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    Phan Thị Vân Anh

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    Chau Nguyen
    This thesis examines the difficulties and strategies in translating advertising slogans from English to Vietnamese. It analyzes 100 slogan pairs and identifies common translation tendencies at the lexical, structural, and pun levels. Major challenges identified include preserving nuanced meaning, translating puns and neologisms, and overcoming cultural barriers. The thesis then proposes strategies for translators to recognize techniques used, understand background information, deal with untranslatable factors, preserve qualities of slogans, and apply original slogans when needed. Suggestions are also made to help address limitations and inform future research on English-Vietnamese advertising slogan translation.

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    Phan Thị Vân Anh

    Uploaded by

    Chau Nguyen
    260 views6 pages
    This thesis examines the difficulties and strategies in translating advertising slogans from English to Vietnamese. It analyzes 100 slogan pairs and identifies common translation tendencies at the lexical, structural, and pun levels. Major challenges identified include preserving nuanced meaning, translating puns and neologisms, and overcoming cultural barriers. The thesis then proposes strategies for translators to recognize techniques used, understand background information, deal with untranslatable factors, preserve qualities of slogans, and apply original slogans when needed. Suggestions are also made to help address limitations and inform future research on English-Vietnamese advertising slogan translation.

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    This thesis examines the difficulties and strategies in translating advertising slogans from English to Vietnamese. It analyzes 100 slogan pairs and identifies common translation tendencies at the lexical, structural, and pun levels. Major challenges identified include preserving nuanced meaning, translating puns and neologisms, and overcoming cultural barriers. The thesis then proposes strategies for translators to recognize techniques used, understand background information, deal with untranslatable factors, preserve qualities of slogans, and apply original slogans when needed. Suggestions are also made to help address limitations and inform future research on English-Vietnamese advertising slogan translation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    260 views6 pages

    Phan Thị Vân Anh

    Uploaded by

    Chau Nguyen
    This thesis examines the difficulties and strategies in translating advertising slogans from English to Vietnamese. It analyzes 100 slogan pairs and identifies common translation tendencies at the lexical, structural, and pun levels. Major challenges identified include preserving nuanced meaning, translating puns and neologisms, and overcoming cultural barriers. The thesis then proposes strategies for translators to recognize techniques used, understand background information, deal with untranslatable factors, preserve qualities of slogans, and apply original slogans when needed. Suggestions are also made to help address limitations and inform future research on English-Vietnamese advertising slogan translation.

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    of 6

    VIETNAM NATIONAL UNIVERSITY, HA NOI

    UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES


    POST GRADUATE STUDIES DEPARTMENT
    -----------------------------------

    PHAN THỊ VÂN ANH

    A STUDY ON DIFFICULTIES AND STRATEGIES IN


    ENGLISH-VIETNAMESE TRANSLATION OF ADVERTISING
    SLOGANS
    (NGHIÊN CỨU CÁC KHÓ KHĂN VÀ CHIẾN LƯỢC CHO VIỆC
    DỊCH ANH-VIỆT KHẨU HIỆU QUẢNG CÁO)

    M.A. THESIS

    Field: English Linguistics


    Code: 60 22 15

    HA NOI, 2011
    VIETNAM NATIONAL UNIVERSITY, HA NOI
    UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES
    POST GRADUATE STUDIES DEPARTMENT
    -----------------------------------

    PHAN THỊ VÂN ANH

    A STUDY ON DIFFICULTIES AND STRATEGIES IN


    ENGLISH-VIETNAMESE TRANSLATION OF ADVERTISING
    SLOGANS
    (NGHIÊN CỨU CÁC KHÓ KHĂN VÀ CHIẾN LƯỢC CHO VIỆC
    DỊCH ANH-VIỆT KHẨU HIỆU QUẢNG CÁO)

    M.A. THESIS

    Field: English Linguistics


    Code: 60 22 15
    Supervisor: Assoc. Prof. Dr. Lê Hùng Tiến

    HA NOI, 2011
    TABLE OF CONTENTS

    CERTIFICATE OF ORIGINALITY OF STUDY PROJECT REPORT .................................. i


    ACKNOWLEDGEMENT...................................................................................................... ii
    ABSTRACTS ....................................................................................................................... iii
    LIST OF FIGURES AND CHARTS ..................................................................................... iv
    TABLE OF CONTENTS ....................................................................................................... v
    PART 1: INTRODUCTION................................................................................................... 1
    1. Rationale ........................................................................................................................ 1
    2. Objectives of the study ................................................................................................... 2
    3. Research questions ......................................................................................................... 2
    4. Scope of the study .......................................................................................................... 2
    5. Methods of the study ...................................................................................................... 2
    6. Structure of the study ..................................................................................................... 3
    PART 2: DEVELOPMENT ................................................................................................... 5
    CHAPTER 1: THEORETICAL BACKGROUND .................................................................... 5
    1. TRANSLATION THEORY ........................................................................................... 5
    1.1. Translation definition .................................................................................................. 5
    1.2. Translation methods .................................................................................................... 8
    1.3. Translation equivalence ............................................................................................. 11
    1.3.1. Translation equivalence ...................................................................................... 11
    1.3.2. Types of translation equivalence ......................................................................... 11
    1.4. Translation process .................................................................................................... 12
    1.5. Translation procedure ................................................................................................ 13
    2. ADVERTISING AND ADVERTISING SLOGANS .................................................... 14
    2.1. Advertising................................................................................................................ 14
    2.1.1. Types of advertising ........................................................................................... 16
    2.1.2. Language in advertisement ................................................................................. 18
    2.1.3. Structure of an advertisement .............................................................................. 20
    2.2. Advertising Slogans .................................................................................................. 22
    2.2.1. Definition of advertising slogan .......................................................................... 22
    2.2.2. Characteristics of advertising slogans ................................................................. 25

    v
    CHAPTER 2: STUDY OF DIFFICULTIES AND STRATEGIES IN ENGLISH-VIETNAMESE
    TRANSLATION OF AD SLOGANS ...................................................................................... 33
    1. STUDY OF MODIFICATION IN LEXICAL AND STRUCTURE IN TRANSLATION
    OF ADVERTISING SLOGANS ...................................................................................... 34
    1.1. Lexical addition......................................................................................................... 35
    1.2. Lexical omission ....................................................................................................... 36
    1.3. Lexical adaptation ..................................................................................................... 37
    1.4. Structural addition ..................................................................................................... 38
    1.5. Structural omission .................................................................................................... 38
    1.6. Structural adaptation.................................................................................................. 39
    2. STUDY OF TRANSLATING PUNS IN AD SLOGANS ............................................. 42
    2.1. The phenomenon of puns in ad slogans ..................................................................... 42
    2.2. Translating puns into Vietnamese equivalent ............................................................. 44
    3. PROBLEMS AND DIFFICULTIES IN AD SLOGAN TRANSLATION FROM
    ENGLISH TO VIETNAMESE ........................................................................................ 45
    3.1. Unability to preserve nuance meaning ....................................................................... 46
    3.2. Pun as case of untranslatability .................................................................................. 47
    3.3. Neologism as a case of untranslatability .................................................................... 48
    3.4. Cultural barrier .......................................................................................................... 49
    4. STRATEGIES FOR TRANSLATING AD SLOGANS ................................................ 51
    4.1 Recognizing the technique used .................................................................................. 51
    4.2. Understanding background information of ad slogans ................................................ 54
    4.3. Dealing with unstranslable factors ............................................................................. 57
    4.4. Preserving and reproducing typical qualities of ads slogan......................................... 59
    4.5. Applying the original slogan:..................................................................................... 63
    5. SUMMARY ................................................................................................................. 64
    PART 3: CONCLUSION ..................................................................................................... 66
    1. Recapitulations ............................................................................................................. 66
    2. Suggested activities……………………………………………………………………...69
    3. Limitations and suggestion for further study ............................................................. 6971
    REFERENCES .................................................................................................................... 73
    APPENDIX 1 ...................................................................................................................... 76
    APPENDIX 2: ..................................................................................................................... 80

    vi
    ABSTRACTS

    This thesis investigates the difficulties and strategies in translating ad slogans from
    English to Vietnamese. The main theoretical basis of the study is involving concepts of
    methods, equivalence, process and procedure of translation; as well as significant characters
    of the subject- ad slogans. The research begins with comparison and quantitative and
    qualitative analysis of 100 ad slogans and equivalents under three categories: lexical, structure
    and puns. This aims at finding out common translating tendencies and typical characteristics
    of English-Vietnamese translation of ad slogans. The result is also the base for later analysis
    of common problems translators face to in translating practice. Later on, some techniques and
    methods are suggested to help translators solve the difficulties and improve translation.
    After the investigation, some significant findings have been discovered are: translating
    ad slogans, especially translating puns or wordplays, are interesting but challenging. Thus,
    translators tend to be flexible and creative in vocabulary features and rhetorical devices and
    faithful to the organization of message and spirit of original slogans. It can come to a
    conclusion that the adaptation and free methods are preferable and recommended in
    translating the subjects. The conclusion clarifies research questions and gives some
    suggestions for further research.

    iii
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