Ministry of education and training



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Research




MINISTRY OF EDUCATION AND TRAINING

HUNG YEN UNIVERSITY OF TECHNOLOGY & EDUCATION

RESEARCH PROPOSAL



A study on translation of Marketing terms from English into Vietnamese.

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Hung Yen, 2022






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Hung Yen, ……/……/2022

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TABLE OF CONTENTS Page


Hung Yen, 2022 0

1.Abstract 3

2.Introduction: 3

3.Literature Review 5

4.Methods to describe 12

5.Discussion 15

Reference 16



  1. Abstract

      During learning English at UTEHY, some of the students get into trouble translating terms, including me. I offer a study on the translation of Marketing terms from English into Vietnamese. To begin with, the study on translation of basic Marketing terms aims to have a better understanding of difficulties in finding equivalents and strategies or techniques for translating English Marketing terms into Vietnamese. I notice that the power of languages lies in the hands of those who know how to use them. It is the universal key to unlocking the treasure of human knowledge. On the other hand, the research uses both quantitative and qualitative methods at almost the same time so that the researcher may compare, analyze, supplement, and create appropriate results. In conclusion, I would like to contribute to the study of English-Vietnamese translations in universities, in the media and so on. From my point of view, it can be considered a companion for all those who are seeking to improve their English and Vietnamese transition skills as well as the quality of their translations. So I believe that this study can find it useful in their future work and studies, or at least see it as a reference worth looking for. Let's find out!

 


  1. Introduction:

Normally, apart from basic English abilities such as speaking, listening, reading, and writing, translation is the most important aspect of learning English and functioning in an English-speaking workplace. Marketing translation is one of the most challenging translation sectors. Understanding fundamental Marketing terms may help you achieve your full potential in any sector. Whether or not you work in Marketing, you will discover that knowing the advertising, public relations, and communications parts of your business may help you advance your career and make your job easier. It is not simple for everyone to teach and learn Marketing terms. Students must be required to have a specific level of English. It is required to design a Marketing major. However, some of the students get into trouble translating Marketing terms, namely the mistranslation of words, concepts, sentences and so on. Besides, I notice that the power of languages lies in the hands of those who know how to use them. It is the universal key to unlocking the treasure of human knowledge. Moreover, I am also interested in translation skills, especially in the translation of Marketing terms. Hence, that is the main reason that inspired me to carry out a study on the translation of Marketing terms from English into Vietnamese. More significantly, carrying out this study permits me to develop not only their enhanced translation talents but also their specialist expertise.

Next, I have several detailed goals for a study on the translation of Marketing terms from English into Vietnamese. First and foremost, review the theoretical issues relating to translation theory with definitions, terms, methods, and their equivalents and translate Marketing terms, including the translation of ESP and technical translation. Secondly, collecting and presenting fundamental English terms in Marketing. The third one provides Vietnamese equivalents or phrases. Next, analyze the translation strategies and techniques used for the translation of these English terms into Vietnamese. Lastly, providing students majoring in the subject, translators, and others who are interested with a sample and brief reference of basic English terms in Marketing and theirs equivalent Vietnamese.

Moreover, I have some the research questions for this study are common difficulties in finding equivalents and strategies or techniques for translating English Marketing terms into Vietnamese.

On the other hand, the English for special purposes (ESP) system of English for business and economics includes Marketing terms. Learners must invest a significant amount of time in learning and studying these terms. Due to a lack of time and Marketing knowledge, I cannot afford to learn everything there is to know about them. I limited my studies to translation and translation strategies in general, as well as a comparison of basic Marketing terms.

Besides, the research uses both quantitative and qualitative methods, the data gathering instruments, the settings for the present study, the participants' information, the procedures of data collection, and data analysis. This study was also conducted by means of descriptive statistics. Both English and Vietnamese terms in my research are collected from: Internet, the Dictionary of Marketing Terms, and other references. This survey questionnaire is designed to collect data for my research on “how to translation of Marketing terms from English into Vietnamese”. Students' assistance at UTEHY in responding to the following questions is highly appreciated. I give them about ten to twenty questionnaires including interview questions. Then, using the information collected, I will examine its features in order to determine the most suitable techniques for translating from English to Vietnamese.

Lastly, let's discuss the study's design. The study is divided into three chapters, the most significant of which is the second. Chapter 1 is an introduction, followed by Chapter 2 and Chapter 3 is a conclusion. 



  1. Literature Review

TRANSLATION THEORY

  1. Definition

Translation is an operation performed on languages: a process of substituting a text in one language for a text in another. Clearly, then, any theory of translation must draw upon a theory of language—a general linguistic theory (Catford 1965 A_Linguistic_Theory_of_Translation__1965.)

A term is a word or expression that has a particular meaning or is used in a particular activity, job, profession, etc (Longman Dictionary of Contemporary English, 1991). Terminology is the study of and the field of activity concerned with the collection, description, processing and presentations of terms, E.g. lexical items belonging to specialized areas of usage of one or more languages. (Gibbon,1998).

The term” marketing” refers to the activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure.

Vietnamese-English translation can be stated as an accurate rendering of Vietnamese into English in order to be suitable for documents' intended purpose. Translation is also the expression from Vietnamese into English, preserving semantic and stylistic equivalence. It is the replacement of a text in Vietnamese by an equivalent text in English. (p. 8)



  1. Translation Methods

The argument was theoretical: the purpose of the translation, the nature of the readership, the type of text, was not discussed. Too often, writer, translator and reader were implicitly identified with each other. Now the context has changed, but the basic problem remains. I put it in the form of a flattened V diagram: SL emphasis Word-for-word translation, Literal translation, Faithful translation, Semantic translation, TL emphasis, Adaptation,  Free translation, Idiomatic translation, Communicative translation. (A TEXTBOOK OF TRANSLATION- Peter Newmark)


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