Investigating the Influence of Ideology on Translation A Critical Discourse Analysis of Slogans of Cosmetic Brands and Their Turkish Translations

Authors : Betül KOÇER GÜLDAL, Ezgi Su SEZER
Pages : 403-421
Doi:10.29110/soylemdergi.1186734
View : 78 | Download : 8
Publication Date : 2023-02-25
Article Type : Research Paper
Abstract :Translation, especially in the cases of advertisements that are highly intertwined with the ideology and the expectations of the receptors in different cultures, cannot be discussed and studied apart from the discursive elements in the language. The aim of this study is to investigate whether the ideology of the beauty brand slogans is reflected in their respective Turkish translations. For this purpose, the study uses the three-dimensional framework of Norman Fairclough regarding Critical Discourse Analysis insert ignore into journalissuearticles values(CDA);. The present investigation is an attempt to shed light on the relationship between language and ideology involved in translation in general. More specifically, it aims to uncover the underlying ideological assumptions invisible in the texts, both source text insert ignore into journalissuearticles values(ST); and target text insert ignore into journalissuearticles values(TT);. In this respect, Fairclough’s insert ignore into journalissuearticles values(1989); three stages of CDA, which are description, interpretation and explanation are utilized in the present study. The findings show that although the translations, in general, reflect the ST’s ideology and influence on the TT, it is possible to observe some conscious and unconscious manipulations because of the political and social background and cultural differences that influence the choices of linguistic elements in the target language and culture. The study is expected to reveal that the underlying ideology transferred through the translations of the beauty brand slogans is constantly reconstructed during the translation process in accordance with the current ideology of the target community, the global beauty standards, and the patterns that are to be reinforced by the patriarchy in general.
Keywords : reklam çevirisi, ideoloji, yeniden yapılandırma, manipülasyon, eleştirel söylem çözümlemesi

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