INTRODUCTION
Rationale
Over the course of my four years at Duy Tan University, I developed professional translation skills by engaging with various genres, including economic reports, news articles, literary works, short stories, and poetry Now, I am eager to challenge myself with a topic I have always been passionate about.
I was a child That is the marketing.
Marketing has always been an interesting topic so people are constantly learning and conquering it Hence, there are dozens of research papers about marketing coming out every year.
Therefore, understanding them requires a solid linguistic background, grasping technical terms, analyzing sentence structures correctly, and writing phrases or words that best fit the target language.
I realized that this is an interesting challenge for me At the same time, I can learn and improve my translation skills through this graduation paper.
Finally, I also finished the translation with all my efforts I hope my translation can bring people a lot of useful and interesting information about the universe.
Aims and objectives
- Showing my skills in translating a document
- Having capability to analyze difficult words and structures
- Understanding and overcoming language barriers between two countries
- Imparting the author's intended message to readers
In order to get these above-stated aims, the following objectives are set:
- Mastering the grammatical structures of the sentence
- Translating text smoothly and naturally
- Analyzing complicated words, phrases, structures, contexts, etc.
Scope of the Study
This graduation paper focuses on Chapter 3, "Establishing a Corporate Presence," from the book "Facebook Marketing: Leveraging Facebook’s Features for Your Marketing Campaigns, Third Edition" by Brian Carter and Justin Levy, published in 2012 The chapter will be translated into Vietnamese, and I will analyze key grammatical structures and vocabulary.
During the translation process, I found some difficulties when I translated such as universal terms, the way to use English grammar, and some other problems of language.
This captivating book is essential for anyone eager to understand marketing and business promotion on social media, particularly Facebook It thoroughly examines how to establish an online presence for a company, with each section providing valuable insights that greatly benefit business owners I was particularly drawn to Chapter 3 of Part 1, “Leveraging Facebook's Features for Your Marketing Campaigns,” as it offers crucial guidance for beginners looking to navigate the world of social media marketing Establishing a corporate presence is vital for newcomers to effectively engage with their audience.
In the graduation thesis, I chose to translate part 1 chapter 3 named:
"Establishing a Corporate Presence” of the book: "Facebook Marketing: Leveraging Facebook’s Features for Your Marketing Campaigns, Third Edition” the translation is approximately three thousand nine hundred sixty seven words long.
The text is divided into a lot of small sections and it is organized as follows: Section one: Developing a Corporate Facebook Presence
Section three: Apps for Pages
This text comes from the book “Facebook Marketing: Leveraging Facebook’s Features for Your Marketing Campaigns, Third Edition” by Brain Carter and Justin Levy, 2012
The authors have crafted an informative and accessible book that has greatly enhanced my understanding of effective marketing strategies I plan to implement the insights gained to elevate the Facebook page of my company This book is a valuable investment of both time and money, and I wholeheartedly recommend it to all marketers seeking to improve their skills.
Method of the Study
- Using scanning and skimming skills to understand the primary content of the text.
- Reading each chapter carefully to grasp the main information.
- Translating the contents and noting the difficult terms and complex structures.
- Discussing with supervisors and referring those terminologies, expressions, and structures on the Internet.
- Choosing and analyzing multiple-meaning vocabulary and grammatical structures in the text.
THEORETICAL BACKGROUND
Translation Theory
There are various definitions of translation that are based on different personal opinions Linguists of translation give many explanations of translation's definition in the following:
1 Translation is the replacement of textual material in one language (source language) by equivalent textual material in another language (target language).
2 Translation is a process of transferring a message from this language into another language in the way the author intended the text.
3 Translation consists of translating the meaning of the source language into the receptor language This is done by going from the form of the first language to the form of a second language by way of semantic structure It is meaning which is being transferred and must be held constant Only the form changes.
These definitions illustrate that translation is a complex process requiring both theoretical knowledge and practical experiences from translators
There are many types of translation Type of categories of translation may be defined in terms of extent, levels, and ranks of translation.
Understanding different translation categories is essential for accurate and effective translation By applying these methods, my translations minimize errors and prevent misunderstandings throughout the translation process.
The distinction in translation pertains to the scope of the source language (SL) text involved in the translation process, which can range from an entire book to a single clause or even a conceptual idea that lacks a formal literary or linguistic structure.
According to J.C Carford [4], there are two categories of translation: full and partial
• Full translation: In a “full” translation, the entire text is submitted to the translation process in which every part of the SL text is replaced with TL text material.
Example: You share pictures and videos from recent vacations or of your baby’s first steps.
Bạn chia sẻ những hình ảnh và video về những kỳ nghỉ gần đây hoặc bước đi đầu tiên của con bạn
• Partial translation: In a “partial” translation, some part or parts of the SL text are left untranslated: they are simply transferred to and incorporated in the TL text.
Example: “Áo dài” là một trong những trang phục truyền thống của phụ nữ Việt Nam.
“Ao dai” is one of the traditional costumes of Vietnamese women
In "total" translation, every level of the source language (SL) text is substituted with target language (TL) material However, the term "total" can be misleading, as this process involves complete replacement but does not ensure equivalence across all levels.
Total translation involves substituting the grammar and vocabulary of the source language (SL) with corresponding elements from the target language (TL) This process also includes replacing the phonology and graphology of the SL with those of the TL, typically using equivalent TL forms.
Example: She had a chance to visit Ho Chi Minh City.
Cô ấy đã có cơ hội đến thăm thành phố Hồ Chí Minh
In "restricted" translation, SL is replaced with equivalent one at only one level (phonologically/graphologically) or at only one of the two levels of grammar and lexis.
Example: They have just begun their married life.
Họ vừa mới bắt đầu cuộc sống vợ chồng.
Phonological translation involves substituting the source language (SL) phonology with corresponding phonetic elements from the target language (TL) This approach typically maintains the grammar and vocabulary of the SL text, with only minor adjustments for specific grammatical or lexical differences.
Example: Vitamin Vi–ta–min
In graphological translation, SL graphology is superseded by equivalent TL graphology without other considerable replacements.
The process of converting phonological elements involves a complex interplay between phonology and graphology Initially, the graphological units from the source language (SL) are substituted with their corresponding phonological units Next, these SL phonological units are translated into equivalent phonological units in the target language (TL) Finally, the TL phonological units are replaced with the appropriate graphological units in the target language.
Example: hydroxide hy–đrô–xít
Methods and Principles of Translation
In this translation, the main thing is that SL phonology is replaced with equivalent TL one, but there are hardly any other important replacements.
Interlinear translation displays the target language (TL) directly beneath the source language (SL) words, maintaining the original word order This method translates words individually by their most common meanings, often without considering context, while cultural terms are translated literally The primary purpose of word-for-word translation is to grasp the structure of the SL or to aid in creating a challenging text as a preliminary step in the translation process.
Example: There are four people in my house
Có bốn người ở trong nhà của tôi.
In literal translation, the grammatical framework of the source language is adapted to closely match that of the target language, while individual lexical items are translated in isolation and without regard to their context.
Example: Both my sons are crazy about football.
Cả hai con trai của tôi đều điên khùng về bóng đá.
“A faithful translation attempts to reproduce the precise contextual meaning of the original meaning within the constraints of the TL grammatical structures It
“transfers” cultural words and preserves the degree of grammatical and lexical
“abnormality” in the translation It attempts to be completely faithful to intentions and the text realization of the SL writer.” according to Mr Nguyen Manh Quang.
Example: John is too well aware that he naughty
John quá hiểu rằng mình nghịch ngợm
Semantic translation prioritizes the target language (TL) over the source language (SL) constraints, resulting in a translation that feels more natural and aesthetically pleasing This approach captures the full meaning and semantic nuances of the original text, making the translation flexible and smooth Consequently, readers find it easier to comprehend the content.
Example: He is a book-worm
Cậu ấy là mọt sách
Adaptation is the most flexible translation method, primarily applied to plays and poetry It preserves the original themes, characters, and plots while transforming the source language culture into the target language culture, resulting in a rewritten text.
Example: As white as snow
The method replicates the substance of the original work while omitting its style, resulting in a paraphrase that is typically longer than the source material This process, known as “intralingual translation,” often leads to a verbose and pretentious version that appears to lack any true translation.
Example: The film is beyond any words.
Suggested version: Bộ phim không chê vào đâu được
This method reflects the SL's message accurately, but it has a tendency to change its original context by using analogous idioms or proverbs.
Example: With age comes wisdom
Gừng càng già càng cay
This translation method focuses on conveying the original's contextual meaning accurately, ensuring that the content and style are presented in a way that is easily understood and accepted by the reader.
Example: Good morning! How it’s going?
Chào buổi sáng! Dạo này cậu thế nào?
The translation should faithfully reflect the context of the original language Nothing should be arbitrarily added or moved, though occasionally part of the meaning can be “transpose”.
Example: Currently, the Earth has been seriously threatened.
Hiện nay, trái đất của chúng ta đang bị đe dọa nghiêm trọng.
The sequence of words and concepts in the target language (TL) should closely mirror that of the source language (SL) It’s essential to emphasize words that translators find uncertain In English, emphasis or primary stress can be achieved through the inversion of word order and the use of varied sentence structures.
Example: No sooner had I got up than my phone rang.
Ngay khi tôi thức dậy thì điện thoại đổ chuông.
Languages vary greatly in their level of formality in different contexts To cope with these distinctions, translators must distinguish between formal or fixed expressions and their personal expressions.
Example: Great Poet Nguyen Du poet passed away in the autumn of 1820.
Đại thi hào Nguyễn Du qua đời vào mùa thu năm 1820.
One prevalent issue in translation is that it often lacks a natural flow, primarily because the original text heavily influences the translator's choices To overcome this, a helpful technique is to set aside the source material and translate sentences from memory, which encourages the use of natural thought patterns in the target language This method can lead to a more authentic and fluid translation, as it allows the translator to connect with the content beyond the constraints of the original text.
According to A Duff, “Idiomatic expressions are notoriously untranslatable These include similes, metaphor, proverbs, sayings (as good as gold), jargons, slangs, colloquialisms and phrasal verbs.”
Sell like hot cakes Bán đắt như tôm tươi
In general, the translator avoids changing the original's style as much as possible Changes are only made when there are several repetitions or errors in the text.
Example: John talked loudly and annoyed other students on the bus.
John đã nói chuyện ồn ào và làm phiền các bạn khác trên xe buýt.
SUGGESTED TRANSLATION
Chapter 3 presents a Vietnamese translation of Part I from the book "Facebook Marketing: Leveraging Facebook’s Features for Your Marketing Campaigns, Third Edition," authored by Brian Carter and Justin Levy in 2012 This translation aims to make the insights and strategies from the original English text accessible to Vietnamese readers, enhancing their understanding of effective Facebook marketing techniques.
A corporation can establish a robust presence on Facebook through various strategies, despite some executives questioning the value of a social network perceived as personal With around 800,000 new users joining daily, companies that avoid this platform may miss significant opportunities for engagement and growth While some organizations remain hesitant to leverage Facebook for business, embracing its potential can lead to substantial benefits.
Facebook was, for much of its
(Đ1) 3 Tạo sự hiện diện cho doanh nghiệp
Một tập đoàn có thể mở rộng sự hiện diện trên Facebook bằng nhiều cách khác nhau Nếu bạn là giám đốc công ty, có thể bạn đang tự hỏi lý do nào khiến doanh nghiệp cần có mặt trên một mạng xã hội mang tính cá nhân Tuy nhiên, việc không tham gia vào Facebook có thể khiến bạn bỏ lỡ cơ hội tiếp cận hàng triệu người dùng mới mỗi ngày Mặc dù một số công ty vẫn phản đối việc sử dụng Facebook cho mục đích kinh doanh, nhưng nền tảng này vẫn mang lại nhiều lợi ích cho sự phát triển thương hiệu.
(Đ2) Cá nhân hay Chuyên nghiệp?
Trong phần lớn lịch sử của Facebook, history, seen as an exclusively personal social network On
Facebook offers a relaxed platform for connecting with college friends, family, and close acquaintances, allowing users to share personal moments like vacation photos or milestones such as a baby's first steps It serves as a space for expressing opinions on various topics, from favorite pizza toppings to daily annoyances While primarily a social network, it also provides opportunities for business networking when needed.
LinkedIn On LinkedIn you can input your resume, get recommendations, and set up a group around your company, product, service, or industry and several other business-related activities.
Facebook's rapid growth makes it an essential platform for networking, with an increasing number of professionals engaging on the site Many companies are even encouraging their employees to utilize Facebook for professional connections.
LinkedIn là một mạng xã hội chuyên biệt dành cho các hoạt động kinh doanh, khác với Facebook, nơi người dùng thường chia sẻ những khoảnh khắc cá nhân và tương tác với bạn bè và gia đình Trên LinkedIn, bạn có thể tạo hồ sơ cá nhân, nhận lời giới thiệu, và xây dựng nhóm liên quan đến công ty, sản phẩm, dịch vụ hoặc ngành nghề của mình Đây là nền tảng lý tưởng để phát triển mạng lưới kinh doanh và tham gia vào các hoạt động liên quan đến lĩnh vực chuyên môn.
Facebook phát triển nhanh chóng, thu hút sự chú ý của nhiều người, đặc biệt là các chuyên gia Nhiều công ty cho phép nhân viên truy cập LinkedIn tại nơi làm việc, nhưng lại hạn chế truy cập vào Facebook và Twitter.
In today's digital age, the distinction between personal and professional personas on social networks like Facebook and Twitter is increasingly blurred Many individuals grapple with the idea of keeping their personal and professional lives separate, as they often present different facets of themselves in social settings compared to the workplace This hesitation to blend personal and professional identities is common, reflecting the complexities of modern social interactions.
Many individuals, including the authors of this book, believe that every aspect of our lives is interconnected, blurring the lines between personal and professional spheres For instance, Justin openly shares his passion for the Red Sox with his business partners, highlighting the importance of personal interests in professional relationships.
Jay-Z, với sở thích về công nghệ và nhiều lĩnh vực khác, thường chia sẻ những khoảnh khắc cá nhân như hình ảnh từ đám cưới trên các mạng xã hội Điều này đặt ra câu hỏi về việc liệu chúng ta có nên tách biệt cuộc sống cá nhân và nghề nghiệp hay không Ai cũng có những vai trò khác nhau trong cuộc sống: bạn là một người khác khi ở bên gia đình và bạn bè so với khi làm việc trong phòng họp Mặc dù nhiều người có xu hướng giữ hai khía cạnh này tách biệt, nhưng một số như Justin lại muốn các đối tác kinh doanh biết về sở thích cá nhân của mình, chẳng hạn như tình yêu dành cho đội bóng Red Sox.
Z, những tiện ích và sở thích của anh ấy được thể hiện rõ ràng trên Facebook, nơi mà bạn bè và người quen có thể thấy hình ảnh từ lễ cưới hay chuyến nghỉ dưỡng gần đây của Justin Đối với Justin, Facebook không chỉ là mạng xã hội mà còn đóng vai trò quan trọng trong kinh doanh, và Brian cũng có quan điểm tương tự.
A 360-degree view of Justin allows people to connect with him on a personal level before meeting at networking events or discussing potential partnerships This approach fosters genuine interactions that can lead to meaningful professional relationships Ultimately, we prefer to conduct business with friends, as trust is foundational in these connections, and we strive to maintain the integrity of those relationships.
Therefore, we tend to work harder when we do business with friends.
It’s usually more enjoyable and easier as well Facebook provides the perfect opportunity to mesh friendships and business.
(P4) Generational differences also exist here Generation X prefers less of a professional versus personal boundary than Boomers
Mọi người có thể hiểu rõ hơn về Justin và tìm hiểu về anh ấy trước khi gặp mặt tại các sự kiện kết nối hoặc cuộc gọi hội nghị về mối quan hệ đối tác Sự tiếp cận này giúp tạo ra tương tác cá nhân, từ đó xây dựng mối quan hệ nghề nghiệp hiệu quả Chúng ta thường thích làm việc với những người bạn, vì sự tin tưởng và mong muốn không làm họ thất vọng Khi làm việc với người quen, chúng ta thường nỗ lực hơn, và quá trình này trở nên thú vị và dễ dàng hơn Facebook là nền tảng lý tưởng để kết nối tình bạn và kinh doanh.
Different generations coexist, each with unique perspectives on work-life boundaries Generation X tends to prioritize personal over professional boundaries compared to the Baby Boomer generation, while Generation Y is even more social and open than Generation X Understanding these generational differences is crucial for effective marketing and networking across age groups This integration of personal and professional lives fosters a strong community, genuine friendships, and engaging conversations, although not everyone is comfortable or equipped to blend these aspects.
Even if you don’t want to cross these two areas of your lifestyle with one another, and you prefer to keep Facebook personal and
LinkedIn professional, you still should consider establishing a corporate presence Note that
Facebook’s guidelines suggest you do business mainly via Pages, not
If you've established your business as a profile, you can convert it into a Page However, be aware that while your friends will transition to fans, none of your existing content will be retained during this process.