Luận án Nghiên cứu so sánh bản dịch Anh – Việt trong lĩnh vực kinh doanh TT.docx

Thus, this study attempts to investigate the equivalence in semantic modifications of nominal groupshereafter nominal groups- NGs, and verbal groups hereafter verbal groups – VGs related

CHAPTER 1: INTRODUCTION

1.1 Rationale

Translation studies has gone through a long history in which turning points appeared and developedinto the mainstream research trends of this discipline, especially “cultural turn” dated from the 1980swith many well-known studies, such as the works of Bochner (1981), Bassnett & Lefevere (1998), Snell-Hornby (2006), Munday (2006) and Katan (2014), etc

In practice, translating texts from English into Vietnamese, especially non-literary texts has alwaysput many challenges for translators, interpreters and publishing houses Among the non-literary texts, thetexts of both scientific and economic genres reveal their own difficulties due to Vietnam is a developingcountry, so almost all materials about science, technology and commerce are translated from thepublications in foreign languages, in Russian formerly and in English currently In any language, nounsand verbs are always assessed as the most essential parts of speech, so their collocations also play crucialroles in conveying semantic meanings Meanwhile, comparative previous studies on English-Vietnamese

in business mainly focus on formation of economic terms (Nguyễn Thanh Tùng, 2017), of marketingterms (Hà Thị Hương Sơn, 2019), on sentence structure of advertisings texts (Bùi Diễm Hạnh, 2013), onlanguage usage of posters (Nguyễn Thanh Tùng, 2009), or the use of capital letters in English-Latvianmarketing texts (Birzniece, 2006) In fact, the equivalence assessment on semantic modificationembedded in nominal groups and verbal groups of English – Vietnamese translation of marketing textshas not been researched so far This is actually a gap for the present study to be conducted

Thus, this study attempts to investigate the equivalence in semantic modifications of nominal groups(hereafter nominal groups- NGs), and verbal groups (hereafter verbal groups – VGs) related to marketsegments and the core marketing strategy of digital era 4.0 manifest in an English-Vietnamese marketing

translation Because of the aforementioned reasons, the research entitled “A comparative study on English-Vietnamese translation of business texts” is carried out to partly fill in the existing gaps in

translation studies on business texts, specifically marketing texts

1.2 Research aim and objectives of the study

The overarching aim of the study is to assess the equivalence extent of semantic modificationsembedded in nominal groups and verbal groups of a Vietnamese marketing translated text compared to itsEnglish original As the theoretical background, House’s model (2015) is applied to identify thetranslation equivalence of nominal groups (NGs) and verbal groups (VGs) of a marketing text in thecontext of English-Vietnamese translation, the study is expected to draw out the theoreticalsupplementation for such context of non-literary texts

In order to achieve this aim, the objective set for this study is to investigate the extent of equivalence

of the NGs and VGs with semantic modifications in the Vietnamese translation compared with those inthe English original on the basis of the functional-pragmatic perspective of House’s model NGs and VGsrelated to market segments and human-centric marketing strategy as language units play an essential role

in conveying the ideational and interpersonal meaning of the ST, thus their translation in the TT is takeninto analysis and comparison to find out the differences between the two texts

1.3 Research question

To achieve the overarching aim of this study, the research question is formulated as follows:

“To what extent are English-Vietnamese translation of nominal groups and verbal groups with semantic modification related to market segments and human-centric marketing strategy in a marketing text equivalent from the functional-pragmatic perspective of House (2015)?”

1.4 Scope of the study

The present study concentrates on uncovering the equivalence extent of the English-Vietnamesetranslation at lexical level namely nominal groups (661 cases) and verbal groups (392 cases) related tomarket segments and human-centric marketing strategy with semantic modifications in the chosen

translated marketing text “Tiếp thị 4.0: Dịch chuyển từ Truyền thống sang Công nghệ số” published

by Trẻ Publisher in 2018 (5th edition) Only NGs and VGs in the translation which contain semanticmeaning differences from those in the ST are taken into consideration in the present study

1.5 Methods of the study

The research approach employed for this study is mainly the qualitative On the theoretical basis ofHouse’s model (2015) with the combination of Appraisal theory by Martin and White (2005) as abenchmark to measure the equivalence extent, comparative, descriptive, interpretive and evaluativemethods of qualitative approach are applied to reach an in-depth analysis It can be argued that, thispresent study heavily relies on the qualitative approach while the quantitative approach just contributes tocalculating the statistics Therefore, by nature, this study is descriptive, comparative, interpretive andevaluative

1.6 Significance of the study

Theoretically, House’s functional-pragmatic model (2015) is proven to be effective and valuable notonly with literary texts, but also with non-literary texts The extension of House’s model with the adoption

of Attitudinal and Gradational resources of Appraisal Theory (Martin & White, 2005) is confirmed in amarketing text – a non-literary text The extended supplementary along with the achievements of theprevious studies faciliates the researcher explore the translators’ attitudes embedded in the semanticmodifications of NGs and VGs in the translation

Practically, the research findings enable translators and translator training with the strategies totranslate NGs and VGs in a non-literary text, particularly a marketing text Unlike the common

assumptions of arguing that for non-literary texts the most popular translation strategy is the literal orword-for-word, the chosen translated marketing text resorts several strategies at the same time.Additionally, the linguistic and cultural differences between English and Vietnamese settled down in thetranslation also bring the practical significance to the translation practitioners

1.7 Organization of the thesis

The study consists of six major chapters, with the total of 188 pages including the Introduction and

Conclusion

Chapter 1 - Introduction

Chapter 2 – Literature Review

Chapter 3- Research Methodology

Chapter 4- Translation Equivalence of Nominal groups and Verbal groups related to market segments Chapter 5- Translation Equivalence of Nominal groups and Verbal groups related to human-centric marketing strategy

Chapter 6- Conclusion

CHAPTER 2: LITERATURE REVIEW

In this chapter, previous studies on Comparative Translation Studies (CTS) as well asprevious studies on Marketing Texts, the theories about translation studies, the central issues oftranslation studies, and the notion ‘translation equivalence’, popular models of translation qualityassessment, House’s functional-pragmatic model (2015) as the theoretical framework, AppraisalTheory (Martin and White, 2005) with Gradational and Attitudinal resources as the supplementationfor the theoretical framework are thoroughly reviewed Also, the study-related concepts including thegenre of marketing texts, nominal groups and verbal groups with semantic modifications are clearlydefined

2.1 Issue of translation equivalence

The issue of translation equivalence is regarded as one of the central problems and is probablythe most heated issue of translation studies Well-know scholars have different points of view ontranslation equivalence and its classification (Catford 1965, Dagut 1976, Bassnett 2005, Nida 1969,Venuti 2000, Nemark 1988, House 2005) This thesis follows Koller’s (1979) classification of

equivalence including ‘denotative’, ‘connotative’, ‘text-normative’, and ‘pragmatic’ equivalence

because its clarity and applicability

2.2 House’s model (2015)

House’s model of translation assessment as the theoretical background for the study consists

of three levels: Language/ Text; Register and Genre; Individual textual function The present study focuses on analyzing the first and second level, especially on Register in which Field and Tenor

of nominal groups and verbal groups related to market segments and marketing human-centric

marketing strategy are deeply explored Field refers to the content of the text, that means it addresses

the subject matter, which is happening in the text including the related situations and events, entities,

activities, and processes, which the text is describing and conveying to the readers Meanwhile, Tenor

addresses the relationship between participants involved in the actions of the text ‘Tenor’ consists of

the author’s provenance (temporal, geographical and social provenance), author’s stance (intellectual,emotional and affective position and point of view), social role relationship (symmetrical orasymmetrical), social attitude (formality or informality), and participation (simple or complexparticipation)

2.3 Overt, covert translation and culture filters

House also adopts the terms of overt and covert translation to identify SL-oriented translation

or TL-oriented translation, the same as the terms SL emphasis or TL emphasis of Newmark In an

overt translation, the ST is tied in a particular manner to the community and culture of SL and is regularly specifically directed at addressees of the source culture Meanwhile, a covert translation

gains the status of the ST in the target culture and typical examples of this often lie in science texts, or

economic texts In addition to the notions ‘overt’ and covert, the concept ‘culture filter’ (or cultural

filter) is also identified by House as ‘a means of capturing socio-cultural differences in expectation norms and stylistic conventions between the source and target linguistic-cultural communities’ (House,

2015:68) Thus, cultural filters are crucial points because the translator uses them as a compensationfor the ‘culture specialty’ (House, 2010:36) To investigate the culture filters in the translation, theassumptions of cultural differences should be an in-depth examination

2.4 Appraisal Theory by Martin and White (2005) in House’s model

The Appraisal theory includes three branches including Engagement, Attitude, andGraduation with their components and sub-components Among the three components of the Appraisaltheory, Engagement is overlapped with ‘Participation’ in House’s model (in Tenor) It is easily torecognize that ‘Engagement’ is actually a part of Tenor (Participation) ‘Engagement’ in the Appraisal

theory consists of ‘monoglosic’ which is concerned with excluding the author’s utterance and heteroglossic which is concerned with admitting any external positions These categories of

‘Engagement’ are coincided with ‘simple’ participation – monologue and ‘complex’ participation – dialogue of ‘Participation’ in House’s model Therefore, the component ‘Engagement’ of the Appraisal

theory is left in the incorporation with House’s model for this research Only components Graduationand Attitude with their specifications are taken into consideration in the present study

Graduation is realized across two axes of scalability, namely Force and Focus Force refers to

grading according to intensity (intensification) or amount (quantification) which involve inherently

scalar assessments Degree of assessment in intensity can operate through qualities, through processes,

or through the verbal modalities of likelihood, usuality, inclination and obligation The details of

Force-intensification and Force-quantification are clearly realized via the signals of language use.

Under focus, it can be ‘up-scale’, or ‘sharpen’ type, in which the prototypicality is indicated In the

opposite direction, down-scale, or ‘soften’ type mentions the specification to characterize a

phenomenon as having only marginal membership in the category

According to the Appraisal theory, Attitude conveys feelings, emotions and values which can

be defined into three main categories, namely Affect, Judgement, and Appreciation The factors of

polarity and explicitness go along these types Affect deals with language resources for expressing

emotional reactions, either negative or positive ones and it can be realized through three variants,

including dis/inclination, un/happiness, in/security, and dis/satisfaction Judgement category is defined

as language resources used to evaluate behaviours based on various normative principles of social

esteem and social sanction While Judgement esteem covers normality (how special), capacity (how capable), and tenacity (how dependable), Judgement of sanction deals with veracity (how honest) and propriety (how ethical) Appreciation category is identified as language resources used for expressing

the values of thing, that is the evaluation of natural phenomena Three variables of Appreciationcategory include reaction, composition, and valuation Reaction refers to the emotional impact of a text

on human beings, composition deals with perceptions of proportionality and detail in the text, whilevaluation mentions the human assessment of the social significance of the text

2.5 Nominal and verbal groups

Nominal groups contain the head noun preceded and followed by various other items, all of

which in some way characterize the head noun The experiential structure of the nominal group,according to functional grammar perspective (Halliday, 2014) is expressed via the functional elementsextending from Deictic, Numerative, Epithet and Classifier before the head noun, and Qualifier afterthe noun It can possibly exist the case where a verb also lies in the nominal group complex as in the

NG ‘new content, which can be in multiple formats’ (code 116.1) Likewise, a verbal group is the

expansion of a verb, the same as the expansion of a noun in a nominal group The verbal group consists

of a sequence of words of the primary class of verb, is the consistituent that functions as Finite and

Predicator For the cases of gerunds standing as the subject of a clause as in these examples ‘targeting

youth is the most exciting’ (code 85.1-ST) or ‘Marketing to them always involves either cool

advertisements’ (code 85.2-ST), they are still classified as verbal groups because gerunds also originate

from verbs

2.6 Semantic modification

Semantic modification can be understood as the modulation or the shifting of meaning in theprocess of translation Meaning shifting usually occurs sometimes because of a shift or change in ashape from SL to TL This happens due to changes in viewpoint, perspective, other meaningful terms

or cultural factors Vinay & Darbelnet (in Newmark, 1988: 88) states that the term modulation refers to

"a variation through a change of viewpoint, of perspective and very often of a category of thought."

Semantic modification or change in meaning happening in the translation process is actually an eventthat is natural and common

CHAPTER 3: RESEARCH METHODOLOGY

This chapter indicates the methodology applied to the present study First, the rationales forapplying appropriate research approaches and methods are examined and selected Next, it delineatesthe argument for the marketing text selection, the analytical framework, the collection procedures ofdata, and data analysis

3.1 Research approach

This study applies House’s model integrated with two parts of Appraisal theory by Martin andWhite to evaluate the equivalence extent of nominal groups and verbal groups in the selectedmarketing ST and TT, that means qualitative analysis of some linguistic characteristics underdiscussion are the focus of the study So, the qualitative method plays the fundamental role in researchapproach of this study However, although the qualitative analysis serves as the primary method, thequantitative analysis also partly contributes to calculating the statistics

3.2 Qualitative method

The qualitative method including descriptive step, followed by comparative and interpretivesteps, in which evaluative step is involved in the end

(i) describe the functions (meanings) of nominal groups and verbal groups in the chosen text with the

application of describing co-texts and contexts

(ii) compare and explain the differences between the functions of the groups in the ST and in the TT;

(iii) interpret the differences based on the contexts of the texts and evaluate the equivalence extent

While the qualitative approach is the primary research method for this study, quantitativemethod is just used to calculate the statistics of frequency

3.3 Analytical framework

House’s model (2015) is argued to be applicable and effective for the present study because ofits popularity for various types of texts including marketing texts As a broad umbrella, the modelcovers not only micro linguistic level, but also the macro linguistic level embedded in the text Themodel goes through the text analysis in the context of situation and context of culture via Registeranalysis and Genre description In turn, the Register analyses consisting of analysis of componentsField, of Tenor, and of Mode reveal the situational context while Genre description brings the culturalcontext

From the theoretical framework of House, in which the starting point of this study begins

from level of ‘Language/Text’- the lowest level of House’s model, in which NGs and VGs from

marketing-related clauses in the ST are selected, and their translation in the TT are collected

respectively Next, the Register analysis through components of Field, Tenor, and Mode, in which

Field is analyzed in integration with Gradational resources (Force and Focus) to fully explore the scale of ideational function of NGs and VGs in ST, while Tenor is analyzed in combination with Attitudinal resources (Affect, Judgment, Appreciation) to fully uncover the polarity of interpersonal

function The third component - Mode is just briefly mentioned as it is discussed in the previoussection that it contains unremarkable changes Then, the findings of these analyses are put in thecomparison with the translation of these groups in the TT, from which similarities and differences are

uncovered Furthermore, the cultural filter is also incorporated into the model as a means of

explaining socio-cultural differences in stylistic conventions and expectation norms of the twolinguistics - cultural communities

3.4 Data collection

3.4.1 Selection of the Source text and Target text

The text ‘Marketing 4.0: from Traditional to Digital’ written by Kotler, Kartajaya, and Setiawan and published by John Wiley & Sons in 2017 is selected as the source text (ST) for this

stud) This publication is chosen because it is written by the leading experts in marketing: Kotler hasbeen regarded as the Father of modern marketing, who is the excellent distinguished professor in theinternational marketing at Business School Kellogg, Northwestern University, Illinois, America He is

also the author of over 50 worldwide well-known books in marketing Meanwhile, Kartajaya is thefounder of MarkPlus – the biggest marketing firm in Indonesia and Setiawan works as the ChiefOperating Officer (COO) of the company Moreover, this book is published in English and itstranslation is available and approachable in Vietnamese Last but not least, it is a newly-publishedbook, released in English in 2017 and the Vietnamese translation in 2018

The translation by translators Nguyễn Khoa Hồng Thành, Hoàng Thùy Minh Anh and Nguyễn

Quỳnh Như published by Trẻ Publishing House in 2018 is selected as the target text (TT) for the

study The reason lies in the fact that the team leader of the translators Nguyễn Khoa Hồng Thành isCOO of Isobar Vietnam – a big marketing consultancy company of Vietnam, which services globaland local businesses and brands including Huawei, Prudential, Sapporo, Moony, Mead Johnson, LG,Google He gained an MBA at University of Hawaii at Manoa, America with many experiences inmarketing, assuring the high prestige for the chosen translation

3.4.2 Collection of Nominal groups and Verbal groups

After the selection of ST and TT is completed, data of NGs and VGs are gathered from thetexts in the next step First, the ST is gathered by paragraphs for the researcher’s easier observation.The ST is 262 page-long divided into three parts of content with 445 paragraphs all together, in whichthe number of sentences in each paragraph ranges from two to eleven sentences The paragraphs ofthe ST are arranged into the left of a table, while the right of the table contains the translationparagraphs of the TT, thus the ST and TT are put by paragraphs in parallel in the table Next, theparagraphs of the ST discuss market segments and human-centric marketing strategy are selected with

a mark of page number as the word ‘customer’ is also one of the keywords ranked in the eight place in

the wordlist of our recent marketing corpus study (Nguyễn Thị Hồng Hà, 2020) and also the keyword

of the ST in which ‘customers’ are considered the most powerful player in marketing The followingstep is identifying the NGs and VGs related to market segments first, then those related to themarketing strategy The chosen NGs and VGs are coded in number of paragraph and number ofsentence in the paragraph For instance, a NG code 313.7-ST means that the NG is in the seventhsentence in paragraph 313 of the source text, a VG code 126.3-TT means the VG lies in the thirdsentence in paragraph 126 of the target text Similarly, their translation are arranged in the same wayand put in parallel with the ST for comparison

3.4.3 Procedures of data analysis

The procedure of data analysis goes through the following path with three phases The data areanalyzed under the linguistic unit of nominal groups and verbal groups related to market segments andmarketing strategy separately to identify the extent of translation equivalence Each data set goes

through the analytical framework across the analysis steps, from Language/Text level, Registeranalysis level in the situational context, to Genre description level in the cultural context

• Phase 1 Description of the nominal groups and verbal groups in ST;

• Phase 2 Comparison of the nominal groups and verbal groups between ST and TT;

• Phase 3 Interpretation, evaluation of translation equivalence extent between the ST and TT

In the first phase, the nominal groups and verbal groups of the ST are described through the textual

analysis process on the analytical framework The qualitative analysis in line with House’s adapted modelintegrated with Appraisal theory (Martin and While, 2005) is conducted with each set of data, particularly

with analyses of Field, Tenor and Mode Next, the second phase is responsible for comparing nominal

groups and verbal groups in the ST and TT to investigate the translation equivalence extent Finally, afterthe descriptive and comparative steps have been implemented, the subsequently essential step is

interpretive in the third phase.

CHAPTER 4 TRANSLATION EQUIVALENCE OF NOMINAL GROUPS AND VERBAL GROUPS

RELATED TO MARKET SEGMENTS 4.1 Translation equivalence of nominal groups related to market segments

In most of the cases, the positive denotative equivalence to the ST is well kept in the TTthough there is a partial semantic loss when the ideational meaning of several NGs is downscaled inthe force-quantification of number, mass amount or the force-intensification of quality as aboveanalyzed It seems to compensate for the loss of the ideational meaning, the more positiveinterpersonal meaning is gained in other cases Especially, the use of metaphor or Sino-Vietnamesealso contributes to increasing the figurative locution and formality for the TT of NGs about YWNcustomers

The comparison of NGs related to customers-the young between the ST and TT hasuncovered differences along the dimension of Field and Tenor from House’s model supplanted withGradational and Attitudinal resources In terms of Field, the translation in some NGs weakens theforce-intensification of quality or the force-quantification of number or mass when the ST mentionschallenges the young face in their life, for example There are some words omitted, also causing thepartial loss of the ideational meaning The transformation of part of speech in the NGs in thetranslation sometimes causes the ideational meaning loss However, as a compensation, apart fromstrategy of synonymy to guarantee equivalence, some explanation and expansion are added, makingthe translation more informative than the ST Especially, metaphor and figurative locution which arenot available in the ST are applied to the TT, creating the aesthetic factor for the non-fiction translatedtext Regarding Tenor, the authors’ positive attitude is pushed up in the translation when discussing

good qualities the young own and their huge potential in digital era Moreover, the traditionalsociety’s negative assessment on the young behaviors is diminished in the translation, showing thetranslators’ more tolerant attitude towards the young With translators’ efforts, proper names ofproducts or programs in the ST are translated into TL accompanied with a repetition of the ST name inbracket as a proof for the target readers to check their accuracy

The translators have made great efforts in transferring the meaning equivalence of NGsrelated to customers-women to the TT compared those in the ST Specifically, along the dimension ofField, the proper name of a publication about this market segment is translated into the TL with therepetition of the English name in a round bracket afterwards This shows their respect for the targetreaders and professionalism for translating practice In order to convey the ideational meaning apart

from strategy of synonymy, the figurative locution is resorted in the TT through the metaphor ‘đổ sông, đổ biển’ or the culture filter ‘người gác cửa’, enhacing the aesthetic nuance for the translation

and bringing pragmatic equivalence to the translation On Tenor, like the view on customers -theyoung, the authors’ attitude towards this market segment indicates a positive judgment andappreciation on wome’s abilities and roles through a series of positive adjectives In parallel, in the TTthe translators transfer most of the connotative meaning, even in some cases it reaches a higer level

with the addressing forms like ‘bà nội trợ’, ‘nhà quản lý’, with some Sino-Vietnamese words ‘đa

nhiệm’, ‘đa chiều’ or with more formal style like ‘người nắm quyền quyết định’ All of these

strategies contribute to fostering the connotative equivalence for the NGs related to customers-women

in the TT

Through the comparison and analyses along the dimensions of Field, Tenor, and Mode ofHouse’s model, the translation of NGs related to customers-netizens achieves the certain extent ofequivalence Regarding to Field, generally speaking the denotative equivalence is gained in most ofthe NGs in the TT, and the number of NGs with semantic modifications is not remarkable.Particularly, the ideational meaning seems to be partially lost when some of the comparative factorsare not translated Although translation strategy of synonymy is applied to some cases, some NGssuch as ‘digital natives’, ‘evangelists’ or ‘amplifiers’ are not fully explored in their ideationalmeaning In other cases, the longer explanation is added to the translation to reach the denotativeequivalence In terms of Tenor, the authors’ positive attitude is mostly conveyed in the translation withthe translators’ efforts, though there is a partial loss of connotative equivalence in the NG ‘expressiveevangelists’, or a gain in the NG ‘haters’, for instance

4.2 Translation equivalence of verbal groups related to market segments

For VGs about YWN customers, the authors resort mainly verbs of material process in presentactive voice expressing activities and actions marketers should implement to appeal to these segmentsafter analyzing the huge influence of YWN segments in digital society The translation conveys all of

these contents through gaining both the ideational and interpersonal meaning to reach the denotativeand connotative equivalence The translation strategy of synonymy is applied to achieve theequivalence However, there is a partial loss when the business collocation ‘place their bets on’ is notfully conveyed into the TT It seems to compensate this loss, an idiom of SL ‘ cân-đong-đo-đếm’ isused as culture filter to figuratively express the verb ‘tailor’ in another NG This translationcontributes to touching the pragmatic equivalence of the TT Furthermore, the unpopular assessment

of traditional society on YWN is pushed up higher in the TT, leading to a more negative connotation

of the translators compared to that of the authors in the ST

In spite of the ellipsis of word and shift of part of speech or transference in some the VGsrelated to customers-the young in the TT, generally speaking most of the VGs of the TT reach thedenotative equivalence and connotative equivalence compared to those in the ST By adding themodal verb of strong obligation ‘phải’ before the main verb of some VGs, the ideational meaning isstrengthened, leading to a gain in denotative equivalence The authors’ positive judgment andappreciation on the young’s capacity as well as effectiveness of their activities and actions aresometimes pushed up to a higher level in the TT Especially, when addressing the strong criticismfrom the society demonstrated in the ST, the translators often have a more tolerant and protectiveattitude towards the young via the linguistic softeners manifested in the TT

With VGs of the ST mainly using upscaled Gradational resources and positive Attitudinalresources, the translations of the TT generally achieve the denotative and connotative equivalence inmost of cases of VGs related to women’s segment There are only some cases in which denotation andconnotation are intensified when mentioning the winning position of women in arguments onpurchase decision, their difficulty in choosing between work and family, or both, their willingness toadopting assistance from others Likewise, on the side of opposite gender, men’s quickness andsimplicity in buying process are also raised in the translation compared to the ST All of thesecontribute to gaining both denotative and connotative equivalence for the TT On the other hand,when referring to men’s feelings about purchase experience, the translators decrease their negativeperception embedded in the ST, resulting in a partial loss in denotation and connotation of the originaltext

Through the comparison of VGs related to netizens between the ST and TT, some differencesalong dimension of Field and Tenor are disclosed Regarding Field, there is a partial loss of denotativeequivalence in some cases due to the ellipsis of the modal verb ‘can’ in several translated VGs.However, in many VGs the ideational meaning is strengthened by the emphasis of adverbs like ‘chínhlà’ (‘is’), ‘luôn cởi mở’ (‘embrace openess’), ‘một cách áp đảo’ (‘overwhelmingly’) or verb of force-intensification of process like ‘tuôn chảy’ (‘flow’) in the TT The enhancement of ideational meaning

in these VGs also reveals the translators’ positive attitude leading to a gain in both denotative andconnotative equivalence in the translations compared to those in the ST

To summarize, with three main segments: customers-the young, customers-women andcustomers-netizens who are briefly named YWN market segment in the ST, the authors tend to usemany locutions of upscaled force-intensification or upscaled force-quantification to express Field -ideational meaning of NGs and VGs, while the locution of focus is seen rare Along with dimension ofField, Tenor – interpersonal meaning, also witnesses the authors’ positive attitude mainly in ‘goodjudgment’ and ‘high appreciation’ towards these market segments, but ‘affect’ is almost unavailable inthe ST Regarding the translation of NGs, with great efforts of the translators, the TT reaches a quitegood extent of equivalence though there is a partial loss of both denotative and connotativeequivalence in some cases, especially via locutions of the society’s negative judgment on the young.However, it seems to compensate this loss, the TT gains the equivalence of denotation andconnotation in some other cases when highly appreciating women’s roles in families and in makingpurchase decision Especially, ‘culture filter’ and figurative locutions with metaphors, idioms areappropriately resorted in the TT, bringing the aesthetic value to the translation of the ST’s non-literarytext Moreover, some Sino-Vietnamese words are also applied to increase the formality, thus makingthe translation more formal in the academically writing style.

CHAPTER 5TRANSLATION EQUIVAENCE OF NOMINAL GROUPS AND VERBAL GROUPS

RELATED TO HUMAN-CENTRIC MARKETING STRATEGY

5.1 Translation equivalence of nominal groups related to human-centric marketing strategy

The comparison of NGs related to human-centric marketing strategy reveals differences alongthe dimension of Field and Tenor of House’s model, resulting in full equivalence, loss or gain of thetranslation On Field, the denotative meaning of most of the NGs in the TT reach the full equivalencewith those in the ST by different translation strategies First, it is the strategy of synonymy whenwords having similar meaning are resorted (code 277.4, code 280.2, code 280.3, code 280.4,…) or thenegative meaning of the opposite (code 277.5,…) Second, the equivalence is also reached based onthe context of the ST although the translation is quite different from the word in the ST (code 276.1).Third, another strategy is the shift or transposition of part of speech used for achieving theequivalence Usually, the move is from a verb to a noun (code 277.2), or from a question word to anoun (code 281) In some cases of NGs, the Field is pushed up to higher level or expanded to a widerrange of denotation through force-intensification or force-quantification, leading to a partial gain ofdenotative equivalence (code 279.2, code 282.2, code 282.3,…) This strengthened ideationalmeaning is also conveyed via the addition or supplementation for the NGs which is not available in