A comparative study on english vietnamese translation of business texts

MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNIVERSITY NGUYỄN THỊ HỒNG HÀ A COMPARATIVE STUDY ON ENGLISH -VIETNAMESE TRANSLATION OF BUSINESS TEXTS (Nghiên cứu so sánh dịch Anh – Việt lĩnh vực Kinh doanh) MAJOR: ENGLISH LINGUISTICS CODE: 9.22.02.01 Doctoral Thesis of Philosophy in Linguistics SUPERVISORS: ASSOC PROF DR HOÀNG TUYẾT MINH ASSOC PROF DR LÊ HÙNG TIẾN HÀ NỘI, 2022 STATEMENT OF AUTHORSHIP The thesis entitled “A comparative study on English-Vietnamese translation of Business texts” has been submitted for the degree of Doctor of Philosophy I, the undersigned, hereby declare that I am the sole author of this thesis, I have fully acknowledged and referenced the ideas and work of others in this thesis The thesis does not contain work extracted from a thesis, dissertation or research paper previously presented for another degree or diploma at this or any other university Signature NGUYỄN THỊ HỒNG HÀ NGƯỜI HƯỚNG DẪN KHOA HỌC PGS TS Hoàng Tuyết Minh NGƯỜI HƯỚNG DẪN KHOA HỌC PGS TS Lê Hùng Tiến CHỦ TỊCH HỘI ĐỒNG PGS TS Hồ Ngọc Trung PHÒNG QUẢN LÝ ĐÀO TẠO - TRƯỜNG ĐẠI HỌC MỞ HÀ NỘI i ABSTRACT This descriptive, comparative, and evaluative research attempts to assess the equivalence extent of nominal groups and verbal groups related to market segments and marketing strategies with their semantic modifications in an EnglishVietnamese translation of a marketing text from the functional- pragmatic perspective The data are extracted from the Source text (ST) “Marketing 4.0: Moving from Traditional to Digital”, published in 2017 and from the Target text (TT) “Tiếp thị 4.0: Dịch chuyển từ Truyền thống sang Công nghệ số”, published in 2018 The qualitative method is applied to the study, in which descriptive, comparative and interpretive procedures are adopted The data are analyzed and assessed from the functional- pragmatic perspective of House’s model (2015) incorporated with the Attitudinal and Gradational resources of Appraisal theory (Martin and White, 2005), in which component Field is combined with Gradational resources while component Tenor is integrated with Attitudinal resources The findings show that, among the 661 nominal groups and 392 verbal groups collected, 553 cases in the both contain semantic modification in the translation A large number of cases shows an ‘upscaled’ trend of equivalence extent while the ‘downscaled’ trend accounts for a small proportion The upscale can be seen in the figurative expressions, using ‘stronger’ adverbs, modal verbs, more formal words, resorting the longer expressions and applying metaphors which are carefully put in double quotation mark Especially, the cultural filters are employed to be more familiar to the target readers Besides, for the abstract terms, notes of explanation at the end of the page are also carefully added right away to each page, revealing a respectful attitude towards the readership and enhancing the interpersonal function of the translation The downscale in denotative and connotative equivalence occurs just very little in the translation with the phenomenon of ellipsis in several adjectives preceding the nouns, and untranslated proper names in the translation The findings of this study can make theoretical contributions to applying House’s model in uncovering the equivalence of an English-Vietnamese translation of nonliterary texts Also, the model shows the effectiveness when integrated with another theory, particularly with the Appraisal theory of Martin and White (2005) in ii translation studies The practical contributions are for translators, and translator training programme, especially in translating non-literarty texts iii ACKNOWLEDGEMENTS This thesis would not have been made possible without the guidance and the support of individuals who contributed and extended their valuable assistance in the preparation and completion of this study I would like to express my heartfelt gratitude to my supervisors, Assoc Prof Dr Lê Hùng Tiến and Assoc Prof Dr Hoàng Tuyết Minh, who inflame the fervent passion inside me towards the research topic and research progress Without their continuously constructive feedback and encouragement, the thesis could not come into being Additionally, I am deeply grateful to Dr Huỳnh Anh Tuấn, whose guidance and insightful comments are of profound significance during my research completion I also wish to extent my gratitude to Assoc Prof Dr Hồ Ngọc Trung, Assoc Prof Dr Phan Văn Quế, Dr Phạm Thị Thủy, Assoc Prof Dr Phạm Thị Thanh Thùy, Dr Nguyễn Việt Hùng, Dr Nguyễn Thị Vân Đông, Dr Nguyễn Đăng Sửu, Dr Lưu Thị Kim Nhung and Dr Lê Phương Thảo, who gave practical comments on my research proposal and presentations, and provided me with many valuable suggestions to develop my research effectively My sincere thanks also go to the colleagues and friends at the English Faculties of Hanoi University of Business and Technology for their continuous motivation, support, and valuable advice for me across the path I will never forget strong support from Mr Lê Công Phú, Ms Trần Thị Thúy Hà, Mr Nguyễn Việt Xô, Mr Phạm Đức Diễn, Ms Đào Thị Thu Nga, Ms Vi Thị Hồng Ngân, Ms Nguyễn Thị Phương Anh, Ms Nguyễn Thanh Nhàn, Mr Nguyễn Việt Tiệp, Ms Nguyễn Thị Hảo, Ms Đỗ Thị Kim Dung, and Ms Lê Thị Kiều Oanh They have always supported me to overcome the obstacles during my research completion Last but not least, I would like to thank my warm-hearted parents, my enthusiastic brothers, my sisters-in-law and my family with their restless assistance, especially my daughter and my son for their immense tenderness, deep empathy, strong inspiration, and firm support to motivate me throughout upheavals and realize the life values iv TABLE OF CONTENTS STATEMENT OF AUTHORSHIP i ABSTRACT ii ACKNOWLEDGEMENTS iv CHAPTER 1: INTRODUCTION 1 Rationale Research aim and objective of the study 3 Research question 4 Scope of the study 5 Methods of the study 6 Significance of the study Organization of the thesis CHAPTER 2: LITERATURE REVIEW 2.1 Translation Studies 2.1.1 Translation Studies as a discipline 2.1.2 Central issues of Translation Studies 11 2.1.3 Issue of translation equivalence 12 2.2 Approaches of Translation Assessment 16 2.2.1 Response-based approach 16 2.2.2 Linguistics-based approach 17 2.3 Two popular Models of Translation Assessment 18 2.3.1 Newmark’s model of translation assessment (1988) 19 2.3.2 House’s model of translation assessment (2015) 20 2.3.3 Overt, covert translation and culture filters 27 2.3.4 Adaptation of House’s model for the research aim 30 2.4 Appraisal Theory by Martin and White (2005) in House’s model 34 2.4.1 Attitudinal resources of the Appraisal Theory 38 2.4.2 Gradational resources of the Appraisal theory 40 2.5 Nominal groups and verbal groups 44 2.5.1 Nominal groups 46 2.5.2 Verbal groups 48 v 2.6 Business and marketing texts 49 2.6.1 Business texts 49 2.6.2 Marketing texts 50 2.7 Market segments and marketing strategies 55 2.7.1 Market segments 55 2.7.2 Marketing strategies 56 2.8.1 Previous studies on Comparative Translation Studies 57 2.8.2 Previous studies on Marketing Texts 62 CHAPTER 3: RESEARCH METHODOLOGY 66 3.1 Research approach 66 3.1.1 Qualitative method 66 3.2 Analytical framework 71 3.3 Data collection and procedures of data analysis 75 3.3.1 Data collection 75 3.4 Summary 82 CHAPTER 4: TRANSLATION EQUIVALENCE OF NOMINAL GROUPS AND VERBAL GROUPS RELATED TO MARKET SEGMENTS 83 4.1 Translation equivalence of nominal groups and verbal groups related to YWN market segment 84 4.1.1 Nominal groups related to YWN market segment 85 4.1.2 Verbal groups related to YWN market segment 93 4.2 Translation equivalence of nominal groups and verbal groups related to the young market segment 100 4.2.1 Nominal groups related to the young market segment 100 4.2.2 Verbal groups related to the young market segment 109 4.3 Translation equivalence of nominal groups and verbal groups related to women’s market segment 117 4.3.1 Nominal groups related to women’s market segment 117 4.3.2 Verbal groups related to women’s market segment 126 4.4 Translation equivalence of nominal groups and verbal groups related to netizens’ market segment 133 vi 4.4.1 Nominal groups related to netizens’ market segment 133 4.4.2 Verbal groups related to netizens’ market segment 142 4.5 Summary of translation equivalence of nominal groups and verbal groups related to market segments 150 CHAPTER : TRANSLATION EQUIVAENCE OF NOMINAL GROUPS AND VERBAL GROUPS RELATED TO HUMAN-CENTRIC MARKETING STRATEGY 152 5.1 Translation equivalence of nominal groups related to human-centric marketing strategy 152 5.1.2 Comparison of NGs related to human-centric marketing strategy in the source text and target text 157 5.2 Translation equivalence of verbal groups related to human-centric marketing strategy 164 5.2.1 Analyses of verbal groups related to human-centric marketing strategy in the source text 165 5.2.2 Comparison of verbal groups related to human-centric marketing strategy in the source text and target text 168 5.3 Summary of translation equivalence of Nominal groups and Verbal Groups related to human-centric marketing strategy 172 CHAPTER 6: CONCLUSION 175 6.1 Recapitulation of the study 175 6.2 English-Vietnamese translation of Nominal groups and Verbal groups related to market segments 176 6.3 English-Vietnamese translation of Nominal groups and Verbal groups related to human-centric marketing strategy 179 6.4 Contributions of the study 180 6.4.1 Theoretical contribution 180 6.4.2 Practical contribution 181 6.5 Limitations and suggestions for further research 183 REFERENCES 185 RESEARCHER’S ARTICLES RELATED TO THE THESIS 196 vii APPENDIXES I Appendix A Nominal groups and Verbal groups related to market segments I Appendix B Gradational resources embedded in NGs related to the young market segment X Appendix C The authors’ attitudes embedded in NGs related to the young market segment XI Appendix D Process and Graduation embedded in VGs related to the young segment XIII Appendix E The authors’ attitude embedded in VGs related to the young segment XV Appendix F Gradational resources of NGs related to human-centric marketing strategy XVII Appendix G The authors’ attitude embedded in NGs related to human-centric marketing strategy XXIII Appendix H Some of the end-of-page explanation for NGs in the TT .XXVII Appendix I Equivalence extent in translating Nominal groups related to humancentric marketing strategy XXXI Appendix K The authors’ attitude embedded in VGs related human-centric marketing strategy XL Appendix L Equivalence extent in translating VGs related to human-centric marketing strategy XLII Appendix M Source Text and Target Text of Nominal groups and Verbal groups related to human-centric marketing strategy XLIV APPENDIX N: Previous Comparative Translation Studies lv APPENDIX O Previous Studies on Marketing Texts lxi viii LIST OF FIGURES AND TABLES FIGURES Figure 2.1 Relation between language and social context (Martin and Rose, 2008:10) 23 Figure 2.2 Three levels of text analysis (Martin and Rose, 2008:17) 24 Figure 2.3 House’s model of translation quality assessment (House 2015:127) 28 Figure 2.4 Theoretical framework of the study 32 Figure 2.5 The Appraisal framework (Martin and White, 2005 from https://www.google.com/search?q=appraisal+framework+(martin+and+white) 36 Figure 2.6 The selling and marketing concept (Kotler 1991 cited in MacKenzie 2001:53) 53 Figure 3.1 Analytical framework of the study 72 Figure 3.2 Procedures of data analysis in the study 81 TABLES Table 2.1 ‘Affect’ category with its types (Martin and White, 2005: 51) 38 Table 2.2 ‘Judgement’ esteem with its variables (Martin and White, 2005: 53) 39 Table 2.3 ‘Judgement’ sanction with its variables (Martin and White, 2005: 53) 39 Table 2.4 ‘Appreciation’ category with its variables (Martin and White, 2005:53) 40 Table 2.5 Variables of Force-intensification (Martin and White, 2005:137-143) 41 Table 2.6 Variables of Force-quantification (Martin and White, 2005: 146) 43 Table 2.7 A nominal group, showing multivariate experiential structure 46 Table 2.8 Experiential structure of the verbal group 48 Table 2.9 The factors related to Marketing mix ‘4Ps’ 53 Table 2.10 Some previous comparative translation studies directly related to this paper 57 Table 2.11 Some previous translation studies of a ST with TTs in the same language 58 ix 295 296 297 298 299 being, one who typically becomes a role model When brands want to influence customers as friends without overpowering them, they must possess these six human attributes p.114 A person who is seen as physically attractive usually has strong influence over others Thus, brands that aim to have influence over their customers should have physical attractions that make them unique, albeit not perfect p.114 For brands, physical attractions can come from their brand identities such as well-designed logos or well-crafted taglines Consider Google and MTV with their dynamic logo systems, which can be flexible instead of static, depending on the context Google continuously alters its logo to celebrate special moments or persons with its Google Doodle p.114 Physical attractions can also come from a compelling product design or a solid customer experience design Consider Apple as an example Apple is well known to excel not only in its industrial-product design but also in its user-interface design Apple’s user interface is often considered very simple and unintimidating even for non-savvy users The Apple Store design is also considered one of the best in the retail industry p.114 Intellectuality is the human ability to have knowledge, to think, and to generate ideas Intellectuality is closely related to the ability to think beyond the obvious and the ability to innovate Brands with strong intellectuality are innovative and have the ability to launch products and services not previously conceived by other players and by the customers The brands thus demonstrate their ability to effectively solve customers’ problems p.114-115 When the Tesla automotive company adopted the name of a famous innovator, Nikola Tesla, the brand promised to continuously innovate as did its name sake The brand does not disappoint; it is in the forefront of major innovations such as electric cars, automotive analytics, and autopilot technologies The intellectuality of Tesla creates a strong brand appeal, even though it does not advertise p.115 XLIX điển hình Khi thương hiệu muốn ảnh hưởng đến khách hàng người bạn mà không lấn át họ, thương hiệu phải sở hữu sáu đặc tính người nêu p 172-173 Một người xem hấp dẫn mặt thể chất thường có ảnh hưởng lớn đến người khác Do đó, thương hiệu nhắm đến việc tạo ảnh hưởng lên khách hàng nên có điểm thu hút thể chất để trở nên độc đáo, dù không hoàn hảo p.173 Đối với thương hiệu hấp dẫn thể chất đến từ hệ thống nhận diện thương hiệu logo thiết kế đẹp câu hiệu sáng tạo Hãy xem trường hợp Google MTV, hai đơn vị có hệ thống logo linh hoạt, thay đổi thay cố định, tùy thuộc vào tình Google liên tục thay đổi logo để chào mừng kiện cá nhân đặc biệt gọi Google Doodle p.173 Sự hấp dẫn thể chất đến từ thiết kế sản phẩm hấp dẫn thiết kế trải nghiệm khách hàng chặt chẽ Hãy xem Apple ví dụ Apple tiếng khơng thiết kế sản phẩm kỹ thuật mà thiết kế giao diện người dùng Giao diện người dùng Apple thường xem vô đơn giản thân thiện kể với người dùng không sảnh sỏi Các cửa hàng Apple (Apple store) xem thiết kế tốt ngành bán lẻ p.173-174 Trí tuệ khả người để có hiểu biết, để có suy nghĩ tạo ý tưởng Trí tuệ có liên hệ mật thiết với khả suy nghĩ vượt qua điều hiểu nhiên khả đổi Những thương hiệu có trí tuệ cao thường sáng tạo có khả tung sản phẩm dịch vị mà trước doanh nghiệp khác khách hàng chưa nghĩ tới Thương hiệu, từ đó, thể khả giải cách hiệu vấn đề khách hàng p.174 Khi công ty Tesla lấy tên nhà phát minh tiếng, Nikola Tesla, để đặt cho mình, thương hiệu hứa tiếp tục sáng tạo tên Thương hiệu khơng gây thất vọng vị trí tiên phong phát minh chủ đạo giới xe điện, phân tích liệu tơ cơng nghệ tự lái Trí tuệ Tesla tạo nên lối thương hiệu mạnh mẽ, quảng cáo p.174 300 Major disruptive innovators such as Uber and Airbnb also demonstrate their intellectuality by coming up with services that connect customers and service providers Major proponents of the socalled sharing economy, Uber and Airbnb are viewed by customers as smart brands p.115 301 A person with strong sociability is confident in engaging with others, showing good verbal and nonverbal communication skills Similarly, brands with strong sociability are not afraid of having conversations with their customers They listen to their customers as well as the conversations among their customers They answer inquiries and resolve complaints responsively The brands also engage their customers regularly through multiple communications media They share interesting content on social media that attracts their customers P.115 303 For example, Denny’s Diner creates a sociable persona on social media that is friendly, fun, and likeable The brand regularly posts witty comments and jokes on Twitter that people like and retweet, making it more human Denny’s Diner behaves as a friend to whom people can relate, thereby receiving a lot of word of mouth Zappos is also known as a very sociable brand Customers can converse with Zappos’s call-center agents for hours discussing shoes and other matters as friends In fact, Zappos holds the longest customer-service call record at 10 hours and 43 minutes p.115-116 304 People who can connect emotionally with others to drive their actions are very powerful influencers Brands that evoke emotions can drive favorable customer actions They connect with customers on an emotional level with inspirational messages Sometimes, the brands also connect with customers by showing off their humorous side p.116 305 Dove is a brand with strong emotionality A humanized brand, Dove addresses the issue of self-esteem among women by encouraging women to love themselves and appreciate their real L Những sáng kiến đột phá lớn Uber Airbnb thể trí tuệ doanh nghiệp đưa giải pháp kết nối khách hàng với người cung cấp dịch vụ Là doanh nghiệp đầu kinh tế chia sẻ, Uber Airbnb khách hàng xem thương hiệu thông minh p.174 Một người có khả hịa đồng cao tự tin việc hòa nhập với người khác, thể kỹ giao tiếp qua ngôn ngữ phi ngôn ngữ tốt Tương tự, thương hiệu với hịa đồng cao khơng ngại có trị chuyện với khách hàng Họ lắng nghe khách hàng trò chuyện khách hàng Họ trả lời thắc mắc giải phàn nàn cách có trách nhiệm Những thương hiệu cịn thường xun gắn kết khách hàng thơng qua nhiều phương tiện truyền thông Họ chia sẻ nội dung thú vị mạng xã hội để thu hút khách hàng p.175 Chẳng hạn, Denny’s Diner- nhà hàng ẩm thực truyền thống kiểu Mỹ- xây dựng tính cách hịa đồng mạng xã hội thân thiện, vui vẻ dễ thương Thương hiệu thường đăng tải lời bình hóm hỉnh truyện cười Twitter làm người “thích” (like) “đăng tải lại” (retweet), khiến thương hiêu trở nên người Denny’s Diner ứng xử người bạn mà liên hệ đến, từ nhận nhiều lời truyền miệng Zappos biết đến thương hiệu hịa đồng Khách hàng trò chuyện với điện thoại viên trung tâm gọi Zappos hàng liền để thảo luận giày dép vấn đề khác người bạn Trên thực tế, Zappos giữ kỷ lục gọi chăm sóc khách hàng lâu với 10 43 phút p.175 Những người kết nối cảm xúc với người khác để thúc đẩy hành động họ người gây ảnh hưởng đầy quyền lực Những thương hiệu khơi gợi cảm xúc thúc đẩy hành động có lợi từ phía khách hàng Họ kết nối với khách hàng cấp độ tình cảm với thông điệp truyền cảm hứng Đôi khi, thương hiệu kết nối với khách hàng cách thể khía cạnh hài hước họ p.176 Dove thương hiệu có cảm xúc mạnh mẽ Là thương hiệu nhân cách hóa, Dove giải vấn đề lòng tự trọng người phụ nữ cách khuyến khích họ yêu thân trân trọng vẻ đẹp thật Với chiến dịch 306 307 308 309 beauty With a massive campaign lasting over a decade, Dove has managed to connect emotionally with women worldwide p.116 Doritos provides a different example with its SuperBowl 50 “Ultrasound” advertisement, which portrays a pregnant woman who is having an ultrasound while her husband is eating a bag of Doritos The advertisement ends with the baby shooting out of the womb to get some Doritos The advertisement turns out to be polarizing; some people consider it hilarious while others see it as disgusting Nevertheless, a facial tracking technology reveals that the advertisement is the most emotionally engaging, even though the emotions it provokes are mixed p.116 People with strong personability have selfawareness; they are conscious of what they are good at while admitting what they still have yet to learn They show selfconfidence and self-motivation to improve themselves Similarly, brands with strong personability know exactly what they stand for—their raison d’etre But these brands are also not afraid to show their flaws and take full responsibility for their actions p.116-117 Patagonia, for instance, stands for social and environmental sustainability It aims to minimize the adverse social and environmental impact of its business activities With its Footprint Chronicles, Patagonia allows customers to trace back the origin of any product that they buy and see the social and environmental footprint of the product Patagonia is honest and confident enough to show that its business processes are not perfect and still in fact harm the environment But it is also determined to improve over time p.117 Domino’s is another example The pizza company made a brave move in 2010 to admit their pizzas were not compelling In an advertisement, Domino’s publicly shared customer feedback about their pizzas In response, the company reinvented its pizzas and offered them to the critics The company confidently took responsibility for its flaws, which made the brand more human.p.117 LI lớn kéo dài qua thập kỷ Dove thành công việc kết nối cảm xúc với phụ nữ tồn giới p.176 Doritos mang đến ví dụ khác với quảng cáo Superbowl 50 “Ultrasound”, kể phụ nữ mang thai siêu âm chồng ăn gói bánh Doritos Mẩu quảng cáo kết thúc với hình ảnh đứa bé tự bắn khỏi bụng để lấy miếng bánh Doritos Mẩu quảng cáo sau nhân nhiều ý kiến trái chiều; số người cảm thấy hài hước người khác lại xem ghê tởm Hơn nữa, công nghệ theo dõi khn mặt cho biết mẩu quảng cáo có thu hút mặt cảm xúc nhất, cảm xúc gợi lên lẫn lộn p.176 Những người có nhân cách cao đẹp thường tự nhận thức thân tốt; họ ý thức họ làm tốt đồng thời thừa nhận điều họ chưa biết Họ thể tự tin động lực để cải thiện thân Tương tự, thương hiệu có nhân cách cao đẹp biết xác họ đại diện- lý tồn thương hiệu Nhưng thương hiệu khơng ngần ngại thể khiếm khuyết chịu trách nhiệm hồn tồn cho hành động p.177 Ví dụ Patagonia, cơng ty thời trang Mỹ ủng hộ bền vững xã hội mơi trường Nó đặt mục tiêu hạn chế đến mức thấp ảnh hưởng tiêu cực từ hoạt động kinh doanh đến xã hội mơi trường Với ý tưởng Footprint Chronicles mình, Patagonia cho phép khách hàng tìm lại xuất xứ sản phẩm mà họ mua xem ảnh hưởng mặt xã hội môi trường tạo sản phẩm Patagonia có đủ trung thực tự tin thấy trình kinh doanh khơng hồn hảo thực tế gây hại đến mơi trường Nhưng cơng ty có tâm cải thiện qua thời gian p.177 Domino’s ví dụ khác Doanh nghiệp bánh pizza có động thái dũng cảm vào năm 2010 thừa nhận bánh pizza khơng hấp dẫn Trong quảng cáo, Domino’s công khai chia sẻ phản hồi khách hàng sản phẩm pizza họ Để hồi đáp, doanh nghiệp chế biến lại bánh pizza tặng cho người chê sản phẩm Domino’s tự tin chịu trách nhiệm cho yếu điều khiến thương hiệu trở nên người nhiều p.177-178 310 Morality is about being ethical and having strong integrity A person with positive moral character has the ability to know the difference between right and wrong Most important, they have the courage to the right thing Similarly, brands with strong morality are values driven The brands ensure that appropriate ethical considerations become a key part of all business decisions In fact, some brands put ethical business models as their core differentiation The brands keep their promises even though customers not keep track p.117 310 Unilever, for instance, announced in 2010 the Unilever Sustainable Living Plan, which aimed to double the size of the business while halving its environmental footprint by 2020 It also aimed to improve the well-being of more than billion people and to enhance the livelihoods of millions of people in the process The corporatewide moral compass was translated into brand-level initiatives in a movement to create more humanized brands within the company Examples include Knorr’s effort to fight malnutrition in Nigeria, the effort by Wall’s to create micro-entrepreneurs in India, and Omo’s campaign to save water in Brazil p.117-118 311 More and more, brands are adopting human qualities to attract customers in the human-centric era This requires unlocking customers’ latent anxieties and desires through social listening, netnography, and emphatic research To effectively address these anxieties and desires, marketers should build the human side of their brands The brands should be physically attractive, intellectually compelling, socially engaging, and emotionally appealing while at the same time demonstrate strong personability and morality p.118 Đạo đức có nghĩa tử tế trực cao độ Một người có phẩm chất đạo đức tích cực có khả phân biệt điều phải điều trái Quan trọng nhất, họ dũng cảm để làm điều đắn Tương tự, thương hiệu có đạo đức tốt thúc đẩy giá trị Thương hiệu đảm bảo cân nhắc đắn mặt đạo đức trở thành phần yếu tất định kinh doanh Trên thực tế, số thương hiệu áp dụng mơ hình kinh doanh có đạo đức điểm khác biệt cốt lõi Những thương hiệu giữ lời hứa kể khách hàng không theo dõi p.178 Chẳng hạn Unilever, công bố kế hoạch Unilever Sustainable Living Plan vào năm 2010, với mục tiêu tăng gấp đôi quy mô kinh doanh giảm nửa ảnh hưởng đến mơi trường vào năm 2020 Nó đặt mục tiêu gia tăng sức khỏe hạnh phúc tỷ người tăng cường sinh kế hàng triệu người trình Kim nam đạo đức toàn tập đoàn biến thành sáng kiến cấp nhãn hiệu chiến dịch nhằm tạo nên nhiều nhãn hiệu nhân văn cơng ty Những ví dụ bao gồm nỗ lực Knorr để chống lại suy dinh dưỡng Nigeria, nỗ lực Wall’s để tạo nên doanh nghiệp vi mô Ấn Độ hay chiến dịch tiết kiệm nước Brazil Omo p.178 Ngày nhiều thương hiệu tiếp nhận đức tính người để thu hút khách hàng thời đại lấy người làm trung tâm Để làm điều này, cần giải mã lo lắng ao ước tiềm ẩn khách hàng thông qua lắng nghe mạng xã hội, nhân học Internet nghiên cứu xâm nhập Để giải cách triệt để ao ước lo lắng này, người làm tiếp thị nên xây dựng khía cạnh người cho thương hiệu Thương hiệu nên thu hút dáng vẻ bề ngồi, thuyết phục mặt trí tuệ, gắn kết cách rộng rãi hấp dẫn mặt cảm xúc đồng thời thể nhân cách đạo đức mạnh mẽ p.179 (italic: Nominal groups; bold &italic: Verbal groups) LII APPENDIX N: Previous Comparative Translation Studies No Author Mohamed Abdou Moindjie (2006) Research problem Research aim Methodology Key findings A comparative study on literary translation from Arabic into English and French Describe textual macrostructures and microstructures of novels from three languages (Arabic, English, and French Descriptive & comparative, corpus-based Similarities and differences are identified between the original and the translation in the two languages Annie Brisset (2009) Translation flows and practices in the global context; how translation foster diversity in languages and cultures; some new translation practices (machine translation) “Translation, Globalization and Cultural Diversity” A comparative study of cultural-specific items in two English translations of Savushun Quality assessment for the translation of museum texts: application of a systemic functional model Assess translation activities in their various forms on large scale; identify the role of machine translation in the globalization A comparative study on English translation of cultural specific items in the ancient Chinese official system Akef & Vakili (2010) Jiang (2010) Qing (2010) Descriptive & comparative Identify translation strategies on cultural items Descriptive & comparative Assess the quality of translation Descriptive & contrastive analysis Indicate translation strategies; Assess the effectiveness of the strategies in coping with cultural references Descriptive & comparative lv Change in the role of translation is recognized: the traditional task of translation was to “debabelize” the world, the paradox today is that it also has the task of “rebabelizing” it Neither of translators used a single strategy in rendering cultural-specific items and both had different trends towards using conservative and substitve strategies The research has shown through the redesign of the assessment procedure for the model Three popular translation strategies are identified: linguistic translation, naturalization and absolute universalization Nazhand & Pur (2011) Assessment of translation quality through the application of House’s model to William Faulker’s ‘The Sound and the Fury’ and its Persian translation by Saleh Hosseini Assess the quality of translation; Identify limitations of the translation Descriptive & comparative Translation errors were identified and suggestions were made Måns Westling (2011) A comparative study on four translations of Strindberg’s The Red Room (1879) Compare norms, strategies and solutions of the four translations Descriptive & comparative Venturini Santiago (2011) A comparative study on literature and translation: two Argentinean versions of the Baudelairean spleen Notice the distinctive characteristics of each translation Descriptive & comparative 10 Fahim Mazaheri (2013) A comparative analysis of translation strategies in dealing with cultural specific items of Romance novels before and after the Islamic Revolution of Iran Identify translation strategies in dealing with cultural specific items before and after the Islamic Revolution of Iran Descriptive & comparative Corpus-based The translations of 1967 and 2009 are to a greater extent oriented towards the source culture In contrast, domestication aims at the assimilation of foreign elements into the TL and culture, which is somewhat more indicated by the two early translations In Lamarque’s TT, the metrical imperative is conditional on all the other choices, the syntax gets more complicated, but Cristófalo’s version is closer to the French text: the verses are, syntactically, less complex than those in Lamarque version, clearer Conservative and substitutive strategies are used in the translation 11 Kargazadeh & Paziresh (2014) Assessing the Persian translation quality of Kite Runner through application of House’s (2014) functional pragmatic model Assess the quality of translation Corpus-based The translation is overt; translation errors and mismatches were identified 12 Luc van Doorslaer (2014) A comparative methodological approach adds value to the existing translation research; Discusses the advantages and limitations of comparative TS; Descriptive & comparative methodological approach Distinguishing between text-oriented microand context-oriented macro-comparative research in TS is identified: the former focuses on language pair related and area- lvi The pros and cons of the idea of developing a comparative branch of TS Find out one of the pitfalls as the unit of comparison restricted case studies, the latter concentrates on larger systemic, sociocultural categories 13 Shakernia (2014) A comparative study on a short story and its translated text Assess the translation quality Comparative The translation is covert Mismatches were recognized 14 Tabrizi & Chalak (2014) A comparative study on Orwell’s “Nineteen Eighty Four” and its Persian translation with the application of House’s model Assess the translation quality Descriptive & comparative Translation errors were detected; mismatches were identified; the TT did not achieve the criteria to be an overt translation 15 Alikhademi (2015) Assessing Persian translation “Langman’s Medical Embryology” base on House’s model of translation quality assessment Assess the translation quality Corpus-based & Interview The translation is covert; Errors of the translation are recognized 16 Sasaninejad & Delpazir (2015) Identify the strategy applied to translate culture-specific items Descriptive & comparative TL-oriented translation strategy is used 17 Rahmanian (2015 A comparative study on translating cultural specific items of the novel “Spartacus” from English into Persian A comparative study on Emily Dickinson’s poems and their Persian translation Assess the translation quality Descriptive & Comparative 18 Phạm Thị Thủy (2015) A comparative analysis of Australian short stories and their Vietnamese translations Assess the translation quality Descriptive & comparative 19 Hassan (2016) A comparative study on the original and the English translation of the Hilali Epic Assess the translation quality Descriptive & comparative Translation errors were detected; most of the overt errors were made intentionally by the translators; House TQA model is not completely suitable for assessing the quality of English poetry into Persian Translations are covert, several mismatches are pointed out; translations are equivalent at the level of ideational functional component and genre The translation does not reach the functional equivalence lvii 20 María Calzada Pérez (2016) Subcorpora of the European Comparable and Parallel Corpora of Parliamentary Speeches Archive, including the European Parliament subcorpus and the British House of Commons subcorpus Find out differences and similarities in translational phenomena at the micro-level; explores the diachronic dimension of comparison Descriptive & comparative; Corpus-based Other possible ways of pursuing comparative corpus translation studies are adumbrated 21 Zekri Shahsavar (2016) A comparative analysis on Persian translation of English pharmaceutical leaflets based on House’s TQA model Assess the translation quality Comparative & corpus-based Errors and mismatches are identified Assess the translation quality and identify translation strategies Analytical & comparative A large number of the translations fail to meet any assessment criteria; the strategy of couplets with the combination of transference and faithful translation are used for movie series Compare some prepositional constructions in English and French using data from the Nor – Eng – Fr – Ger (part of the Oslo Multilingual Corpus) and some constructions in Swedish and Norwegian Assess the translation quality Comparative & contrastive; Corpus-based The advantages of comparing translations into different languages of the same source texts rather than original texts and their translations are explored Comparative & Contrastive Some shortcomings are shown; misunderstanding is identified; irrelevant information is added 22 23 24 Trần Thị Minh (2016) Thomas Egan (2016 ) Nguyễn Thu Hằng (2016) A comparative analysis of English movie titles and their Vietnamese translation A comparative study on the same ST and the translations into different languages A comparative study on translating Ankit Panda’s English article into four Vietnamese translations lviii 25 Faezeh Arbabi (2016) A comparative study of translation ability of different universities Discover similarities and differences of participants’ translation ability Descriptive & comparative 26 Gleb Dmitrienko (2017) A comparative study on translator training programs in Canada and Russia Compare translationrelated institutions in the two social systems Descriptive & comparative 27 Sergey Tyulenev, Binghan Zheng & Penelope Johnson (2017) Weili Wang & Xiangdong Li (2017) A comparative study on how translation/interpreting is viewed as a profession in three different cultural and socio-political systems (Russia Understand the translation profession in the different countries Descriptive & comparative Embassies/consulates as consumers/commissioners of translational products have an ‘external’ view on translation, while translation agencies as translational service providers are examples of an ‘internal’ view on translation Identify the arearestricted isolationism in translation studies Descriptive, analytical & comparative Different TS communities tend to develop their own research priorities and norms responsible for area-restricted isolationism in TS such differences are shrinking over time, isolationism is gradually disappearing 28 & some countries of the former USSR, China and Spain) A comparative study on TS communities in Spain and South Korea lix There were no significant differences between the translation ability of the participants in terms of accuracy, finding equivalents, grammar and source text style However, there was a significant difference in terms of register and target culture, the items of shifts, omission, addition and inventing equivalents Russian ones might benefit from higher course selectivity, bring a greater variety of professional specializations and the possibility of individual customization of professional education; Canadian programs might strengthen their linguistic aspects  29 Ata Naser Al Holi (2017) A comparative study on the translation of special Quranic expressions 30  Ida Ranjbar Golkhandan (2019) A comparative study on the impact of instructing translations models 31 Triệu Thu Hằng (2019) A comparative study on translating cultural specific references of an English novel and its Vietnamese translation Identify the success of a translation method through a comparative analysis of differences among translations of certain Quranic expressions by the famous scholars Discover the result of the impact of teaching translation strategies on the translation performance of Iranian law students Descriptive & comparative Literal translation is regarded as the best method for rendering these Quranic expressions, because it maintains both the direct and indirect meanings of the expression whether it is idiomatic or figurative Descriptive & comparative Assess the translation quality Descriptive & comparative Translation strategies had a positive effect on law students' translation performance and the experimental group obtained somewhat higher scores in the post-test than in the pre-test, making the difference between the pre-test and post-test scores statistically significant Non-translation plus en-of-book glossary are used to translate proper names; regional dialects have been neutralized in the TT; cultural filters are inevitable lx APPENDIX O Previous Studies on Marketing Texts No Author Ehsani & Zohrabi (2014) Research problem Assessing translation of advertising text (EnglishPersian) based on House’s functional-pragmatic model of translation quality assessment Research aim Assess the quality of translation; Identify limitation of the translation Methodology Qualitative & quantitative Key findings Textual and logical relations in marketing texts written by international undergraduate students Investigate and compare thematic progression patterns and composition of information value in five business marketing plan reports, and the logico– semantic expansions between the visual semiotic resources and the text surrounding them Understand and identify, according to categories of analysis established based on the existing literature, whether the generated feelings by threat appeals are positive or negative Analytical (the SF-MDA: The students have managed professional workplace practices by showing their understandings of marketing as part of overall business management, by engaging in analyses and planning, linked to what they to with the company, which in turn could affect them in and beyond the university Analytical, & comparative The generated feelings are sadness, fear and empathy; the greater representativeness of positive feelings expressed by the users; in response to anorexia nervosa intervention campaigns, users reacted mostly through demonstrations of appreciation, support and adoration, the feelings generated are those of love, pleasure and admiration Suggest an initial path for those who are new to text analytics for marketing; illustrate multidimensional sentiment analysis, analysts an extension of sentiment methods described by Berger et al., The path of nine steps is recommend for the marketer to text analytics: make the business question as crisp as possible; (ii) build out a skeleton analysis using freely available text as a proxy data set; (iii) bring in real data; Hesham Suleiman Algousef (2016) Rita Ferreira Gomes & Beatriz Casais (2018) Feelings generated by threat appeals in social marketing Chris Chapman (2020) A commentary on texts in marketing practice; a set of typical marketing questions for text analytics; a few common, lxi Systemic Functional Multimodal Discourse Analysis) & comparative Translation weaknesses were identified nonobvious, complications for text analyses need to incorporate a large degree of inspection and qualitative analysis and to carefully consider the characteristics of both their texts’ origins and any dictionaries used in analyses Alexandra Amado, Paulo Cortez, Paulo Rita & Sérgio Moro (2017) Trends on Big Data and application of Big Data in marketing; Analyzes of research conducted in this domain Identify the trends in these applied domains through different dimensions Provide the needed research insights on Big Data in Marketing to understand how Big Data is being managed and tackled to Eva Birzniece (2006) Shift of use of capital (upper case) letters in English and Latvian marketing texts Identify the shifts in capitalization practices in marketing texts in Latvian; Explain the reason why there are such shifts in marketing texts in Latvian; suggest relevant hypotheses related to this issues lxii using shared R code and an online text source Research literature analysis Observational, analytical & comparative (iv) follow the steps outlined in Berger et al (2020) to com pile the data set; (v) initially use standard dictionaries (vi) audit the raw comments; (vii) initial analyses; (viii) take the results out for qualitative research assessment; (ix) lean toward separate, more focal reporting, rather than “all-up” scores Big Data in Marketing has seen an increasing interest over the years, with each year doubling the previous one in publication output numbers; most of the research originates from Europe, North America and Asia; There are few publications in South America or Africa; Plenty of research is being ducted on Big Data and on Marketing, but less is found in addressing specifically the benefits that marketers could potentially achieve through Big Data solutions; Big Data adoption within the industry is taking place nowadays, but there is a gap for research to clearly identify the pros and cons for organizations to invest in Big Data; Several specific Marketing related terms often seen as associated to data analysis were included (e.g., customer retention, customer segmentation) One of the Latvian shifts is probably caused by external influence and the other comes from internal sources; These changes are considered as matters of orthographic change, cultural change, the introduction of new (or previously little utilized) communication channels and tools and demonstration of the Jae-Won Hong & Seung-Bae Park (2019) Identification of marketing performance using text mining of airline review data Identify prominent keyword by extracting major keywords from the keywords extracted; confirm differences in influences of the keywords which affect corporate performance Jonah Berger, Ashlee Humphreys, Stephan Ludwig, Wendy W.Moe, Oded Netzer & David A.Shweidel (2020) Using text for marketing insight: how can marketers best use data for marketplace interaction, how text can be a powerful tool both for prediction and for understanding (i.e., insights Provide an overview of automated textual analysis and details how it can be used to generate marketing insights; Gregory L.Friedman (2018) A comparative study on cross-cultural promotional competence Investigate whether an inductive, collaborative information and lxiii Analytical & synthetical Analytical & synthetical Descriptive, comparative & contrastive development of new communication rules; The paper also brings out some hypotheses about what may cause this and suggests some observations about what this reflects about culture and language and how these are applied to other languages Keywords found show distinctive features: certain tendency, airlines accordingly need service management; Some keywords significantly correlate with marketing performance, but others not: the company could uncover consumers’ needs through the prominent keywords and managing the properties related to the prominent keywords would help with improving corporate performance; Suggest distinctive treatment with “satisfaction” in terms of service management Suggest a set of guidelines and procedures in text analysis and potential areas for future work; Highlight some common metrics and challenges for researchers so that they can address issues of internal and external validity; Recommend how textual analysis can unite the tribes of marketing: while most marketing problems are interdisciplinary, the field is often fragmented By involving skills and ideas from each of the subareas of marketing, text analysis has the potential to help unite the field with a common set of tools and approaches The student material engendered stronger overall destination image, based on source communication technologybased approach to learning promotional language may help non-native English speakers produce destination material that can be effective in a real-world context Identify similarities and Descriptive, differences of sentence comparative & structure, semantics and contrastive pragmatics in Vietnamese and English credibility, interest in travel to the destination, and higher service expectations A comparative methodological approach adds value to the existing translation research; The pros and cons of the idea of developing a comparative branch of TS Help users understand fully and use marketing terms correctly Descriptive, comparative & contrastive Linguistic characteristics of Vietnamese posters Find out the linguistic characteristics of Vietnamese posters Descriptive & analytical English and Vietnamese marketing terms share seven similarities related to part of speech, grammatical structure, mode of formation, element of formation and model of formation; English marketing terms are mainly receive terms from other disciplines like economics, journalism and information technology while the Vietnamese ones come from borrowing, imitating formation or meaning Language in Vietnamese posters (with or without illustrated images) are brief, aesthetic, repeated, easily memorable, attention appealing and often explicit with the aim of giving information and persuading viewers Identify the equivalents of Comparative & contrastive of student and DMO marketing text Bùi Diễm Hạnh (2013) 10 Hà Thị Hương Sơn (2019) A comparative study on the structure- semanticsand pragmatics of some types of sentences in Vietnamese advertisements with those in English 11 Nguyễn Thanh Tùng (2009) 12 Trần Quốc Việt English commercial (2017) economic terms and their equivalents in Vietnamese English commercial economic terms in Vietnamese lxiv Both Vietnamese and English language use simple and narrative sentences in their advertisements; rhetorical techniques such as metaphoric, or reverse are effectively exploited; however, reasoning argumentative sentences appear more in Vietnamese than in English English commercial economic terms can be words or phrases consisting of one to five elements; they can be simple, derivative or compound with nine models of formation; meanwhile in Vietnamese they are up to six, seven element with ten models of formation lxv ... section deals with the approaches of assessing translations, one of which this study will follow 2.2 Approaches of Translation Assessment House (1997:1) argues that translation quality assessment... characteristics A partial translation is a translation, where parts or some part of the original is left non-translated, but they are just shifted to and integrated in the TT A full translation. .. phonetics, vocabulary and grammar and proven to be “genealogically” related Comparative linguistics was developed and marked when non-European languages from Africa, Asia and America appeared in wordlists,