Rationale
Language is the fundamental tool for human communication, enabling individuals to share ideas and messages However, expressing thoughts in a second language can be challenging Many languages have become extinct over time, highlighting the importance of preserving linguistic diversity Each language is deeply rooted in the culture of its nation, contributing to the richness and variety of global communication.
English is recognized as an international language, widely used across many countries, including Vietnam However, translating between English and Vietnamese presents challenges due to structural and cultural differences With the rise of international communication, English slogans have become increasingly prevalent, leading to specific translation difficulties As an English major, I often encounter various slogans that are challenging to translate accurately into Vietnamese This complexity intrigues me and fuels my passion for exploring the nuances of translating English slogans, which is why I have chosen this topic for my graduation research.
Research Method
To achieve of aims of the study successfully and effectively in my studying process, I store knowledge from a lot different kinds of resources specialized as following:
Collection of English and Vietnamese slogans
Research Restriction and Application
Translation encompasses a vast field of study, including various methods However, due to constraints in time, knowledge, and experience, my focus is narrowed to translating English slogans into Vietnamese This research paper particularly emphasizes the cultural aspects involved in the translation process of English slogans into Vietnamese.
My study is completed in the ambition of giving further studying about method of slogan translation
While carrying this studying, I hope to acquire useful experiences in learning and translating English
Moreover, this study help students who are interested in the culture in translating know more about it.
DEVELOPMENT
Theoretical background
A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose
A slogan is the verbal or written portion of an advertising message that summarizes the main idea in a few memorable words a tag line
(http://marketing.about.com/od/marketingglossary/g/slogandef.htm)
A slogan is a phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey
A slogan is a catch phrase or small group of words that are combined in a special way to identify a product or company or organization
A slogan serves to effectively convey information about a product or program while ensuring it remains memorable for the audience There are five key functions of a slogan that illustrate this purpose.
Drawing customer’s attention and arousing his interest
Encouraging a reader into further reading of the text
Conveying an advertising message in the shortest possible form
Evoking in consumer’s mind a desire of possessing a given product
Summarising and summing up the whole text as well as making the receiver remember the advertisement or the program
A slogan encapsulates an individual's or brand's core values, unique offerings, and market position, while also reflecting their commitment to customers It serves as a powerful tool to strengthen identity and communicate key objectives effectively.
The slogan is just like a headline that uses initial capitalization to attract more attention or to stress every word it says to impress the reader
The slogan needs to emphasize every letter it uses or to make the slogan look trim and tidy
Slogans often incorporate rhymes and alliteration, creating a rhythmic quality that enhances their memorability This use of alliteration helps craft catchy phrases that resonate with audiences, making them easier to recall As a result, slogans become more effective and impactful in communication.
A successful slogan should be concise and straightforward, avoiding complexity Short and simple sentences enhance memorability, making it easier for audiences to recall and repeat the slogan.
Beside that, the slogan often uses imperative sentences or questions especially everyday sentences and creates idioms or proverbs
In addition, almost all the ad slogans use simple present tense
Translation is a crucial language operation that enhances students' proficiency by converting texts from one language to another It serves as a vital means of communication between speakers of different languages, making it a focal point for linguistics researchers and translation theorists With numerous definitions available, understanding the essence of translation is essential in the field.
Translation involves producing the closest natural equivalent of a source language message in the target language, prioritizing meaning first and style second, as noted by Nida and Baber.
Translation is a kind of activity, which inevitably involves at least two languages and two cultural traditions
Translation is the process of extracting the meaning of a text from its original language and conveying that meaning through the distinct forms of a second language.
Translation encompasses the process of conveying thoughts and ideas from a source language to a target language, applicable to both written and spoken forms This practice includes languages with established writing systems as well as those without standardization, and it also extends to sign languages used by the deaf community.
Translation involves explaining the meaning of a text and creating an equivalent version known as the translation, which conveys the same message in a different language The original text is referred to as the source text, while the language into which it is translated is called the target language; the end result is often termed the target text.
Translation is the process of conveying messages across linguistic and cultural barriers It is fundamentally a communicative activity that can be effectively utilized in a broader array of teaching contexts than is currently recognized.
Translation is defined as a craft that involves the effort to convey a written message or statement from one language into another, ensuring that the original meaning is preserved.
Learners of English encounter various approaches to translation, highlighting the differing interpretations of the concept This diversity allows for the classification of translation into several distinct viewpoints The following are the most commonly recognized types of translation.
Word-for-word translation is a common practice among English learners as they develop their translation skills This method maintains the original word order of the source language while translating each word individually based on its most common meaning, often disregarding the context.
Word-for-word translation can lead to nonsensical outcomes, particularly when dealing with idiomatic expressions However, this method can assist translators in grasping the structure of the source language and in creating a preliminary translation for challenging texts.
Example: All worldly things may change with time, but the impression of the first love will remain a vivid as ever
Tất cả mọi vật trên thế gian có thể thay đổi với thời gian, nhưng ấn tượng về mối tình đầu sẽ tồn tại mãi mãi
Literal translation is an extensive translation method where each word in the source language corresponds to a word in the target language, even if their primary meanings vary This approach adheres closely to the grammatical and lexical structures of the original text.
Literal translation is considered as the basic translation step, both in communicative and semantic translation
Example: I tried for a moment to see the situation through her eyes
Tôi đã thử một lần cố nhìn nhận tình huống theo cách nhìn của cô ta
Translation of English- Vietnamese Slogans
Commercial Slogans
Commercial communication is an essential tool for businesses aiming for a global presence, achieved not just by relocating headquarters but also through effective branding strategies and marketing messages Advertisers must craft impactful advertisements that resonate with consumers, focusing on both visual imagery and language The marketing message, or slogan, serves as the essence of commercials, and successful market entry relies on accurately translating brand names and slogans for the target audience Numerous foreign companies have thrived in the Vietnamese market by successfully adapting their slogans.
Nokia, a renowned cell phone brand, is recognized as a pioneer in Vietnam's rapidly evolving mobile market Despite the variety of options available, Nokia remains the most popular choice among consumers, evident in the widespread presence of its slogan throughout the country.
So that everybody knows this product very clearly
“Connecting People” “Kết nối mọi người”
Kentucky Fried Chicken is the product of American with slogan:
“Vị ngon trên từng ngón tay”
The "Meeting at New Year’s Eve 2009" program on VTV3 featured a memorable performance called "Economy Apple," which cleverly referenced the popular fast food brand KFC Originating in America, KFC has successfully expanded globally and gained immense popularity among Vietnamese youth Its catchy slogan is frequently recited by children and young adults alike, solidifying its status as a favorite food choice in Vietnam.
“Tiger bia - Bản lĩnh đàn ông”
Beer has gained immense popularity in recent years, reflecting rising living standards It's common to encounter various beer brands in everyday life, from street advertisements to storefronts One notable brand is Tiger Beer, renowned globally for its strong identity The tiger, symbolizing strength and dominance in the jungle, resonates with many consumers Men are particularly drawn to Tiger Beer, not only for its quality but also for its powerful branding and memorable slogan.
Example 4 : http://vietnamworks.com.vn//
As fourth-year students preparing for graduation, my friends and I are eager to secure jobs but find ourselves too busy to search for opportunities in person To save time, we often turn to online job platforms, particularly http://vietnamworks.com.vn/, which aligns with its slogan, "Seize the opportunity." This website is an invaluable resource for final-year students seeking job opportunities.
In recent years, the Vietnamese furniture market has seen a surge in companies offering a wide variety of high-quality products Among these, Henredon Furniture has gained popularity among customers, establishing a strong reputation for its quality However, the brand's slogan has faced criticism and is viewed as lacking appeal.
“For those who value excellence”
“Cho những người đánh giá cao sự vượt trội”
Vietnamese men, like many around the world, have a strong affinity for beer, often enjoying it at parties and restaurants Heineken, in particular, is a popular choice among them Although I, as a woman, don't personally enjoy beer, I find the brand's slogan, "It could only be me," quite impressive and often joke about it in daily conversations.
“It could only be Heineken” “Chỉ có thể là Heineken”
“Life can’t wait” “Sống là không chờ đợi”
Sunsilk is a well-known shampoo brand among women in Vietnam, offering a diverse range of products tailored to meet customer needs Each shampoo variant features its own unique slogan, with the latest campaign introducing "Life Can't Wait." This new slogan has garnered significant feedback from consumers following its television advertisement launch.
Educational Slogans
Educational slogans, much like commercial slogans, serve as memorable and relatable mottos However, they utilize formal language to reflect the goals and programs of a school, encapsulating its mission and vision effectively.
“Child-friendly school” is the model of school which is exposed by UNICEF
The United Nations Children’s Fund (UNICEF) launched a program in Vietnam in 2008 aimed at reducing pressure on primary and secondary school students and decreasing dropout rates The program's slogan emphasizes the educators' responsibility to create a supportive and enjoyable learning environment, encouraging students to feel relaxed and happy at school By utilizing a concise and memorable noun phrase, the slogan effectively communicates the program's mission.
Example 9 : Slogan of Foreign Trade University
“To be Harvard of Vietnam”
“Để trở thành Harvard của Việt Nam”
The Foreign Trade University, a prestigious state university in Vietnam, is renowned for its high-quality education and vibrant academic environment With the ambitious slogan "to be Harvard of Vietnam," the institution aims to elevate its status to that of Harvard University, which is globally recognized for its exceptional training standards This slogan encapsulates the university's commitment to achieving excellence in education, aspiring to be as esteemed as Harvard in the international academic community.
Social Slogans
Example 10: the World Health Day
“Health of mothers and children is the capital of your society”
“Sức khoẻ của bà mẹ và trẻ em là vốn quý nhất của xã hội”
World Health Day, observed annually on April 7, is sponsored by the World Health Organization (WHO) Established in 2005 in Vietnam, this day emphasizes the critical importance of maternal and child health, urging everyone to prioritize their care and provide them with the best possible support.
“Turn off the lights, turn bright the future”
“Tắt đèn, bật sáng tương lai”
Earth Hour, organized by the World Wildlife Fund (WWF), is a global event held annually on the last Saturday of March, encouraging households and businesses to turn off non-essential lights and electrical appliances for one hour to promote awareness of climate change Vietnam joined this initiative for the first time in 2009, adopting the catchy slogan “Turn off the lights, turn bright the future,” which effectively highlights the event's purpose and enhances its memorability through rhyme.
“Tình nguyện! Kết nối để Chia sẻ”
"Connect to Share" is the motto for International Volunteer Day in Vietnam, emphasizing the importance of volunteerism in uniting people, communities, and cultures This slogan, presented in both English and Vietnamese, reflects the dedication of volunteers who selflessly strive to improve the world.
Suggested translation of slogans under the views of culture
Some successful translation of slogans
To understand more and more about translation English slogan into Vietnamese; therefore, there are some following examples to analysis
Literal translation is thought to effectively preserve the content and form of the original text This approach allows for a direct conversion between the source and target slogans, ensuring that the original style and meaning are maintained.
The slogan "Connecting People" by Nokia, translated into Vietnamese as "Kết nối mọi người," effectively conveys the brand's message in both languages It emphasizes the product's ability to not only connect phone lines but also foster communication among individuals This memorable slogan has significantly enhanced Nokia's popularity in Vietnam, as it resonates with the Vietnamese community spirit, where "kết nối" also implies forming meaningful relationships Consequently, the name Nokia has become synonymous with connection and understanding among people.
“It could only be Heineken”
“Chỉ có thể là Heineken”
Heineken's slogan, much like Nokia's, is translated literally into Vietnamese, emphasizing the beer's high quality and uniqueness The message conveys that Heineken stands out among other beers, asserting its superiority and the idea that it is the best choice for consumers Additionally, the incorporation of the brand name within the slogan leaves a lasting impression on customers, reinforcing brand recognition and loyalty.
About the slogan of KFC
“Vị ngon trên từng ngón tay”
The free translation of the KFC slogan effectively conveys the producer's message to consumers: "Although you have eaten KFC, the flavor is still on your fingers." In English, the verb "lick" refers to the act of using the tongue to savor food, but in Vietnamese culture, this action is generally avoided in public settings, where people tend to refrain from large mouth movements or talking during meals The translator successfully adapts the slogan into Vietnamese, ensuring it resonates with local customs while still communicating the intended message.
“Tiger bia - Bản lĩnh đàn ông”
This is the slogan of Beer Company in Asia The slogan “Asian Man spirit” is on Asia market but when entering Vietnam market it is translated “Tiger bia-
In Vietnam, the slogan "Bản lĩnh đàn ông," which translates to "The Spirit of Man," resonates deeply with the cultural context where men are traditionally seen as the primary family members and providers This phrase embodies the bravery and resilience expected of men, who are viewed as moral supports for women within a religious framework The slogan not only reflects pride in masculinity but also aligns closely with the brand's identity, making it distinct and memorable By incorporating the brand name into the slogan, it enhances its purpose and sets it apart from competitors, effectively appealing to its target audience.
Slogan of the web http://vietnamworks.com.vn//
The slogan crafted for the website aims to motivate readers to log in by emphasizing the importance of seizing opportunities The term "seize" conveys the notion of grasping chances with determination The Vietnamese translation closely mirrors the original, highlighting that opportunities are fleeting and must be acted upon promptly.
One more successful slogan into Vietnamese:
“Health of mothers and children is the capital of your society”
“Sức khoẻ của bà mẹ và trẻ em là vốn quý nhất của xã hội”
The slogan "the capital" serves as a metaphor that signifies both the most vital city in a country and the financial resources necessary for business ventures In this context, it also highlights the crucial role of maternal and child health in society, equating their well-being to that of a nation's capital or business investment This Vietnamese slogan, translated through communicative translation, emphasizes the importance of women and children, underscoring their integral position in societal health and development.
Some suggestions for translation of English slogans in the light of culture
Some slogans may suffer from translation errors that alter their meaning or fail to resonate with Vietnamese culture As Toury (1978) noted, "Translation is a kind of activity which inevitably involves at least two languages and two cultural traditions." This highlights the importance of cultural context in effective translation.
Translators often encounter the challenge of addressing cultural nuances embedded in source texts and determining the best methods to convey these elements in the target language Nida (1964) highlighted that cultural differences can pose greater difficulties for translators than variations in language structure This underscores the importance of understanding cultural context in translation.
“Sống là không chờ đợi”
The translation of Sunsilk's slogan contained errors that led to a misunderstanding of its intended message In English, the slogan conveys that women should live with passion and confidence, embracing life's challenges and their appearance However, the Vietnamese translation, "sống là không chờ đợi," suggests a sense of urgency that contradicts the cultural values of patience and endurance typically associated with Vietnamese women A more fitting translation could be "Cuộc sống không chờ đợi bạn," which aligns better with these virtues while preserving the essence of the original message.
Example 2: The slogan of Henredon Furniture
“For those who value excellence”
“Cho những người đánh giá cao sự vượt trội”
Henredon Furniture, a prestigious brand in Italy, caters to a society that values individual lifestyles and social distinctions In contrast, Vietnam, as a republic, promotes equality among its citizens, making Henredon's marketing approach less compatible with Vietnamese culture The brand's slogan, which emphasizes exclusivity, does not resonate with the community-oriented values of Vietnamese society Its literal translation into Vietnamese maintains both sentence structure and meaning, but inadvertently suggests that only a select few can appreciate the product, which contradicts the modesty and simplicity inherent in Eastern culture A more culturally appropriate translation could be “Giá trị tuyệt hảo dành cho bạn,” conveying the essence of quality while respecting the collective nature of Vietnamese identity.
Next is the slogan of the Foreign Trade University
“To be Harvard of Vietnam”
“Để trở thành Harvard của Việt Nam”
The Foreign Trade University aims to become the "Harvard of Vietnam," drawing inspiration from the prestigious American institution known for its high-quality education While the university's mission is clear in English, it can be challenging to convey in Vietnamese, leading to confusion about the comparison between private and public universities Many in Vietnam may not be familiar with Harvard, which represents not just a university but a standard of excellence in education Therefore, a more effective slogan for the Foreign Trade University would utilize communicative translation to better resonate with the local audience.
“Harvard”- a personal noun by a common noun so it can be translated as “ Sẽ là một trường đại học danh tiếng của Việt Nam”
The last is the slogan of “Earth hour” event
“Turn off the lights, turn bright the future”
“Tắt đèn, bật sáng tương lai”
This is the first time Vietnam has joined in this event The slogan is translated quite nearly meaning with the source language But in Vietnamese, the word
The phrase "tắt đèn" holds significant meaning in Vietnamese literature, particularly through the novel "Tắt đèn" by author Ngô Tất Tố This work highlights the struggles faced by farmers before the 1945 revolution, with the character "Chị Dậu" representing the hardships and bleak future of impoverished farmers Consequently, the slogan can be freely translated as "Save electricity for a brighter future," emphasizing the importance of energy conservation.
Thomas Friedman-the author of a book, "The Lexus and the Olive Tree” said:
To prevent feelings of homelessness in individuals, it's essential to recognize that this can stem from either the destruction of their home or making it indistinguishable from others The key to addressing this issue lies in understanding the culture you are translating for, ensuring that your product or message resonates uniquely with their specific needs.
Translation plays a crucial role in cultural development by facilitating the exchange of ideas and perspectives As a process that involves both producing and interpreting texts, translation highlights the interplay between cognitive processes and social influences, offering an alternative approach to translation studies A nation’s culture thrives through interaction with diverse cultures, which broadens our understanding of human rights However, this cultural diversity can only be acknowledged through meaningful discussions, emphasizing the importance of language as a vital tool for communication.
This study explores the cultural aspects involved in translating English slogans into Vietnamese The first chapter provides a theoretical framework, encompassing three key components: the nature of slogans, the translation process, and cultural influences The second chapter specifically examines the translation of English slogans into Vietnamese, highlighting the intricacies and challenges of this linguistic transition.
Upon on these features, the chapter three comes out some suggestions to translating slogan under the view of culture
This paper reflects my months of dedication, though it acknowledges the limitations stemming from my current knowledge in this field I invite feedback and suggestions from educators and readers interested in this topic to enhance the quality of my study.
I would like to express my sincere gratitude to my supervisor, Nguyen Thi Phi Nga, M.A., for her unwavering support throughout my studies I also extend my heartfelt thanks to my teachers, friends, and family members whose encouragement has been invaluable in helping me complete this graduation paper.
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Nida, Eugene A and C.R.Baker, (1974) Language, structure and translation, Standford University
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Vương Trung Hiếu, (1993) Danh ngon the gioi, Ho Chi Minh city
Kroeber, AL, & Kluckhohn, C (1945) The Science of Man in the
http://marketing.about.com/od/marketingglossary/g/slogandef.htm
http://www.tamu.edu/classes/cosc/choudhury/culture.html)
http://www.vietnamstart.com/slogan_01.asp
Be good, be bad, be yourself
Dù tốt, dù xấu, hãy là chính mình!
Everyday exciting - vui tươi mỗi ngày
Cứu người! Bảo đảm bệnh viện an toàn khi cấp cứu