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Die Geslaagdheid Van Vertaalde Reklame Essay

2573 words - 10 pages

Omdat Engels die huidendaagse internasionale taal is, word Engelse advertensies al vanaf die begin van die Suid-Afrikaanse pers-, radio- en televisie-media oorvertaal in Afrikaans, sonder dat die advertensie se inhoud (behalwe nou die taal) verander word. Vandag nog is die TV, radio, koerante en tydskrifte propvol advertensies wat dieselfde lyk en dieselfde boodskap dra, maar wat in beide Afrikaans én Engels voorkom. Die doel van hierdie opstel sal wees om die kwaliteit van die huidendaagse vertaalde, Afrikaanse reklame vas te stel om sodoende die geslaagdheid van vertaalde reklame te ondersoek met die hulp van gepaste voorbeelde. Vir hierdie studie is die Huisgenoot en You van 20 Mei gebruik omdat dit dieselfde reklame bevat, met die Engelse vertaling in You en die Afrikaans in Huisgenoot. Sodoende kan ons 'n duidelike beeld vorm van die kwaliteit en geslaagdheid van 'n verskeidenheid huidendaagse reklame. Die grootste probleem met so 'n ondersoek is dat 'n mens selde kan vasstel of die oorspronklike advertensie Engels of Afrikaans was. Daarom sal daar groot aandag gegee word aan die uiteindelike boodskap wat die advertensie aan die leser probeer oordra. Deur die boodskappe van die Engelse en Afrikaanse weergawes te vergelyk, kan ons redelik akkuraat oor die geslaagdheid van die advertensie besluit. As die vertaling van goeie gehalte is, dan sal dieselfde boodskap in beide die Afrikaanse en die Engelse weergawes oorgedra word. Vir hierdie ondersoek sal daar dan 'n seleksie van advertensies vanuit die You en Huisgenoot van 20 Mei ondersoek word met betrekking tot die boodskap en die taalgebruik in die betrokke advertensies, om sodoende tot 'n algemene gevolgtrekking te kom oor die kwaliteit en geslaagdheid van vertaalde reklame in Afrikaans. Die basis van hierdie gevolgtrekking sal wees dat dat daar drie groot gevare is in die vertaling van reklame. Die eerste is dat 'n advertensie-teks té direk vanuit die Engels in die Afrikaans oorvertaal word, en die die boodskap gaan dan op dié manier verlore. Die tweede gevaar is dat 'n Engelse teks so indirek vertaal word en aangepas word om die Afrikaanse leser te trek, dat die oorspronklike boodskap verlore gaan. Laastens is daar die gevaar dat informasie tydens die vertaalproses uitgelaat word en verlore gaan. Laat ons dan die verskillende afsonderlike advertensies ondersoek met behulp van bogenoemde kriteria, beginnende met die You en Huisgenoot se voorblad.Die voorblad van 'n tydskrif kan as 'n advertensie of 'n vorm van reklame gesien word omdat die hoofopskrifte gekies, geskryf en geplaas word om die potensiële koper se aandag en nuuskierigheid te prikkel. Die voorblaaie van die You en die Huisgenoot (20 Mei) kan dus as 'n goeie beginpunt van hierdie studie dien. Wat ook opmerklik is, is dat You en Huisgenoot afsonderlike hoofopskrifte vir die voorblad uitkies en die Engels word nie bloot in Afrikaans oorvertaal nie, en andersom. Die hoof artikels van die twee tydskrifte bly...

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