TRANSLATION ASSESSMENT OF SOME SELECTED ADVERTISEMENTS BY ASIACELL TELECOM COMPANY
Fouad Adel Khalaf
Tikrit University - College of Arts
DOI: https://doi.org/10.25130/jls.5.1.11
Keywords: Translation, total equivalence, partial equivalence, total omission, partial omission, paraphrasing strategy, borrowing strategy, communicative translation, semantic translation
Abstract
Advertising is one of the strategies of communication which aims at convincing people to do some action. The current study is concerned with assessing the translation of some selected advertisements by Asiacell Telecom Company. It is an Iraqi Telecom Company. The study aims at assessing the translation of some of the advertisements produced by this company. The selected advertisements translation are assessed according to Newmark's model (1988) as well as Baker's model (2018). Each one of these two models has its own strategies. It is hypothesized that some of the translation strategies are more frequently used than others, and advertisements are usually rendered communicatively rather than semantically. For verifying the hypotheses of the study, four advertisements are selected to be the data of the study. it can be said that in the translation of advertisements, the communicative translation method is more frequently used than the semantic one since it focuses on the conveying of the intended meaning rather that the semantic equivalence
