Tetiana Bodnar
Kamianets-Podilskyi Ivan Ohiienko National University
Scientific Supervisor: Nykytiuk S. I.
PROBLEMS OF TRANSLATION OF HUMOROUS ADVERTISEMENTS
Abstract:
The article deals with phenomenon of humour translation in the most relevant sphere of advertising. Different ways are chosen by the authors to make advertising convincing, bright, such that will be remembered for a long time. That is why the peculiarities of humor translation in advertising texts are researched here.
Keywords: advertisement, humor, pun, society, culture.
With the development of the market and the globalization of world economic processes, such a specific service of translators as the translation of advertising texts and slogans is becoming more and more relevant. One of the most difficult aspects of translation is the search for a variety of literary and historical parallels. A simple, though grammatically correct translation of foreign advertising does not give the result that the advertiser expects. Especially when there is an artistic technique in the statement, which cannot be conveyed by word-for-word translation [1].
A significant contribution to the study of various aspects of the translation advertising problem was made by O. Dubenko, Peter Torp, Mona Baker, Goda Rumsiene, D. Varksas and other native and foreign scientists.
The purpose of the article is to research peculiarities of humor translation in advertising texts.
For the correct understanding of quotes, allusions, idioms given in advertising, background knowledge of the recipient of the text is necessary to be given. For example, to understand the humor of the advertising slogan “Digitally yours”, it is obligatory to draw a parallel with the standard formula of business communication politeness. The slogan “A Mars a day helps you work, rest and play” combines rhyme and allusion, where there is a reference to the famous English proverb.
The translator is forced to look for specific means to convey the semantic and stylistic components of the original:
- effective translation of advertising is associated with predicting the linguistic and ethnic reaction of the recipient of the text in the target language, the peculiarities of national psychology, differences in cultural and historical traditions;
- advertising text, because of its specificity is not translated verbatim, because it loses its purpose and power of influence;
- translation of advertising texts requires a large amount of linguistic and extralinguistic knowledge.
The pragmatic equivalence between the original and the translation is only achieved, which determines the communicative effect of advertising.
In contrast to the translation of the plain text, in which its content (including images, connotations, background, author’s style) should be poured into a new language form, here, when translating a pun, the external form of the original is subject to change – phonetic and/or graphic. Moreover, it is often necessary even to change the content of the original pun in the text of the translation (for the sake of form) to the new, if it is impossible to keep the old, because the plan of expression may be more important than the plan of the content. At the same time, a successful translation of the pun not only determines the true master of translation, but also preserves the author’s intention, conveys a humorous effect, characterizes the characters and adds depth to the meaning of the depicted object. All these facts underline the interest of modern translation studies in the sphere of humour translation. An example of this is the well-known “Duracell” batteries advertising: “Energizer Bunny arrested – charged with battery”. Played two meanings of the word “battery” – “батарейка” and “побої”, which cannot be embodied in one word during the translation into Ukrainian.
The literal translation (i.e. transfer not only the content, but also the form), to which the translator aspires as to the ideal translation of humour, can be achieved rather in an exceptional case; as a rule, without losses. That is why the translator must first ask himself the question: what to sacrifice? Transfer the content, refusing to play words, or keep a humour for the help of replacing the image, deviation from the exact meaning, even generally focus only on the wordplay, completely abstracting from the content.
Another problem of translation of humorous advertising text is the socio-cultural factor. People speaking different languages, in fact, are from different worlds and closed in the circle of the native language. Therefore, the task of the translator is primarily to help a person to overcome the language barrier, to go beyond the circle of the native language and to understand the worlds. Hence, it is clear that the process of translation is not only a clash of different languages, but also different ethnic groups and cultures.
Here is an example comparing a sample of German advertising and its interpretation in Ukraine. In 2007, the German Agency Red Blues and the Agency GNInterpartners released an advertisement where the pig, who liked to save, invited to the supermarket Media Market. Introducing a foreign brand on the Ukrainian market, often do not take into account the peculiarities and differences in perception. This is exactly what happened to the German pig.
In Germany, the image of a pig or even a whole group of pigs very often used for various advertising. They can be found in the advertising of goods and services in the health sector, in the sale of real estate and even in the advertising of financial services. In the German colloquial language the word “pig” is closely related to luck. It is a symbol of prosperity and good life. Therefore, and in speech expressions like “I have a pig”, meaning that I was really lucky, “like dirt cheap”, “pig happiness”, that is a very great happiness. In Germany the image of the pig of Media Market stores was a huge success, because it was based on the successful stereotype of a pig.
But, unfortunately, the Ukrainian language has a completely different stereotype of a pig: as a dirt, boorish attitude, with negative qualities. When in our language “enclose a pig”, it does not mean that we are given a lot of money, and, on the contrary, we get trouble. During paganism in Ukraine the image of a pig was associated with a cloud that hid the clear sky, and likened it to a predator like a wolf. And in the Muslim part of the inhabitants of Ukraine, one mention of a pig can even cause anger and indignation [3].
Thus, the image of a pig in Ukraine causes negative emotions. Therefore advertising with the image of pigs in Ukraine is a feeling of rejection or just indifference to the advertising and gave the opposite result in comparison with Germany. Advertising pig is not adapted for Ukraine. Here it would be better to use a puppy or a kitten, as a cat is perceived as a symbol of prosperity, and a puppy or a chicken does not cause rejection. German pig tried to protect, but as a result Media Market had to abandon this character in advertising the brand in Ukraine.
In our opinion, attention to cultural roots and national characteristics allows the advertiser to anticipate and accurately calculate the audience’s reaction to his advertising message. Practical knowledge of the defining features of the culture of the country where the product is advertised, minimizes unpleasant surprises, the so-called filters possible in advertising communication [2].
Thus, it is worth noting that the purpose of each subsequent translation is not self – affirmation of its author, but creation of the maximum possible approximation of the translation to the original by its qualitative characteristics, taking into account the creative use of the positive experience of previous translators.
References:
- Дубенко О. Ю. Порівняльна стилістика англійської та української мов : посібник для студентів та викладачів вищих навчальних закладів. Вінниця: Нова книга, 2005. 224 с.
- Льюис Р.Д. Деловые культуры в международном бизнесе. От столкновения к пониманию: Пер. с англ. Москва, 2001.
- Мудре А. Н. Основи реклами. Москва, 2008. с.