The Role of Conceptualization Aids in Perceiving Ads: Implications for Translation

The ability of the translators to re-produce ads that may have the same meaning and same effect as the SL ones is the issue that this study is trying to address. This study hypothesizes that the meaning of an advertisement may sometimes vary among receptors and this variation can be ascribed to cultural differences or knowledge variation. The ad itself does not have a fixed correct meaning as its interpretation depends on the organization of its signs and ideological effects. The pictures used in the ads are also hypothesized to add some hidden meaning that cannot be over looked by the recipients of the ad. To investigate these hypotheses, three ads made by Asiacell Phone Company were translated by 20 students and analyzed according to Geis maxims, Shakirs and Guideres notions of effect. The study concludes that it is not enough for the translators to render the words, they need to take into consideration the cultural variation and the fact that these are intended ads with communicative value and not just messages that need to be conveyed. The images attached need also to be taken into consideration and hence be reflected in their translations.