Probleme de Traductibilitate Si de Echivalenta In Textele de Publicitate Comerciala

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Probleme de Traductibilitate Si de Echivalenta In Textele de Publicitate Comerciala

Byadmin ianuarie 1, 2024

Probleme de traductibilitate și de echivalență în textele de publicitate comercială (studiu de caz)

CONTENTS

INTRODUCTION

I. TRANSLATABILITY AND EQUIVALENCE

II. PROPLEMS ARISING IN TRANSLATION OF ADVERTISING TEXTS

CONCLUSION

BIBLIOGRAPHY

ANNEX

INTRODUCTION

The practice of translation was performed at the ”Nelea-tur” Travel Agency between 08.11.2013-12.12.2014 periods, under the leadership of Colenciuc Inga. On the first day of practice, I was acquainted with my practice supervisor, from the travel agency, Stanislav Bilas and with his activity and functions as a manager in the office of “Nelea-tur”. The tourism agency “Nelea-tur” is very well-known on the tourism market, that’s why I was very grateful to perform my practice there.

I was engaged as a translator for practice. I had my own place of work, a desk and a computer, where I could realize many translations. It was a big advantage for me to improve my skills while working.

I would like to emphasize that I worked in a wonderful team, where were no differences between workers and beginners like me. Every co-worker was trying to help me, to explain which result he or she wass waiting from me. That atmosphere surprised me very much. It was a pleasure to work in such a team. Being a responsible student, I wrote down some goals that I wanted to achieve.

The goals of the practical training were the following:

1) The application of the theory studied at the university into practice.

2) To learn ethical-professional rules.

3) To gain new experience and knowledge during this practice.

4) To master skills in translation of different types of documents.

I worked with texts from different fields, but especially they were regarding tourism as well as excursions, hotels, resorts, and the most visited place in the world. Therefore, my work was not only exciting but interesting too.

The texts I was given included information related to the tourism locations in different foreign countries as well as in . I had to translate from English into Romanian and Romanian into English, the first type of translation direction is called version, the second one – theme.

The main bulk of information was related to advertising, better-said commercial advertising. I started a small research about the types of advertising and I found out that the translation of the tourism ads is only a small part of this great field. At that moment, I have already noticed that the translation of commercial advertising is an interesting subject, which has many subpoints, miscellaneous items. This was the main reason I have chosen advertising as a theme for my license project.

During my practice, I encountered with new words and phrases that belong to the tourism and advertising field as well as to the entire publicist and newspaper style documents.

Here are some examples: gateway city, Hotel Package, Hotel Package, Value-added tax (VAT), Voucher, domestic tourism, all-inclusive etc. All of them represent the publicist and newspaper style but they can easily pose the translator into a difficult situation because they pertain to tourism terminology, so the translator cannot translate them only using the context but the translation is possible only by using a dictionary of tourism terms in order preserve the original word and its definition. So gateway city is oraș ce posedă un aeroport internațional, Hotel Package is pachet de cazare, Value-added tax (VAT) is taxă pe valoarea adăugată (TVA), Voucher is certificat, bon or chitanță, domestic tourism is turism intern, all inclusive is totul inclus or pensiune completa or it remains all inclusive.

As you notice the above words have a certain meaning and it is strongly recommended to use it in translating of advertising, and specialized texts regarding tourism.

After finishing the translation practice, I understood that the period of practice is a step towards a successful career. It is not enough to have a rich vocabulary in both languages, so in order to become a translator you have to apply your skills. A translator should always enrich his vocabulary, should always use some dictionaries and if it is not enough, he should try to translate a word by using the context, or in some cases to make a particular research, to find the etymology of a word. You need to have really a feel for both languages, so that you know when something can be translated literally, and when you need to change things around to make it flow better. You should be creative and play with words, to obtain a successful translation. A good translator should be very familiar with the customs, culture, and social settings of the source and target language speakers. It is important to know that the translators are not made overnight, you should work hard to achieve a background that will make the employer to hire you. If somebody tells you it is very easy to work as a translator, do not believe this person.

Due to the practice of translation, I achieved some skills that I personally consider very important for my future carrier:

– Organizational skills- the aptitude to organize my time correctly, to meet deadlines, and to work fast.

– Working under pressure.

– Attention to details- a good translator should always notice every small detail that will help him to translate a word.

– Deep knowledge of a specialized area.

– A good memory.

– Research skills- the ability to use specialized dictionaries, glossaries of terminology in a certain area.

– IT skills- the capacity to use every tool in Microsoft Word, Excel, Power Point.

– Writing skills- they are extremely important skills that are necessary for my future profession, to write fast and correct.

– Natural curiosity and willingness to learn.

I would like to say that the accuracy is the best goal that can be achieved. Some texts are very difficult to translate and to understand, and even a small mistake can change the whole meaning of the text, and it will create a big difference between the theme and version. This is what a translator should always remember and apply.

I would like to say that due to my translation practice I learned a lot of new stuff in both languages, as well as organizational and professional skills. The practice played a very important role in my life because I understood some rules of life such as never to be late, to be always responsible, how to work as a team member, and never to complain of something.

It was a great experience to acquire new words and phrases that later can be used in the mass media, or newspaper style of writing. I also discovered some dictionaries that are very useful and contain a high number of words and expressions.

Speaking about the diploma project that should be done according to the translation practice materials, I would like to mention that the present project is grounded not only on the texts translated during the practice of translation but on famous translations of commercial advertising translated all other the world.

The topic of my licence project is “Problems of Translatability and Equivalence in Commercial Advertising Texts” and it is based on a deep research and analysis of materials that I had the opportunity to translate and the translation of international ads in order to understand the problems arising in the translation of commercials, slogans, and logos.

My licence project will have the following structure:

Introduction. It consists of a report on my practice of translation performed at the Nelea-tur, Travel agency, as well as the main goals that I have achieved during my practice.

The second part of my licence project is the theoretical section. It consists of a research that I have done according to my theme. I will present a wide range of scholars, linguists, teachers that speak about equivalence and translatability, types and levels of equivalents.

The third constituent of my research is a practical section, which is based on the materials, i.e. texts translated during my translation practice, and interesting cases of translated commercial advertising.

Then there comes the fourth part of the project, which is the conclusion where I exposed my personal opinion about translating process, equivalence between three languages and the importance of a good translating on a product.

The next constituent is the bibliography where I included the list of books and their authors, articles, dictionaries and internet sources that helped me to perform this project.

The last part is the annex in which I included a glossary of tourism terms, expressions, their explanation and translation into Romanian and German.

II.TRANSLATABILITY AND EQUIVALENCE IN COMMERCIAL ADVERTISING TEXTST

What does “translatability” mean?

First it is necessary to consult different dictionaries in order to come to an agreement on the meaning of the word ‘’to translate’’. The Oxford Dictionary offers the following definition: to express the sense of (words or text) in another language [14]. Therefore, the translatability is the ability to be translated but there is a concept that some words or phrases cannot be translated that is why another term called “untranslability” appeared [9, p. 26].

A famous professor of Linguistics, Roger Bell defines the phenomenon of translation as "a replacement of a representation of a text in one language by a representation of an equivalent text in a second language" [1, p. 20].

Every translator tries to make his translation more close to the original and while doing the process of translation inevitably appears the concept of equivalence. This concept evoked a wave of controversies and theories of different linguists in the last fifty years.

The definition of the equivalence that we can find in the Collins Dictionary of the English Language is ’’having the same or a similar effect or meaning” [13]. So the process is based more on the sameness in meaning rather than from other lexical or grammatical aspects.

The original content is impossible to" keep ", the translated text is a completely new creation that came from the original text, being a reconstruction, not a copy of it [3, p. 310].

Umberto Eco introduced his point of view that there is no such an idea that the perfect equivalent is a synonym, because there are not complete synonyms in one language as well as complete equivalents. His idea relies on the feeling that all languages somehow converge. The translator should penetrate at the same time two historical backgrounds of the source and target language. In addition, the mission of the translator is not to reproduce the original but to transform a term from one culture into a term from another culture. Umberto Eco defines two types of equivalence: referential and connotative.

According to the scholar, the English word “advertisement” can be substituted with the word “announcement” and this is called referential equivalence because both terms describe the same thing but this does not mean that we can always replace the first term with the second one and this is called connotative equivalence [10 p. 21].

Two French scholars named Jean Darbelnet and Jean-Paul Vinay explored the linguistic aspects of translation and underscored that it is a perfect method for translating onomatopoeias, proverbs, quotations, idioms etc. It reproduces the same situation as in the original, whilst using completely different wording. In other words they say that equivalence is when the translator copy the original text but with other words, in a foreign language, in this way creating a new text than can be readable independently [6, p. 39].

Peter Newmark pointed out the following terms “semantic and communicative translation” [5, p. 39]. On one hand, the semantic translation tries to preserve the original characteristics of the source text. On the other haicative translation” [5, p. 39]. On one hand, the semantic translation tries to preserve the original characteristics of the source text. On the other hand, communicative translation is oriented to produce the same effect on the readers of the target text that it produced on the reader of the original text. However, he underlined that both translation can be used in parallel but in order to receive a better result in translating idioms, proverbs, announcements, we can use more often the communicative translation because it is closer to the message than to the syntactical form and grammar rules.

Eugene Albert Nida and Charles Russell Taber introduce the definitions of two new types of equivalence, namely formal equivalence and dynamic equivalence [8, p. 159]. Formal equivalence tries to remain as close to the original text as possible, in this way it mirrors the source text in the target text in form and content without adding the translator` s personal ideas and thoughts into the translation [7, p. 24].

Dynamic equivalence is an approach to translation where the original language is translated “thought for thought”. It is oriented to keep the meaning and the message of the source text.

Komissarov, Schweitser, and Parshin develop the idea that equivalence can be reached at certain levels (it differs from case to case). An equivalent translation is not always adequate. The equivalence is a relative concept, which depends on many factors: the experience and skills of the translator, the results of the languages and cultures comparison, the category of the texts etc.

Komissarov distinguishes five levels of equivalence: 1) the objective of the communication; 2) the identification of the situation; 3) the means of description of the situation; 4) The significance of syntactic structures; 5) the signs [11, p. 14].

According to the Russian soviet scholar, equivalence is relative, and the translator cannot reach the absolute equivalence because simply it does not exist [ibidem, p. 7].

Types of equivalents

Equivalents can be classified as lexical, phraseological or grammatical [12, p. 17]. We can better identify them through the following examples:

Lexical equivalents 🙁 1) I do not like your attitude to your work; (2) There is no sign of any change in the attitudes of the two sides. In the first case, we can translate the word attitude like “ atitudine ” but in the second as “ poziție ” [11, p. 20].

Phrseological equivalents: (1)There is no accounting for taste(English Idiom)- Fiecare cu gustul său. (Romanian Idiom)- Über Geschmack lässt sich nicht streiten (German Idiom); (2) A living dog is better than a dead lion. (English Idiom)- Mai bine un țăran viu, decât un împărat mort. (Romanian Idiom)- Ein lebender Hund ist besser als ein toter Löwe. (German Idiom) [4, p. 12].

Grammatical equivalents: “He was a guest of honour at a reception given by the Soviet government”-The word “given” can be translated as “organizata de…” or using past participle “care a fost organizata de…” [11, p. 22].

According to a German research, there are only four types of equivalents [2, p. 23]:

Total equivalents: a SL element has a permanent equivalent in the TL (e.g., specific terms, institutional names, names of organizations) ;

Optional equivalents: a given SL element has several equivalents in the target language (e.g., in English: facility: in German: die Möglichkeit, die Leichtigkeit, die Vergünstigung ) ;

Approximate equivalents: the meaning of a SL element is divided between two TL equivalents (e.g., Romanian: farmacie, in English: Drugstore/Pharmacy);

Zero equivalents: the SL unit does not have a TL equivalent (e.g., German: der Kummerspeck, in English- it can be translated like to put on weight with overeating due to worry).

The method of equivalence can be applied in translation of the informative texts, which suppose the translation of advertisements.

The Collins Dictionary tells that the advertisement is an announcement in a newspaper, on television, or on a poster, that tells people about a product, event, or job vacancy [13, online]. According to the Business Dictionary, advertisement is a paid, non personal, public communication about causes, , ideas, organizations, people, and places, through means such as direct mail, telephone, print, radio, television, and internet [15, online].

Advertising is an ever increasing field of translations in the . This is due to the apparition or emerging local(native) products and deals that have an increasing need to be advertised in order to be purchased by the consumers and for obtaining an international success the advertisements should be translated as well as to attract the client from the neighborhood. There is also the vice-versa process, when international advertisements need to be translated into Romanian, because of the high demand of one product or another in .

The secret of all effective originality in advertising is not the creation of new and tricky words but one of putting familiar words and pictures, and pictures into new relationships” [3, p. 312].

Advertisements always present a challenge for the translator because he should face specific problems as its function, and the way to convey a message while translating. The main goal is to find a method that would face the functional requirements of the commercial advertisements, and transfer cultural elements from the source text to the target text, in order to obtain the same effect on the target receivers as on the original receivers.

Taking into account the theories of different scholars, it is not so necessarily to achieve the same meaning, but the same effect in translating the advertising texts. The translator is free to choose every method that he needs (adaptation, extension, transposition, equivalence etc.) but the goal should be achieved. In this case is the translator who chooses a word or a phrase that best suits the target text.

The best method is to find a total equivalent of one phrase but if it does not exist, we should remember that in translation of advertisements the golden rules are: 1) to take into account the cultural reference 2) the translator has the right of word choice 3) to use linguistic features (alliteration, allegory, comparison etc.)

According to Management Study Guide, there is a classification of advertising [19, online].

1. Print Advertising- that includes advertising in newspapers, magazines, brochures, fliers. This is one of the oldest and cheapest modes of advertising.

2. Broadcast Advertising- this type is very popular all around the world. It comprises, radio television, or Internet advertising.

3. Outdoor Advertising- consists of billboards, kiosks, and also events and trade-shows organized by a company.

4. Covert Advertising- is a unique kind of advertising, in which a particular brand is integrated in some entertainment and media channels like television shows, movies, or sports. One of the best examples is the use of Cadillac cars in the movie Matrix Reloaded, or BMW and Audi cars in the movie Transporter I,II,III.

5. Public Service Advertising- its advertising for social causes such as energy conservation, AIDS, deforestation political integrity and so on.

6. Celebrity Advertising- is using famous people such as actors, singers, sportsmen for campaigns, which consist of all sorts of advertising including TV and print ads.

If we have mentioned advertisements, we should not forget about their close friends-slogans. A slogan is a word or phrase that is very easy to remember and is used by a company or enterprise whose main goal is to attract attention [20, online].

A good translation of the advertising slogan implies two purposes: commercial and linguistic. The linguistic content of the slogan is closely linked with the commercial purpose of the slogan. A good slogan is that one that is simple, clear and well organized linguistically. Most often, slogans contain cultural references and if the translator is not acquainted with them, the translation will be inappropriate.

In order to obtain a good result, the translator must operate with the word order or use some linguistic features like alliteration or rhyme.

A touristic slogan of the city from became very famous due to its message, along with this appeared the need to translate it in other languages.

Las Vegas: What Happens Here, Stays Here- Ceea ce se întâmplă in Vegas , rămâne in Vegas (Romanian version) [16, online]. The translator introduces the word “Vegas” instead of the word “here” because he tried to make the slogan more readable for the receivers and also through this substitution he tried to convey the message in order to make it clear for every person, because not anyone will understand the slogan if “here” will be translated through its regular equivalent “aici”.

A shampoo brand Pantene appeared on the market with the slogan: When you look good, you feel good. In everybody saw the ad with the slogan “Ești frumoasă când ai încredere în tine!” and some more examples: Nike “Just do it” and Romanian version “Fă-o pur și simplu” [17, online]; Coca-Cola “Make it real” and in Romanian “Transformă(-ți visul) în realitate” [18, online]. The main rule of translating slogans is to keep the message.

Many slogans are not translated because of the fact that English is an international language, and there was no need to translate the slogans that became popular due to their original form.

In translation of slogans exists various tricks available at different levels. Some of them are: use of capitalization, short-everyday sentences, questions, imperative sentences, use of phrases and idioms, use of words like every/always/no/none, use of coined words, rhymes, alliterations, puns. The translator of slogans has the right to use all that he need to obtain the same effect that the original slogan produces on the receivers.

II. PROPLEMS ARISING IN TRANSLATION OF ADVERTISING TEXTS

In this part of the licence project, I shall work with the texts translated during the practice of translation performed at the Nelea-Tour Travel Agency. I will present the original and translated texts after that I will analyze the most significant words, terms and phrases contained in this document, also each unit will be followed by a short commentary.

Example I (original)

At the Airport

Make the most of your time by spending less of it at the airport. We understand your time is important, so for your convenience we have dedicated business class check-in counters 2 & Terminal 2, .

Exemplul I (traducerea)

La aeroport

Profitați din plin de timpul vostru, petrecînd mai puțin timp la aeroport. Noi înțelegem că timpul dumneavostră este important, deci pentru confortul vostru v-am oferit ghișeele de înregistrare 2 și 3 special desemnate pentru clasa business în Terminalul 2 al Aeroportului Internațional Dubai.

The phrase check-in counter can be translated in Romanian as ghișeul de check-in but if we insist on a completly Romanian equivalent it will be ghiseu de inregistrare. As for the German translation, the verb to check in has a total equivalent zu einchecken that is a completly German verb but which appeared as consequence of using the word to check in from English. In many cases Germans prefer the verb sich anzumelden which has exactly the same meaning but it sounds more „German”. The whole phrase has an approximative equivalent which is der Check-in Schaltern or der Abfertigungsschalter.

While translating the word Terminal, I discovered that it has a total equivalent in both languages. In German it will be das Terminal – meaning that is a a point at the end of a transportation system, as at the airport. In Romanian it will be the same order of letters- Terminal.

Example II (original)

The lounge has 2 levels, and offers comfortable seating in a contemporary environment. You can relax in the main buffet area on the lower floor which has bistro style tables and seating. You can also unwind at the Bar or in one of the two seating areas on the upper level.

Exemplul II (traducerea)

Salonul este constituit din 2 nivele și oferă scaune confortabile într-un mediu contemporan.Vă puteți relaxa în zona principală a bufetului de la etajul întîi care este aprovizionată cu mese și scaune în stil bistro. Deasemenea vă puteți odihni la bar sau în una dintre cele două zone de relaxare de la nivelul superior.

Here I choose to translate the English word lounge as salon in Romanian. It is an optional type of equivalence because it has more equivalents like sala de așteptare, bar. There is no word in Romanian like lounge but in order to transform a word into an international one, Air preserved its original form. There is a total equivalent in German, die Wartehalle. That refers only to the waiting room from the airport, so exactly what we need.

Example III (original)

Soft and alcoholic refreshments.

Exemplul III (traducerea)

Băuturi răcoritoare ne/alcoolice .

The noun Refreshments has a total equivalent in both languages. In Romanian is băuturi răcoritoare, this term can be translated word for word as refreshment drinks and in German as das Erfrishung.

Exemplul IV (original)

Spațiile de cazare dispun de următoarele facilitați proprii:

Example IV (translation)

The rooms dispose of the following facilities:

In this case, we can easy translate the Romanian word facilități through its perfect equivalent facilities which is a total equivalent in English but if we are searching for a total equivalent in German we will not find it. The German basic word for facility will be die Möglichkeit, die Leichtigkeit or die Vergünstigung.

Taking into account the context, I understood that these German words do not develop the significance of the original word and I need to find another term. Die Ausstattung can be an approximate equivalent. It means equipment that is in a hotel room, that is why I choose to translate in this way, to be more close to the original content.

Example V (original)

We have LCD TVs and flight information monitors along with free Wi-Fi access should you decide to catch up on some emails. A full range of daily newspapers and periodicals are available for your reading pleasure.

Exemplul V (traducerea)

În salon sunt televizioare LCD și monitoare de informare privind zborurile, deasemenea și acces gratuit în caz că trebuie să vă verificați poșta electronică. O gama largă de ziare cotidiane și periodice sunt disponibile pentru lectură de orice gust.

So, the best equivalent term that I could find for flight information monitors in Romanian is monitoare de informare privind zborurile. I can affirm that this term has a total equivalent in German. Being in an airport in , you will hear only die Monitore mit Fluginformationen. It reveals the same meaning as the original term has: Monitors that contain information about the flights.

Example VI (original)

When you book a business class fare, in addition to a premium seat, checked baggage, food and in-flight entertainment are included. Plus at selected airports, you’ll enjoy lounge access as well as priority check-in and boarding.

Exemplul VI (traducerea)

Atunci când rezervați un bilet în Clasa Business, în afară de fotoliul premium sunt incluse bagajele de cală, mâncarea și divertismentul în timpul zborului. În plus, la aeroporturi selectate, vă veți bucura de acces la salonul Clasei Business, precum și de prioritate la înregistrare și îmbarcare.

The phrase in-flight entertainment cannot be translated into Romanian through a total equivalent because it can have two equivalents: divertisment în timpul zborului and divertisment la bordul aeronavei. The equivalents in Romanian sound more like an explanation of the phrase because there is no perfect translation for the in-flight. In this case, the translator tries to find an equivalent through extension, defining the word. Fortunately, in German there is a total equivalent- die Bordunterhaltung, that is a specialized term used only in Aircraft Industry.

I found out that the English term boarding has a total equivalent in Romanian-îmbarcare. There are no doubts that you will hear this term in the when the feminine voice will inform you that you should be ready for embarkation or getting on the board. We know that a word cannot be translated only using the method of equivalence, so if I translate the term boarding into Romanian using the adaptation method it will be urcare la bord.

For instance, the term has the same equivalent in German boarding. I stay on the idea that this term is not a German word but it is borrowed from English. Definitely, there are some optional German equivalents, like die Einshiffung or die Verladung that mean embarkation or das Einsteigen that means the action of getting on a plane.

Exemplul VI (original)

Nu vă faceți griji! La fiecare locație de închiriere, ca regulă, va fi prevăzut o hartă detaliată și informații succinte, majoritatea personalului vorbește limba engleză. Puteți vedea și face mai mult cu o mașina!

Example VI (translation)

Do not worry! On every rental location, as a rule, you will be provided with detailed map and brief information, most staff speak English. You can see and do more with a car!

The Romanian term personal has an absolute equivalent in both languages.In English it will be staff and in German there are 2 variants der Mitarbeiter and das Personal that perfectly coincides with the original word.

Exemplul VII (original)

Chirie auto

Compania noastra este una dintre parteneri oficiali a celor mai mari companii de chirie auto – Hertz, Sixt, Europcar, Holiday Autos. Dacă aveți de gând să faceți o călătorie de afaceri sau de agrement în străinătate, fara indoieli, veniți la una dintre agențiele noastre de turism, comandați o excursie sau un pachet turistic individual.

Example VII (translation)

Rent a Car

Our company is one of official partners of the biggest rent a car companies – Hertz, Sixt, Europcar, Holiday Autos. If you are going to have a business or leisure trip abroad you, no doubts, come to one of our travel agencies, buy trip or order individual package.

In the above paragraphs, I have translated the phrase chirie auto from the SL into rent a car in the TL. Another translator would prefer the variant car rental. I consider the first variant better because the whole advertisement is about a service and rent a car is exactly this proposed service.

There are also two equivalents in German, so called approximate equivalent: der Autoverleih or der Mietwagenverleih. The first refers to the service of renting only cars and the second offers a wide variety of cars, trucks, vans and other means of transport.

Exemplul VIII (original)

Compania noastra este una dintre partenerii oficiali a celor mai mari companii de chirie auto – Hertz, Sixt, Europcar, Holiday Autos. Dacă aveți de gând să aveți o călătorie de afaceri sau de agrement în străinătate, făra îndoieli, veniți la una dintre agențiele noastre de turism, comandați o excursie sau un pachet turistic individual.

Example VIII (translation)

Our company is one of official partners of the biggest rent a car companies – Hertz, Sixt, Europcar, Holiday Autos. If you are going to have a business or leisure trip abroad you, no doubts, come to one of our travel agencies, buy trip or order individual package.

If in Romanian is călătorie de afaceri sau de agrement its English equivalent will be a business or leisure trip. It is a total equivalent so there are not other additional equivalents.

The phrase business trip gains two equivalents in German: die Dienstreise and die Geschäftsreise. According to Duden, one of the best German dictionaries, they both mean the same but the only difference between them is that the first is more often used. For leisure trip there is only one perfect equivalent- die Urlaubsreise.

Exemplul IX (original)

Rata de închiriere include:

Example IX (translation)

Rental rate includes:

In this example, it is obvious that the original Romanian phrase has a total equivalent in English, which is rental rate. The phrase also gets an equivalent in German that is der Mietpreis. This is a complex word that consists of 2 words: the verb mieten-to rent and the noun der Preis-price, in this way the translation word-for-word will be rental price.

Exemplul X (original)

Vinăria Purcari este cea mai veche moșie de vinuri din Moldova, stabilită în 1827.Vinaria are o istorie lungă si mîndră în producerea vinurilor clasice: Negru de Purcari și Roșu de Purcari.

Example X (translation)

Purcari Winery is the oldest wine estate in , established in 1827. The winery has a long and proud history producing some of ’s most iconic wines i.e. Negru de Purcari and Rosu de Purcari.

The Romanian term moșie de vinuri coincides perfectly with the English term wine estate. A wine estate is a farmland with vineyards as well as a winery where wine is made and kept.

The German term das Weingut do not coincide with the original and the English one. It means vineyards but not estate. Therefore, it is an optional equivalent.

Exemplul XI (original)

La sosire turistul va achita la recepția vilei taxa balneară în valoare de 1% din valoarea unei zile de cazare.

Example XI (translation)

Upon arrival at the Maria Villa, guests will pay at the reception of the local resort, tax of 1% of one day’s rate.

Everybody who was travelling knows the word reception that is the English equivalent for recepție. Here is one more example of total equivalence.

The German people transformed a little bit the English term, saying die Rezeption. As we know is a big country, there we can meet the masculine noun der Empfang that is a room or a place in the hotel where the guest can check in. The German terms are optional equivalents.

Exemplul XII (original)

Vă așteptăm cu drag sa ne fiți oaspeți la Maria **, situată la doar de Lacul Ursu și la cca de Hotel Aluniș**, oferindu-vă cele mai bune condiții de cazare astfel ca:

Example XII (translation)

We welcome you to be our guests at the Maria Villa**, situated only away from the and aprox. away from the Alunis Hotel**offering to you the best accommodation so that it includes:

If we notice Maria and Maria Villa are total equivalents. In the process of translation into English, there was added only one “l” in the word Villa. They mean the same in the both languages- a luxurious country residence.

Speaking about die Villa in German not everybody will understand you, that is why I suggest the term das Landhaus. When a term has two different equivalents, this is called approximate equivalence.

Exemplul XIII (original)
Masa se va servi 'a la carte', pe bază de bonuri valorice, emise la recepția Hotelului Aluniș, în valoare de 70 lei/pers/zi pensiune completă sau 50 lei/pers/zi demipensiune. Meniu fix, pensiune completă, 50 lei/pers/zi (fară băuturi). Prețurile de cazare și masă includ TVA.

Example XIII (translation)

Meals will be served’a la carte’ based on vouchers issued at the reception of the Alunis Hotel,worth 70 lei/person/day full board or 50 lei/person/day half board.

Fixed menu,full board,50 lei/person/day (without drinks). Prices of accommodation and meals include VAT.

In the translated text there is a total English equivalent. For example, pensiune completă correspond to full board. As usually, we can meet in German two optional equivalents as die Vollpension and die Vollverpflegung, but they are used very often without articles. The terms mean the provision by a hotel of a bed and three meals (breakfast, lunch and dinner).

Demipensiune corresponds to half board in English. It has a perfect equivalent in German too, die Halbpension. It offers a bed and one meal.

The Romanian phrase Prețurile de cazare correspond to the English phrase Prices of accommodation. As for German version it will be die Preise der Unterkunft or die Preise von Übernachtungen as well as die Zimmerpreisen .In conclusion, the Romanian term has three optional German equivalents.

One more word that should be noticed is TVA that in translation word for word will be a value added tax or VAT. Fortunately, it has an equivalent in German too, die Mehrwertsteuer or MwSt.

The last phrase from this paragraph is bonuri valorice, which translated into English, will be vouchers. In German,it will correspond to a wide range of optional equivalents as der Coupon, der Gutschein, der Scheck or der Voucher. The best choice will be of course der Voucher, that was borrowed from French but is considered by the way a German word .If we insist on a total German word we should use its synonym- der Gutschein.

Example XIV (original)

24 hours in

offers a city break without the commotion of 's big cities and with a philosophy of "not too much, not too little".

Exemplul XIV (traducerea)

24 de ore în Copenhaga, Danemarca

Orașul Copenhaga oferă o vacanță în oraș însă fără de agitația orașelor mari a Europei și are o filosofie de „ nici prea mult, nici prea puțin “.

Here, I decided to translate the term city break in Romanian as vacanță în oraș which means word for word a vacation in a city. This was the best equivalent that I could find because a perfect Romanian equivalent for this term does not exist. Die Städtereise is the German total equivalent.

Example XV (original)

Lastly, Torvehallerne is an indoor food paradise of a market. There is plenty to choose from. Everything is of excellent quality and value. Right next to it there is a full open-air market with much more than just food. Try Danish oysters, they are meant to be the best in the World.

Exemplul XV (traducerea)

În cele din urmă, Torvehallerne este un paradis al mâncarii în interiorul unei piețe acoperite. Alegerea este mare. Totul este de o calitate și valoare excelentă. Chiar lângă aceasta se află o piață în aer liber, plină cu mult mai mult decât mâncare. Încercați stridiile daneze,mconsiderate cele mai bune din lume.

In the above mentioned paragraphs, I met an interesting case. I have translated the term open-air market as piață în aer liber in Romanian. Despite of the fact the term open-air is known in , it is not used to describe a market, it refers to an event, party. I made the conclusion that this term is known only by youth. That is why we cannot keep the term open-air without translation. Nobody from the costumer of the market will understand what we are speaking about if we mention o piata open-air. The German equivalent der Markt unter freiem Himmel means word for word a market under the open sky.

Example XVI (original)

– Just by Vesterbro. It's named after one of the kings. This is also a very cool area with many independent small shops and nooks. It's one of CPH's posher areas.

Exemplul XVI (traducerea)

Frederiksberg – Chiar în apropiere de Vesterbro. Este întitulat după unul dintre regii orașului. La fel este și o zonă foarte grozavă, cu multe magazine independente mici și colțișoare liniștite. Este una din cele mai luxoase zone a orașului CPH .

The term posh area has some optional equivalents in Romanian. It can be zonă luxoasă, zona șic, zonă elegantă sau la modă. They are all synonyms, so the perfet equivelents that can be chosen depends on the translators’ choice. Unlike English, in German there is only one total equivalent, der Nobelbezirk.

Example XVII (original)

With exhibitions from the Stone Age, Viking Age, and the Middle Ages to Renaissance and modern Danish history, a trip to would not be complete without a visit to the .

Exemplul XVII (traducerea)

Fară expozițile din Epoca de Piatră, Era Vikingilor , Evul Mediu pîna ștere și istoria daneză modernă, nu ar fi completă o excursie la Muzeul Național.

Here I met a total equivalence between the English term exhibition and the Romanian one expoziție. There are 2 variants in German, one is die Exhibition that is used not so often than the other term, die Ausstellung.

Example XVIII (original)

— not so much a festival, more a food fight — takes place this year in August.

Exemplul XVIII (traducerea)

– nu este intr-atât de mult un festival, ci mai mult o luptă alimentară – care are loc în acest an în luna august.

Here I did not meet any difficulties in translating. The original term festival has a perfect equivalent in the target language- festival. As for German translation, it can be equated with das Festival or das Fest that means a holiday, a festival or other kind of event.

Example XIX (original)

6) Taboo subjects

In , don't mention and when chatting to the Irish don’t call their Isle part of the .

7) Dress code
In Muslim countries, be aware that showing flesh — especially by women — is extremely offensive. So no shorts or topless sunbathing.

Exemplul XIX (traducerea)

6) Subiecte tabu

Nu menționați Tibetul in China și atunci când vorbiți cu irlandezii nu numiți insula lor, parte a Insulelor Britanice.

7) Codul vestimentar

În țările musulmane, fiți conștienți de faptul că corpul dezgolit- în special la femei – este extrem de ofensator. Deci, fara pantaloni scurți și nici un fel de bronzat nud pe plaja.

Here are two more examples of total equivalence. The phrase taboo subjects is translated as subiecte tabu in Romanian. We can also hear in Romanian the version subiecte taboo, where taboo is written as in English with double o. Translating the term into German we will notice that there is only one equivalent die Tabuthemen, that translated word for word into English will be taboo themes, in this way the word subjects was translated into German like themes.

Everybody have heard the phrase dress code, used in many fashion places in , but the best Romanian equivalent that I could find is cod vestimentar. The term has an absolute equivalent in German, it is der Kleiderordnung. Out of doubt, we can leave the term dress code in its original form in the both target languages.

CONCLUSION

After having performed my practice of translation at “Nelea-tur” Travel Agency and also after having done the theoretical research and practical work as well as after having studied attentively the written translation of the informative texts that I worked with I came to the below conclusion.

Translating of informative text such as advertisements, newspaper news, flyers, slogans, commercial ads deals with a great variety of terminology. If we compare official documents that only include legal and business terms, advertisements include any kind of words from law terms to slang.

I think that the translation of informative text has many issues. The translating process is difficult in its own way, but the translation of advertisements is more difficult because we tackle at the same time two cultures. Let me begin with the goal of commercial advertising that is to attract the public views in order to buy the advertised product. In this case the translator has a very important mission. If Coca Cola has popularity in because of its fabulous slogans that became very popular among the whole nation, but the some company has no success in other no English speaking countries. Whose blame is this?

The answer is of course the translator. She could not transform the original massage of one slogan or of the whole advertisement into the target language. Many popular products suffered a big crash because of wrong translations.

The work taught me to be tolerant and hardworking. If once I had the false impression that translating is simple, now I do not think so. For translating advertising texts, I needed to read the whole texts many times, because sometimes the message was not exposed directly so I had to read between the lines.

Due to the polysemantic nature of English words, it was difficult to translate some phrases at the first glance. It is obvious that I worked with several dictionaries. These were monolingual, bilingual dictionaries as well as business dictionaries, specialized glossaries on advertisements and tourism.

Once again, I came to the idea that the Romanian language is not so rich in words. In some cases I was looking for a perfect equivalent but I could not find him and I needed to translate the word into Romanian though the method of extension or even an explanation. For example, winter snowshoe trips I translated like excursii pe jos cu încălțăminte specială de iarnă.

I notice that many English words used in advertising do not require a translation they became international in Romanian and in German too. The terms like Business Class, Economy Class or All inclusive do not need to be translated, everybody knows what they mean but of course if we search for some equivalents we will find them. On the commercial ads that we see on billboards at every corner is written All inclusive not Totul inclus that is its regular equivalent.

More travel companies and agencies prefer to introduce English words in their ads than to translate them into Romanian. The English words are spread all other the world even in our small country .

I stay again on the idea the translator is the only person who decides which equivalents should receive the original content. No dictionary will help you better than yourself, if you are in the role of a translator. I think this is a kind of feeling that comes to you with the experience that permit you” to feel” the words, if we can so call this process. I wish I would become one of these translators.

My project paper helped not only to verify my knowledge but to prove myself that I can do a research, maybe it not so good, maybe it is primitive, but it shows that I tried, I worked, I spent time, I searched.

My only advice to the future translators is always search! Do not stop, do not think that you know everything, you do not know even a half. If you understand that you like to translate, continue to work. Translating is an art and we know that art is long, life is short.

BIBLIOGRAPHY

1. , Roger. Translation and Translating: Theory and Practice (Applied Linguistics and Language Study). and : Christopher Candlin and Publishers, 1991. 320 p.

2. Kade, Otto. Zufall und Gesetzmäßigkeit in der Übersetzung. In : Zeitschrift Fremdsprachen, Leipzig, 1980, p. 23.

3. Kruti, Shah. Advertising and promotions : an IMC perspective,5th edition. : Tata McGraw-Hill Publishing Company Limited, 2009. 864p.

4. Mawr, Eliot. Analogous proverbs in ten languages. : Kessinger Publishers, 2005. 120 p.

5. Newmark, Peter. Approaches to Translation. and : Pergamon, 1981. 200 p.

6. Munday, Jeremy. Introducing Translation Studies : Theories and Applications. : Routledge, 2012. 384 p.

7. Nida, Eugene. The Theory and Practice of Translation. : Brill Academic Publishers, 2003. 218 p.

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9. Proshina, Zoya. Theory of Translation (English and Russian), 3d edition, revised. : Far Eastern University Press, 2008. 276 p.

10. Umberto, Eco. Experiences in Translation. Translated by Alastair McEwen, Emilio Goggio Publications Series. : Press, Scholarly Publishing Division, 2008. 135 p.

11. Комиссаров, Вилен, Коралова, Анна. Практикум по переводу с английского языка на русский. Москва : Высшая Школа , 1990. 127 p.

12. Кузенко, Галина. Навчальний посібник з курсу ”Теорія та практика перекладу”, “The World of Independing and Translating”. Миколаїв : Вид-во МДГУ ім. Петра Могили, 2008. 230 p.

Online dictionaries

13. The online version of Collins English Dictionary available at http://www.collinsdictionary.com/dictionary/english (visited, 28.02.2015)

14. The online version of Oxford English Dictionary available at http://www.oxforddictionaries.com/definition/english/translate (visited on 15.02.2015)

15. The online version of Business Dictionary available at http://www.businessdictionary.com/definition/advertisement-ad.html (visited on 27.04.2015)

Internet Sources

16. The Business Internet Marketing Expert available at

http://brandongaille.com/31-good-las-vegas-slogans-and-taglines/(visited on 20.03.2015)

17.The Online Encyclopedia available at http://en.wikiquote.org/wiki/Advertising_slogans(visited on 17.02.2015)

18. The Online Encyclopedia available at http://en.wikipedia.org/wiki/List_of_Coca-Cola_slogans (visited on 21.02.2015)

19. The Managament Study Guide available at http://www.managementstudyguide.com/classification-of-advertising.htm (visited on 23.04.2015)

20. The Media Space Solutions available at http://www.mediaspacesolutions.com/blog/topic/ad-slogan (visited on 01.03.2015)

ANNEX

Annex 1

STATEMENT*

regarding the originality of the contents of the Licence’s Project

I, the undersigned …………………………………………… in my capacity of graduate of Free International University of Moldova, Faculty of …………………………, specialty………………………………………………, year of graduation……………………………………, declare on my own responsibility that the Licence’s Project entitled ……………………………………………… ……….……………………………………………………………………………………………………………………………………………………………………………, which has been elaborated under the supervision of Mr. / Mrs. ………………………………… and is to be presented to a committee, is original and I am the sole author.

I hereby declare that I have not plagiarized any Licence Projects, monographs, specialized works, articles, etc.; published or posted on Internet, as well as other biographical sources consulted in the process of the thesis elaboration for awarding Licence Title.

I declare that I agree to my Licence Project being checked in any legal ways in order to assess its originality, thereof its content being introduced in a database for such purpose.

Date………………………………. Student’s signature……………………

Annex 2

GLOSSARY

Annex 3

The Most Persuasive Words Used In Advertising

Table 1. The most used adjectives and verbs in advertising