An analysis of textual meaning in advertisement translated from English to Ekegusii
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Date
2013-04-18
Authors
Maniga, Colleta
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Abstract
This study offers an in-depth analysis of the lexical, grammatical and rhetorical mismatches
between English advertisements and their Ekegusii translations in the light of establishing
whether any of these linguistic mismatches leads to meaning loss. At the same time, the study set
out to identify the possible strategies that can be used in advertising translation. A descriptive
research design was adopted for this purpose. Ten advertisements were picked following
purposive sampling procedure. Only those advertisements with the required features (rhetorical,
grammatical and lexical) were considered. Data collected was analyzed based on an eclectic
theoretical approach. Three theories, namely: The Hallidayan Systemic Functional Grammar
theory, the interpretive theory and the Cultural Translation theory were used. The data collected
was analyzed and discussed accordingly. The analyses revealed that there exist lexical,
grammatical and rhetorical mismatches between the advertisements rendered in English and
those translated into Ekegusii. It was further observed that there were major factors that led to
the discrepancy between the two. Some of the factors identified include: language typology, lack
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of equivalent lexis in the TT and use of ineffective translation strategies. The findings further
revealed that such mismatches led to meaning loss in some of the advertisements whereas in
others they never affected the meaning. At the same time, it was noted that it is possible to have
effective translation only if effective translation strategies are employed. Such strategies include;
adoption and paraphrase. More so, advertising agencies should employ competent translators
who are well versed in the two languages in question to avoid any distortion of the intended
message or miscommunicating the actual message intended.
Description
Department of English and Linguistics, 86p. The PE 1498.2 .E34M3 2011
Keywords
English language --translations into Ekegusii, Textual analysis, Broadcast journalism