The notion of equivalence and lexical cohesion in the translation of political speeches

Abstract This dissertation investigates the notion of equivalence with particular reference to lexical cohesion in the translation of political speeches. Lexical cohesion poses a particular challenge to the translators of political speeches and thus preserving lexical cohesion elements as one of the major elements of cohesion is undoubtedly crucial to their translation equivalence. We rely on Halliday’s (1994) classification of lexical cohesion which comprises: repetition, synonymy, antonymy, meronymy and hyponymy. Other traditional models of lexical cohesion are examined. We include Grammatical Parallelism for its role in creating textual semantic unity which is what cohesion is all about. The study shed light on the function of lexical cohesion elements as rhetorical device. The study also deals with lexical problems resulting from the transfer of lexical cohesion elements from the SL into the TL, which is often beset by many problems that most often result from the differences between languages. Three key issues are identified as being fundamental to equivalence and lexical cohesion in the translation of political speeches: sociosemiotic approach, register analysis, rhetoric, and poetic function. The study also investigates the lexical cohesion elements in the translation of political speeches from English into Arabic, Italian and French in relation to ideology, and its control, through bias and distortion. The findings are discussed, implications examined and topics for further research suggested.

The problems of equivalence in advertising translation: examples from English and Russian

Abstract The academic environment has recently recognized the importance and benefits that an extensive research on the translation of advertising can have for translation studies. Despite the growing interest and increasing research activity in the field it is still difficult to speak about a theory of advertising translation in general. There is a need for further study encompassing different languages and both heterogeneous and homogenous cultures that will give the possibility to receive a more complete map of what the translation of advertising is and should be. Previous studies have been concentrated, for the most part, on Western European language pairs. This study is a research into perfume and cosmetics print advertisements translated from English into Russian where both visual and verbal elements are considered. Three broad translation approaches have been identified in what concerns the verbal message: Translated message, parallel translation, recreated adverts, and three approaches in dealing with the image: similar images, modified images, completely different images. The thesis shows that where Russian advertisements for perfume products tend to have a message, or create one, this is often lacking in the English copy. The article ends by suggesting that perfume advertisements favor the standardization approach when entering Russian market. The attempts to localize the advert have also been noticed although they are obviously less numerous in perfume adverts and are rather instances of adaptation - a mix between the localization and standardization approaches since they keep drawing on the same globally accepted universals about female beauty and concern for ‘woman’s identity’ (we focused our analysis on products designed for female consumers). This study, complementing previous studies, aims to be a contribution to the description of laws and strategies that guide the translation of advertising texts into Russian.