An Appraisal Analysis of Multinational Advertisements for Beauty Products in the Context of Iran
Keywords:Appraisal Theory, Advertising Translation, translation evaluation
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.
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