Luận án nghiên cứu so sánh bản dịch anh – việt trong lĩnh vực kinh doanh

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 A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor 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 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 in which the nominal groups and verbal groups of the ST are described in terms of Register and Genre, followed by the comparison of these language units between the ST and TT Finally, the interpretive steps are applied to analyze the semantic modifications before the evaluation of equivalence extent is provided The sources of 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) House’s model begins with language embedded in the text, then Register is analyzed and Genre is described On Register, component Field is combined with Gradational resources while component Tenor is integrated with Attitudinal resources from Appraisal theory The findings show that, among the 661 cases of the nominal groups and 392 verbal groups collected from the source text, 553 cases (both nominal and verbal groups) contain semantic modification in the translation, in which a large number of cases show an ‘upscaled’ trend of equivalence extent while the ‘downscaled’ trend accounts for a small proportion The translation strategies applied are diverse including synonymy, paraphrasing, using end-of-page note, metaphors,… Moreover, a gain in equivalence can be seen in the way of figurative expressions, using ‘stronger’ adverbs, modal verbs, more formal words, resorting the longer ii expressions than the source text and applying metaphors which are carefully put in double quotation mark Especially, when using metaphors in the translation, the cultural filters are employed to be more familiar to the target readers Besides, for the abstract terms which may raise confusion for the target readers, notes of explanation at the end of the page is also carefully added right away to each page, revealing a respectful attitude towards the readership and enhancing the interpersonal function of the translation Additionally, the pragmatic equivalence is reached in several cases of the nominal and verbal groups in the translation The partial loss in denotative and connotative equivalence occurs just very little in the translation when there is a phenomenon of ellipsis in some adjectives preceding the noun, weakening the supplementary meaning or lowering the meaning of elements in the group or when the proper names in the original text are completely remained the same as in the translated text in spite of their translatability This probably seems to be the translators’ purposeful intention of retaining the identity and aesthetics of the source language The findings of this study can make some theoretical contributions to applying House’s model in uncovering the equivalence of an English-Vietnamese translation of non-literary text Also, the model shows the effectiveness when integrated with another theory, particularly with the Appraisal theory of Martin and White (2005) in translation studies translators, and The practical contributions are for 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 LIST OF FIGURES AND TABLES x LIST OF ABBREVIATIONS xiii CHAPTER 1: INTRODUCTION Rationale Research aim and objectives 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 13 2.2 Approaches of Translation Assessment 17 2.2.1 Response-based approach 18 2.2.2 Linguistics-based approach 19 2.3 Two popular models of Translation Assessment 20 2.3.1 Newmark’s model of translation assessment (1988) 20 2.3.2 House’s model of translation assessment (2015) 22 2.3.2.1 Procedure of House’s model 22 2.3.2.2 Texts and contexts 25 2.3.2.3 Components of House’s model 26 2.3.3 Overt, covert translation and cultural filters 28 v 2.3.4 Adaptation of House’s model for the research aim 31 2.4 Appraisal theory by Martin and White (2005) in House’s model 35 2.4.1 Attitudinal resources of the Appraisal theory 35 2.4.2 Gradational resources of the Appraisal theory 41 2.5 Nominal groups and Verbal groups 45 2.5.1 Nominal groups 47 2.5.2 Verbal groups 49 2.6 Business and Marketing texts 50 2.6.1 Business texts 50 2.6.2 Marketing texts 51 2.7 Market segments and Marketing Human-centric strategy 56 2.7.1 Market segments 56 2.7.2 Marketing Human-centric strategy 57 2.8 Review of previous studies 58 2.8.1 Previous studies on Comparative Translation Studies 2.8.2 Previous studies on Marketing Texts 2.9 Summary 58 63 65 CHAPTER 3: RESEARCH METHODOLOGY 3.1 Research approach 66 3.1.1 Qualitative method 66 3.1.1.1 Descriptive analysis 68 3.1.1.2 Comparative analysis 69 3.1.1.3 Interpretive, explanatory and evaluative steps 70 3.2 Analytical framework 72 3.3 Data collection and procedures of data analysis 76 3.3.1 Data collection 76 3.3.1.1 Selection of the source text and target text 76 3.3.1.2 Collection of nominal groups and verbal groups 78 3.3.2 Procedures of data analysis 80 3.4 Summary 82 CHAPTER TRANSLATION EQUIVALENCE OF NOMINAL GROUPS AND vi 83 VERBAL GROUPS RELATED TO MARKET SEGMENTS 4.1 Translation equivalence of nominal groups and verbal groups related to market 84 segments 4.1.1 Nominal groups related to young, women, netizens’ market segment 84 4.1.2 Verbal groups related to young, women, netizens’ market segment 92 4.2 Translation equivalence of nominal groups and verbal groups related to young 99 market segment 4.2.1 Nominal groups related to the young market segment 99 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 117 market segment 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’ 133 market segment 4.4.1 Nominal groups related to netizens’ market segment 133 4.4.2 Verbal groups related to netizens’ market segment 141 4.5 Summary of translation equivalence of nominal groups and verbal groups related 150 to market segments CHAPTER 5: TRANSLATION EQUIVAENCE OF NOMINAL GROUPS AND 152 VERBAL GROUPS RELATED TO HUMAN-CENTRIC MARKETING STRATEGY 5.1 Translation equivalence of nominal groups related to human-centric marketing 152 strategy 5.1.1 Analysis of nominal groups related to human-centric marketing strategy in the 152 source text 5.1.2 Comparison of nominal groups related to human-centric marketing strategy in 157 the source text and target text 5.2 Translation equivalence of verbal groups related to human-centric marketing 164 strategy 5.2.1 Analyses of verbal groups related to human-centric marketing strategy in the 164 source text 5.2.2 Comparison of verbal groups related to human-centric marketing strategy in the 168 vii source text and target text 5.3 Summary of translation equivalence of nominal groups and verbal groups related 171 to human-centric marketing strategy CHAPTER 6: CONCLUSION 175 6.1 Recapitulation of the study 175 6.2 English-Vietnamese translation of nominal groups and verbal groups related to 176 market segments 6.3 English-Vietnamese translation of nominal groups and verbal groups related to 179 human-centric marketing strategy 6.4 Contributions of the study 180 6.4.1 Theoretical contribution 180 6.4.2 Practical contribution 182 6.5 Limitations and suggestions for further research 183 REFERENCES 186 RESEARCHER’S ARTICLES RELATED TO THE THESIS 197 APPENDIXES APPDENDIX A Nominal groups and verbal groups related to market segments I APPDENDIX B Gradational resources embedded in nominal groups related to XI the young market segment APPDENDIX C The authors’ attitudes embedded in nominal groups related to XII the young market segment APPDENDIX D Process and graduation embedded in verbal groups related to XIV the young segment APPDENDIX E The authors’ attitude embedded in verbal groups related to the XVII young segment APPDENDIX F Gradational resources of nominal groups related to human- XIX centric marketing strategy APPDENDIX G The authors’ attitude embedded in nominal groups related to XXV human-centric marketing strategy APPDENDIX H Some of the end-of-page explanation for nominal groups in the viii XXIX standardised data collected from the target text transferred by professional translators, the generalization of translation principles specializing in translating nominal and verbal groups of marketing texts to gain the equivalence cannot be reached This limitation also suggests for further research, which can continue being carried out on other marketing texts to help create an English-Vietnamese translation corpus of marketing nominal and verbal groups related to market segments and marketing strategies The corpus like that, which the researcher initially conducted, but the results have not been reached yet due to the practical objective conditions, really benefits for translators and translation training programme Besides, further reseach like that also significantly contributes to component ‘corpus studies’ in House’s model which this present study has still left Secondly, conducting a survey with questionnaire is a fruitful way to serve as a cross-sectional design has not been implemented for this study because of the on-going Covid-19 pandemic This limitation has also left a ‘gap’ in this study for investigating the target readers’ response on the semantic modifications of nominal groups and verbal groups As can be seen, the readership plays a crucial role in receiving the finished product of translators, so their point of view really matters with the translation quality Thirdly, it must be frankly admitted that the component of Mode in House’s model which refers to the channel of communication, rhetorical mode, theme-rheme structure and the grammatical system of ‘transitivity’ is still not investigated in this study Likewise, Genre describing the organization of the text type, the language use in relation to communicative purposes, the audiences and the discourse community is also untouched in this research They are, actually the gaps for further rearch to be conducted Finally, the research’s interpretation is also unavoidably individual, personal and somewhat subjective with limited linguistic and cultural background knowledge Meanwhile, both language and culture are mutifaceted and interwoven, so the complexity is also doubled Thus, it can be admitted that 184 what this study has completed is just a modest level in micro size, in which the researcher has merely discovered the equivalence extent of nominal groups and verbal groups related to YWN market segments and human-centric marketing strategy It is hoped that, the type of comparative translation studies in macrosize will be much carried out in the future to generate parallel and comparable corpora, effectively serving translation practice and translator training “All roads lead to Rome” 185 REFERENCES In English Akef, K & Vakili, T (2010) A comparative study of 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Thương mại tiếng Anh biểu thức tương đương chúng tiếng Việt Luận án Tiến sỹ ĐH Khoa học Xã hội Nhân văn Online https://dictionary.cambridge.org/dictionary/english/text https://dictionary.cambridge.org/dictionary/english/business?q=business https://langdaninhbinh.net/tin-tuc/y-nghia-va-bieu-tuong-cong-tam-quan-trong-van-hoa-viet/ http://www.businessdictionary.com/definition/need.html http://www.businessdictionary.com/terms-by-subject.php?subject=2 https://www.google.com/search?q=appraisal+framework+(martin+and+white) https://www.oxfordlearnersdictionaries.com/ http://www.marketingterms.com/dictionary/ http://www.uplevo.com/blog/marketing/marketing-mix-la-gi-khai-niem-marketing-4ps-va7ps/ 196 RESEARCHER’S ARTICLES RELATED TO THE THESIS JOURNAL ARTICLES Nguyễn Thị Hồng Hà (2018) Một số vấn đề đánh giá chất lượng dịch tiếng Việt so với nguyên tác tiếng Anh Tạp chí Ngơn ngữ Đời sống, Số 10 (277), 86-92 ISSN 0868-3409 Nguyễn Thị Hồng Hà (2019) Corpus- based methods in linguistic research Tạp chí Kinh doanh & Công nghệ, Số 05E, 23-29 ISSN 2615-9414 Nguyễn Thị Hồng Hà (2019) Phương pháp khối liệu nghiên cứu thử nghiệm dịch tiếng Việt Marketing Tạp chí Ngôn ngữ Đời sống, Số 12 (292), 82-93 ISSN 0868-3409 Nguyễn Thị Hồng Hà (2020) Kết bước đầu xây dựng khối liệu văn tiếng Anh Marketing Tạp chí Khoa học – ĐH mở Hà nội, Số 69, 63-73 ISSN 0866-8051 Nguyễn Thị Hồng Hà (2020) Linguistic concordance of keyword ‘BRAND’ in a particular marketing publication by Philip Kotler Tạp chí Ngơn ngữ Đời sống Số đặc biệt tiếng Anh, Số 11B, 52-56 ISSN 0868-3409 Nguyễn Thị Hồng Hà (2021) A comparative study on collocating the word ‘PRODUCT’ in ‘The 22 Immutable Laws in Marketing’ and in its translation version Tạp chí Khoa học – ĐH Mở HN, Số 75, 50-57 ISSN 0866-8051 Nguyễn Thị Hồng Hà (2022) Chương trình Tiếng Anh không chuyên bậc Đại học – điểm cuối hành trình điểm đầu hành trình khác Tạp chí Kinh doanh & Cơng nghệ, Số 18/2022, 74-78 ISSN 2615-9414 CONFERENCES ON NATIONAL LEVEL Nguyễn Thị Hồng 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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... 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,... emphasis, in which the metaphor ‘con mắt’ (the eyes) is usually resorted to mention something or someone as an objective for somebody to follow in the TL Thus, the shift from non-metaphoric locution