İdeolojinin Çevirideki Etkisinin İncelenmesi Kozmetik Markalarının Sloganları ve Türkçe Çevirilerinin Eleştirel Bir Söylem Analizi

Çeviri, özellikle de farklı kültürlerdeki alıcıların ideolojileri ve beklentileriyle son derece iç içe geçmiş bir süreç olan reklam çevirisi dildeki söylem unsurlarından bağımsız olarak tartışılamaz ve incelenemez. Bu çalışmanın hedefi kozmetik markası sloganlarının taşıdığı ideolojilerin Türkçe çevirilere aktarılıp aktarılmadığını incelemektir. Bu amaca yönelik olarak, mevcut çalışma Norman Fairclough tarafından eleştirel söylem çözümlemesi alanında geliştirilmiş olan üç boyutlu çerçeveyi kullanmaktadır. Bu çalışma, çeviride dil ve ideoloji arasındaki ilişkiye ışık tutmayı hedeflemektedir. Daha spesifik açıdan ise hem kaynak hem hedef metinlerin arka planında yer alan ideolojik varsayımları gün yüzüne çıkarmayı amaçlamaktadır. Bu bağlamda, mevcut çalışma Fairclough’nun metin, yorum ve çözümlemeden oluşan üç aşamalı eleştirel söylem analizi modelinden faydalanmaktadır. Çalışmadan elde edilen verilerin gösterdiği üzere, çeviriler genel olarak kaynak metindeki ideolojiyi hedef metinde de yansıtmış olsa da, hedef dil ve kültürdeki linguistik unsurların seçimini etkileyen politik ve sosyal artalan bilgisi ve kültürel farklılıklar nedeniyle çeviri sürecinde bilinçli veya bilinçsiz manipülasyonlar gerçekleşmiş olabileceği de yadsınamaz. Çalışmanın ortaya koyması beklenen durum, hedef toplumdaki güncel ideoloji, küresel güzellik standartları ve genel anlamda ataerkil düzenin sürdürmeye çalıştığı kalıplar uyarınca kozmetik markası sloganlarının altında yatan ideolojinin çeviri yoluyla da sürekli olarak yeniden kurulmuş olmasıdır.

Anahtar Kelimeler:

reklam çevirisi, ideoloji, yeniden yapılandırma, manipülasyon, eleştirel söylem çözümlemesi

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

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 (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 (ST) and target text (TT). In this respect, Fairclough’s (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:

Critical discourse analysis, advertisement translation, ideology, reconstruction, manipulation,

PDF

___

Always. (n.d). slogan and company information. Retrieved October, 6, 2022 https://www.always.com/en-us
Avon. (n.d). slogan and company information. Retrieved October, 6, 2022 https://www.avon.com/
Banet-Waiser S. (2018). Empowered: popular feminism and popular misogyny. Duke University Press.
Bauman, R. (2008). Introduction: Genre, Performance, and the Production of Intertextuality. (n.d.). A World of Others Words, 1-14. doi:10.1002/9780470773895.ch1
Beasley, R & Danesi, M. (2002). Persuasive Signs. Berlin. New York.
Bourdieu, P. (2002). Masculine domination (R. Nice, Trans.). Cambridge University Press. (Original work published 1998).
Bourdieu, P. (2013). Outline of a theory of practice (R. Nice, Trans.). Stanford University Press. (Original work published 1972).
Cook, G. (1992). The Discourse of Advertising. London: Routledge.
Fairclough, N. (1989). Language and Power. United Kingdom: Longman.
Fairclough, N. (2001). Language and Power. United Kingdom: Longman.
Gillette. (n.d). slogan and company information. Retrieved October, 6, 2022 https://gillette.com/
Goddard, A. (1998, 2003). The Language of Advertising. London and New York.
Golombisky, K. (2019). An Introduction to Some Big Ideas for Critical Feminist Advertising Studies, In K. Golombisky (Ed.) Feminist Perspectives on Advertising: What’s the Big Idea? (pp. 3-36), Lexington Books.
Hall, S. (2005). Decoding/Encoding, In Stuart Hall, Dorothy Hobson, Andrew Lowe & Paul Willis (Eds.) Culture, Media, Language (pp. 117-146), Routledge.
Isbuga-Erel, R. F. (2007). A CDA Approach to the Translations of Taboos in Literary Texts Within the Historical and Socio-political Turkish Context. In Majid M. KhosraviNik, & A. Polyzou (Eds.), Vol. 2. (pp. 58-77). Lancaster: Lancaster University.
Jennings R. & Banet-Waiser S. (2018, November 5). Why “feminist” advertising doesn’t make us better feminists. Vox. https://www.vox.com/the-goods/2018/11/5/18056004/feminist-advertising-empowered-sarah-banet-weiser
Jhally, S. (1990). Image-Based Culture: Advertising and Popular Culture. The World and I, (pp.506-519). Retrieved from http://www.units.miamioh.edu/technologyandhumanities/sutjhally.pdf
Kristeva, J. (1986). Word Dialogue and the Novel, In The Kristeva Reader, Toril Moi (ed.), Blackwell, Oxford.
L’oréal. (n.d). slogan and company information. Retrieved October, 6, 2022 https://www.loreal.com/en/
Lazar, M. (2014). Recuperating Feminism, Reclaiming Femininity: Hybrid Postfeminist I-dentity in Consumer Advertisements. Gender and Language, 8(2), 205–224. https://doi.org/10.1558/genl.v8i2.205
Leech, G. (1966). English in Advertising. London: Longman.
Maclaran, P. (2012), Marketing and feminism in historic perspective. Journal of Historical Research in Marketing, 4(3), 462-469. https://doi.org/10.1108/17557501211252998
Max Factor Inc. (n.d). slogan and company information. Retrieved October, 6, 2022 https://www.maxfactor.com/en
Maybelline. (n.d). slogan and company information. Retrieved October, 6, 2022 https://www.maybelline.com/
Miola, R. S. (2004). Seven Types of Intertextuality. Shakespeare, Italy, and Intertextuality. Ed. Michele Marrapodi. Manchester: Manchester UP., 13-25. Print.
Munday, J. (2016). Introducing translation studies: theories and applications (4th ed.). Newyork and London: Routledge.
Nas, A. (2015). Women Chewing Gum: Feminist Critical Analysis of Advertising as Symbolic Violence. Ankara Üniversitesi İlef Dergisi, 2(2), 35-54. DOI: 10.24955/ilef.305305.
Nas, A. (2016). Increasing Critique of Sexism in Advertising: Mainstreaming of Feminist Activism in Turkey. In N. Sezer, S. Gezgin & E. Yolcu (Eds.), 14th International Symposium Communication in the Millenium (pp. 321-337). İstanbul University. https://www.academia.edu/31136652/Increasing_Critique_of_Sexism_in_Advertising_Mainstreaming_of_Feminist_Activism_in_Turkey
Neutrogene. (n.d). slogan and company information. Retrieved October, 6, 2022 https://www.neutrogena.com/
Pantene. (n.d). slogan and company information. Retrieved October, 6, 2022 https://pantene.com/en-us
Schäffner, C. (2002) The Role of Discourse Analysis for Translation and in Translation Training. Multilingual Matters Ltd., UK.
Sells, P. & Gonzalez, S. (2002). The Language of Advertising. http: www.stanford
Stanton, W. J. (1894). Fundamentals of Marketing. McGraw-Hill.
Twitchell, J. (2000). Twenty Ads that Shock the World. New York: Crown.
van Dijk, T. A. (1996). Discourse, power and access. In Caldas – Coulthard, C. R. and Coulthard, M. (Eds.). Texts and Practices. Readings in Critical Discourses Analysis (pp. 84 – 104). London: Roultledge.
van Dijk, T. A. (2000). Ideology and Discourse A Multidisciplinary Introduction. English version of an internet course for Universitat Oberta de Catdunya (UOC).
van Dijk, T.A. (1995). Discourse Analysis as Ideology Analysis. In Schaffner C. and Wenden, A.L. (Eds). Language and Pace (pp. 17-33). Dartmouth: Aldershot.
Varghese N. & Kumar N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising, Feminist Media Studies, 22:2, 441-459. DOI: 10.1080/14680777.2020.1825510.
Wodak, R. (2004). Critical discourse analysis. In C. Seale, G. Gobo, J.F. Gubrium and D. Silverman (Eds.). Qualitative Research Practice. London: Sage, 197-213.
Wodak, R. (2006). Mediation between discourse and society: assessing cognitive approaches in CDA. Discourse Studies 8, 179-190.
Wodak, R. (2007). Pragmatics and critical discourse analysis. A cross-theoretical inquiry. Pragmatics and Cognition 15/1 (Special issue „Pragmatic Interfaces‟): 203-234.