Nguyễn Mạnh Quang, Translation theory CHAPTER 2: ORIGINAL AND SUGGESTED TRANSLATION PART 2 “Asking the Right Questions: Setting Goals for Your Campaign” PHẦN 2 “Đặt đúng câu hỏi: Thiết l
RATIONALE
Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy customers With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the others are being innovated
Marketing on the Internet is a marketing and advertising form which uses the Internet to deliver promotional marketing messages to consumers
Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons. Nowadays, Marketing on the Internet is focusing on concerns of people who want to sell their products faster Brand awareness, viral marketing, reputation management, art of conversation marketing, increased sales are hot topics that businesses want to look forward to.
To take a closer look at these topics and find ways to achieve these target, we need to research together to have new looks for our questions.
Through the book “The New Community Rules: Marketing on Social Web” of Tamar Weinberg, we will be clear about these topics.
I hope that through the suggested version, I can provide some knowledge of marketing and media, give more information for someone who wants to know more about social marketing media, as well as analyze the ways for proper translating and dealing with challenges phrases and structures.
AIMS AND OBJECTIVES
Aims
To understand thoroughly theoretical translation and practice flexibly, creatively and exactly on specific English.
To show my ability in translating a document.
To give the general view on translating from source language to target language.
Objectives
To apply knowledge and skill about translation to transfer smoothly and naturally a source text into a target text.
To analyze complicated words, phrases, sentences, structures, etc.
To give implications and solutions for teaching and learning English, especially translation.
To get conclusion and experience after finishing process of translation.
THE SCOPE OF THE STUDY
In general, Social marketing media are the most issue that have attracted the attention of businesses This issue includes of many fields and types relates to marketing, adverting, … However, all this terms cannot be presented here because of limited time and knowledge, so the graduation paper just focuses on Part 2, 3, 4 with title “Asking the right questions:
Setting goals for your campaign”, “Making Your Goals SMART”, and
“Researching Your Social Media Community” in the chapter 2 “Goal setting in the social environment”.
The paper will also show and analyze the difficulties which I met when translating, for example specialized terms, the way to use English grammar and syntactic structures as well as words’semantic features in research fields.
THE TEXT FEATURES
Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services But how do you take advantage of them? With The New CommunityRules, you'll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites
Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other companies have used this approach
The book is broken down into sections that are really easy to follow from an Introduction to Social Media all the way to Sealing the Deal: Putting it all Together Throughout every chapter, there are great visuals, helpful case study examples and the material presented in short concise snippets of information that is never overwhelming This book gives you the right information to get started, and what you need to know as you go along You never feel lost in this book.
The New Community Rules will help you:
Explore blogging and microblogging, and find out how to use applications such as Twitter to create brand awareness
Learn the art of conversation marketing, and how social media thrives on honesty and transparency
Manage and enhance your online reputation through the social web
Tap into the increasingly influential video and podcasting market
Discover which tactics work and which don't by learning about what other marketers have tried
Many consumers today use the Web as a voice The New Community Rules demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service.
If you are trying to get your arms around social media and how you or your business can participate, this book is a superb overview By reading this book you will learn how to use social media in business — whether you are employed in a large business, manage a small business, or are a solo entrepreneur.
The chapter that I choose to translate is part 2, 3, 4 in the chapter 2
“Goal Setting in the Social Environment” This chapter discusses the challenges, hurdles faced in social media marketing and also explains the various ways to leverage social media marketing to achieve specific goals;outlines tools for monitoring online chatter and what you can do to appeal your audience; explains how participation online is critical to success in social media marketing and presents case studies highlighting small and large businesses achieving success with this tactic.
THE TEXT LENGTH
This book includes 12 chapters with 370 pages, but the time is limited so I have translated part 2, 3, 4 in the chapter 2 with 4530 words in length. The name of chapter 2 is “Goal setting in the social environment” and part 2 is “Asking the right questions: Setting goals for your campaign”, part 3 is
“Making Your Goals SMART”, part 4 is “Researching Your Social Media
THE TEXT ORGANIZATION
“The new community rules: Marketing on social web” is a book that covers as many aspects on marketing on the social web as possible It addresses emerging topics such as social media mastery, informational social network, new media tactics,… The whole part 2, 3, 4 in the chapter 2 describes about the essential steps required to develop your social media marketing campaign and offer solutions for a variety of scenarios that such a campaign can address.
Chapter 2: Goal setting in the social environment
1 The Hurdle: Overcoming Fear About an Uncontrolled Message
2 Asking the Right Questions: Setting Goals for Your Campaign
3 Making Your Goals SMART 32 Researching Your Social Media Community
5 When Should I Pursue Social Media Marketing?
ORGANIZATION OF THE STUDY
D EFINITION
There are many ways to definite a notion Based on the personal view of each person, we will have a different definition Thus, the definition of translation is not unique As we know, there are many linguists in the world, so they defined translation in many different ways These are some definitions of translation as following:
1 “Translation is the replacement of textual material in one language (source language) by equivalent textual material in another language (target language)”
2 “Translation is a process of conveying messages across linguistic and cultural barriers”
3 “Translation is a process of rendering the meaning of a text into another language in the way that the author intended the text”
The definitions above are quite good but I personally like the definition number 3 of Peter Newmark because it is easy to understand Moreover, this definition also describes fully the work of translation Translation is the comprehension of the meaning of a text and the subsequent production of an equivalent text, likewise called a “translation”, which communicates the same message in another language We also think simply translation is an activity that translator will express sentences or ideas from Source Language (SL) toTarget Language (TL) with maintaining semantic and stylistic equivalences.
T YPES OF CATEGORIES
There are many types of translation These types of categories can help us deeply understand and easily distinguish the ways of translation Once understanding types of translation thoroughly, we can avoid making mistakes when translating.
This distinction relates to the extent (in a syntagmatic sense) of source language text which is submitted to the translation process The text may be a book, a simple volume, a chapter, a paragraph, a sentence, a clause, etc it may also be a figment, not co-existing with any formal literacy or linguistic unit.
In a “full” translation, the entire text is submitted to the translation process; that is, every part of SL text is replaced with TL text material
"Trẻ em cần được bảo vệ chống lại mọi hình thức bạo lực, gây tổn thương hay xúc phạm, bỏ mặc hoặc sao nhãng trong việc chăm sóc" [P.21]
“Children must be protected from all forms of violence causing harm or offense, and from abandonment and negligence in their case." [P.21]
(Bùi Tiến Bảo-Đặng Xuân Thu, “Interpreting
In a “partial” translation, some part or parts of the SL text are left non- translation: they are simply transferred to and incorporated in the target language text.
"Much can be done even without being physically present in the meeting " [P.21]
"Nhiều việc có thể làm ngay cả khi không có mặt tại cuộc họp " [P.21]
(Bùi Tiến Bảo-Đặng Xuân Thu, “Interpreting
& Translation Course book”) 1.2.2 Total vs Restricted Translation
Total translation is defined that all levels of the SL text are replaced by the TL material However, actually, there is a misunderstanding here because of the term “total translation” We can’t re place all the levels of the SL to the
TL, though total replacement is involved.
It was the pleading cry of a strong man in dicstress
Đó là tiếng kêu van vỉ của một người đàn ông khoẻ mạnh trong lúc tuyệt vọng
(Tình yêu cuộc sống - Đắc Lê dịch) For J.C Catford, restricted translation means the replacement of SL textual material by equivalent TL one, but only in one level Maybe it is performed only at the phonological or at the graphological level, or at only one of the two levels of grammar and lexis.
Hãy để quá khứ chìm vào quên lãng (p 350) (Roger, T.Bell, 1991, Translation, Cambridge University Press) 1.2.3 Phonological Translation
In the translation process, the translators also meet up with many problems that make them difficult to solve, for example phonological translation.
Phonological translation belongs to restricted translation, but in the phonological translation, the SL phonology of text is replaced by equivalent
TL phonology In this kind of translation, the grammar and lexis of the SL text are often remained in the TL text, except some special grammatical or lexical deviations entailed in the process.
In phonological translation, sometimes changes in the grammar or lexis may result accidentally For example, it’s difficult to determine that it means
“singular dog” or plural dog” for English plural word “dogs” when translating into the target language having no morpheme for plural meaning.
(American Literature internal course book)
M ETHODS OF T RANSLATION
In Word-for-Word Translation, the SL word order is unchanged, and words are translated by their most common meanings in dictionary The meanings of words do not depend on the context or cultural factors, so cultural words are translated literally The main use of word-for-word translation is either to understand the mechanics of the SL or to construct a difficult text as a pre-translation process
The only way a baby can show fear, discomfort, pain, hunger, or boredom is by crying
(Dr Sarah Brewer, 1001 facts about the human body)
Một cách một trẻ em có thể cho thấy sự sợ hãi, khó chịu,làm đau, đói hay buồn tẻ là bằng việc khóc.
The SL grammatical constructions are converted to their nearest TL equivalents, but the lexical words are again translated singly out of context.
As a pre-translation process, this indicates the problem to be solved
They were as much alike as two balls of cotton.
(Mitchell, “Gone with the wind”)
Hai anh em giống nhau như hai bành bông vải.
(Cuốn theo chiều gió – Dương Tường dịch) 1.3.3 Faithfull Translation
A faithful translation attempts to reproduce the precise contextual meaning of the original meaning within the constraints of the TL grammatical structures It “transfers” cultural words and preserves the degree of grammatical and lexical “abnormality” in the translation It attempts to be completely faithful to the intensions and the text realization of the SL writer
Semantic translation pay more attention to the aesthetic value (that is,the beautiful and natural sound) of the SL text It means in the translation process, the translator must be refine the completed version to avoid assonance, word-play or repetition jars In this cases, it may translate less important cultural words by culturally neural third of functional terms but not by cultural equivalents, and it may make other small concessions to the readership.
Today in every part of the world, men, women, and children of all faiths and tongues, of every colour and creed, will gather to embrace our common human rights.
(Kofi Annan: “Universal declaration of human rightsilluminates global pluralism and diversity”)
Hôm nay trên khắp mọi miền trái đất, tất cả người lớn, trẻ em thuộc mọi niềm tin và tiếng nói, thuộc mọi màu da và sắc tộc, sẽ tập hợp lại để nối vòng tay lớn lấy các quyền con người của chúng ta.
(“Tuyên ngôn toàn thế giới về nhân quyền soi sáng tính đa nguyên và đa dạng toàn cầu” Lê Hùng Tiến dịch) 1.3.5 Adaptation
This is the “freest” form of translation, used mainly for plays (comedies) or poetry The theme, characters, plots are usually preserved, the
SL culture is converted to the TL one, and the text is rewritten.
(Fiction of Colleen Mc Cuolough)
Tiếng chim hót trong bụi mận gai
(Phạm Mạnh Hùng dịch) 1.3.6 Free Translation
This method produces the matter without the manner, or the content without the form of the original Usually, it is a paraphrase much longer than the original, a so-called “intra-lingual translation”, often prolix, pretentious, and seemingly non-translated at all
It was the pleading cry of a strong man in dicstress.
Đó là tiếng kêu vang của một người hùng lúc sa cơ
(“Khát sống”, Lê Bá Công dịch) 1.3.7 Idiomatic Translation
This produces the “message” of the original again but tends to distort the nuances of meaning by preferring colloquialisms and idioms where these do not exist in the original.
Catch a thief to set a thief
Vỏ quýt dày có móng tay nhọn
This method attempts to render the exact contextual meaning of the original in such as way that both content and language are readily acceptable and comprehensible to the readership This translation is rather news on radio orin newspapers Sometimes, communicative and semantic translation may coincide with each other.
Heartsease (pansy) is used again for healing the heart It is for disappointment in love, and in separation.
Hoa păng-xê cũng được dùng để chữa lành các vết thương lòng Nó xoa dịu sự thất vọng trong tình yêu, nỗi đau phải sống trong cảnh ly hôn.
(Lê Hùng Tiến, On the methods English-Vietnamese Translation)
P RINCIPLES OF T RANSLATION
The translation should reflect accurately the meaning of original text. Nothing should be arbitrarily added or moved, though occasionally part of the meaning can be “transpose”.
Suddenly Jordan, with deep tenderness, ran his hand very slowly over her head.
(The feather Pillow, Horacio Quiroga)
Đột nhiên, rất nhẹ nhàng Jordan từ từ vòng tay qua đầu cô.
The order of words and ideas in the translation should match that in the original as closely as possible This is particularly in the form and other of words When in doubt, underline in the original text the words on which the main stress falls In English, emphasis or main stress can be obtained through inversion of word order and using different structures such as No sooner… than…, It is/was…, Only by…, etc.
No sooner have he left the office than the phone rang.
Ngay khi anh ta vừa rời khỏi cơ quan thì điện thoại reo. 1.4.3 Register
Languages often differ greatly in, their levels of formality in a given context (say, in a business letter) To resolve these differences, the translator must distinguish between formal and fix expressions.
Please fill in this form.
Xin vui lòng điền vào mẫu đơn này.
One of the most frequent criticisms of translation is that “it doesn’t sound natural” This is because the translator’s thought and choice of word are too strongly moulded by the original text A good way of shaking off the
SL influence is to set the text aside and translate a few sentences aloud from memory This will suggest natural patterns of thought in the first language (target language), which may not come in mind when the eyes are fixed on the SL text.
Idiomatic expressions are notoriously untranslatable These include similes, metaphors, proverbs, sayings, jargons, slangs, colloquialisms and phrasal verbs If the expressions cannot be directly translated, try any of the following:
- Retain the regional word, in inverted commas:
Áo dài là trang phục truyền thống của người Việt Nam.
“Ao Dai” is the Vietnamese traditional dress.
- Retain the original expression, with a literal explanation in brackets:
Out of sight, out of mind.
Ai giàu ba họ, ai khó ba đời
The longest day must have an end
- Use a non-idiomatic or plain prose translation:
Con nhà lính tính nhà quan
Born into a poor family but having expensive taste
Note : The golden rule is if the idiom does not work in the Target
Language, do not force it into translation.
The translator in general should not change the style of the original But if the text is sloppily written, or full of tedious repetitions, the translator may, for the reader’s sake, correct the defects.
He ate, and drank, and talked, and asked during the meal.
Anh ta vừa ăn vừa uống, vừa luôn miệng nói, hỏi suốt bữa ăn.
(Nguyễn Mạnh Quang, Translation theory)
ORIGINAL AND SUGGESTED TRANSLATION
“Goal setting in the social environment”
“Thiết lập mục tiêu trong môi trường xã hội”
A SKING THE R IGHT Q UESTIONS : S ETTING G OALS FOR Y OUR
Questions: Setting Goals for Your
Đ ẶT ĐÚNG CÂU HỎI : T HIẾT LẬP CÁC MỤC TIÊU CHO CHIẾN DỊCH CỦA BẠN ”
Setting Goals For Your Campaign
Before you actually embark on your social media marketing campaign,
[1] Đặt Đúng Câu Hỏi: Thiết Lập Các Mục Tiêu Cho Chiến Dịch Của Bạn
Trước khi bạn thực sự bắt tay vào chiến dịch tiếp thị truyền thông xã hội you must clearly define your goals by asking yourself what you are trying to achieve Some social media marketing campaigns arise from the need to push negative results out of the search engine results pages (see the Comcast example in Chapter 1).
In this case, you are aiming for two different goals: reputation management and new links that will emphasize other relevant pages in the search engine results. của bạn, bạn phải xác định rõ ràng các mục tiêu của mình bằng cách tự hỏi bản thân đang cố gắng đạt được điều gì Một số chiến dịch quảng cáo truyền thông xã hội phát sinh từ nhu cầu phải đẩy kết quả tiêu cực ra khỏi các trang kết quả tìm kiếm (xem ví dụ về công ty Comcast trong Chương 1). Trong trường hợp này, bạn đang nhắm đến hai mục tiêu khác nhau: quản trị danh tiếng và các liên kết mới mà sẽ làm nổi bật các trang có liên quan khác trong kết quả của công cụ tìm kiếm.
[2] Let’s discuss the various goals of a potential social media campaign and review scenarios where these goals can be applied.
There are several possible widely known social media marketing objectives that a campaign can allow you to achieve Later in this chapter, we will get more granular in our goal- setting methods.
[2] Hãy thảo luận về các mục tiêu khác nhau của một chiến dịch truyền thông xã hội tiềm năng và xem xét các tình huống mà các mục tiêu này có thể được áp dụng.
Có một số mục tiêu tiếp thị truyền thông xã hội khả thi được biết đến rộng rãi mà một chiến dịch có thể cho phép bạn đạt được Sau đó trong chương này, chúng ta sẽ có được nhiều chi tiết hơn trong các phương pháp thiết lập mục tiêu.
One of the primary objectives for many social media marketing
[3] Tăng lưu lượng truy cập
Một trong những mục tiêu hàng đầu đối với nhiều chiến dịch quảng cáo campaigns is to increase traffic, either among a relevant audience, or in a general effort to gain more eyeballs with the hopes that a fraction of them will be relevant Social media campaigns of this type may focus on generic social sites or pitch to bloggers who cover a wide variety of topics Increased traffic can thus be either highly relevant or not relevant at all However, this may be the exact goal of the social media marketing campaign. truyền thông xã hội là tăng lưu lượng truy cập, hoặc là trong số lượt truy cập có liên quan , hoặc trong một nỗ lực chung để đạt được nhiều lượt xem hơn với hy vọng rằng một phần nhỏ trong số đó sẽ có liên quan Các chiến dịch truyền thông xã hội loại này có thể tập trung vào các trang web xã hội chung chung hoặc quảng cáo cho các blogger những người viết lại bao quát một loạt nhiều chủ đề Lưu lượng truy cập gia tăng có thể có liên quan cao hoặc không liên quan chút nào Tuy nhiên, đây có thể là mục tiêu chính xác của chiến dịch tiếp thị truyền thông xã hội.
[4 ] What does increased traffic do for you?
Increased traffic typically translates to higher rankings on sites like Alexa or Quantcast, both popular site- ranking tools This can result in raised prices for advertising costs if marketers and content creators aim to monetize their own content A site that boasts 5 million monthly unique page views can easily make the argument that its ads should cost
[4] Lưu lượng truy cập tăng mang lại điều gì cho bạn?
Lưu lượng truy cập tăng thường được chuyển sang thứ hạng cao hơn trên các trang web như Alexa hoặcQuantcast, đều là hai công cụ xếp hạng trang phổ biến Điều này có thể dẫn đến tăng giá cho chi phí quảng cáo nếu nhà tiếp thị và người tạo nội dung nhằm mục đích kiếm tiền từ nội dung của họ Trang web tự hào có 5 triệu lượt xem trang khác thường hàng tháng có thể dễ dàng đưa ra lập luận achieves 50 unique visitors a month.
Because increased traffic often correlates with increased trust, other opportunities are available as well.
Increased traffic can aid in the success of other social media objectives, such as brand awareness, reputation management, and improved search rankings. rằng quảng cáo của mình nên có chi phí 5.000 đô la so với trang web chỉ đạt được 50 khách lạ truy cập mỗi tháng.
Bởi vì lưu lượng truy cập gia tăng thường tương quan với sự tin tưởng gia tăng, nên các cơ hội khác cũng theo đó mà xuất hiện Tăng lưu lượng truy cập có thể hỗ trợ cho việc thành công của các mục tiêu truyền thông xã hội khác, chẳng hạn như nhận thức về thương hiệu, quản trị danh tiếng và cải thiện xếp hạng tìm kiếm.
When the traffic boost to the website is not relevant, bounce rates are very high In many instances, visitors are not interacting with the website and will only be interested in the content being shared directly through social channels Sometimes, this can be attributed to the lack of a call for action Most importantly, the social media marketing campaign should aim to increase traffic that is relevant.
For example, at a recent conference I attended, a disability website marketing director complained that her extremely social media–friendly
[5] Chỉ với một mẻ đánh bắt được …
Khi lưu lượng truy cập dẫn lên trang web không liên quan, tỷ lệ bị thoát ra là rất cao Trong nhiều trường hợp,khách truy cập không tương tác với trang web và chỉ quan tâm đến nội dung được chia sẻ trực tiếp thông qua các kênh xã hội Đôi khi, điều này có thể được cho là do thiếu lời kêu gọi hành động Quan trọng nhất, chiến dịch tiếp thị trên mạng xã hội nên hướng đến mục đích tăng lưu lượng truy cập có liên quan Ví dụ, tại một hội nghị gần đây tôi đã tham dự, một giám đốc tiếp thị trang web cho người khuyết tật phàn nàn rằng một bài viết content, which earned hundreds of thousands of visitors in a short period of time via social news site Digg, was not converting into real long-term visitors who would stay on the site and engage with the actual disability site subject matter. cực kỳ thân thiện với truyền thông xã hội, kiếm được hàng trăm ngàn khách truy cập trong một khoảng thời gian ngắn thông qua trang web tin tức xã hội Digg của cô, không chuyển đổi thành thời gian thực sự những người truy cập ở lại trang web và ăn khớp với chủ đề thực tế của người khuyết tật.
[6] She was upset that she invested in a “great blogger” who provided valuable content, but that the site’s visitors would consume the social- media friendly content and then leave shortly thereafter One sample piece of content was related to photographs of funky urinals The urinals had absolutely no relevancy to the mission or goal of the disability website, and naturally, visitors did not venture beyond the Digg submission.
[6] Cô đã bực mình vì cô đã đầu tư vào một "blogger tuyệt vời" người mà cung cấp nội dung rất có ích, nhưng khách truy cập trang web này thuờng vẫn sử dụng nội dung phương tiện truyền thông xã hội thân thiện và sau đó nhanh chóng rời khỏi đó Một mẫu ví dụ có liên quan đến hình ảnh của những chiếc bồn tiểu thú vị Những cái bồn tiểu hoàn toàn không có liên quan đến nhiệm vụ hoặc mục tiêu của trang web về người khuyết tật, và đương nhiên, khách truy cập đã không mạo hiểm vượt ra ngoài giới hạn khuyến nghị của trang Digg.
A bounce rate is the percentage of visitors who enter and exit a website on the same page without visiting any other pages on the site in between A visitor who contributes to the bounce rate goes to the linked-to web page and immediately exits without any site engagement.