OBSERVATIONS ON THE FIGURES OF SPEECH AND ADVERTISING TRANSLATION
SÖZ SANATLARI VE REKLAM ÇEVİRİSİ ÜZERİNE GÖZLEMLER

Author : Gülhanım ÜNSAL
Number of pages : 107-123

Abstract

Advertising is inevitably an international and intercultural communication tool today. This communication tool has been provided by translation and has created a cross-border market. Advertising translation is a type of audiovisual translation. Advertising text is included in operational and auditory-instrumental text types and perfoms the vocative function of the language. The advertisement can be explained by using the words attention, interest, desire and purchase. The main issue is to persuade and convince to buy the product or service. The language of advertising is short, concise, impressive and symbolic. It addresses senses and emotions. It contains a system of linguistic, cultural, social, ideological values. It evokes connotations for the receiver and it is impressive. Its language is creative and this creativity emphasizes the artistic aspect of the advertising as it is an art of selling. The language of advertising is composed of the figure of speech. The technique of convincing of the rhetoric is used in advertising. The aim is to create the effect of advertising in the target language and culture, as in the source language and culture. From this point of view, the purpose of the study is to analyze the figure of speech of television advertising, to identify the problems that occur in translation and to determine the translation strategies applied. In this context, the figure of speech was analyzed in terms of metaphor, meaning, sound, structure and style. Examples from advertising were given for each figure of speech. It has been noted that allusion, hyperbolism, repetition and contrasting are frequently used in advertising. Translation of figure of speech in advertising has emerged as a challenge. It was observed that the method of adaptation or rewriting were used in advertising translation.

Keywords

Advertising, Figure of Speech, Adaptation or Rewriting.

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