Pragmatic Adaptation in Rendering of Advertisements

The purpose of the present paper is to investigate the approaches and strategies employed by Persian translators in rendering the advertisement of operative text typology. Using available 100 English advertising texts and their Persian pairs, this paper is to study the most frequent pragmatic adaptation strategies applied by translators based on Chesterman and Wagner’s classification (2002). Obviously, the underlying function of translated advertising texts is to convince audiences to keep on reading the body text and finally buy the advertised product. Since advisements are tied to different cultures and act up various addressees, the advertising text must also be adapted to suit the target culture characteristics. In this regard, translator never renders a sentence or a word without regarding it through the entire cultural context. . Accurately analyzing the related strategies, it is obvious that in addition to the analyzed adaptations, there would be a graphic adaptation in rendering advertising text process mostly due to cultural issues through which background image would be adapted to the socio-cultural environment of the target culture. Totally, studying adaptation strategies of these one hundred advertisements into Persian illustrates that application of various pragmatic strategies explicitly or implicitly is an inevitable issue of which Persian translators utilize illocutionary change as the most and visibility change as the least frequent ones. Moreover, it is worth to mention that these adaptations do take place at contextlevel in order to bridge the existing gap between source and target language

کلیدواژه ها:

pragmatic adaptation strategy ، operative text-typology ، advertisement