The translation of persuasive advertisements from English into Sepedi: The effect of linguistic and cultural anisomorphism.
Mokgomole, Koketso Eugene
Mokgomole, Koketso Eugene
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Abstract
The purpose of the study was to explore the effect translation has on the “persuasiveness” of an advertisement, or what is left thereof, after it has been translated from the source language (SL) into the target language (TL) – in this case from English (L1) to Sepedi (L2). Specifically, the study sought to identify a workable approach within which a translator can maximally operate in translating persuasive advertisements from English to Sepedi. The study used both qualitative and quantitative methods and a case study design was followed. A questionnaire, semi structured interviews and document analyses were used as research tools of the study. A total number of Eighty (80) participants were purposefully selected from rural, semi-urban and urban. Furthermore, three persuasive adverts were used and analyzed in the study. The findings of the research revealed hybrid approach as the best translation approach that can be used towards the translation of persuasive advertisements from English (L1) to Sepedi (L2). The study recommended that translators must use a dynamic orientated message approach because of its suitability and acceptance in translating persuasive advertisements from English (L1) into Sepedi (L2). In addition, using a dynamic orientated message approach would incorporate both the requirements for translation and deal with the transfer of cultural aspects between languages and cultures.
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Submitted in partial fulfilment of the requirements for the Degree Magister Technologiae: Language practice in the Department of Applied Languages Faculty of Humanities.
Date
2015-11-30
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Tshwane University of Technology
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Keywords
Persuasive advertisements, Translation strategies, Sepedi language, Linguistic anisomorphism, Cultural transfer