Cosmetics Translation: An Analysis in the Context of Functional Translation Theories

Hazal Sezen; Zeynep Oral

Makale detayları

Cosmetics Translation: An Analysis in the Context of Functional Translation Theories

Yazarlar:

Hazal Sezen | Zeynep Oral

Yayıncı:

Yusuf ÇETİN

Ana Başlıklar:

Çeviri ve Yorum Çalışmaları

Dergi:

Söylem Filoloji Dergisi Issue Çeviribilim Özel Sayısı II, pp.482-506

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001332504

pISSN:

2548-0502

Anahtar kelimeler:

Özet:

 As economic globalization accelerates, it has become inevitable for sector actors to promote and sell cosmetic products in international markets. These products are constantly changing and developing in line with the expectations and demands of the target audience. Cosmetic companies aim to promote their products in order to gain new markets. Therefore, cosmetics translation plays a crucial role in the translation industry. In this context, in a multilingual and globalized world, cosmetic companies adaptation of their products to the receiving audience and culture has brought up the concepts of transcreation and rewriting. Therefore, translators, who are important actors in the translation services demanded in the cosmetics industry, are expected to have different skills and competencies such as transcreation, rewriting and marketing in addition to their translator competencies. Thus consumers now prefer websites and online catalogs that provide information about products in their native languages when shopping online. This allows the product to be recognized in many languages and cultures. Cosmetics translation, which includes many different text types, is a multi-dimensional and complex field that requires technical knowledge and skills of marketing strategies. Furthermore, cosmetics translation projects offer new opportunities for translators. Although many academic studies examine cosmetics texts in the context of critical discourse analysis and cultural items, cosmetics translation is a new field in Turkey. This study aims to evaluate the translation of cosmetics texts in the context of Katharina Reiss classification of text types and functional translation theories. In this respect, Vermeers Skopos and Holz-Mänttäris Action-Oriented Translation theories will be interpreted. In addition, some examples of advertisement texts will be analyzed with the current concept of transcreation. This study also attempts to become a reference source for cosmetics translation courses, and translators who want to be engaged in this sector.

 As economic globalization accelerates, it has become inevitable for sector actors to promote and sell cosmetic products in international markets. These products are constantly changing and developing in line with the expectations and demands of the target audience. Cosmetic companies aim to promote their products in order to gain new markets. Therefore, cosmetics translation plays a crucial role in the translation industry. In this context, in a multilingual and globalized world, cosmetic companies adaptation of their products to the receiving audience and culture has brought up the concepts of transcreation and rewriting. Therefore, translators, who are important actors in the translation services demanded in the cosmetics industry, are expected to have different skills and competencies such as transcreation, rewriting and marketing in addition to their translator competencies. Thus consumers now prefer websites and online catalogs that provide information about products in their native languages when shopping online. This allows the product to be recognized in many languages and cultures. Cosmetics translation, which includes many different text types, is a multi-dimensional and complex field that requires technical knowledge and skills of marketing strategies. Furthermore, cosmetics translation projects offer new opportunities for translators. Although many academic studies examine cosmetics texts in the context of critical discourse analysis and cultural items, cosmetics translation is a new field in Turkey. This study aims to evaluate the translation of cosmetics texts in the context of Katharina Reiss classification of text types and functional translation theories. In this respect, Vermeers Skopos and Holz-Mänttäris Action-Oriented Translation theories will be interpreted. In addition, some examples of advertisement texts will be analyzed with the current concept of transcreation. This study also attempts to become a reference source for cosmetics translation courses, and translators who want to be engaged in this sector.

 As economic globalization accelerates, it has become inevitable for sector actors to promote and sell cosmetic products in international markets. These products are constantly changing and developing in line with the expectations and demands of the target audience. Cosmetic companies aim to promote their products in order to gain new markets. Therefore, cosmetics translation plays a crucial role in the translation industry. In this context, in a multilingual and globalized world, cosmetic companies adaptation of their products to the receiving audience and culture has brought up the concepts of transcreation and rewriting. Therefore, translators, who are important actors in the translation services demanded in the cosmetics industry, are expected to have different skills and competencies such as transcreation, rewriting and marketing in addition to their translator competencies. Thus consumers now prefer websites and online catalogs that provide information about products in their native languages when shopping online. This allows the product to be recognized in many languages and cultures. Cosmetics translation, which includes many different text types, is a multi-dimensional and complex field that requires technical knowledge and skills of marketing strategies. Furthermore, cosmetics translation projects offer new opportunities for translators. Although many academic studies examine cosmetics texts in the context of critical discourse analysis and cultural items, cosmetics translation is a new field in Turkey. This study aims to evaluate the translation of cosmetics texts in the context of Katharina Reiss classification of text types and functional translation theories. In this respect, Vermeers Skopos and Holz-Mänttäris Action-Oriented Translation theories will be interpreted. In addition, some examples of advertisement texts will be analyzed with the current concept of transcreation. This study also attempts to become a reference source for cosmetics translation courses, and translators who want to be engaged in this sector.

 Günümüzde küreselleşmenin etkisiyle kozmetik ürünlerin uluslararası pazarlarda satılması sektör aktörleri için kaçınılmaz hâle gelmiştir. Bu ürünler, alıcı kitlenin beklenti ve talepleri doğrultusunda sürekli değişmekte ve gelişmektedir. Reklamlar, ürün tanıtım metinleri kozmetik şirketlerinin marka ve ürünlerini bütün dünyaya tanıtmak ve yeni pazarlar elde etmede önemli rol oynamaktadır. Bu bağlamda çok dilli ve küreselleşen dünyada kozmetik şirketlerinin ürünlerini alıcı kitle ve kültüre uyarlaması çevirinin de ötesinde transcreation çeviriyaratım ve rewriting yeniden yazım kavramlarını gündeme getirmiştir. Dolayısıyla kozmetik endüstrisinde talep edilen çeviri hizmetinin önemli aktörleri olan çevirmenlerin de çevirmen yetkinliklerinin yanı sıra çeviriyaratım, yeniden yazım ve pazarlama gibi farklı beceri ve yeterliliklere sahip olması beklenmektedir. Nitekim tüketiciler, çevrimiçi alışverişte artık ürünler hakkında kendi anadillerinde bilgi veren internet sitelerini ve çevrimiçi katalogları tercih etmektedir. Bu durum, ürünün birçok dil ve kültürde tanınmasına olanak sağlamaktadır. Oldukça farklı metin türlerini içeren kozmetik çevirisi hem teknik bilgiyi hem de pazarlama stratejilerine hakimiyeti gerektiren çok boyutlu ve karmaşık bir alandır. İlgili literatür incelendiğinde, kozmetik metinlerini eleştirel söylem çözümlemesi, reklam çevirisi, yerelleştirme, toplumsal cinsiyet, kültürel öğeler bağlamında inceleyen birçok akademik çalışma bulunmakla birlikte, Türkiyede kozmetik çevirisi yeni bir alan olarak karşımıza çıkmaktadır. Bu çalışma, kozmetik metinleri çevirisini Katharina Reissın metin türleri sınıflandırması ve işlevsel çeviri kuramları bağlamında değerlendirmeyi hedeflemektedir. Bu doğrultuda Hans Josef Vermeerin Skopos ve Justa Holz-Mänttärinin Eylem Odaklı Çeviri kuramları temel alınarak yorumlanacaktır. Bununla birlikte özellikle bazı reklam metni örnekleri güncel bir kavram olan çeviriyaratım yaklaşımıyla ele alınmaktadır. Bu çalışma ayrıca, kozmetik çevirisi dersi ve bu alanda çalışmak isteyen çevirmenler için bir referans kaynağı oluşturmayı amaçlamaktadır.

Makale detayları

Cosmetics Translation: An Analysis in the Context of Functional Translation Theories

Yazarlar:

Hazal Sezen | Zeynep Oral

Yayıncı:

Yusuf ÇETİN

Ana Başlıklar:

Çeviri ve Yorum Çalışmaları

Dergi:

Söylem Filoloji Dergisi Issue Çeviribilim Özel Sayısı II, pp.482-506

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001332504

pISSN:

2548-0502

Cosmetics Translation

Transcreation

Skopos Theory

Text Types

Translator ApproachesKozmetik Çevirisi

Çeviriyaratım

Skopos Kuramı

Metin Türleri

Çevirmen Yaklaşımları

Sayı

Makale detayları

Yazarlar: Hazal Sezen | Zeynep Oral

Yayıncı: Yusuf ÇETİN

Ana Başlıklar: Çeviri ve Yorum Çalışmaları

Dergi: Söylem Filoloji Dergisi Issue Çeviribilim Özel Sayısı II, pp.482-506

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001332504

pISSN: 2548-0502

Sayı

Yazarlar:

Hazal Sezen | Zeynep Oral

Yayıncı:

Yusuf ÇETİN

Ana Başlıklar:

Çeviri ve Yorum Çalışmaları

Dergi:

Söylem Filoloji Dergisi Issue Çeviribilim Özel Sayısı II, pp.482-506

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001332504

pISSN:

2548-0502