The Effect of Cultural Codes on the Translation Process in the Translation of Baby and Child Care Products

Zeynep Oral; Nurel Cengiz

Makale detayları

The Effect of Cultural Codes on the Translation Process in the Translation of Baby and Child Care Products

Yazarlar:

Zeynep Oral | Nurel Cengiz

Yayıncı:

Hacettepe University

Ana Başlıklar:

Çeviri ve Yorum Çalışmaları

Dergi:

Çeviribilim ve Uygulamaları Dergisi Issue TÜÇEVAS Özel Sayısı, pp.86-108

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001338360

pISSN:

2687-2846

Anahtar kelimeler:

Özet:

 The cosmetics industry plays a vital economic role in the global market through its broad product range. With globalization, these products reach wider geographical markets, and platforms such as Instagram have become key tools in digital marketing. In this landscape, the translation of advertising and promotional texts is crucial for companies aiming to establish or expand their global presence. Since such texts must resonate with audiences shaped by different cultural norms and values, translation becomes a culturally embedded act rather than a mere linguistic transfer. Translating advertisements in the digital era is inherently intercultural, requiring the recreation and adaptation of the source message to align with the cultural references, expectations, and communicative functions of the target audience. In this sense, translation contributes significantly to aligning a brands image with its target market. This study focuses on the French dermo-cosmetic brand Mustela, known for its products targeting babies, children, mothers, and expectant mothers. It analyzes translations of the brands French website into German and Turkish. The theoretical framework combines Geert Hofstedes 1993 cultural dimensions theory with Hugo Vandal-Siroiss 2015 analytic and empathic reading approach to the adaptation of advertising texts. Examples are examined in terms of both textual content and accompanying visuals, assessing the strategies used by translators to adapt content to local cultural values and expectations. Findings show that translation serves not only to transfer meaning but also to culturally reposition the message. Translators play a key role in reinterpreting the brands intent and appeal to suit target audiences. The study highlights the importance of the translator acting as a cultural and marketing mediator in digital advertising, requiring expertise beyond language proficiency, including cultural sensitivity and market awareness.

 The cosmetics industry plays a vital economic role in the global market through its broad product range. With globalization, these products reach wider geographical markets, and platforms such as Instagram have become key tools in digital marketing. In this landscape, the translation of advertising and promotional texts is crucial for companies aiming to establish or expand their global presence. Since such texts must resonate with audiences shaped by different cultural norms and values, translation becomes a culturally embedded act rather than a mere linguistic transfer. Translating advertisements in the digital era is inherently intercultural, requiring the recreation and adaptation of the source message to align with the cultural references, expectations, and communicative functions of the target audience. In this sense, translation contributes significantly to aligning a brands image with its target market. This study focuses on the French dermo-cosmetic brand Mustela, known for its products targeting babies, children, mothers, and expectant mothers. It analyzes translations of the brands French website into German and Turkish. The theoretical framework combines Geert Hofstedes 1993 cultural dimensions theory with Hugo Vandal-Siroiss 2015 analytic and empathic reading approach to the adaptation of advertising texts. Examples are examined in terms of both textual content and accompanying visuals, assessing the strategies used by translators to adapt content to local cultural values and expectations. Findings show that translation serves not only to transfer meaning but also to culturally reposition the message. Translators play a key role in reinterpreting the brands intent and appeal to suit target audiences. The study highlights the importance of the translator acting as a cultural and marketing mediator in digital advertising, requiring expertise beyond language proficiency, including cultural sensitivity and market awareness.

 The cosmetics industry plays a vital economic role in the global market through its broad product range. With globalization, these products reach wider geographical markets, and platforms such as Instagram have become key tools in digital marketing. In this landscape, the translation of advertising and promotional texts is crucial for companies aiming to establish or expand their global presence. Since such texts must resonate with audiences shaped by different cultural norms and values, translation becomes a culturally embedded act rather than a mere linguistic transfer. Translating advertisements in the digital era is inherently intercultural, requiring the recreation and adaptation of the source message to align with the cultural references, expectations, and communicative functions of the target audience. In this sense, translation contributes significantly to aligning a brands image with its target market. This study focuses on the French dermo-cosmetic brand Mustela, known for its products targeting babies, children, mothers, and expectant mothers. It analyzes translations of the brands French website into German and Turkish. The theoretical framework combines Geert Hofstedes 1993 cultural dimensions theory with Hugo Vandal-Siroiss 2015 analytic and empathic reading approach to the adaptation of advertising texts. Examples are examined in terms of both textual content and accompanying visuals, assessing the strategies used by translators to adapt content to local cultural values and expectations. Findings show that translation serves not only to transfer meaning but also to culturally reposition the message. Translators play a key role in reinterpreting the brands intent and appeal to suit target audiences. The study highlights the importance of the translator acting as a cultural and marketing mediator in digital advertising, requiring expertise beyond language proficiency, including cultural sensitivity and market awareness.

 Kozmetik sektörü geniş bir ürün yelpazesi sunarak küresel pazarda ekonomik açıdan önemli bir rol oynamaktadır. Küreselleşme ile birlikte, bu sektördeki ürünlerin pazarı daha geniş coğrafyalara yayılmakta ve sosyal medya, özellikle Instagram gibi platformlar, pazarlama süreçlerinde etkili bir araç olarak kullanılmaktadır. Bu bağlamda, reklam ve tanıtım metinlerinin çevirisi, küresel pazarda yer edinmek isteyen şirketler için merkezi bir konumdadır. Bu metinlerin çevirisinde farklı kültürler ve bu kültürle şekillenen hedef kitle ihtiyaçları, değerleri ve beklentileri söz konusu olduğundan, çeviri salt dilsel bir aktarımın ötesine geçmektedir. Küreselleşmeyle birlikte dijital pazarda reklam metinlerinin çevirisinde kültürlerarası bir süreç söz konusudur ve bu metinlerdeki kaynak iletinin hedef dil ve kültürün işlevsel amacına, kültürel referanslarına uygun olarak yeniden yaratılması ve uyarlanması gerekmektedir. Dolayısıyla çeviri, markanın imajının erek kitleyle bütünleşmesinde önemli bir rol oynamaktadır. Bu çalışmada dijital pazarda önemli bir yere sahip olan bebek, çocuk, anne ve anne adaylarına yönelik ürünleriyle öne çıkan Fransız dermokozmetik markası Mustelanın internet sayfalarının Fransızcadan Almanca ve Türkçeye çevirileri incelenecektir. Makalenin kuramsal çerçevesini Geert Hofstedenin 1993 kültürel boyutlar kuramı ve Hugo Vandal-Siroisin 2015 reklam metinlerinin uyarlanmasına yönelik analitik ve empatik okuma yaklaşımı oluşturmaktadır. Örnekler her üç dilde hem metin hem de metine eşlik eden görseller çerçevesinde değerlendirilmiş, çevirmenlerin kaynak içeriği hedef kültürün değer ve kültürel kodlarına uyarlamada başvurdukları stratejiler yorumlanmıştır. Çalışmanın bulguları kültürel farkları ortaya koyarken, markanın erek kültür tarafından benimsenmesinde çevirmenin hem görseller hem de metin içeriği bağlamında kaynak iletinin amacı ve işlevini hedef kültürün değerleri, beklentileri çerçevesinde yeniden ürettiği ve uyarladığı ortaya konmuştur. Bu bağlamda dijital pazarda çeviri hizmetlerinde çevirmenin dil, kültür ve pazarlama uzmanı gibi farklı yetkinlikleri işe koşmasının önemi vurgulanmıştır.

Makale detayları

The Effect of Cultural Codes on the Translation Process in the Translation of Baby and Child Care Products

Yazarlar:

Zeynep Oral | Nurel Cengiz

Yayıncı:

Hacettepe University

Ana Başlıklar:

Çeviri ve Yorum Çalışmaları

Dergi:

Çeviribilim ve Uygulamaları Dergisi Issue TÜÇEVAS Özel Sayısı, pp.86-108

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001338360

pISSN:

2687-2846

advertisement translation

cultural dimensions theory

empathic reading

adaptation

analytic readingreklam çevirisi

kültürel boyutlar kuramı

empatik okuma

uyarlama

analitik okuma

Sayı

Makale detayları

Yazarlar: Zeynep Oral | Nurel Cengiz

Yayıncı: Hacettepe University

Ana Başlıklar: Çeviri ve Yorum Çalışmaları

Dergi: Çeviribilim ve Uygulamaları Dergisi Issue TÜÇEVAS Özel Sayısı, pp.86-108

Belge Tipi: Makale

Yayın Tarihi: 5/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001338360

pISSN: 2687-2846

Sayı

Yazarlar:

Zeynep Oral | Nurel Cengiz

Yayıncı:

Hacettepe University

Ana Başlıklar:

Çeviri ve Yorum Çalışmaları

Dergi:

Çeviribilim ve Uygulamaları Dergisi Issue TÜÇEVAS Özel Sayısı, pp.86-108

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001338360

pISSN:

2687-2846