Adjectives and adjectival present participles in the translation of advertising texts from English to Polish

Beata Piecychna

Uniwersytet w Białymstoku
https://orcid.org/0000-0002-6508-8432


Abstract

The main aim of this article is to discuss certain tendencies in advertising translation
from English to Polish in regard to adjectives and adjectival present participles in
a product description used in the beauty industry. More specifically, the author’s purpose
is to verify whether the way of translating selected units of analysis corresponds to general
rules of creating effective marketing texts which were designed by experts within the
field of sales and marketing as well as by linguists. The study is based on a description
of Oriflame’s Blue Wonders perfume and its translation into Polish. The analysis shows
that the adjectival forms employed in the source text which were crucial from the
perspective of the specificity of a marketing text were either omitted or translated
inadequately when it comes to the purpose of the product description.


Keywords:

adjective, active adjectival participle, translation, advertising, copywriting, beauty industry

Adab B., Valdés C. (2004): Key Debates in the Translation of Advertising Material. Special Issue of “The Translator”. London–New York.   Google Scholar

Alós J., Marsen S., Alkaabi N. (2017): The Light Belongs to Yves Saint Laurent: Luxury Beauty Brands in Translation. “Perspectives. Studies in Translation Theory and Practice” 25 (3), s. 434–451.   Google Scholar

Bo T. (2014): A Study on Advertisement Translation Based on the Theory of Eco-translatology. “Journal of Language Teaching and Research” 5 (3), s. 708–713.   Google Scholar

Blake G. (1997): The Elements of Copywriting: The Essential Guide to Creating Copy that Gets the Results You Want. New York.   Google Scholar

Bralczyk J. (2004): Język na sprzedaż, czyli o tym, jak język służy reklamie i jak reklama używa języka. Gdańsk.   Google Scholar

Brierley S. (1995): The Advertising Handbook. London–New York.   Google Scholar

Bueno García A. (2000): Publicidad y Traducción. Soria.   Google Scholar

Chidiac R. S., Saliba M. T. (2016): Influential Translation of Advertisements from English to Arabic for Arab Women Consumers. [W:] The European Proceedings of Social & Behavioural Sciences EPSBS, s. 66–75.   Google Scholar

Cook G. (2001): The Discourse of Advertising. London–New York (wydanie drugie).   Google Scholar

Cruz-García L. (2018): Advertising across Cultures, Where Translation is Nothing… or Everything. “The Journal of Specialized Translation” 30, s. 66–83.   Google Scholar

Cui Y. (2009): The Goal of Advertisement Translation: With Reference to C-E/E-C Advertisements. “Journal of Language and Translation” 10 (2), s. 7–33.   Google Scholar

Cui Y. (2014): Translation of Rhetorical Figures in the Advertising Discourse: A Case Study. “International Journal of Society, Culture and Language” 2 (2), s. 57–67.   Google Scholar

Dubisz S. (red.) (2008): Uniwersalny słownik języka polskiego. T. 1–4. Warszawa.   Google Scholar

Forceville Ch. (1996): Pictorial Metaphor in Advertising. London–New York.   Google Scholar

Gettins D. (2000): The Unwritten Rules of Copywriting. A guide to better press, poster, TV, radio and Web site advertising. London–Dover.   Google Scholar

Guidère M. (2000): Translating Ads. Paris.   Google Scholar

Gambier Y., Doorslaer van L. (red.) (2013): Handbook of Translation Studies. Amsterdam–Philadelphia.   Google Scholar

Hervey S., Higgins I., Cragie S., Gambarotta P. (2005): Thinking Italian Translation: A Course in Translation Method: Italian to English. London–New York.   Google Scholar

Jędrzejewska D., Niemczyk R. (2013): Copywriting. Jak sprzedawać słowem. Warszawa.   Google Scholar

Kall J. (2000): Reklama. Warszawa.   Google Scholar

Kong J. W. P. (2012): How to Make Students Culturally Aware: The Case of Advertisement Translation. “Perspectives. Studies in Translation Theory and Practice” 20 (2), s. 219–229.   Google Scholar

Langacker R. (2008): Gramatyka kognitywna: wprowadzenie. Tłum. E. Tabakowska et al. Kraków.   Google Scholar

The Longman Dictionary of Contemporary English (2009). Harlow.   Google Scholar

Maslen A. (2019): Write to Sell: The Ultimate Guide to Copywriting. London–Singapore.   Google Scholar

Munday J. (2004): Advertising: Some Challenges to Translation Theory. [W:] Key Debates in the Translation of Advertising Material. Special Issue of “The Translator”. Red. B. Adab, C. Valdéz. London–New York, s. 199–220.   Google Scholar

Pisarek W. (1993): Słowa na usługach reklamy w Polsce (1962–1993). „Zeszyty Prasoznawcze” 3–4, s. 65–77.   Google Scholar

Romanik A. (2014): Przymiotniki wartościujące w reklamie (na materiale rosyjskiej prasy kobiecej). „Acta Neophilologica” 16/1, s. 107–114.   Google Scholar

Sidiropoulou M. (1998): Advertising in Translation: English vs. Greek. “Meta. Journal des traducteurs” 43 (2), s. 1–14.   Google Scholar

Szczepaniak E. (2019): Sztuka projektowania tekstów. Jak tworzyć treści, które podbiją Internet. Gliwice.   Google Scholar

Szczęsna E. (2001): Poetyka reklamy. Warszawa.   Google Scholar

Szczęsna E. (2004): Metafora transsemiotyczna. „Pamiętnik Literacki” 95/2, s. 167–177.   Google Scholar

Tabakowska E. (2015): Punkt widzenia w języku, tekście i przekładzie. [W:] tejże: Myśl językoznawcza z myślą o przekładzie. Wybór prac. Red. P. de Bończa Bukowski, M. Heydel. Kraków, s. 191–207.   Google Scholar

Tao R. (2010): The Art and Translation Strategies of Rhetoric in English Advertisements. “Overseas English” 5, s. 178–179.   Google Scholar

Tomei R. (red.) (2017): Advertising Culture and Translation: From colonial to Global. Newcastle upon Tyne.   Google Scholar

Torresi I. (2008): Advertising: A Case for Intersemiotic Translation. “Meta. Journal des traducteurs” 53 (1), s. 62–75.   Google Scholar

Torresi I. (2014): Translating Promotional and Advertising Texts. London–New York.   Google Scholar

Valdés C. (2011): Advertising Translation. [W:] Handbook of Translation Studies. T. 2. Red. Y. Gambier, L. van Doorslaer. Amsterdam–Philadelphia, s. 1–5.   Google Scholar

Wrycza-Bekier J. (2018): Magia słów. Jak pisać teksty, które porwą tłumy. Wyd. 2 rozszerzone. Gliwice.   Google Scholar

Yang L. (2016): Advertisement Translation from the Perspective of Relevance Theory. [W:] Proceedings of the 2016 International Conference on Education, Sports, Arts and Management Engineering. Red. H. Xu, Z. Zhang. Amsterdam–Paris–Hong Kong–Beijing, s. 875–878.   Google Scholar

Zawisławska M. (2019): Narrative Metaphors in Polish Perfumery Discourse. “Cognitive-Linguistic Studies” 6 (2), s. 221–246.   Google Scholar

Zdunkiewicz-Jedynak D. (2008): Wykłady ze stylistyki. Warszawa.   Google Scholar

Zhang H. (2007): Aesthetic Features of Advertising English and its Aesthetic Strategy of Translation. “Journal of Bohai University” 1, s. 147–151.   Google Scholar

Christelle K. F. (2012): The translation of advertisements: issues of semiotics, symbolism and persuasion. Nieopublikowana praca magisterska. Online , dostęp: 18.09.2019.   Google Scholar

, dostęp: 23.09.2019.   Google Scholar

, dostęp: 23.09.2019.   Google Scholar

, dostęp: 03.03.2020.   Google Scholar

, dostęp: 03.03.2020.   Google Scholar

, dostęp: 03.03.2020.   Google Scholar

, dostęp: 03.03.2020.   Google Scholar


Published
2020-09-03

Cited by

Piecychna, B. (2020). Adjectives and adjectival present participles in the translation of advertising texts from English to Polish. Prace Językoznawcze, 22(4), 103–119. https://doi.org/10.31648/pj.5818

Beata Piecychna 
Uniwersytet w Białymstoku
https://orcid.org/0000-0002-6508-8432



License

Copyright (c) 2020 Beata Piecychna

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

Access to the electronic edition of the journal is open (open access). It does not require any fees, logging in or providing personal data. Every person, regardless of race, gender, sexual orientation, ethnic origin, nationality, faith or political opinion, may read articles published in "Prace Językoznawcze", download versions of texts in PDF file format, identical to the printed version, and submit for publication texts of their authorship, concerning linguistic issues and meeting editorial substantive and editorial requirements and academic ethical standards binding in science.

Authors of texts may place PDF files with their texts or the entire issue of a journal on scientific Internet portals, indicating the source of the text. The number of PDF files to be used is unlimited. It is forbidden to use the texts commercially or to derive material benefits from them. The Editorial Board has the right to publish the received texts in printed and electronic editions and to disseminate their entirety as well as abstracts and keywords on the website of the journal, the publishing platform of the University of Warmia and Mazury, in printed editions and in Internet scientific databases.