | 43
