Adjectives and adjectival present participles in the translation of advertising texts from English to Polish
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 industryReferences
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
License
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.