The diploma paper is a research of the written advertising from the linguistic and translation perspective. The aim of this paper is to point out the language manipulation mechanisms and the strategies of advertising translation. The Paper has the following structure: the annotations in the English and Romanian languages, the introduction, two chapters: a theoretical and a practical one, each one containing a conclusion, the general conclusions, the bibliography made up from 12 consulted books, 4 articles and 8 internet resources, consulted sites and the appendix.
The paper presents the concept of manipulation through advertising, and namely the language manipulation mechanisms in advertisements, which are being presented by lexical features, which include weasel words and emotionally coloured words, by grammatical and syntactic features, which mostly relate to the way text is constructed and the intentional mistakes committed in advertising texts. We will see what the words that are frequently used in advertising are. The third aspect that represents language manipulation mechanisms is stylistic dimensions, which implies such stylistic devices as personification, metaphors, metonymy, synecdoche, puns, imperatives. We will find out to which stylistic devices, advertisers love to resort. Aside from this, we will discuss about translation strategies in advertising, which can be summarized to three main strategies: literal translation, free translation and idiomatic translations. We will also notice that the translation of advertising depends not only on cultural aspects. Many of authors that wrote about translation of advertising have different opinions upon how this topic should be approached. Based on the practical chapter we will try to find out what is more relevant and what wins over: to transmit the message accurately, or to create the effect.
Based on things mentioned above, we will analyse what aspects of advertising attract people, creating the positive effect and what turn them away.
All in all this diploma paper shows what vocabulary is used in advertising, what speech and how language is used in vocabulary. From the point of view of translation of advertising we will see whatever the foreign advertising prefer to translate the slogans word by word, or they prefer to make their own one, keeping only the general idea.
Table of Contents
1. CHAPTER I GENERAL PERSPECTIVES ON ADVERTISING
1.1 Objectives and Functions of Advertising as Form of Communication
1.2 Language Manipulation Mechanisms in Advertisements
1.2.1 Lexical Features in Advertising Language
1.2.2 Grammatical and Syntactic features in Advertising Language
1.2.3 Stylistic Dimensions in Advertising Language
1.3 Strategies of Translating Advertisements
1.4 Effects of Translated Advertising on Society
2. CHAPTER II ANALYSIS OF ADVERTISEMENTS FROM A TRANSLATION PERSPECTIVE
2.1 Manipulation at the Lexical and Syntactic Level in Advertising
2.2 Figurative Language as an Instrument of Manipulating Society from a Translation Viewpoint
2.3 Difficulties of Translating Advertisements from English into Romanian
Objectives and Research Themes
The primary objective of this thesis is to investigate the mechanisms of linguistic manipulation within written advertising and to analyze the specific strategies employed when translating these advertisements between languages, specifically English and Romanian.
- Identification of linguistic manipulation mechanisms (lexical, grammatical, syntactic, and stylistic).
- Evaluation of translation strategies used for advertising slogans and taglines.
- Analysis of the sociocultural impact of translated advertising on target audiences.
- Exploration of the relationship between marketing goals and the preservation of message effectiveness during translation.
Excerpt from the Book
1.1 Objectives and Functions of Advertising as Form of Communication
In the context of our modern society, we can define the function of advertising as a tool that helps companies to increase the sale of their products. Advertising stems from the Latin word “ad vertere” which means to “turn the mind toward” and it has the aim to communicate to consumers the information about the product with the purpose to convince them to buy it. As we see, the role advertising plays in selling/buying process is very subtle. If we read carefully the translation given to the word “advertising” we understand that it does not force you or “impose” you to buy, instead it makes you refer to the needed offer, and make it look like you have concluded it by yourself, without the influence of external factors.
The functions of advertising are split in three categories called: Primary Functions; Secondary Functions and Social Functions [8, p.8]. Primary Functions are beneficial mostly for advertisers. It implies the creation of demand, by which the advertisement persuades the consumers about the usefulness of the product and that only this product can fulfill their demands. The second function announces for new product or service. When a new product is introduced on the market for the first time, a lot of advertising needs to be done to make people aware of the product, about the way it functions and how beneficial it can be for the consumer. The next function is to promote new functions of the product. It mainly informs about how the already known product can be also used for other purposes.
Summary of Chapters
1.1 Objectives and Functions of Advertising as Form of Communication: This section defines advertising as a communicative tool and outlines its primary, secondary, and social functions in modern society.
1.2 Language Manipulation Mechanisms in Advertisements: This chapter introduces the role of language in advertising, focusing on how lexical, grammatical, and stylistic elements are used to influence consumer behavior.
1.2.1 Lexical Features in Advertising Language: Discusses the preference for simple, positive words and the use of compound words and neologisms to create originality and manipulative effects.
1.2.2 Grammatical and Syntactic features in Advertising Language: Examines how advertising often intentionally deviates from standard grammar rules, utilizing ellipses and imperatives to increase memorability.
1.2.3 Stylistic Dimensions in Advertising Language: Explores the use of figurative language, such as metaphors, metonymy, and puns, to create ambiguity and deep engagement in advertising texts.
1.3 Strategies of Translating Advertisements: Analyzes the techniques used to adapt slogans across cultures, including literal, free, and creative translation strategies.
1.4 Effects of Translated Advertising on Society: Investigates the impact of translated messages on different societies, considering cultural factors and the potential for positive, negative, or zero effects.
2.1 Manipulation at the Lexical and Syntactic Level in Advertising: Provides a practical analysis of real-world slogans to demonstrate how specific translation choices impact the intended manipulative effect.
2.2 Figurative Language as an Instrument of Manipulating Society from a Translation Viewpoint: Analyzes how various figures of speech are handled during the translation process and whether their manipulative power is preserved.
2.3 Difficulties of Translating Advertisements from English into Romanian: Discusses the challenges of maintaining rhythm, rhyme, and cultural relevance when translating advertisements, illustrating these with concrete examples.
Keywords
Advertisement, manipulation, society, translation, adaptation, slogan, speech, stylistic dimensions, stylistic devices, advertising translation techniques, weasel words, communication, linguistic, branding, equivalence.
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines written advertising from a linguistic and translation perspective, specifically focusing on how language is used to manipulate consumers and how these effects are preserved or altered during translation.
What are the central themes of the work?
The central themes include the functions of advertising, mechanisms of linguistic manipulation, the role of translation strategies in maintaining brand message, and the impact of translated advertising on societal perceptions.
What is the primary goal of the study?
The primary goal is to identify the language mechanisms used in advertising and to determine the most effective strategies for translating advertisements to ensure they resonate with target audiences while maintaining their intended persuasive power.
What research methods are employed in the thesis?
The research uses a descriptive and analytical approach, combining theoretical foundations of advertising and translation studies with a practical analysis of specific advertising slogans and their adaptations in the Romanian market.
What is covered in the main section of the paper?
The main part of the paper is divided into two chapters: the first focuses on the theoretical aspects of advertising language and translation strategies, while the second provides a practical, comparative analysis of English slogans and their translations into Romanian.
Which keywords best characterize this research?
The key concepts include advertisement, manipulation, translation, adaptation, slogan, stylistic devices, advertising translation techniques, and weasel words.
How does the author define "weasel words"?
The author defines weasel words as terms used to mislead or avoid telling the truth in an advertising context, designed to make consumers form favorable assumptions about a product without the advertiser making direct, verifiable claims.
Why is the translation of advertising slogans considered challenging?
Translation is challenging because it requires balancing the need to convey the core message with the need to adapt to cultural nuances, idiomatic expressions, and local linguistic constraints like rhythm and rhyme.
What role does culture play in the translation of advertisements?
Culture is a decisive factor; translated advertising must navigate cultural values, traditions, and taboos to avoid negative impacts or unintended offenses, as cultural differences significantly influence how a message is received.
What is the author's conclusion regarding advertising and manipulation?
The author concludes that while consumers often deny being influenced, they remain susceptible to advertising as it provides necessary information and shapes consumer trends; therefore, advertising remains a powerful and persistent tool in global commerce.
- Quote paper
- Stacie Writes (Author), 2014, Manipulation of society through advertising. Language manipulation mechanisms in advertisements, Munich, GRIN Verlag, https://www.grin.com/document/333839
