Study of Translation Strategy Applications in Clothing Brand Advertising Slogans in Iran

[PP: 168-176]

Afsoon Absalan
Department of Foreign Languages
Marvdasht Branch, Islamic Azad University, Marvdasht, Iran
Dr. Mohammad Reza Falahati Qadimi Fumani
(Corresponding Author)

Department of Computational Linguistics

Regional Information Center for Science & Technology (RICeST), Shiraz, Iran
ABSTRACT
Advertising is an important part of marketing which has great influence on the way people behave
and think. An advertisement slogan is a form of logo that sums up specialty, benefit, and marketing position.
The present study aimed to investigate the strategies used in translation of clothing brand advertisement
slogans from English to Persian in Iran. The study sample consisted of 50 clothing brand advertising slogans,
which were translated by 30 B.A. and 30 M.A. senior English translation students both from Marvdasht Azad
University, and 30 M.A. English translation teachers (with at least five years of experience) from different
English language institutes in Shiraz. All participants were selected through availability sampling. Vinay and
Darbelnets (1995) model was used to analyze the data,. The findings revealed that literal translation was the
most frequently used strategy by the three sample groups. Borrowing was the least frequently used strategy
by M.A. teachers and M.A. students; whereas, and adaptation was the least frequently used strategy by B.A.
students. The three groups were statistically same in using borrowing and adaptation but were different in
using calque, literal, transposition, modulation and equivalence. The study is expected to benefit advertising
agencies, students and teachers of translation.
Keywords: Advertising, advertising slogans, clothing slogans, translation, translation strategies
ARTICLE The paper received on: 07/10/2015 Reviewed on: 07/01/2016 Accepted after revisions on: 30/06/2016
INFO
Suggested citation:
Absalan, A. & Falahati Qadimi Fumani, M. R. (2016). Study of Translation Strategy Applications in Clothing Brand
Advertising Slogans in Iran. International Journal of English Language & Translation Studies. 4(2), 168-176. Retrieved
From http://www.eltsjournal.org

1. Introduction
Research in translation has a long
history indeed. Past centuries have seen
different subfields of translation introduced
to scientific community including literary,
scientific, legal, business, etc. Business
translation has already acquired a unique
status in worlds economy, and to reach

target customers in other countries, in most

cases, a company needs to use advertisement
and their local languages as an important
drive to persuade people to buy their
products (Eslami Rasekh, 2013, p. 1).
Advertising has greatly affected our
lives today but not all advertisements are

Study of Translation Strategy Applications.

Absalan, Afsoon & Falahati Qadimi Fumani, Mohammad Reza

successful. According to Christelle (2012),

the success of an advertisement in a foreign
country depends greatly on its translation
quality (p. 10). Abu Shehab (2011) sees
advertising and its translation an integral part
of the globalization process. So, if
advertising and its translation are so
important we need, as put by Khodabandeh
(2007, p. 42), to fully understand its
implications. Further, De Mooij (2004)
deems translation of advertising slogans a
hard-to-achieve goal when he observes,
Translating advertising is like painting the
tip of an iceberg. What you see are the words,
but there is a lot behind the words that must
be understood to transfer advertising from
one culture to another (p. 179). This is what
has already happened in Iranian market as
well. And for so long foreign advertisements
have been translated into Persian enable
communication with Iranian purchasers. Yet,
as Lotfollahi (2012, p. 5) reports, such
translations cannot create the same effect as
the original ones do. He sees this mainly due
to the translation procedures employed by
translators.
Thus, the main question is why one
faces such problems in translation of
advertising slogans and how these can be
reduced, if not eliminated. It is conjectured
that using translation procedures could
reduce such problems at least to degrees and
that is why in this paper, the authors tried to
check if each group of translators (MA
teachers as well as MA and BA students) had
applied the 7 translation strategies introduced
by Vinay and Darbelnet (1995) significantly
different. The study also intended to reveal if
MA teachers as well as MA and BA students
were significantly different in application of
each strategy.
Two research questions guided the
study.
1. Does each group of B.A. and M.A.
students as well as M.A. teachers use the 7

strategy types of proposed by Vinay and

Darbelnet (1995) similarly?
2. Do the three groups, M.A. teachers
as well as M.A. and B.A. students, differ
significantly with regard to the application of
each strategy?
2. Literature Review
Researchers
have
investigated
advertising slogans from different aspects.
This diversity of research, of course, shows
that advertising has acquired an important
status in the domain of translation. In this
literature review some important research
areas in the field of advertising are introduced
by describing some major works in the
domain.
A lot of research has concentrated on
strategy application by translators. Al Agha
(2006) focused on identifying the translation
strategies used to translate American fastfood advertisements into Arabic. His study
revealed that the main translation strategies
used to translate fast-food advertisements
were
borrowing
and
transliteration.
Similarly, Xuedong (2014) investigated
English-Chinese translation strategies for
advertisement slogans.
Researchers like Abu Shebab (2011)
have undertaken linguistic-oriented studies.
He explored the issue of translated
advertising brochures in terms of translation
strategies and linguistics in accuracies by
examining a corpus of 35 English-Arabic
brochures promoting personal care products.
He observed in his data strategies ranging
from complete transference of the SL to
complete substitution or adaptation. Cui and
Zhao (2013) also reviewed the use of secondperson reference in advertisement translation
with reference to translation between Chinese
and English.
Some researchers have focused on
theoretical foundations of advertising
translation. Munday (2014), for example,
examined how far the evolution of translation

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theory had managed (or failed) to cope with

the special circumstances of advertising
translation. Researchers like Ho (2008)
undertook cross cultural studies on
advertising. He focused on translating
advertisements
across
heterogeneous
cultures. His study suggested that the
popular taste of consumers in the target
market is an important factor in the decisionmaking process in commercial translation,
especially in the case of advertising texts.
Other researchers have targeted
aesthetic features of advertising. Dass, Kohli,
Kumar and Thomas (2014), for instance,
used data from a large field study to explore
key factors that determined the likeability of
slogans. Results showed that several slogan
characteristics, that were traditionally
associated with slogan design, did not have a
significant effect on their likeability.
Mehawesh (2013) investigated grammatical
parallelism in translation of advertising texts
with particular reference to English and
Arabic. The study found that grammatical
parallelism was an important tool to satisfy
the readers aesthetically.
In Iran also research on advertising
has been on the move, but with some
differences with what was reviewed
regarding research over the globe. In fact, in
Iran most of the works are limited to MA
theses and to some degrees to articles. The
most common feature of the literature in Iran
is that most of them have tried to check the
application of strategies in advertising
slogans to find which strategies are more
frequent or, in general, which strategies are
used anyway by translators. By doing so, they
try to introduce strategies that are most
suitable for translation of advertising slogans.
To mention few examples, Jalilifar (2010)
conducted a comparative study to compare
English, Persian and English-Persian
advertisements for their rhetorical figures. He

concluded that various rhetorical figures

incorporated to make advertising vivid,
conspicuous, impressive, and readable.
Reihani and Eslami Rasekh (2012)
investigated two advertising strategies
namely reason versus tickle advertising
and the way they had been translated into the
actual
discourse
of
Persian
print
advertisements.
Lotfollahi
(2012)
investigated English print advertisements for
cosmetic and hygienic products and their
Persian translations. The results revealed
differences in textual, discoursal and
ideological features. Valimohammadi (2013)
found that the most common translation
strategies used to translate cultural specific
concepts were deletion and free translation.
Eslami
Rasekh
(2013)
investigated
international advertising from a cultural point
of view and showed that ambiguity was the
rhetorical figure that occurred dominantly in
Persian translations. Gooniband Shooshtari
and Allahbakhsh (2013) intended to illustrate
a profile of the role and impact of English in
magazine print advertising in Iran. Results
indicated that English had consistently been
utilized in Persian magazine advertisements
and it was predicted that English mixing
would continue to thrive in magazine
advertising discourse in Iran. In the same way
Shahriari and Poorabbas (2014) investigated
various language strategies employed by a
number
of
international
companies
advertising their products in Iranian
newspapers.
3. Methodology
3.1 Research Aide
Because this study tried to investigate
strategies used in translation of clothing
brands advertising slogans, and because
extraction of information and data labeling
were done by humans who were apt to err, the
present researchers sought help of a number
of people to decrease the rate of errors. In this

Cite this article as: Absalan, A. & Falahati Qadimi Fumani, M. R. (2016). Study of Translation Strategy
Applications in Clothing Brand Advertising Slogans in Iran. International Journal of English Language &
Translation Studies. 4(2), 168-176. Retrieved From http://www.eltsjournal.org
Page | 170

Study of Translation Strategy Applications.

Absalan, Afsoon & Falahati Qadimi Fumani, Mohammad Reza

study, the following people helped the

researchers: A translation expert with a Ph.D.
degree in translation. This expert reviewed
the 82 slogans and reduced the list to 50 to
ease its administration to the participants.
Translating 82 terms could have taken a long
time and hence could reduce participants
level of cooperation. This rater also helped in
data labeling. Also a statistician helped the
researchers to analyze the data using SPSS.
3.2 Data
The focus in this study was on
advertising slogans. There were different
types of advertising slogans. For this reason,
the researchers, based on purposive
sampling, selected clothing brand advertising
slogans in Iran. Out of various clothing
brands, the famous brands, which most
people were familiar with, were preferred.
The slogans were retrieved from two
websites namely www.textart.ru and
www.mbaskool.com . These two websites
were two comprehensive webpages that
contained the accurate clothing brand
advertising slogans and were therefore
chosen for the purpose of the study. Of the
available advertisement slogans on these
websites, 82 slogans were randomly selected
but only 50 were finally agreed upon for the
purpose of data collection.
3.3 Participants
Total 90 translators, 30 B.A. and 30
M.A. senior English translation students,
both from Marvdasht Azad University, and
30 M.A. English translation teachers (with at
least five years of experience) from different
English language institutes in Shiraz, formed
the participants of the study. Gender was not
a variable in this study so both male and
female students and teachers were used as
participants. One reason to do so was that the
majority of students and teachers were
females and hence no sufficient male
participants were available for a cross gender
comparison. The B.A. students age ranged

between 22 and 28 and that of the M.A.

students ranged between 24 and 29. Senior
students were selected since the researchers
believed that senior students had already
passed all the translation courses and hence
were supposed to be able to show their
optimum performance. The method of
participant selection was availability
sampling. This method was used since there
was no other way available to the researchers
to get access to the participants.
3.4 Procedure of the Study
To undertake this study, the following
steps were taken: First, a corpus of 82
clothing brands advertising slogans was
selected from two websites namely
www.textart.ru and www.mbaskool.com but
only 50 were selected for final data. Next, the
list was administered to 30 B.A. and 30 M.A.
senior English translation students from
Marvdasht Azad University as well as to 30
M.A. English translation teachers from
different English language institutes in
Shiraz. They were asked to translate the 50
selected advertising slogans from English
into Persian. The translations produced were
reviewed and the strategies used for their
translation were listed based on the model
proposed by Vinay and Darbelnet (1995).
Finally, the data collected were input into
SPSS for further analysis.
3.5 The Issue of Reliability
To assess the reliability of the data
collected, correlation analysis was used. The
result of the correlation analysis was found to
be 0.73. The items which had been rated
differently by the two raters were discussed
and a common strategy on which both raters
as need was used, in each case, as the ultimate
label for a given term.
3.6 Description of the Model
The two general translation strategies
identified by Vinay and Darbelnet (1995, pp.
30-42) are direct translation and oblique
translation. Direct translation covers

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borrowing, calque and literal strategies.

In what follows, each strategy is introduced
briefly:
(1) Borrowing: The SL word is transferred
directly to the TL. Example: the mark of
excellence (Persian Translation: ) .
(2) Calque: This is a special kind of
borrowing where the SL expression or
structure is transferred in a literal translation.
Example: clothes for a big planet (Persian
Translation: ) .
(3) Literal translation: This is word-forword translation, which Vinay and
Darbelnet describe as being most common
between languages of the same family and
culture. Example: for every generation
theres a Gap (Persian Translation:
) .
In those cases, where literal
translation is not possible, Vinay and
Darbelnet state that the strategy of oblique
translation must be used. This covers four
more procedures:
(4) Transposition: This is a change of one
part of speech for another without changing
the sense. Example: when art and science
collide (Persian Translation: ) .
(5) Modulation: This changes the semantics
and point of view of the SL. Modulation is a
procedure that is justified, in the words of the
English edition, when, although a literal, or
even transposed, translation results in a
grammatically correct utterance, it is
considered unsuitable, unidiomatic or
awkward in the TL. Example: true styles
never die (Persian Translation:
) .
(6) Equivalence: Vinay and Darbelnet use
this term to refer to cases where languages
describe the same situation by different
stylistic or structural means. Example: its
beautiful up here (Persian Translation:
.)

(7) Adaptation: This involves changing the

cultural reference when a situation in the
source culture does not exist in the target
culture. Example: quality worth every penny
(Persian Translation:
). In this sentence, the translator translated the
word penny in a totally different way that
is familiar or appropriate to TL culture. The
translator thinks that it is necessary to find
words and subjects that help him/her to
transfer SL messages to the TL readers.
4. Results
In this section, first some descriptive
statistics related to the data of the study will
be introduced. Later, each research question
will be reported and its relevant results will
be reported.
4.1 Descriptive Statistics
In this part, strategies used by 30 M.
A. teachers, 30 M.A. students, & 30 B.A.
students while translating advertising slogans
from English into Persian have been
introduced.
Table 1. Strategies used by 30 M. A. teachers, 30
M. A. students, and 30 B. A. students

As indicated in Table 1, each of the

three groups (M.A. teachers, M.A. students
and B.A. students) had used all the seven
strategies while translating advertising
slogans from English into Persian. The most
frequently used strategy by the three groups
was literal translation though different
frequencies were observed in different
groups. B.A. students used this strategy more
than the other groups (802 times, 53.5%). In
contrast, the least frequent strategy used by

Cite this article as: Absalan, A. & Falahati Qadimi Fumani, M. R. (2016). Study of Translation Strategy
Applications in Clothing Brand Advertising Slogans in Iran. International Journal of English Language &
Translation Studies. 4(2), 168-176. Retrieved From http://www.eltsjournal.org
Page | 172

Study of Translation Strategy Applications.

Absalan, Afsoon & Falahati Qadimi Fumani, Mohammad Reza

M. A. teachers and M. A. students was

borrowing (M. A. teachers: 8 times, 0.5%;
M. A. students: 14 times, 0.9%) and the least
frequent strategy used by B. A. students was
adaptation (16 times, 1.1%). Other strategies
used less frequently by M. A. teachers and M.
A. students were equivalence, calque,
transposition,
modulation
and
adaptation, but the less frequent strategies
for the B. A. students were calque,
equivalence, transposition, modulation,
and borrowing.
In what follows, test of normality
used in this study is explained.
Table 2. Kolmogorov-Smirnov Test of normality

Table 2 showed the result of the

Kolmogorov-Smirnov Test. For borrowing
and adaptation, the test was significant (Sig.
<0.05) for all the three groups. Thus, their
distribution showed deviation from the
normal curve. Other strategies were normally
distributed (Sig.>0.05).
Checking Possible Variations in Application
of Strategies in Each Group
The first research question of the
present study was- Does each group of B. A.
and M. A. students as well as M. A. teachers
use the 7 strategy types of Vinay and
Darbelnet (1995) similarly? This question
was answered by a Chi-Square test as
depicted in Table 3. The Chi-Square test
examined if the frequencies obtained for the
strategies differed significantly.
Table 3. The Chi-Square test to check possible
variations in application of strategies in each
group

As seen in Table 3, in each group the

strategies had been used significantly
differently (Sig. <0.05). M. A. teachers used
two strategies (literal and equivalence)
with a frequency that was greater than the
expected frequency while the other five
strategies namely calque, transposition,
modulation, adaptation and borrowing
revealed a frequency that was lower than the
expected frequency. The other two groups,
M. A. and B. A. students, used literal,
equivalence, and calque, strategies with a
frequency that was greater than the expected
frequency. The frequency of the rest of the
strategies was lower than the expected
frequency in these two groups. So, based on
the findings of this research question, the null
hypothesis, In each group, B. A. and M. A.
students as well as M. A. teachers, the 7
strategy types of Vinay and Darbelnet (1995)
were not used differently could not be held.
Comparing the three Groups with regard to
the Application of Each Strategy
The second research question of the
present study was-Do the three groups, M.A.
Teachers as well as M. A. and B. A. students,
differ significantly with regard to the
application of each single strategy? This
question was answered by seven Chi-Square
tests as depicted in Tables 4 to 6 below.
Table 4. The Chi-Square test to check
significance of difference among the three
groups
regarding the
application of
borrowing, calque and literal translation
strategies

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As revealed in Table 4, no difference

was observed among the three groups of M.
A. teachers as well as M. A. and B. A.
students regarding the application of
borrowing
strategy
(Sig.
>0.05).
Nevertheless, the three groups used calque
and
literal
translation
strategies
significantly differently (Sig. <0.05).
Table 5. The Chi-Square test to check
significance of difference among the three
groups regarding the application of
transposition,
modulation
and
equivalence translation strategies

As indicated in Table 5 above, there

were significant differences among the three
groups of M. A. teachers as well as M. A. and
B. A. students regarding the application of
transposition,
modulation
and
equivalence strategies (Sig. <0.05).
Table 6. The Chi-Square test to check
significance of difference among the three
groups regarding the application of adaptation
translation strategy

Based on the analysis reported in

Table 6, there were not any significant
differences among the three groups, M. A.
teachers, M. A. students, and B. A. students,
regarding the application of adaptation
strategy (Sig. >0.05).
So, based on the findings in Tables 4
to 6, the hypothesis, The three groups, M. A.
teachers as well as M. A. and B. A. students,
do not differ significantly with regard to the
application of each single strategy could be
accepted for borrowing and adaptation but
could not be held for the other five strategy
types.
5. Discussion
The first research question of the
study was, Does each group of B. A. and M.
A. students as well as M. A. teachers use the
7 strategy types of Vinay and Darbelnet
(1995) similarly? Based on the findings
regarding the first research question, the null
hypothesis, In each group, B. A. and M. A.
students as well as M. A. teachers, the 7
strategy types of Vinay and Darbelnet (1995)
were not used differently could not be held.
It meant that each of the three groups had
used the seven strategies differently. The
findings of the present study were in line with
those reported by Valimohammadi (2013, p.
300) who identified the main differences
between strategies in translation of slogans
from English to Persian. The translators, in
that study, had used translation strategies
such as deleting most.

Cite this article as: Absalan, A. & Falahati Qadimi Fumani, M. R. (2016). Study of Translation Strategy
Applications in Clothing Brand Advertising Slogans in Iran. International Journal of English Language &
Translation Studies. 4(2), 168-176. Retrieved From http://www.eltsjournal.org
Page | 174

Study of Translation Strategy Applications.

Absalan, Afsoon & Falahati Qadimi Fumani, Mohammad Reza

The second research question of the

study was, Do the three groups, M. A.
teachers as well as M. A. and B. A. students,
differ significantly with regard to the
application of each single strategy? Based
on the findings of the second research
question, the null hypothesis, the three
groups, M. A. teachers as well as M. A. and
B. A. students, do not differ significantly
with regard to the application of each single
strategy could be accepted for borrowing
and adaptation but could not be held for the
other five strategy types.
As observed in the analyses in this
research, literal translation strategy had
been used with a higher frequency by the
three groups (c.f. Table 3). Several
justifications could be provided for this
observation. First, this strategy is commonly
used with high frequency by translators.
Second, this strategy fits when translators
want to keep naturalness of the SL. And third,
literal translation is very fast and is favored
by translators when they are short of time.
The findings of the present study were in line
with those reported by Eslami Rasekh (2013,
p. 4) who observed that translators used more
a strategy with which they were most familiar
and that literal translation was the one with
which most Iranians were familiar.
6. Implications of the Study
The results of the present study were
assumed to have different implications, some
important cases of which have been
introduced below: First, it showed the
applicability of the model proposed by Vinay
and Darbelnet (1995) for the English-Persian
language pair. Second, the findings in this
thesis could be used by teachers of English
translator training to make students
acquainted with the most applicable
strategies available for translation of
advertising slogans. Third, the findings could
be useful for translators as guidelines for
using suitable translation strategies. Forth, it

could assist translators in giving preference

to certain translation strategies so as to
produce an effective, operative text for the
target market. Fifth, this framework could
also be useful for advertising agencies to
enhance their understanding of both receivers
and consumers. Further, this study could help
them overcome various problems while
translating clothing brand advertisements.
Finally, clothing brand companies could also
take advantage of the findings in this study
because good translation could imply good
communication and accordingly good
marketing.
7. Limitations
Although the present researchers tried
to undertake a comprehensive study,
limitations were at work. Due to time
limitation only 30 translators were selected
from each group. If the researchers had more
time, they could have used more translators.
In the present study, the researchers
investigated 50 advertising slogans. An
increase in the number of slogans could result
in more generalizability. The participants
were not experts in advertising. They could
have produced better translations if they had
had relevant background knowledge. In the
present study, Vinay and Darbelnets (1995)
model was applied. If the researchers had
more time they could have used more than
one model to analyze the data.
Other researchers may undertake
other researches based on the results of the
present study. For example, in this research
the English-Persian language pair was used.
Other researchers may use other language
pairs. Here, Vinay and Darbelnets (1995)
model was drawn on. Other researchers may
use other models with the same data. Or,
other researchers may examine other types of
advertising slogans such as cosmetic,
hygienic, personal care or food products, and
finally other researchers may examine other

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parts of advertising, such as logo, headline,

etc.
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Cite this article as: Absalan, A. & Falahati Qadimi Fumani, M. R. (2016). Study of Translation Strategy
Applications in Clothing Brand Advertising Slogans in Iran. International Journal of English Language &
Translation Studies. 4(2), 168-176. Retrieved From http://www.eltsjournal.org
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