Download Advertisement Translation under the guidance of Skopos Theory

Advertisement Translation under the
guidance of Skopos Theory
学院：文法学院
专业：外国语言学及应用语言学
姓名：杨悦
学号：2012211047
Outline
1. Introduction
2. Properties of advertising
2.1 Definitions of advertising
2.2 Classifications of advertising
2.3 Requirements for advertising
3. Skopos theory
3.1 Skopos rule
3.2 Intertextual coherence rule
3.3 Intratextual coherence rule
3. Advertising translation and skopos theory
3.1 Traditional view of advertising translation
3.2 Functionalist view of advertising translation
3.3 Translation strategies under the guidance of Skopos theory
3.3.1 Amplification
3.3.2 Abridgement
3.3.3 Adaptation
3.3.4 Imitation
4. Conclusion
1. Introduction
Advertising has become an essential part of our daily life in modern society. As a
result of intensified international exchanges and increasingly heated competition,
there is an increasing demand for advertising and also advertising translation. In the
field of translation arises a hot topic known as cross-cultural advertising translation,
which has a tremendous impact on international trade and product exchange. Some
German scholars presented the functionalist concept of translation, which offered a
new perspective for the research on advertising translation. Different from traditional
translation concept, it is an important complement to translation studies. Vermeer’s
“Skopos theory” advocates that any form of transnational action can be looked upon
as an action, and any action has its purpose. The purpose of the overall transnational
action is the most important principle that decides on any translation process. It is the
purpose as well as the intended function of the target text that determines translation
strategies and methods.
2. Properties of advertising
Advertising translation is different from literary translation in that it is highly
purpose 一 driven with AIDMA (Attention, Interest, Desire Memory and Action)as the
principle，and the better the target advertisement, the better the sales. Thus，it is
recognizable that the effect of target advertisements shall be as good as or better than
the original. Thus，traditional-original-text-centered theories fail to achieve this state
in advertising translation.
2.1 Definition of advertising
There are many kinds of definitions of advertising nowadays from different
perspectives. According to Encyclopedia, the definition of advertising is “the
techniques need to bring products, services, opinions, or causes to public notice for
the purpose of persuading the public to respond in a certain way toward what is
advertised. (Cit. Schiffman 2001:141)” and according to Harris and Seldon (1962:40),
advertising is “a public notice designed to spread information with view to promoting
the sales of marketable goods and services.” American Marketing Association
advertising as follows: “advertising is a non-personal communication of information
usually paid for and usually persuasive in nature about products, services or ideas by
identified sponsors through various media.” This definition indicates a few main
characteristics of advertising. To begin with, “non-personal” means advertising is
designed not for individuals, but for a group of people. In addition, “communication
of information” indicates the fact that advertising is a communication tool used to
convey information about the products towards to the audience. Moreover, advertising
is often “paid for” by sponsors who intend to motivate people to buy the advertised
products by this means. Finally, “various media” are used to help fulfill the purpose.
An advertisement is the result of the combination of all these elements. It is the
fundamental purpose of advertising to identify and differentiate one product from
another with a view to motivating customers to purchase this product rather than
another. Consequently, we can conclude that advertising is more than a compound of
words and pictures. To be more precise, it is a creation combined with such
commercial elements as product information, aesthetic evaluation, consumers’
psychological analysis and marketing strategies.
Based on the above-mentioned definition from different sources and perspectives
I define advertising as one form of marketing which motivates consumers to buy a
product, service or accept a concept for the purpose of sales promotion.
2.2 Classifications of advertising
It is true that advertising becomes increasingly complicated in both form and
category. There are many ways advertisements may be classified. However, it is
difficult to finalize a complete and perfect classification. Discussed below are the four
commonly used classifications.
When classified by ultimate purposes, advertisements fall into two categories, i.e.,
profit-oriented advertisements and non-commercial advertisements. Profit-oriented
advertisements are further divided into four advertising types including product
advertisements, service advertisements, corporate advertisements and idea
advertisements. All of these are also called commercial advertisements. They are
designed and launched to promote sales and services and thereby make profits.
Non-commercial advertisements are usually aimed to convey particular ideas, causes
and philosophies to people. They are non-profitable and typically sponsored by civic
associations, charitable institutions, religious or political organizations.
When classified by media, advertisements fall into many categories, including
television advertising, radio advertising, newspaper advertising, and magazine
advertising, outside advertising, direct mail advertising, package advertising and
advertising by advanced equipment such as telex, fax and computer.
When classified by geographical area, there are four categories for advertisements,
i.e., international advertising, national advertising, regional advertising and local
advertising.
When classified by technique, advertisements are divided into hard sell and soft
sell. “One well-worn and long-established distinction is between the hard sell and soft
sell” (Cook, G, 1992:10). Hard sell offers consumers detailed message about the
features as well as the advantages of the products. In addition, it supplies other
information such as the availability, price and warranty of the product. It appeals to
the consumers directly and promotes sales in a relatively aggressive way.
Nevertheless, soft sell is indirect. It satisfies consumers’ emotional needs by creating
a pleasant atmosphere that results in their positive feelings towards the product.
2.3 Requirements for advertising
According to the American Handbook for Marketers and Managers, a successful
advertisement needs to comply with the principle of AIDMA, namely, Attention,
Interest, Desire Memory and Action. To put it more clearly, a good advertisement
needs to attract consumers’ attention, arouse their interests toward the product, further
stimulate their desire to buy the product, help them to memorize the product and
finally encourage them to take purchasing actions. It is easily to understandable that
advertising translation also needs to be in consistent with the principle of AIDMA.
3. skopos theory
It was by Reiss and Vermeer in 1984 that Skopos theory was first put forward.
Unlike any of the previous translation theories, it views translation from a different
perspective and looks upon translation as an action. Moreover, according to this
theory, purpose fulfillment is the prevailing standard to judge whether or not a
translation is successful. In order to achieve the intended purpose, the translator can
explore and employ any effective translation strategies and methods. Since
advertising and advertising translation both have an obvious purpose, Skopos theory
can be seen as the most suitable guiding theory for advertising translation. There are
three basic rules in Skopos theories: Skopos rules, intertextual coherence rule, and
intratextual coherence rule.
3.1 Skopos rule
In Sokpos theory，Skopos rule is the most important, and it requires that
translational action be determined by its Skopos, or “the end justifies the means”.
Different from traditional theories, Skopos theory does not stick to make distinctions
among free vs. faithful translation, dynamic vs. functional equivalence, good
interpreters vs. slavish translators. It does not make distinctions according to text
types. Instead, it holds that the translation method is decided by its Skopos. (Nord,
2001:29)
In an ideal situation, the Skopos can be offered by the client. Under such
circumstance, the client (regarded as the initiator of the translation) will supply the
translator with a detailed description of translation purposes, which constitutes the
so-called explicit translation belief. What is more, the client is mostly no expert in
intercultural communication. Thus, the translator has to negotiate about the Skopos
with the client. In most cases, experienced translator can infer the Skopos from
translational situation itself. (Nord 2001:30)
3.2 Intertextual coherence rule
Intertextual coherence sometimes refers to fidelity. It means that there must be
some relationship between information offered by target text and information offered
by source text. And the form of the relationship is decided by the Skopos of the
translation. It might be the free or faithful equivalence, formal or dynamic
equivalence, etc.
3.3 Intratextual coherence rule
Intratextual coherence means that target text should be coherent with the situation
of the receiver, thus to make the receiver easily understand the situation. In order to
achieve the goal, the target text must make sense in the culture in which the receiver
lives. Vermeer defines the culture as “the entire setting of norms and conventions an
individual as a member of his society must know in order to be ‘like everybody’-or to
be able to be different from everybody. (Cit. Nord 2001:33)”
3. Advertising translation and skopos theory
3.1 Traditional view of advertising translation
In traditional translation theories, advertising translation is a bottom-up process in
which translating is thought of as a code-switching operation that attaches primary
importance to equivalence in vocabulary and syntax. Typically, source language texts
are transferred on a sentence-by-sentence or even word-by-word basis. And the
translation undergoes a polishing from a stylistic perspective. The process is
completed when the translation meets the need of communication. Thus pragmatics is
at the bottom of the list of factors to be considered in translation. However, as the
translator adheres to the source-text structures all the time, linguistic interferences are
inevitable in the translation process which often produces quite many mistakes.
3.2 Functionalist view of advertising translation
In the 1970’s, functionalist approach to translation appeared in Germany. It was
introduced into China around the 1990’s. As it does not agree with traditional
translation theories, it receives criticism and challenge on the part of some scholars.
But there is no denying that it continues to draw attention these years. Functionalist
approach attaches great importance to the functionality of the target text in the target
culture. Translator is encouraged to make the best of any resource or means in the
translation process. In order to fulfill the intended functions of the translation, he/she
can choose any translation strategy or method he deems appropriate. The end justifies
the means. Where the target text is unequivalent to the source text, functionalist
approach can provide a satisfying explanation.
In terms of advertising translation, functionalist approach emphasizes the major
functions of the target text in the target culture. Unlike in traditional translation
theories, the translation is a top-down process. The pragmatic level is the starting
point for a translation process in the functionalist approach. The translator determines
the intended function of the translation first. In many cases, the form of the source
text is adapted to the meet the needs of the target audience in the target culture.
Advertising language is the combination of informative, expressive and especially
operative texts. The several functions of advertisements such as providing information
and persuading consumers all need to be fulfilled in the translation process.
3.3 Translation strategies under the guidance of Skopos theory
Applied in advertising translation, the Skopos can be stated as the principle of
AIDMA，namely, Attention, Interest, Desire, Memory, and Action. This means that a
good advertisement needs to achieve the purpose of attracting consumers’ attention,
arousing their interest towards the products, further stimulating their desire to buy the
product, helping them to memorize the product and finally to take purchasing actions.
Among the above purposes, final purpose or Skopos of advertising translation is the
promotion of sales. Guided by the prime principle, the promotion of sales is the
purpose of the overall advertising translational process. Advertising translators shall
translate by giving priority to the Skopos of promotion sales.
3.3.1 Amplification
Amplification refers to the means of adding information to the original text for the
purpose of explaining, commenting, and supplementing. Some information in the
original text such as cultural information may be familiar to the source readers.
However, people from other cultural background may be confused by it. Therefore,
amplification is indispensable. Here is one example:
Source text: 鹌鹑蛋在《本草纲目》中被誉为动物人参…
Seeing this sentence, most Chinese people can tell that《本草纲目》is an authoritative
medicine book compiled by prestigious ancient Chinese medical master Li Shizhen.
The copywriter chooses《本草纲目》for the purpose of emphasizing the authority of
the source and convincing the customers of the effect of quail eggs. Nevertheless,
most probably foreign audience has never heard of the book. An amplification to
supplement information is necessary here. Therefore, the translation is suggested as
follows: Quail eggs were named Animal Ginseng in Compendium of Material
Medical, which is universally recognized as the bible of Chinese medicine for
centuries.
Moreover, amplification can help make up Chinese conventional expressions,
namely, four-character phrases that contain richer connotations and are easy to use as
a rhetorical device. In some cases, the translator should explore the potential meaning
of some key words. It is likely that the Chinese version has a more explicit meaning
than the original text. For instance:
Source text: Come to Marlboro country—Marlboro Cigarette
Translation: 旭日东升，万马奔腾—这就是万宝路的世界
This advertisement has achieved tremendous success both in America and in
China for its heroic spirit. “Marlboro country” in the source text refers to “the world
of men” and conveys the message “If you are manly enough please come to the world
of men and take a Marlboro cigarette”. When the advertisement is launched in the
Chinese market, the translation adds a description of the manly world and thus helps
Chinese audience develop a better understanding of the western cowboy culture. Even
now, Marlboro is still a leading brand of cigarettes in China.
3.3.2 Abridgement
Abridgement refers to the means of omitting unimportant or unattractive
information to the target readers from the source text for the sake of conciseness and
better representation of useful information. As a result of the differences between
Chinese and English cultures, consumers are likely to evaluate and filter the acquired
information differently. Take Chinese consumers as an example. They tend to believe
in the authorities in such a way that complimentary words are frequently used,
including “recommended by experts”, “national best”, “prolong life and promote
health” and “super quality and famous in the world”. Nevertheless, western people
attach greater importance to the uniqueness of the products and want figures to
support what is said in advertisements. Thus if the translation is done on
word-for-word basis, it will confuse them or even increase their doubt about the
truthfulness of the advertisement. Consequently, it is obvious that the sender of the
information has to supply adequate relevant information while reducing useless
information to the minimum in order to save processing effort for the receptor. A
concise advertisement is easier to seize the target audience’s attention at the first sight.
It is especially applicable in advertisement writing, where the text should be short and
be of the readers’ interest, thus to catch the audience’s attention at the first sight.
Abridgement is virtually required by the differences between the two languages in the
translation process. For instance:
Source text:水仙牌风油精特选多种三等天然药物及名贵芳香植物精油，用最
科学方法配制而成，气味舒适，清凉芬芳。
Translation: When things get on top of you, the natural ingredients in Calms can
help you relax. A gentle blend of herb to help relax naturally.
In this advertisement, the source text focuses on the advanced technology, while
the target text emphasizes the natural herbs. This can be attributed to the differences
in cultural background. Chinese people believe advanced technology ensures better
quality. On the contrary, western people care more about natural things and are
skeptical about advanced technology in that they believe it sometimes may exert
undesired influence on people. Therefore, it is necessary to leave out the information
on advanced technology in the translating process.
3.3.3 Adaptation
Adaptation is common in advertising translation with strong theoretical support
from Skopos theory. Different texts have variable reasons for adaptation. As Nida said,
“Interlingual communication always implies some differences in cultural setting,
with accompanying diversity in value systems, conceptual presuppositions and
historical antecedents.”(Nida, 1998:5) Adaptation refers to the means of making great
changes to the source text in terms of form and content. Translators are allowed to
express the same idea in better ways to improve the readability of the translation. The
following is one example that shows how adaptation is used successfully.
Source text:金丝枣
Translation 1: Gold thread jujube
Translation 2: Jin Si jujube
Translation 3: Honey sweet jujube
Seeing the three Chinese characters “金丝枣”, Chinese people immediately think of
the seedless, soft and honey sweet jujube. However, it is not easy to offer a translation
that meets the needs of foreign audience. Translation 1 is a literal translation that is
likely to arouse antipathy for foreigners. Translation 2 is done using transliteration but
has no substantial meaning. The two versions both fail to express the associative
meaning of “金丝枣” and achieve the intended function of the advertisement.
Translation 3 makes the audience understand what it is. Besides, it is emotionally
acceptable. Therefore, it is the best among the three translation versions.
3.3.4 Imitation
It is important that a translator of advertisements remember his/her ultimate
objective is invariably to achieve the communicative purpose, which requires him/her
to go all out to grab the attention of the target audience. Imitation stands out as a
powerful solution when changes in the original form are needed. Imitation refers to
the means of using expressions in the target language familiar to the intended readers
to transform the original text. Such expressions include proverbs, poem lines, popular
set phrases and four-character compounds. For instance, four-character compounds
are widely used in Chinese writing for their simple structure, enriched meaning and
charming rhythm and rhyme. Frequent application of such compounds in the Chinese
version of foreign advertisements makes readers feel much more linguistically
comfortable. The gap between the advertiser and the readers is shortened to the
minimum in this way. Translations in which imitation is employed are more likely to
impress the target audience. For instance:
Source text: 爱您一辈子。--绿世界化妆品
Translation: Love me tender, love me true.
The translation is a line from the world-famous song “Love Me Tender” by Elvis
Presley. Placed in a western culture, it greatly satisfies the consumers’ emotional
needs and arouses their immense interest in the advertised product—a certain
cosmetics brand.
4. Conclusion
As a type of cross-cultural communication, advertising translation has drawn
attention from a number of scholars and some research has been done in this relatively
new field of study. Most of them focus on the characteristics of advertising English
and strategies and methods of advertising translation. It is always controversial
whether the translation should be a reproduction of the source language and culture or
it should be adapted to the target language and the culture. Moreover, there are many
criteria for evaluating translation. But when it comes to advertising translation, things
are much simpler. Whether or not a translation of advertisement is successful solely
depends on target audiences’ responses. This is determined by the function and
purpose of advertisements. Skopos theory, therefore, is a good guiding theory for
advertising translation.
Proposed by Vermeer and Reiss in 1984, Skopos theory was the most
representative one in functionalist school. It deems translation a type of
communicative human action. Like any other action, translation has an intention. It is
the intention or purpose of advertising translation to persuade the target audience to
make a purchasing decision. In order to fulfill such purpose, translators can make the
best of various kinds of translation strategies or methods if appropriate. More exactly,
translation is “the production of a functional target text maintaining a relationship
with a given source text that is specified according to the intended or demanded
function of the target text (translation Skopos)” (Nord, 1991).
Reference
1. Bell Roger T., (2000) Translation and Translating: Theory and Practice, Shanghai:
Shanghai Foreign Language Education Press
2. Cook, G., (1992) The Discourse of Advertising, London: Routledge
3. E. A. Nida, (1984) On Translation, Beijing: China Translation and Publishing
Corporation
4. Newmark Peter, (2001) Approaches to Translation, Shanghai: Shanghai Foreign
Language Education Press
5. Newmark，Pete. 2001. A Textbook of Translation [M].Shanghai: Shanghai Foreign
Language Education Press
6. Nord. Christiane.2001.Transalting as A Purposeful Activity: Functionalist
Approaches Explained
Press
[M].Shanghai: Shanghai Foreign Language Education