An Appraisal Analysis of Multinational Advertisements for Beauty Products in the Context of Iran

Authors

  • Bahareh Lotfollahi University of Isfahan
  • Mansoor Tavakoli 📧 University of Isfahan
  • Hossein Vahid Dastjerdi University of Isfahan

Abstract

Using the Appraisal framework, this article analyzes the language and discourse of English print advertisements for beauty products and their Persian translations. It investigates the linguistic choices made by beauty advertisers that use English for conducting international business as well as the choices made by Iranian translators in translating such ads from English into Persian. The comparison between the two is made in an attempt to explore the potential for Appraisal resources as a means of determining translators’ intervention and subjective evaluation. The advertisements were sourced from the products’ promotional brochures freely available at beauty supply stores in Iran. The analyzed data reveal minor shifts in translations of the resources of attitude that alter the ideological position of the translated advertisements. The results demonstrate that Appraisal Theory could be an appropriate approach for detecting evaluative orientations in advertising discourse as well as inserted values in translation.

Keywords:

Appraisal Theory, Advertising Translation, translation evaluation

Author Biographies

Bahareh Lotfollahi, University of Isfahan

Ph.D. Candidate of Translation Studies, Department of English Language and Literature, Faculty of Foreign Languages, University of Isfahan, Isfahan, Iran;

Mansoor Tavakoli, University of Isfahan

Professor, Department of English Language and Literature, Faculty of Foreign Languages, University of Isfahan, Isfahan, Iran;

Hossein Vahid Dastjerdi, University of Isfahan

Associate Professor, Department of English Language and Literature, Faculty of Foreign Languages, University of Isfahan, Isfahan, Iran;

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Published

2021-01-26 — Updated on 2021-01-28

Versions

How to Cite

Lotfollahi, B., Tavakoli, M., & Vahid Dastjerdi, H. (2021). An Appraisal Analysis of Multinational Advertisements for Beauty Products in the Context of Iran. Iranian Journal of Translation Studies, 18(71), 45–64. Retrieved from https://journal.translationstudies.ir/ts/article/view/822 (Original work published January 26, 2021)

Issue

Vol. 18 No. 71 (2020)

Section

Academic Research Paper

License

Copyright Licensee: Iranian Journal of Translation Studies. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution–NonCommercial 4.0 International (CC BY-NC 4.0 license).