BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC QUẢN LÝ VÀ CÔNG NGHỆ HẢI PHÒNG
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KHÓA LUẬN TỐT NGHIỆP
NGÀNH: NGOẠI NGỮ
Sinh viên :Mai Hào Quang
Giảng viên hướng dẫn: Ths. Nguyễn Thị Thu Hương
HẢI PHÒNG – 2021
BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC QUẢN LÝ VÀ CÔNG NGHỆ HẢI PHÒNG
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AN ANALYSIS ON CULTURAL ELEMENTS IN
TRANSLATION OF ENGLISH SLOGANS INTO
VIETNAMESE
KHÓA LUẬN TỐT NGHIỆP ĐẠI HỌC HỆ CHÍNH QUY
NGÀNH NGÔN NGỮ ANH
Sinh viên : Mai Hào Quang
Giảng viên hướng dẫn: Nguyen Thi Thu Huong, M.A.
HẢI PHÒNG – 2021
BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC DÂN LẬP HẢI PHÒNG
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NHIỆM VỤ ĐỀ TÀI TỐT NGHIỆP
Sinh viên: Mai Hào Quang
Mã SV:1412751063
Lớp: .1804
Ngành: Ngôn Ngữ Anh.
Tên đề tài: An analysis on cultural elements in translation of English
slogans into Vietnamese.
NHIỆM VỤ ĐỀ TÀI
1. Nội dung và các yêu cầu cần giải quyết trong nhiệm vụ đề tài tốt nghiệp
( về lý luận, thực tiễn, các số liệu cần tính toán và các bản vẽ).
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2. Các số liệu cần thiết để thiết kế, tính toán.
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3. Địa điểm thực tập tốt nghiệp.
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CÁN BỘ HƯỚNG DẪN ĐỀ TÀI TỐT NGHIỆP
Người hướng dẫn thứ nhất:
Họ và tên:…………………………………………………………………………………
Học hàm, học vị:………………………………………………………………………..
Cơ quan công tác:………………………………………………………………………
Nội dung hướng dẫn:………………………………………………………………….
Người hướng dẫn thứ hai:
Họ và tên:…………………………………………………………………………………
Học hàm, học vị:………………………………………………………………………..
Cơ quan công tác:………………………………………………………………………
Nội dung hướng dẫn:………………………………………………………………….
Đề tài tốt nghiệp được giao ngày tháng năm
Yêu cầu phải hoàn thành xong trước ngày tháng năm
Đã nhận nhiệm vụ ĐTTN Đã giao nhiệm vụ ĐTTN
Sinh viên
Người hướng dẫn
Hải Phòng, ngày …… tháng……..năm 2021
TRƯỞNG KHOA
CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM
Độc lập – Tự do – Hạnh phúc
PHIẾU NHẬN XÉT CỦA GIẢNG VIÊN HƯỚNG DẪN TỐT NGHIỆP
Họ và tên giảng viên: ………………………………………………………………………………………
Đơn vị công tác:
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Họ và tên sinh viên:
…………………………………… Chuyên ngành: ………………………….
Nội dung hướng dẫn: …………………………………………………. ………………………………….
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1. Tinh thần thái độ của sinh viên trong quá trình làm đề tài tốt nghiệp
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2. Đánh giá chất lượng của đồ án/khóa luận (so với nội dung yêu cầu đã đề ra trong nhiệm
vụ Đ.T. T.N trên các mặt lý luận, thực tiễn, tính toán số liệu…)
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3. Ý kiến của giảng viên hướng dẫn tốt nghiệp
Được bảo vệ
Không được bảo vệ
Điểm hướng dẫn
Hải Phòng, ngày … tháng … năm 2021
Giảng viên hướng dẫn
(Ký và ghi rõ họ tên)
QC20-B18
QC20-B18
CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM
Độc lập – Tự do – Hạnh phúc
PHIẾU NHẬN XÉT CỦA GIẢNG VIÊN CHẤM PHẢN BIỆN
Họ và tên giảng viên: ………………………………………………………………………………….
Đơn vị công tác:
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Họ và tên sinh viên:
……………………………….. Chuyên ngành: …………………………
Đề tài tốt nghiệp:
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1. Phần nhận xét của giáo viên chấm phản biện
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2. Những mặt còn hạn chế
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3. Ý kiến của giảng viênchấm phản biện
Được bảo vệ
Không được bảo vệ
Điểm phản biện
Hải Phòng, ngày … tháng … năm 2021
Giảng viênchấm phản biện
(Ký và ghi rõ họ tên)
QC20-B19
QC20-B19
ACKNOWLEDGEMENT
During the time of completing this graduation paper, I have received a lot ò
help, assistance, guidance and encouragement and contributed ideas form my
teachers, family and friends.
First of all, I would like to express my deepest gratitude to my supervisor –
Nguyen Thi Thu Huong for her constant support, various materials, precious
advice and valuable comments on draft chapters to complete this study.
I would like to send to my sincere thanks to all the teachers in Foreign
Languages Department for their useful lessons during four years studying.
Last but not least, my thanks are presented to my family and all of my
friends for their encouragement, inspiration in the process of completing this
paper.
Haiphong, January 2021
Mai Hao Quang
TABLE OF CONTENTS
ACKNOWLEDGEMENT
PART I: INTRODUCTION
1. Rationale…………………………………………………………………….
2. Aim of the study ……………………………………………………….……
3. Research questions
4. Scope of the study………………….……………………………………….
5. Method of the study…………………………………………………………
6. Design of the study………………………………………………………….
PART II: DEVELOPMENT
CHAPTER 1: THEORETICAL BACKGROUND
1.1. Translation …………………………………………………………… …….
1.1.1. Definition of translation? …………………………………………………..
1.1.2. Types of translation ………………………………………………………..
1.2. Slogan …………………………………………………………
1.2.1. Definition of slogan.. ………………..…………………………….. ………
1.2.2. Functions of slogan ………………………………………………… ………
1.2.3. Features of slogan…………………………………………………………..
1.3. Culture…………………………………………………………………………
1.3.1. Definition of culture………………………………………………………….
1.3.2. Aspects of culture………………………………………………………..
1.3.2.1. Historical aspect………………………………………………
1.3.2.2. Geographical and ppsychological aspect ………………………
1.3.2.3. Material aspect…………………………………………………..
1.3.2.4. The custom and tradition aspect …………………………….
1.3.2.5. The religious aspect ……………………………………………..
1.3.3. Western culture and Eastern culture………………………………………
CHAPTER
II:
TRANSLATION
OF
ENGLISH
–
VIETNAMESE
COMMERCIAL SLOGANS
2.1. The slogan of LG
2.2. The slogan of KFC
2.3. The slogan of Heineken
2.4. The slogan of Prudential
2.5. The slogan of Nike
2.6. The slogan of Nokia
2.7. The slogan of Apple
2.8. The slogan of Viettel
2.9. The slogan of Vietnam airlines
2.10. The slogan of Uniqlo
2.11. The slogan of Coca Cola
2.12. The slogan of Henredon Furniture
2.13. The slogan of Tiger beer
2.14. The slogan of Sunsilk
2.15. The slogan of Kitkat
2.16. The slogan of Chupa Chups
2.17. The slogan of Milo
2.18. The slogan of Fanta
CHAPTER III: FINDINGS AND DISCUSSION
3.1. Major findings
3.2. Suggestions for translating commercial slogans under the views of culture
PART III: CONCLUSION ………………………………………………………
REFERENCES……………………………………………………………………..
PART I: INTRODUCTION
1. Rationale
Language is the most essential means of human communication. Humans, so
far, have created a great deal of ability to decode and code each other for their
other ideas and messages. However, it will be troublesome if we want to express
our thoughts in any second language. Many languages become extinct or disappear
over time. Besides, all language origins are based on the culture of each country,
which makes the language increasingly rich and diverse.
As we all know, English is now considered an international language and
used in most countries, as well as in Vietnam. However, there are difficulties in
English-Vietnamese translation because of structural and cultural differences.
Moreover, now with international communication and integration, more and more
English commercial slogans are being used. In daily life, I see many commercial
slogans in many fields everywhere and I do not know how to translate them
correctly; many people agree with me. Moreover, they want to know what make
them to be translated and understood in the right way in different cultures
especially in Vietnamese culture which is very traditional and interesting. With the
hope that will answer the question, I choose the topic “an analysis on cultural
elements in translation of English slogans into Vietnamese” for my graduation
paper.
2. Aims of the study
The aims of this study are to:
– Find out how some English commercial slogans are translated into
Vietnamese under the view of culture
– Suggest some solutions for other commercial slogan translations.
3. Research questions
1. How successful are Vietnamese translations of English commercial slogans
under the view of culture?
2. How do the five cultural aspects affect translating English commercial
slogans into Vietnamese?
4. Scope of the study
Translation is extremely large of research including methods in translation.
However, due to limited time, knowledge, and experience, I am not ambitious to
study all matters of translation. Therefore, I only focus on translating the English
commercial slogans into Vietnamese in this research paper. Moreover, I pay great
attention to the culture of translating them.
5. Method of the study
This research is carried out to help learners enlarge their vocabulary and have
understanding about translation in general and translation commercial slogans
under the view of culture in particular. In order to achieve the goal of successful
and effective research, I am patient and enthusiastic to search information on
different resources.
With the help of my supervisor and experts, I have successfully analyzed the
slogans under the view of Vietnamese culture after I randomly chose 18
commercial ones. From what I find, I recommend some suggestions for translating
other slogans.
6. Design of the study
Part I: Introduction includes the rationale and the aims, the scope, the method and
the design of the study.
Part II: Development consists of three chapters
The first chapter is the theoretical background of translation, slogan, and culture.
The second chapter is about translating some English commercial slogans into
Vietnamese under the views of culture.
The last chapter provides major findings and suggestions for translating other
slogans
Part III: Conclusion gives a brief summary of the study and some
recommendations for other researches.
PART TWO: DEVELOPEMENT
CHAPTER I: THEORETICAL BACKGROUND
1.1 Translation
1.1.1. Definition of translation
Translation is the important means of communication between people using
different languages. Therefore, it attracts the attention of many linguistics
researchers and translation experts to find out. Up to now, there have been a lot of
linguists giving different definitions of it. Here are some typical ones.
Firstly, Foster (1958) defined that translation is a mental activity in which a
meaning of given linguistic discourse is rendered from one language to another. It
is the act of transferring the linguistic entities from one language in to their
equivalents in to another language. Translation is an act through which the content
of a text is transferred from the source language in to the target language.
According to Nida and Baber (1974) “Translation consists of reproducing in
the target language the closet natural equivalent of the source language message,
first in terms of meaning and secondly in term of styles”.
Next, Brisilin (1976) defined translation as the general term referring to the
transfer of thoughts and ideas from one language (source) to another (target),
whether the languages are in written or oral form; whether the language have
established orthographies or do not have such standardization of whether one or
both languages is based on signs, as with sign languages of the deaf.
Other definition from Toury (1987) is that translation is a kind of activity,
which inevitably involves at least two languages and two cultural traditions
Duff (1989) also cited a definition of translation as follows: “Translation, as
the process of conveying messages across the linguistic and cultural barriers, is an
eminently communicative activity, one whose use could be well considered in a
wider range of teaching situations than may currently be the case”.
Translation is the transformation of a text originally in one language into an
equivalent in the content of the message and the formal features and the roles of
the original. (Bell,1991). .
1.1.2. Types of translation
* Word-for-word translation
This is the type of translation that learners of English are likely to take up in
the process of mastering their translation skills. Word for word translation or literal
translation is the rendering of text from one language to another one word at a time
with or without conveying the sense of the original text. In translation studies,
literal translation is often associated with scientific, technical, technological or
legal texts. In word-for-word translation, the result often makes little sense,
especially when idioms are involved. The translator can use word-for-word
translation both to understand the mechanism of the source language and to
construct a rough translation process for a difficult text.
Eg: There is a pen on the book.
Có một cái bút ở trên quyển sách.
* Literal translation
Literal translation refers to a method to render of text from one language to
another by following closely the form of the source language. Literal translation
shall provide fluent and accurate translation that is easily comprehended by the
readers of the target language. Literal translation is considered as the basic
translation step, both in communicative and semantic translation.
Eg: I tried for a moment to see the situation through her eyes.
(Deignan, 1998: p.6)
Tôi đã thử một lần cố nhìn nhận tình huống theo cách nhìn của cô ta.
* Faithful translation
It attempts to reproduce the precise contextual meaning of the original within
the constraint of the target language grammatical structures. It transfers cultural
words and preserves the degree of grammatical and lexical deviation from second
language norms.
Eg: Fed is trying to lose a few pounds. He goes jogging for an hour every
evening but when he comes home, he eats like a horse.
(Seidl & McMovdie, 1988: p. 239)
Fed đang cố gắng giảm vài pound. Mỗi đêm anh ta chạy bộ khoảng một
tiếng nhưng khi về nhà anh ta ăn như trâu.
* Semantic translation
According to Newmark: “semantic translation attempts to render, as closely
as the semantic and syntactic structures of the second language allow, the exact
contextual meaning of the original’ (1982, p. 39). Semantic translation has a
source language bias; it is literal and the loyalty is to the source text author. It is
readable but remains with the original culture and assists the reader only in its
connotations if they constitute the essential message of the text. It tends to be more
complex, more awkward, more detailed, and tends to overtranslate – it is more
specific than the original in transferring nuances of meaning. Semantic translation
relates to the word or the word-group (1982, p. 60)”.
Eg: Beauty is the first present Nature gives to women and the first take away.
Sắc đẹp là tặng phẩm mà Tạo hóa ban cho người đàn bà, cũng là thứ đầu
tiên mà Tạo hóa cướp đi.
* Free translation
A free translation is a translation that reproduces the general meaning of the
original text.
(Pei and Gaynor, 1954, p. 77)
It may or may not closely follow the form or organization of the original.
(Richards, Platt, and Weber, 1985, p.299)
Eg: That guy is as poor as a church mouse
Anh ta nghèo rớt mùng tơi.
* Idiomatic translation
Idiomatic translation is used for colloquialism and idioms whose literalism
is the translation by which the translator does not transfer the literalism of the
original, uses the translation of colloquialism and idioms.
Eg: A sow is no match for a goose.
Đũa mốc mà chòi mâm son.
* Communicative translation
Communicative translation addresses itself solely to the second reader,
who does not anticipate difficulties or obscurities, and would expect a generous
transfer of foreign elements into his own culture as well as his language where
necessary. But even here the translator still has to respect and work on the form of
the source language text as the only material basis for his work.
(Peter Newmark, 1982, p. 39)
Eg: Thôi thì hết hờn ghen và giận dỗi
Được giận hờn sung sướng biết bao nhiêu.
(Xuân Diệu)
Well, it’s all with jealousies and sulks
What fun to be in the sulk.
(Vương Trung Hiếu, 1993: p.145)
* Adaptation translation
Adaptation, also called cultural substitution or cultural equivalent, is a
cultural element which replaces the original text with one that is better suited to
the culture of the target language. This achieves a more familiar and
comprehensive text. Dung Vu (2004) point out: “Adaptation has a property of
lending the ideas of the original to create a new text used by a new language more
than to be faithful to the original. The creation in adaptation is completely
objective in content as well as form”. So, adaptation is the freest form of
translation. It issued mainly for plays and poetry …
Eg: Someone you pass on the street may already be the love of your life
Có khi nào trên đường đời tấp lập
Ta vô tình đi vội bước qua nhau.
(Từ Huy)
Source language emphasis
Target language emphasis
Adaptation
Faithful translation
Semantic translation Communicative translation
Word-for-word translation
Idiomatic translation
Literal translation
Free translation
1.2. Slogan
1.2.1. Definition of slogan
There are several definitions of slogan
The Oxford Advanced Learners’ dictionary defines slogan as a word or phrase
that is easy to remember, used for example by a political party or in an advertising
to attract people’s attention or to suggest an idea quickly.
Slogan is a brief attention-getting phrase used in advertising or promotion
(Merriam Webster, 1828)
Business Dictionary defines a slogan is simple and catchy phrase
accompanying a logo or brand that encapsulates a product’s appeal or the mission
of a firm and makes it more memorable.
1.1.2. Functions of slogan
The purpose of a slogan is to convey some information about the product or
program and remedy it in the mind of the readers in a memorable way. So there
are 5 functions of a slogan to display the following purposes:
Attract customer attention and arouse his interest
Encourage readers to continue reading the text
Convey an advertising message in the shortest possible form
Evokes in the minds of consumers a desire to own a certain product
Summarize the entire text as well as make the recipient remember the ad
or program.
1.1.3. Features of slogan
A slogan sums up what one stand for, one’s specialty, the benefit, and one’s
marketing position, and one’s commitment. It is especially useful to reinforce
one’s identity. So that some following features show how slogan can show its
aims:
The slogan is just like a headline that uses initial capitalization to attract
more attention or to stress every word it says to impress the reader.
The slogan needs to emphasize every letter it uses or to make the slogan
look trim and tidy.
The slogan must be short and simple sentences. Short simple sentences are
easy to remember, while one main aim of a slogan is to be memorable and
recited.
The slogan needs to connect to audience through emotions. It easily makes
audience sympathetic.
The slogan usually uses rhymes and alliteration. Alliteration can help the
slogans achieve the strong beating rhythms needs to make it as repeatable
sentence. They can be easily remembered by the audience.
The slogan often uses imperative sentences or questions especially everyday
sentences and creates idioms or proverbs.
Almost all the ad slogans use simple present tense.
1.3. Culture
1.3.1. Definition of culture
Culture consists of patterns, explicit and implicit, of and for behavior
acquired and transmitted by symbols, constituting the distinctive achievements of
human groups, including their embodiments in artifacts; the essential core of
culture consists of traditional ideas and especially their attached values; culture
system may, on the other hand, be considered as products of action, and on the
other as conditioning elements of further action.
(Kroeber, AL, & Kluckhohn, C, 1945)
A culture is a configuration of learned behaviors and results of behavior
whose component elements are shared and transmitted by the member of
particular society.
(Linton, R, 1945)
Culture is the shared knowledge and schemes created by a set of people for
perceiving, interpreting, expressing, and responding to the social realities around
them.
(Lederach, J.P, 1995)
1.3.2. Aspects of culture
According to the definitions of culture, culture consists of many factors. It is
very beneficial to see the elements of culture as a way of studying culture and
translation. Culture is divided in the following five aspects, interact with each
other: historical culture, geographic and psychological culture, material culture,
customs, and traditions as well as religious culture.
* Historical aspect
Historical culture refers to the culture of settlement and formation during the
process of social development. Different countries have different historical
developments, so their historical culture is different. This kind of difference
impedes the communication between languages. For instance, the Vietnamese
people allusion “con Rồng cháu Tiên” must be translated in a direct way with
some explanations, because of such a lack of historical background in Western
countries. An English version is: children of the fairy and the dragon.
* Geographical and psychological aspect
Different countries geographic and psychological culture is also a major barrier
in translation. Due to different geographical environments and different national
psychology, the same word will have completely different meanings in two
different cultures.
* Material aspect
The material aspect of culture refers to the material accomplishments of a
social group. The following cultural factors belong to this aspect: economy,
science, technology, food, clothing, shelter, transportation, tools, and other
artifacts specific to a group of people.
Success in translating information or messages about a particular artifact or
another material achievement of a people will greatly contribute to this cross-
section and will allow others around the world to share their material
achievements, helping to develop material culture faster.
Many words that reflect the material culture in particular in the source
language should be given much attention when translating them. For example, the
word “rugby” is a special word in English, as this is a popular outdoor game in the
UK and plays an important role in everyone’s daily life. There is a saying that it is
just as important as a rugby game. If you want to translate this sentence, we should
add some basic information for Vietnamese readers, because rugby is very rare in
Vietnam.
* Custom and tradition aspect
The system of communication, verbal and non-verbal, distinguishes one group
from another. This cultural aspect includes verbal language and nonverbal
behavior (body language). Through translation, people who speak different
languages can communicate with each other and exchange their opinions.
Translation will also accelerate the exchange of different non-verbal behaviors,
thus making different communication systems known to each other.
The different customs and traditions in daily activities and communication in
Vietnam and Western countries reflect different cultural psychology. The naming
system is a prime example, reflecting the different standards of the people’s level,
the close relationship, the relationship between people at higher and lower levels.
In Vietnam, people often call others by their titles and lines of business to show
respect while in Western countries, people call each other’s first names directly to
show their close relationship. In Vietnamese, especially written or unofficial
situations, people prefer to call themselves with some modest words; and call
others in some respectful terms like “cụ, ông, bà, cô, chú, bác, anh, chị, thím, mợ,
dì …”.In translation, we always accept the space of these humble words in
English, following the rules of the English language.
* Religious aspect
This aspect, or perceived aspect of culture, includes religion, beliefs,
worldviews, ways of thinking, systems of values, national morale and national
tendencies.
Religious culture means the culture formed by a nation of religious beliefs
and common sense. Its difference lies in the difference in beliefs and prohibitions
of different countries. If we want to translate the sentence “ở hiền, gặp lành”, we
can not translate it into “stay gently, meet evenly”. Although it fits both in
meaning and paradigm, it is a belief, it is Buddhism rather than Christianity. So it
should be translated into “One good turn deserves another”.
People learn to think, feel, believe and strive for what their culture considers
proper. Therefore, the conceptual aspect of culture is the deepest structure and the
focus of a culture. It is this cultural aspect that makes a person different and makes
translation so much more difficult.
The five aspects of culture are different parts of a whole and they interact
with each other. Success in translation is, to a large extent, success in translating
these aspects or delivering these cultural messages.
1.3.3. Western culture and Eastern culture
In the world, there are two types of culture, creating different east-west
culture; however, each country retains its own geographical, historical, physical,
customs and habitual privacy characteristics. That means that its language reflects
a nation’s culture. Vietnam, with its complex terrain, long-standing agriculture, and
a heroic battle against the invaders and in the monsoon tropics, is considered the
main character of Vietnam, reflected in its name, means of production, rice
processing, marriage customs and practices, customs and religious habits.
Everything is very popular in Vietnam. However, these things are very strange
to Westerners. For Western culture, their life is very active, freely accepting new
things, such as science, the internet, in the world. Besides, English is rye
agriculture, different from Vietnam agriculture. Their work is developing more
and more with advanced machines. Therefore, their personalities are personal.
Contrary to that, Vietnamese are people who combine each other.
For a long time, Western and Eastern cultures were different. Some of the
following images show the differences. Let us discover these interesting things.
Talking in restaurants
Individuality
Dealing with problems
Queueing
Expressing an opinion
Notes: Western people in blue, Eastern people in red.
CHAPTER II: TRANSLATION OF ENGLISH-VIETNAMESE
COMMERCIAL SLOGANS
We all know that commerce is a kind of public communication, and
commerce has become a distributed tool in business. A company becomes truly
global not only through moving its headquarters to other countries but also through
branding strategies and marketing messages. Trade is receiving a signal used to
persuade communication to potential consumers and the target public. Therefore,
commercial advertisers must create ads to impress consumers not only images but
also languages. You know the marketing message (slogan) is considered the soul
of advertising. When a product enters any market, its brand and slogan are
translated into the target market.
2.1. The slogan of LG
LG Electronics Inc. was officially established in Vietnam in 1995, after 25
years LG has accompanied and developed with Vietnam. Become one of the oldest
brands providing quality products to the market. With its slogan, LG always makes
consumers’ lives better and better.
“Life’s Good”
“Cuốc sống tươi đẹp”
When LG Electronics Inc. first entered Vietnam, the country was still very
difficult at that time. With the idea of bringing its products to the people of
Vietnam, LG Electronics Inc. has launched its slogan to represent the company’s
values. “Life’s good” translated into Vietnamese “cuộc sống tươi đẹp”. It gives
meaning to the desire of the people to become better and better. As the Vietnamese
economy is starting to transform, such a slogan makes people feel that life
becomes more beautiful, making people more actively working. And with that
slogan, LG Electronics Inc. has become familiar with every Vietnamese.
Obviously, the psychological aspect of Vietnamese people is noticed much in
translating the slogan to make it successful.
2.2. The slogan of KFC
KFC originated from America and spread out over the world. In 1997, KFC
brand (Kentucky Fried Chicken) was introduced into Vietnam by entrepreneur
Chew Leong Chee (Tony Chew) through the joint venture company KFCV. It
enters Vietnam market and become a favorite food of the youth. With catchy
slogan, KFC makes it easy for people to remember.
“It’s finger lickin’good”
“vị ngon trên từng ngón tay”.
As Vietnam’s economy is becoming more and more developed, things are
also becoming faster. The same goes for eating and now fast food has become a
trend of a new economy. KFC is one of the first fast-food brands to appear in
Vietnam. With its energetic image and impressive slogan, KFC has left a profound
image for everyone, especially young people.
By using the free translation, the translator communicates the
manufacturer’s message to consumers even though you ate KFC, the taste is still
on your fingers. This slogan in English, the verb “lick” is the act of moving the
tongue on the surface of something to eat it. In Vietnamese tradition, people often
avoid opening their mouths, moving their tongue or talking during meals. But in
Vietnam today, with the cultural integration, this action is not rude anymore.
Licking fingers shows the good taste of the food a person eats. Therefore, it can be
said that by considering custom and tradition carefully, Vietnamese translation of
this slogan is very good. Thanks to that, it sends necessary marketing massage
successfully to the customers.
2.3. The slogan of Heineken
Like all men in the world, Vietnamese men love to drink beer. They drink
beer at parties or in restaurants. With Heineken slogan, it makes them want to
drink it and communicate with their friends.
“It could only be Heineken”
“Chỉ có thể là Heineken”.
The slogan of Heineken beer is translated into Vietnamese by using literal
translation. This slogan is written with the brand name, so it makes a deep
impression on customers. It affirms the high quality of Heineken beer. This kind of
beer is a special one and it can do things that other beers cannot. This slogan also
shows that the company understands customers’ psychology. When Vietnamese
people’s living standards are increasing, the need to enjoy premium drinks is
changed.
2.4. The slogan of Prudential
Prudential has been sold in Vietnam since 1995 and it officially puts into
operation in 1999 with the message “Always listen. Always understand”
