Luận án Nghiên cứu so sánh bản dịch Anh – Việt trong lĩnh vực kinh doanh

tive strength has not quite been exploredp.40-41 +int.quality -int.quality (+:upscale; -:downscale; int.: intensification) Through applying Gradational resources to examine the ideational meaning of VGs about YWN customers, there are four cases of upscaled force-intensification in either qualities or processes. The enhancement of qualities is conveyed via adverbs with positive meaning like ‘significantly’ (code 78) and ‘thoroughly’ (code 118), while the intensification of process is witnessed via the verb ‘increased’ (code 78). The adverb ‘predominantly’ also shows an upscaled direction as it is a locution of force-quantification of mass., whereas the adverb of modality ‘perhaps’ (code 78) refers to uncertain deduction about the subcultures – the YWN customers and the adverb ‘quite’ (code 118) mentions the inadequate exploration of these YWN segments. TENOR The social role relationship between the authors and the readers is symmetrical. In order to explore the authors’ stance in VGs about YWN customers, resources of Attitude from Appraisal theory are adopted and presented in Table 4.6. Table 4.6. Authors’ attitude embedded in VGs related to YWN market segment in the ST Code Context Attitude Affect Judgment Appreciation 77 (2)topicshave been researched and explored separately. (4)approach has been tailored specifically to cater...P.31 -tenacity +reaction 78 (1) is perhaps not surprising most subcultureshave sets of norms and beliefs (3) authority and power indeed belonged to seniors, +veracity +reactio 118 (1)Youth, women,netizens have long been researched thoroughly ...p.40-41 +valuation (+:positive; -:negative) It can be seen that the authors display a positive attitude towards VGs about YWN customers through their positive appreciation shown via adverbs ‘specifically’, ‘indeed’ and ‘thoroughly’ or via the adjective ‘not surprising’. The only case ‘separately’ evokes a negative attitude when the authors mention the previous fact that the research on each of the YWN market segments has been conducted individually and this approach leads to ineffectiveness in marketing. MODE The text is academically written, so it contains complex language medium. GENRE The text belongs to scientific, non-fiction genre written to inform and instruct the readers in marketing field. STATEMENT OF THE ST’S FUNCTION Regarding ideational function, VGs about YWN customers contributes to analyzing and identifying the influential market segments in digital economy, from which the authors’ useful and practical advice on marketing activities is suggested for marketers to follow and exploit these segments. Concerning interpersonal function, the authors’ attitude is uncovered through the use of adverbs lying in the VGs. COMPARISION BETWEEN THE ST AND TT Several typical VGs about YWN customers with their context in the ST are put in detailed comparison with those in the TT and briefly summarized based on House’s model in Table 4.7. Code 77 ST: (1) marketers should place their bets on youth, women, and netizens... (2)Many topics have been researched and explored separately. (3) , each is a very lucrative segment. (4) approach has been tailored specifically to cater . (5) here is the bigger picture. (6) is a common thread connects P.31 TT: người làm tiếp thị nên tập trung vào giới trẻ, phụ nữ và công dân mạng. Rất nhiều chủ đề đã được nghiên cứu và khảo sát riêng rẽ. mỗi một phân khúc trong ba phân khúc trên đều đủ lớn để sinh lợi. một số cách tiếp cận đã được ‘cân-đong-đo-đếm’ phù hợp để áp dụng. ở một bức tranh rộng hơn có một sợi chỉ xuyên suốt kết nối... p.57 According to Oxford Business dictionary (2008:46), ‘place their bets on’ means ‘invest all their money in’, so this VG should have been better translated into Vietnamese as ‘đầu tư hết tiền của vào’ or ‘dốc hết vốn liếng vào’ instead of ‘tập trung’ in the TT. In Vietnamese the word ‘tập trung’ just evokes ‘rushing into one point or one place’ (Hoàng Phê, 2020:1210), resulting in a partial loss of ideational meaning of this VG. The strategy of synonymy is used for the word ‘explore’ which means ‘search and discover about something’; ‘think or talk about something in order to find out more about it’, according to Cambridge dictionary online (https://dictionary.cambridge.org/vi/dictionary/english/explore). In Vietnamese, the word ‘khảo sát’ with the meaning ‘considering in details to get to know about something’ (Hoàng Phê, 2020:664) can be regarded as a synonym of ‘explore’, leading the denotative equivalence of this word in the TT. Similarly, ‘ở’ and ‘có’ can also be considered the synonyms of the verb ‘be’ in code 77.5, 77.6-ST although they are combined in one sentence in the TT. However, in code 77.3-ST this verb is translated into ‘đều’ because on the context, each of the market segment of YWN customer group is able to create profits, expressing the same characteristics of these segments, but not meaning equality. So, the translation of this case also gains the denotative equivalence. Especially, the culture filter is resorted to transfer the VG ‘has been tailored specifically to cater’ in code 77.4-ST into ‘đã được ‘cân-đong-đo-đếm’ phù hợp để áp dụng’ in the TT. In the SL, the verb ‘tailor’ means ‘make or adapt something for a particular purpose, a particular person’ (Oxford Business dictionary, 2008: 548), particularly to meet the specific needs of YWN customers in the context. The idiom ‘cân-đong-đo-đếm’ containing four consecutively material verbs of measurement in Vietnamese creates upscaled force-intensification of processes when referring to the thorough calculation and precise measurement. So, the translation, apart from gaining the ideational meaning- denotative equivalence, achieves pragmatic equivalence when it touches the cultural feature of TL. What is more, the locution ‘phù hợp’ also strengthens the translators’ positive attitude when it refers to evaluating the appropriateness of ‘tailored’ marketing approach. This can also be regarded as another gain of TT in terms of connotative equivalence. Code 78 ST: (1) is perhaps not surprising most subcultures - come predominantly from either youth, women, or netizens. (2)They were, considered minorities . (3)authority and power indeed belonged to seniors. (4) traditionally higher level of income seniors, men, and citizens have had. P.31 TT: có vẻ không quá bất ngờ các nhóm tiểu văn hóa là phần lớn đến từ giới trẻ, phụ nữ hoặc công dân mạng. họ đã từng bị xem là bộ phận thiểu số . Quả thật quyền lực và sức mạnh tập trung trong các tay trưởng bối, . Đó là do mức thu nhập cao mà những giới này sở hữu. p.57-58 In the TT, the word ‘có vẻ’ conveys ‘an expression of a hesitant declaration’ (Hoàng Phê, 2020: 279) about something afterwards, while ‘perhaps’ in the ST means uncertainty. However, the translation ‘có vẻ’ can be regarded as a semantic equivalence of ‘perhaps’ as based on the context of ST it mentions the authors’ uncertain deduction resulting in the translators’ hesitant declaration. The translation strategy of synonym can be seen in code 78.4 as the VG ‘have had’ is translated into ‘sở hữu’ as it refers to possession, and so can be the case ‘indeed’ – ‘Quả thật’ in code 78.3 though the translation is shifted to the beginning of the sentence. Thus, the denotative equivalence is gained in both of these VGs. Another case of possession lies in the relational verb ‘belonged to’ (code 78.3), which is transferred into ‘tập trung’ – a verb of material process meaning ‘rushing into one place or one point’. So, there is a partial loss of ideational meaning in this translation. The past passive voice of the mental verb in VG ‘were considered’ is translated into ‘đã từng bị xem là’ which evokes a negative connotation. In Vietnamese, ‘bị’ is understood ‘the agent who suffers from bad impact or disadvantage’ (Hoàng Phê, 2020: 88), while the passive voice in the ST just witnesses a neutral attitude of the authors. Moreover, the word ‘đã từng’ also shows an emphasis on the past tense of this VG in the TT. Clearly, the translation of this VG outweighs the ST in terms of negative direction of both ideational and interpersonal meaning, resulting in the extravagancy when talking about the viewpoint of society towards YWN in the past. Code 118 ST: (2)Their collective strength has not quite been explored. TT: Thế mạnh tập thể của họ vẫn chưa được khai phá hết. As aforementioned, the word ‘explore’ means ‘search and discover about something’; ‘think or talk about something in order to find out more about it’, according to Cambridge dictionary online. Meanwhile, it is transferred into ‘khai phá’ (code 118.2-TT) means ‘making wild lands or potential resources useable’ (Hoàng Phê, 2020: 660) which carries a little different ideational meaning from the verb in ST. However, from the context of ST, this translation still makes sense and can be acceptable because YWN customers are considered potential resources which need to be fully used in digital era. From the detailed analyses, a summary of comparison between the ST and TT in translating VGs about YWN customers is presented in Table 4.7 under the components of House’s model. Table 4.7. ST-TT Comparison in translating VGs related to YWN market segment ST profile TT profile Field Subject matter YWN customers Field Subject matter YWN customers (some partial loss, some partial gain, some synonyms, culture filter) Tenor Authors’ provenance American & Indonesian marketing experts Tenor Translators’ provenance Vietnamese professional translators Authors’ stance mostly positive attitudes, slightly negative Translators’ stance mostly positive attitudes (some partial loss, some partial gain, extravagantly negative) Social role relationship Symmetrical Social role relationship Symmetrical Participation simple Participation simple Mode Academically written, complex medium Mode Academically written, complex medium Genre A non-fictional text to inform and instruct the readers Genre A non-fictional text to inform and instruct the readers STATEMENT OF QUALITY For VGs about YWN customers, the authors resort mainly verbs of material process in present active voice expressing activities and actions marketers should implement to appeal to these segments after analyzing the huge influence of YWN segments in digital society. The translation conveys all of these contents through gaining both the ideational and interpersonal meaning to reach the denotative and connotative equivalence. The translation strategy of synonymy is applied to achieve the equivalence. However, there is a partial loss when the business collocation ‘place their bets on’ is not fully conveyed into the TT. It seems to compensate this loss, an idiom of SL ‘cân-đong-đo-đếm’ is used as culture filter to figuratively express the verb ‘tailor’ in another NG. This translation contributes to touching the pragmatic equivalence of the ST. Furthermore, the unpopular assessment of traditional society on YWN is pushed up higher in the TT, leading to a more negative connotation of the translators compared to that in the ST. Next sections go deeper to explore the translation equivalence of nominal groups and verbal groups related to customers-the young, customers-women, and customers-netizens of YWN segment. 4.2. Translation equivalence of nominal groups and verbal groups related to the young market segment 4.2.1. Nominal groups related to the young market segment ST analysis FIELD The text refers to the subject matters of young-generation customers who are dynamic, flexible and quickly approachable to the digital technology and internet connectivity in society. They mainly settle down in urban areas and have a big-city lifestyle. They are early adopters of the new trends, change the social establishments and set up the new order in digital marketing that makes marketers must put them on the primary segmentation of the market. In the ST, they are described as ‘early adopters’ of new products, ‘trend setters’ of buying goods and ‘game changers’ in the market. As justified in the previous chapter, resources of Graduation from Appraisal theory are adopted in order to investigate the upscaling or downscaling values of semantic meaning conveyed in nominal groups about young-generation customers. A number of typical examples discussing the young customers in the TT realized through gradational resources of Appraisal theory are briefly illustrated in Table 4.8 (see more in Appendix B). Table 4.8. Gradational resources embedded in some NGs related to the young market segment Code Context Graduation Force Focus 40 (2)A new breed of customer, will be the majority in the near future (3)demographic dividend of a younger, more productive population. (4) embracing a big-city lifestyle. (6) from a lower socio­ economic status, accomplish greater goals, experience finer things, .. behaviors of people in higher classes. + quant. number + quant. number +quant. proximity + intens. quality + intens. quality + quant.mass -intens.quality + intens.quality + intens.quality + intens.quality 42 (4) purchase decisions involving a wide range of devices. (6) high-touch engagement when interacting + quant.number, scope + quant.promixity 53 (3) younger customers are first to adopt connectivity (4)digital natives become the majority p.22 + intens.quality + quant.number 83.4 (4) all sorts of life challenges realize their full potential in education and career social dynamics among their peers. +quant.number +intens.quality 84.3 young people primary and probably the most profitable customers. p.33 -int.modality +intens.quality 92.1 the growing youth empowerment movements. +intens.process (+: upscale; quant.: quantification; intens.: intensification) In terms of ideational meaning, young-generation customers in the original are powerfully painted through locution of nominal groups with force-intensification and force-quantification in upscaled axis. In particular, the force-intensification of ideational meaning can be realized via using a series of comparative adjectives such as ‘younger’, ‘finer’, ‘greater’, ‘higher’, and ‘more productive’ or the superlatives ‘most profitable’, ‘most exciting’ and ‘highest’, which make meaning of these words upscaled in quality. Furthermore, the force-quantification can also recognized via expressing the upscaled amount, either in number such as ‘a breed of’, ‘the majority’, ‘a range of’ ‘all’, or in mass amount like ‘big’. Additionally, the upscaled extent of ideational meaning can be seen in the scope of ‘wide range’, ‘high-touch’, and ‘recent’ or in proximity of ‘near future’. The increasing development of the youth empowerment movements is also conveyed the adjective - ‘ing’ ‘growing’ with force-intensification of process. The only two cases of downscaled graduation: one refers to the starting point from low social status of YWN and the other mentions kinds of difficulties they face in their life. In short, through analyses of gradational resources embedded in NGs related to the young segment, it can be realized that young-generation customers are increasing in the number with many positive qualities and developing within widely-recent scope. TENOR The social role relationship between the authors and the readers is symmetrical. The team leader of translators is Nguyễn Khoa Hồng Thành, who is a young and professional translator in business, especially with Kotler’s marketing works. He has also just finished translating the marketing work by Kotker titled “Marketing 5.0: Technology for Humanity”. His translated versions are useful for companies and marketers who desire to be successful in marketing in our recent digital society. Authors’ attitude: Resources of Attitude from Appraisal theory are applied to find out the ST authors’ attitude towards the young groups of customers who have a big influence in the sharing society. Table 4.9 shows the author’s attitude towards ‘customers-the young’ embedded in some NGs related to this segment. (see more in Appendix C). Table 4.9. The authors’ attitudes embedded in NGs related to the young market segment Code Context Attitude Affect Judgement Appreciation 79.1 79.2 79.3 79.4 comes to pop culture fields such as music, movies Seniors often do not fully explore the fast-changing pop culture Younger-generation consumers become the first to try new products often becoming the primary target market for marketers. youth accept new products, reach the mainstream market successfully. P.31-32 + normality +capacity + reaction + reaction + valuation + reaction + valuation 84.1 84.3 products do not primarily aim at young customers pursue this lucrative market. young people will be the primary probably the most profitable customers. P.33 + reaction +valuation + reaction + valuation + valuation 85.1 85.2 85.4 the most exciting thing marketers do. Marketing involves either cool advertisements, trendy digital content, celebrity endorsements,innovative brand activations. spend heavilythis interesting marketing segment. P.33 + normality + valuation + valuation +reaction + valuation + valuation 91.2 91.4 91.6 associated with irresponsible selfish behaviors. young people respond more quickly one primary drivers of change ... p.34 -valuation -valuation +reaction +valuation 93.1 93.2 These roles the key to mind-share. the minds of mainstream customers, convincing the important first step. p.35 +valuation +valuation +valuation (+: positive; -: negative) The result of this analysis reveals that the author has very positive judgement and appreciation on ‘customers-the young’ (21/23 cases). His attitudes are expressed via positive adjectives of judgement on normality, like ‘pop’, and ‘trendy’, via a series of positive adjectives of valuation, such as ‘primary’, ‘mainstream’, ‘key’, ‘important’, ‘lucrative’, ‘innovative’, ‘interesting’, ‘tech-savvy’, ‘inspiring’ and via positive adjectives of reaction such as ‘new’, ‘young’, ‘trendy’. The evaluation cases of negative attitude belong to the adjectives ‘irresponsible’, selfish’, ‘rebellious’ and a noun ‘anti-establishment’ used to mention the negative assessment on behaviors which the society often associate with the young (code 91.2). MODE The text is academically written with complex language medium. GENRE The source text belongs to scientific, non-fiction genre of texts to inform and instruct the readers in marketing field. STATEMENT OF THE ST’s FUNCTION The NGs related to customers-the young are used to paint the portrait young-generation customers in digital economy, who play an essential role in the most influential YWN segment of market. So, the NGs convey both ideational function and interpersonal function via the aforementioned analyses of Field and Tenor. COMPARISON BETWEEN THE ST AND TT The NGs related to customers-the young in the ST are put into comparison with their translation in the TT to explore the extent of equivalence. Some typical chosen examples are illustrated and analysed as below. Code 79 ST: (1)Youth set the trends for their seniors, comes to pop culture fields (2) Seniors often do notfully explore the fast-changing pop culture; (3)Younger-generation consumers become the first to try new products, becoming the primary target market for marketers. p.31-32 TT: giới trẻ tạo nên xu hướng cho người lớn tuổi đặc biệt là các xu hướng của nền văn hóa đại chúng Người lớn tuổi thường không bắt kịp với sự thay đổi nhanh của nền văn hóa đại chúng: . Khách hàng thế hệ trẻ là những người đầu tiên trải nghiệm sản phẩm mới, trở thành mục tiêu quan trọng đầu tiên trong con mắt của các nhà tiếp thị. p.58 If the word ‘seniors’ (code 79.1-ST) in the previous section of YWM customer is translated into ‘các trưởng bối’, in this code it is fully rendered with the ideational meaning in the translation ‘người lớn tuổi’ (code 79.1-TT). In Cambridge dictionary online, ‘fields’ is understood ‘as a place where you are working or studying in real situations, rather than from an office, laboratory, etc.’ (https://dictionary.cambridge.org/vi/dictionary/english/field). Thus, the translation ‘các xu hướng’ is actually not a precise translation for ‘fields’, but the word ‘trends’ is discussed right before this NG, leading to repeating the meaning of this word in translating for ‘fields’. In spite of that, the ideational meaning of this word is partially lost. The transformation also happens to the adjective ‘fast-changing’ in code 79.2-ST when it is shifted into a noun ‘sự thay đổi nhanh’ in translation, which can be considered an equivalence in terms of ideational meaning. However, while the adjective ‘fast-changing’ shows a judgement of fast capacity as a quality of the young, this positive attitude is not conveyed in the noun combination ‘sự thay đổi nhanh’ of the TT, which just names entities, but not qualities. Similarly, in code 79.3-ST, the comparative factor of word ‘younger’ in NG ‘Younger-generation consumers’ is also not fully shifted into TT, making a loss of the upscaled force-intensification of this word. Another NG is ‘the first to try new products’ in which ‘try’ means ‘using, doing or testing something in order to see if it is good, suitable, etc’, according to Oxford learners dictionary online (https://www.oxfordlearnersdictionaries.com/definition/english/try), while ‘trải nghiệm’ (code 79.3-TT) in the SL is defined just as ‘going through in reality’ (Hoàng Phê, 2020: 1365). Clearly, there still exists ‘a gap’ of ideational meaning between the ST and TT, resulting to a partially denotative equivalence for this NG. In the same code of the TT, the translation ‘mục tiêu quan trọng đầu tiên trong con mắt của các nhà tiếp thị’ is a replacement of NG ‘the primary target market for marketers’ (code 79.3-ST) revealing some modifications. First, the word ‘market’ is omitted leading to a loss of meaning, followed by transforming ‘target’ as an adjective of quality for the market in the ST into a noun ‘mục tiêu’ in translation. This narrows down the scope of the ideational meaning of this NG when it just refers to the ‘goal’ (mục tiêu), not the ‘market’ as in the ST. However, the metaphor ‘trong con mắt của các nhà tiếp thị’ in the TT goes beyond the ST ‘for marketers’ in terms of ideational meaning. The figurative expression ‘in the eyes’ (‘trong con mắt’) is used to talk about something or someone falling into the sight of others (marketers in this case) and becoming their goal in the TL. This can be seen as the translators’ creativity in conveying the ideational meaning figuratively, increasing aesthetic characteristics for this scientific, non-fiction translated text. Code 83 ST: (3) approximately 90 percent in less-developed countries. (4) facing all sorts of life challenges realize full potential in education(6) gain access to their growing wallets. p.32-33 TT: khoảng 90% ở các Quốc gia kém phát triển. đối mặt với rất nhiều thử thách trong cuộc sống thực hiện hóa những tiềm năng của bản thân trong học vấn tiếp cận đến “ví tiền” đang lớn dần lên của họ. p.60 It can be easily recognized that, some of the NGs in this paragraph (code 83) do not fully gain the ideational equivalence. Particularly, in the ST the gradational resources embedded in the NGs via downscaled quality of a comparative adjective ‘less-developed’, and upscaled amount of a number ‘all sorts of’ are translated into ‘kém phát triển’ and ‘rất nhiều’ respectively in the TT. Furthermore, the adjective of positive appreciation of valuation ‘full’ in NG ‘their full potential’ is also omitted in the TT, leading to a loss of connotative equivalence. The last NG in this paragraph is ‘their growing wallet’ put in a quotation mark “ví tiền” in the TT as an emphasis of the translators on its figurative meaning with implicature of the young’s increasing income. Code 85 ST: (1) targeting youth is the most exciting thing marketers do. (2)Marketing always involves either cool advertisements, or innovative brand activations. (4) since the demographic size is huge, companies willing to spend heavily this interesting marketing segment. p.33 TT: Hơn nữa việc nhắm vào phân khúc giới trẻ là trải nghiệm thú vị nhất mà người làm tiếp thị có thể có được. Tiếp thị luôn bao gồm những quảng cáo đầy phong cách, hoặc những người hoạt động kích hoạt thương hiệu đầy sáng tạo. ... chính vì quy mô của dân số khá lớn, các doanh nghiệp sẵn sàng đầu tư “nặng tay” phân khúc thị trường hấp dẫn này. p.61 The NGs in code 85 of the TT, on the one hand, witness the strengthened meaning through locutions with an upscaled adverb of quality ‘đầy’ in the NGs ‘cool’ -‘đầy phong cách’ and ‘innovative’-‘đầy sáng tạo’ (c