CHAPTER II.
THEORETICAL FRAMEWORK
2.1. Translation
2.1.1. Definition
Translation is considered as the communication in the source text with an equivalent
term in the target text which depends on its meaning. Since people were aware of
written literature, translation started and became more attentive. Actually, translation
has played indispensable part in the field of not only literature, culture and religion but
also commercial advertisement, popular entertainment, public administration,
immigration and education…. Therefore, there are many concepts of translation as
well as books and articles written about this subject. The following are some
typical definitions that are basic theoretical background for this study.
According to Peter Newmark mentioning in his “Textbook of translation”, translation is
rendering the meaning of a text into another language in the way that the author intended the
text.
More specifically, Larson (1984) mentioned that translation is a process that in which
translators make progress to understanding the language in the original text’s meaning
and replace it by an exact meaning in the target text. The process requires the syntactic,
the semantic and the pragmatic understanding and analytical skills of the source language.
Moreover, the author realized that translation depends on a study of the lexicon, the
grammatical structure, the communication situation and the cultural context of the SL
text. Therefore, different types, sizes and shapes of translations require a different
approach.
Although these definitions are different in expression, the experts share their common points
of view about core feature of translation. In conclusion, translation is a transfer
process, which aims at the transformation of a written source language (SL) into target
language, which put the demand that the translators should have a wide range of
understanding not only the internal, but the external background surrounded the
language.
2.1.2. Common translation methods
Peter Newmark (1988) stated that there are different approaches to translation with
various methods. The central problem of translating is whether to translate literally or
freely. From his point of view, it depends on some factors such as the purpose of the
translation, the nature of the readership, and the text types. Therefore, Newmark
concluded that translators can make use of eight methods in translation:
+ Word-for-word translation: This is the method that English learners use to take up in
the process of mastering their translation skills. In this method, the source text’s word
order is preserved and it individually translates word.
+ Literal translation: the source text’s grammatical forms are converted nearest
exactly to the target text, but the lexical words are individually translated, out of
context.
+ Faithful translation: it produces an accurate meaning in term of context in the target
text with many rules about grammar.
+ Semantic translation: it has something in common with 'faithful translation' except
for putting more attention on the source text’s aesthetic value.
+ Adaptation: mostly applied in plays, poetry,
+ Free translation: the source text’s form, context are not persevered in the target text.
+ Idiomatic translation: although, the idea of author is still remained, many
colloquialisms and idioms are more actively used.
+ Communicative translation: it produces an equivalent in the target text that are
easily to be accepted and understood.
2.1.3. Translation of terminology
2.2. Marketing
2.3. The importance of English – Vietnamese translation to marketing
2.4. Marketing terminology and terms
2.4.1. Terminology
2.4.2. Terms
2.4.2.1. Definition
2.4.2.2. Classification
(i) Classification according to semantic criteria
(ii) Classification according to structural patterns (Single terms, Compound terms, Phrases,
Abbreviations)
