The translation of advertisements besides a linguistic knowledge also requires a cultural and a semiotic approach to the text. Both linguistic and iconic elements should be taken into consideration when carrying out a translation. An analysis of printed ads in English, Italian and Russian will show how the translation of advertisements is possible and even successful thanks to the decisions carefully made on the behalf of the translator. Translation is not thus perceived as a mechanic activity but as a real negotiation process between different parties involved, such as author / translator / target audience as well as between source text versus target text culture and context. One of the distinctive features of ads in the modern Russian magazines is that they preserve their “foreign spirit” – some lines are not translated at all: Gucci by Gucci. Новый аромат. Such ads reflect the infatuation with “foreignness” in the society. Interestingly, the respect of the nation towards its past and cultural heritage is reflected in the translation of the nail polish colors from the OPI Russian Collection. The names, connected with the Russian history, when translated were very delicately treated: Catherine the Grape became Catherine the Great, Kreme de la Kremlin – Kremlin walls. On the other hand, Italian ads tend to follow different strategies according to the type of product and, above all, the intended target audience. The option of using a foreign language, especially English, seems to add a sense of ‘exoticism’ to the Italian culture. At the same time, though, the use of such an international language could prove to be beneficial in terms of cost cuts to use the same ad in different parts of the world.
Translating Advertisements: Linguistic, Cultural and Semiotic Approaches
LEONARDI, Vanessa;
2009
Abstract
The translation of advertisements besides a linguistic knowledge also requires a cultural and a semiotic approach to the text. Both linguistic and iconic elements should be taken into consideration when carrying out a translation. An analysis of printed ads in English, Italian and Russian will show how the translation of advertisements is possible and even successful thanks to the decisions carefully made on the behalf of the translator. Translation is not thus perceived as a mechanic activity but as a real negotiation process between different parties involved, such as author / translator / target audience as well as between source text versus target text culture and context. One of the distinctive features of ads in the modern Russian magazines is that they preserve their “foreign spirit” – some lines are not translated at all: Gucci by Gucci. Новый аромат. Such ads reflect the infatuation with “foreignness” in the society. Interestingly, the respect of the nation towards its past and cultural heritage is reflected in the translation of the nail polish colors from the OPI Russian Collection. The names, connected with the Russian history, when translated were very delicately treated: Catherine the Grape became Catherine the Great, Kreme de la Kremlin – Kremlin walls. On the other hand, Italian ads tend to follow different strategies according to the type of product and, above all, the intended target audience. The option of using a foreign language, especially English, seems to add a sense of ‘exoticism’ to the Italian culture. At the same time, though, the use of such an international language could prove to be beneficial in terms of cost cuts to use the same ad in different parts of the world.I documenti in SFERA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
