A study on cultural factors of english slogans translated into vietnamese

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HỒNG ĐỨC UNIVERSITY

FACULTY OF FOREIGN LANGUAGES

PHAN HÀ CHI

A STUDY ON CULTURAL FACTORS OF ENGLISH SLOGANS TRANSLATED INTO VIETNAMESE

Bachelor of Arts in English Language

THANH HÓA, 2023

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HỒNG ĐỨC UNIVERSITY

FACULTY OF FOREIGN LANGUAGES

A STUDY ON CULTURAL FACTORS OF ENGLISH SLOGANS TRANSLATED INTO VIETNAMESE

Bachelor of Arts in English Language

Student: Phan Hà Chi Student ID No.: 1967020054

Supervisor: Dr. Nguyễn Thanh Minh

THANH HÓA, 2023

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ACKNOWLEDGEMENTS

On the completion of this graduation paper, I wish to express my special thanks to many of my teachers, my family and friends from whom I have received a great deal of assistance, guidance and encouragement.

I would like to express my deep gratitude to Hong Duc University and Faculty of Foreign Languages for giving me the opportunity to study, practice and accumulate knowledge and skills to conduct this research.

In particular, my special word of thanks would be sent to my dedicated supervisor, Dr. Nguyen Thanh Minh. In terms of academic support, he annotated my work meticulously, suggested necessary points, followed up my progress constantly and showed me the way to write this report in an academic manner. Importantly, he continuously counseled me to make more determined endeavor, and his encouragement made it possible for me to achieve the goal.

Last but far from the least, my thanks are presented to my family and all of my friends for their encouragement, inspiration in the process of completing this paper. Due to my limited knowledge and lack of practical experience, the content is difficult to avoid shortcomings. I look forward to receiving more advice and instruction from the teachers.

Best regards,

Thanh Hoa, May 2023

Phan Ha Chi

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4. Methods of the study ... 2

5. Scope of the study ... 2

6. Design of the study ... 2

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2.2.1. Definition of commercial slogan ... 24

2.2.2. Functions of commercial slogan ... 24

2.3. Educational slogan ... 25

2.3.1. Definition of educational slogan ... 25

2.3.2. Functions of educational slogan ... 26

2.4. Social slogan ... 26

2.4.1. Definition of social slogan ... 26

2.4.2. Functions of social slogan ... 27

2.5. Summary ... 27

Chapter 3.FINDINGS AND DISCUSSION ... 29

3.1. Some analysis on translations of English slogans under the view of culture .... 29

3.1.1. Translations of commercial slogans ... 29

3.1.2. Translations of educational slogans ... 39

3.1.3. Translations of social slogans ... 44

3.2. Summary ... 52

PART III: CONCLUSION ... 53

1. Conclusion of the study ... 53

2. Some recommendations for translators to effectively translate English slogans into Vietnamese ... 54

3. Suggestions for further studies ... 56

REFERENCES ... 57

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ABTRACT

As we all know, English is currently regarded as a worldwide tongue and is spoken in the majority of nations, including Vietnam. However, the structural and cultural differences between the two languages pose translation challenges in translating English into Vietnamese. The study aims to explore how cultural factors affect the English-Vietnamese slogan translation process by analyzing slogan translations from English to Vietnamese in the areas of commerce, education, and society. At the same time, the study is to determine five cultural aspects that impact the translation of English slogans into Vietnamese within the above three fields and give suggestions for translators to translate English slogans into Vietnamese more accurately. The study will employ various methods and techniques, including analysis, comparison, and theoretical exploration of translation, slogans, and culture. The study includes several examples demonstrating the role of culture in translating slogans. Through these examples, the translator will avoid some errors because of the cultural differences between Vietnam and Western countries, therefore, they will have success when they transmit a slogan that match the culture.

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LISTS OF ABBREVIATIONS

ASEAN : Association of South Earth Asian Nations

FTU : Foreign Trade University

HUST : Hanoi University of Science and Technology

IVD : International Volunteer Day

KFC : Kentucky Fried Chicken

MDGs : Millennium Development Goals

UNICEF : United Nations Children's Fund

VNU : Vietnam National University

WHO : World Health Organization

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LIST OF TABLES AND FIGURES

20 United Nations International Children's Emergency Fund 47

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PART 1: INTRODUCTION

1. Rationale

Language is the most essential means of communication of human being. Man, so far, has made it very affordable to decode and encode one another‟s ideas and messages; however, it is difficult if we want to express our thought in any second language. There are many languages which go extinct or vanish over time. Besides, every language derives from the culture of its respective country, which makes language more and more plentiful and various.

As we know, English is now considered as an international language and used in most nations, as well as in Vietnam. However, due to structural and cultural differences, there are challenges in English – Vietnamese translation. Moreover, English-language slogans are now utilized more frequently as a result of global communication and integration. Obviously, between a foreign language and a native language, there are some issues in translation in general and in translating English slogans in particular.

In our daily life, we frequently come across numerous slogans in a variety of sectors, but we have no idea how to properly translate them. As a student studying English as second language, we occasionally find it challenging to translate from English slogans into Vietnamese, especially the influence of cultural elements on each translation. From the above-mentioned reason, the researcher would like to

introduce the study on “Cultural factors of English slogans translated into

Vietnamese” to identify how cultural elements impact the translation of English

slogans into Vietnamese within three different fields of commerce, education and society and give some suggestions for translation of English slogans from English under the view of culture in these three areas.

2. Aims of the study

The aims of the study are to:



Find out how English slogans related to commerce, education, and society are translated into Vietnamese with consideration of cultural factors.

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

Determine the five cultural aspects that impact the translation of English slogans into Vietnamese within the areas of commerce, education, and society.

3. Research questions

1. How successful are Vietnamese translations of English slogans about commerce, education and society under the view of culture?

2. How do the five cultural aspects affect the translation of English slogans into Vietnamese within the areas of commerce, education, and society?

4. Methods of the study

Various methods and techniques will be employed in this study, including analysis, comparison, and theoretical exploration of translation, slogan, and culture. The study will also examine the importance of cultural context in translating slogans and how translators who are unaware of cultural differences can influence the target source. This study translates English slogans of the commercial, educational and social sectors into Vietnamese and shows how cultural factors affect different types of slogans by finding out which slogans are successfully translated and which are not when culturally violated.

5. Scope of the study

While studies on translation and translation methodologies are comprehensive, this research has limitations in terms of time, knowledge, and experience. This study only focuses specifically on the cultural elements involved in translating English slogans into Vietnamese, rather than exploring all aspects of translation across the commerce, education, and society fields.

6. Design of the study

Part I, Introduction, the rationale, aims, research questions, scope, method

and design of the study are all included in this section.

Part II, Development, is divided into three chapters:

Chapter I, Literature Review, discusses many topics related to the research

issue, including the theoretical background of translation, slogan and culture.

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Firstly, the overview of translation includes definition, methods and examples. Secondly, the overview of slogan consists of definition, functions and features. Finally, the overview of culture contains definiton, aspects and features of English speaking countries and Vietnames culture.

Chapter II, Methodology, displays translations of the English-Vietnamese

slogans, including commercial, educational and social slogans.

Chapter III, Findings and discussions, contains some suggestions for

translation of English slogans under the view of culture. This chapter also consists of effects of five cultural aspects in translating English slogans into Vietnamese

Part III, Conclusion, gives a brief summary of the study and discusses the

study's weaknesses and recommends future research.

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There are many languages in the world, and there have been found various languages in every country. It makes people hard to communicate with those who have different languages. Thus, in this case we need the translator to translate and help us to understand the content from another languages, such a science, film, and all that. Since then, it can attract the attention of many to linguistics researchers and

translation theorists, so what is “translation”? There are many definitions around this.

One of the most well-known explanations of translation is declared by

Newmark (1988:5) who defines translation as “rendering the meaning of a text into

another language in the way that the author intended the text”. This definition

stresses on rendering the meaning of the source language text into the target language text as what is intended by the author.

Foster (1958:1) states 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.” The

language to be translated is called the source language (SL), whereas the language to be translated into or arrived at is called the target language (TL). The translator needs to have good knowledge of both the source and the target language, in addition to a high linguistic sensitivity as he should transmit the writer's intention, original thoughts and opinions in the translated version as precisely and faithfully as possible.

Nida and Taber (1969:12) on the other point of view, state that “translating

consists in reproducing in the receptor language the closest natural equivalent of the source language message”. Nida and Taber also state that translation is nearly

related to the problems of meaning, languages, and equivalence.

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Hartono (2009:6) states: “Translation is reading the author’s will and purpose

in the form of message which contains both denotative and connotative meaning that exist in the source text that must be reproduced by translators into the receptor’s language. This process runs in a simultaneous cycle”.

Another definition is given by Catford (1974:20), he states: “translation is the

replacement of textual material in one language (SL) by equivalent textual material in another language (TL)”, he describes translation as a uni-directional process,

which is always performed from a given source language to a given target language. In his point of view, the aim of translation is to find the target language equivalents.

Due to its prominence, translation has been viewed differently. According to

Ghazala (1995), “translation is generally used to refer to all the process and

methods used to convey the meaning of the source language in to the target language” (P.1. Ghazala's definition focuses on the notion of meaning as an

essential element in translation. That is, when translating, understanding the meaning of source text is vital to have the appropriate equivalent in the target text thus, it is meaning that is translated in relation to grammar, style and sounds (Ghazala, 1995).

Translation is a process and a product. According to Catford (1995:20), translation is the replacement of textual material in one language (SL) by equivalent textual material in another language (TL). This definition shows that translation is a process in the sense that is an activity. Performed by people through time, when expressions are translated in to simpler ones in the same language (Rewording and para-phrasing). It can be done also from one language into another different language. Translation is, on the other hand, a product since it provides us with other different cultures, to ancient societies and civilization life when the translated texts reach us. (Yowell and Mutfah, 1999).

Translation consists of studying the lexis, grammatical structure, communication situation, and cultural context of the source language text; all these are analyzed in order to determine its meaning. This same meaning is then reconstructed using the lexicon and grammatical structure which are appropriate in

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the target language and its cultural context. For example, if we use Arabic as a source language and English as the target. “Ana Muslim” becomes the source text whose lexicon, grammatical structure, communication situation and cultural context are analyzed in order to determine its meaning. The meaning is then reconstructed using the lexicon and grammatical structure which are appropriate in the target language. To that extent, “Ana Muslim” is restructured thus: I am Muslim

Through the various definitions mentions above, we realize that translation is the communication of the meaning of a source-language text by means of an equivalent target-language text. Also, translation is a process which is intended to find meaning equivalence in the target text. Generally, translation is a process of rendering meaning, ideas, or messages of a text from one language to other language. It is necessary to understand the concept of translation as mentioned by many translation theorists to obtain an overall picture of the translation process.

1.1.2. Methods of translation

Before we discuss types of translation, a distinction should be first made between translation methods and translation procedures or techniques. „While translation methods relate to whole texts, translation procedures are used for sentences and the smaller units of language‟ (Newmark 1988a: 81).

During the process of translation, depending on the type of the source language text, the translator resorts to the combination of these different methods.

Some of the methods mentioned by Peter Newmark, in his “A Textbook of

Translalion” and other scholars are: word-for-word translation, literal translation,

faithful translation, communicative translation, semantic translation, adaptation and free translation. These will be explained below with examples illustrating each type.

1.1.2.1. Word-for-word translation

In word-for-word translation, the source language word order is preserved and the words translated by their most common meanings, out of context. Cultural words are translated literally. The main use of this method is either to understand the mechanics of the source language or to construct a rough translation process for a difficult text.

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Example: All worldly things may change with time, but the impression of the first

love will remain a vivid as ever.

In literal translation, the source language grammatical constructions are converted to their nearest target language equivalents but the lexical items are again translated singly, out of context.

Literal translation is considered as the basic translation step, both in communicative and semantic translation.

Example: I tried for a moment to see the situation through her eyes.

(Deignan, 1998: p.6)

To i th m t l n nh n nh n t nh hu ng theo h nh n a o ta. 1.1.2.3. Faithful translation

A faithful translation attempts to reproduce the precise contextual meaning of the original within the constraints of the target language grammatical structures. It transfers cultural words and preserves the degree of grammatical and lexical deviation from source language norms. It attempts to be completely faithful to the intentions and the text-realization of the source language writer.

Example: 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 ang g ng gi m v i n M i e m anh ta h y kho ng m t ti ng nhu ng khi v nh anh ta a n nhu tra u.

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1.1.2.4. Semantic translation

Semantic translation differs from “faithful translation” only in as far as it must take more account of the aesthetic value (that is, the beautiful and natural sounds of the source language text), compromising on meaning where appropriate so that no assonance, word-play or repetition jars in the finished version. Further, it may translate less important cultural words by culturally neutral third or functional terms but not by cultural equivalents. The distinction between “faithful” and “semantic” translation is that the first is uncompromising and dogmatic, while the second is more flexible, admits the creative exception and allows the translator‟s intuitive empathy with the original.

Example: Beauty is the first present Nature gives to women and the first take away.

(Fay Weldon)

p l t ng ph m m T o h a an ho ngu i n ng l th u tie n m T o h a u p i

1.1.2.5. Adaptation translation

Newmark (1988) states that: “Adaptation is the freest form of translation. It is

used mainly for plays (comedies) and poetry; the themes, characters, plots are usually preserved, the source language culture converted to the target language ulture and the text rewritten ”

Example: Someone you pass on the street may already be the love of your life.

C khi n o trên ư ng i t p nập

Ta vô t nh i vội ư qua nhau

(Bùi Minh Quốc)

1.1.2.6. Free translation

In free translation, it repreduces the matter without the manner, or the content without the form of the original. Usually it is a paraphrase much longer than the original, a so-called „intralingual translation‟.

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Example: That guy is as poor as a church mouse.

nh ta ngh o r t m ng to i. 1.1.2.7. Idiomatic translation

Idiomatic translation reproduces the 'message' of the original but tends to distort nuances of meaning by preferring colloquialisms and idioms where these do not exist in the original.

Example: It never rains but it pours

Ho vô ơn hí

(Nguyen Thu Huyen and The Windy, p325)

1.1.2.8. Communicative translation

Communicative translation “attempts to render the exact contextual meaning of the original in such a way that both content and language are readily acceptable and comprehensible to the readership” (Newmark, 1988b:45-47).

Example:

Tho i th h t h n ghen v gi n d i

Đu c gi n h n sung su ng bi t bao nhie u.

(Xua n Di u)

Well it’s all with jealousies and sulks What fun to be in the sulk.

(Vu o ng Trung Hi u, 1993: p.145)

1.2. Overview of slogan

1.2.1. Definition of slogan

Slogans have been used widely in protests dating back hundreds of years, however increased rapidly following the advent of mass media, particularly with the creation the Gutenberg's printing press and later modern mass media in the early 20th century. The basis of slogans have been noted by many political figures and

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dictators have also noted its effectiveness. As a result, there are a lot of definitions around it.

The Oxford Dictionary of English defines a slogan as “a short and striking or

memorable phrase used in advertising”. In the Oxford Advanced Learner's

Dictionary of Current English (63:1201), Crowther defines that “Slogan is a word

or phrase that is easy to remember to attract people’s attention or to suggest an idea quickly”, while Collin Cobuild's Advanced Learner's English Dictionary states

that “Slogans are used in advertisements and by political parties and other

organizations who want people to remember what they are saying or selling”.

The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic and Irish sluagh-ghairm (sluagh “army”, “host” + gairm “cry”) (Merriam-Webster, 2003). Slogans vary from the written and the visual to the chanted and the vulgar. Their simple rhetorical nature usually leaves little room for detail and a chanted slogan may serve more as social expression of unified purpose than as communication to an intended audience.

George E. Shankel's (1941, as cited in Denton Jr., 1980) research states that,

“English-speaking people egan using the term y 1704” The term at that time

meant “the distinctive note, phrase or cry of any person or body of persons”

Slogans were common throughout the European continent during the Middle Ages; they were used primarily as passwords to ensure proper recognition of individuals at night or in the confusion of battle.

A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose.

A slogan is a brief and indelible phrase that encompasses an offering‟s appeal. Slogans are always defined as “short and brief”. It is believed that it takes almost seven seconds to form a first impression. Therefore, slogans ought to be “short and brief”. The next part of the definition terms slogans as an “indelible phrase”. This is because slogans are meant to be memorable and catchy. Lastly, the definition terms slogans as a phrase “that encompasses an offering‟s appeal”. A slogan is essentially an invitation toward your offering. The invitation, therefore,

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must encapsulate your product or your brand vision or your service‟s benefits, etc. It should be an independent, brief and holistic phrase.

In summary, it can be seen that most of the definitions of slogans focus on the concise element of the sentence in order to be easy to remember and grasp. Depending on specific purposes, slogans are defined in many ways. For example, in commercial advertising, a company's commercial slogan is considered a short sentence or paragraph that contains and conveys descriptive and persuasive information about a brand.

1.2.2. Functions of slogan

Slogans are not merely a group of catchy words; they are a strategic attempt at creating a persuasive image in the minds of the consumers.

The basic purpose of a slogan is to sell a product or service. And, a genuinely successful slogan will act not only as a benefit to your brand but it is also a long-term commitment.

Slogans aim to reveal more about your company, especially through more information about your pricing strategy, services or what customers may look forward to.

Another important function of a slogan is to position the brand in the minds of customers desirably and advantageously.

A slogan is the best way to clarify to the consumer, “this is who we are, this is what we sell and/or this is why we are the perfect choice for you!”

1.2.3. Features of slogan

The features of a slogan may vary, but some common characteristics of an effective slogan include:

Memorable: A good slogan should be easy to remember and stick in the minds of the audience.

Simple: The language of the slogan should be simple and concise, making it easy to understand and communicate.

Unique: A unique and original slogan can help a brand stand out from competitors and create a memorable identity.

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Relevant: The slogan should be relevant to the brand, product, or service it represents, conveying a key message or value proposition.

Emotional Appeal: A slogan that appeals to the emotions of the audience can be more effective in creating a connection and leaving a lasting impression.

Consistency: A consistent use of a slogan in branding and marketing efforts can increase brand recognition and awareness over time.

Timeless: A good slogan should have the ability to remain relevant and effective over a long period of time, avoiding trends or language that may quickly become dated or irrelevant.

Overall, a successful slogan should capture the essence of the brand or product in a memorable and impactful way, while also resonating with the target audience.

1.3. Overview of culture

1.3.1. Definition of culture

The first anthropological definition of culture comes from 19th-century British anthropologist Edward Tylor:

“Culture...is that complex whole which includes knowledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society” (Tylor, 1871).

Culture is the characteristics and knowledge of a particular group of people, encompassing language, religion, cuisine, social habits, music and arts.

The Center for Advanced Research on Language Acquisition goes a step

further, defining culture as shared patterns of behaviors and interactions, cognitive

constructs and understanding that are learned by socialization. Thus, culture can be seen as the growth of a group identity fostered by social patterns unique to the group.

“Culture encompasses religion, food, what we wear, how we wear it, our

language, marriage, music, what we believe is right or wrong, how we sit at the table, how we greet visitors, how we behave with loved ones and a million

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other things,” Cristina De Rossi, an anthropologist at Barnet and Southgate

College in London.

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 p.78-105)

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 p.9) Based on the definitions mentions above, we found that culture is considered a central concept in anthropology, encompassing the range of phenomena that are transmitted through social learning in human societies. Cultural universals are found in all human societies. These include expressive forms like art, music, dance, ritual, religion, and technologies like tool usage, cooking, shelter, and clothing. The concept of material culture covers the physical expressions of culture, such as technology, architecture and art, whereas the immaterial aspects of culture such as principles of social organization (including practices of political organization and social institutions), mythology, philosophy, literature (both written and oral), and science comprise the intangible cultural heritage of a society.

1.3.2. Aspects of culture

According to the definitions of culture, it is obvious that culture is made up of a variety of components. It is very beneficial to look at the elements of culture as a way of studying culture and translation. Actually, there are five different parts of culture that interact with one another: historical culture, geographical and psychological culture, material culture, custom and tradition, and religious culture.

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1.3.2.1. Historical aspect

The term “historical culture” describes the culture that developed during the course of societal evolution. Due to the divergent historical developments of various nations, each has a unique historical culture. The ability of languages to communicate is hampered by this kind of variation. For instance, the allusion “con Rồng cháu Tiên” used by the Vietnamese must be translated accurately and with justification. “con Rồng cháu Tiên” is a Vietnamese legend about the origin of the Vietnamese. This is a name often used in Vietnamese poetry with the implication of calling for unity among ethnic communities in Vietnam. In addition, Vietnamese people also call each other compatriots with the same meaning. However, because of such a lack of historical background in Western countries, an English version is “children of the fairy and the dragon”.

Here is another illustration. Many cultural terms, such as “Adam's apple”, “Good Friday”, and “Achille's heel”, were created during the historical development of the English language as a result of the introduction of the Bible and ancient Greek and Roman mythology. These terms cannot be translated into Vietnamese just by their literal definitions since they have unique historical and cultural connotations in the English language. For instance, “Adam's apple” is translated as “quả táo của Adam” in its literal form. However, this term is originated from the story of the Bible. According to legend, God punished Adam by letting the fruit block in his throat after he and Eva, the forerunners of all modern humans, ate the forbidden fruit. Therefore “Adam‟s apple” refers to the lump on the front of throat in the western culture.

1.3.2.2. Geographical and psychological aspect

Different nations‟ geographical and psychological culture is also a main barrier in translation. The same term will have entirely distinct meanings in two different cultures due to the diverse geographic environments and national mentalities. For example, while Vietnamese terms like “giang sơn, núi non, biển cả, rừng v ng, biển b c” have their own unique imagined connotations, Western readers cannot understand or feel them.

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The words “East wind” in both Vietnamese and English are a vivid illustration. Vietnamese people prefer the east wind because it always connotes “spring” and “warmth”, but people in Britain loathe it since it originates from the northern portion of Europe and is therefore usually associated with “coldness” and “sadness”.

1.3.2.3. Material aspect

Material culture refers to the physical objects, resources, and spaces that people use to define their culture. These include homes, neighborhoods, cities, schools, churches, synagogues, temples, mosques, offices, factories and plants, tools, means of production, goods and products, stores, and so forth. All of these physical aspects of a culture help to define its members' behaviors and perceptions.

If knowledge or messages regarding artifacts or other notable material achievements of a people can be successfully translated, it will contribute much to the intercourse in this respect and allow other people to share their own material accomplishments, which will hasten the development of material culture.

Many words reflecting the distinctive material culture in the source language should be paid much attention to when translated them. For instance, in terms of food, some traditional Vietnamese dishes cannot be directly translated as “Chung cake” or “Day cake” because “bánh Chưng” and “bánh Dày” refer to philosophical legends in Vietnamese, and Vietnamese people only eat these dishes on these special occasions with their wishes for prosperity, health, happiness, and family reunion. However, “cake” is just a daily food to English people tasting sweet for a tea break.

Another example is the word “cricket” is a special word in English because it is a common outdoor game in Britain and has a significant impact on people's daily lives. There is a proverb that states, “That is as important as a game of cricket”. While playing cricket is uncommon in Vietnam, if translators wish to interpret this line, they should provide the Vietnamese readers some context.

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1.3.2.4. Custom and tradition aspect

This aspect of culture encompasses both verbal and non-verbal language (body language). People who speak various languages can converse with one another and share ideas through translation. Translation will also accelerate the exchange of different non-verbal behavior, thus making different communication systems known to each other. In daily interactions and communication, Vietnam and Western nations display different custom and tradition that represent their respective cultural mindsets.

In greeting, Westerners tend to be gender-equal, so shaking hands between two people of the opposite sex is very common. As for friends, they often give each other kisses on the cheek or a small kiss on the lips when greeting at meeting or parting. Friends often hug each other, kiss on the cheek to show affection. They often wave hello to others even to older adults, and patting on the back from behind to say hello to acquaintances is completely normal. Normal. However, for the Vietnamese, it is rare to see people of the opposite sex shaking hands, Vietnamese men often do not take the initiative to shake hands with older people or women but will wait for that action from them. When shaking hands, they hold only just enough and not too long, use both hands and bow to show respect to the elder. Women usually never shake hands. When shaking hands, they only hold hands just enough and not for too long, use both hands and bow to show respect to the elders. Vietnamese people never give each other friends kisses, especially friends. between two people of the opposite sex, it is even taboo for married women.

In the culture of parties and festivals, for Westerners, Christmas and New Year are the biggest festivals in Western culture. They often go on holiday away from home or just hang out together. For an European, birthdays and weddings are the most important occasions in life. At the birthday party, relatives will gather to sing, dance, give gifts and have a light party. At weddings, Westerners often hold both sitting and buffet parties, but they often eat snacks, sing songs and receive gifts from relatives and friends. Rarely receive welcome money, except for some special

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cultural areas such as Sicily in Italy. In contrast, for Vietnamese people, the Lunar New Year is the most important occasion for Vietnamese people. It is an opportunity for people from abroad to gather in their homeland, gather together at the family tray and worship their ancestors. Vietnamese people hold anniversaries bigger than birthdays, this is an opportunity for relatives to get together in a tray of rice and talk about the old memories of the deceased. For weddings, Vietnamese people also organize a very elaborate ceremony, including many stages depending on the locality and the people attending the wedding often have to give congratulatory money.

1.3.2.5. Religious aspect

This aspect, or perceptional aspect of culture, includes religions, beliefs, worldview, ways of thinking, systems of values, national spirit and national disposition.

Religion and common sense combine to create a country's religious culture. Its distinctions are due to the varied ideologies and laws of many nations. The phrase “ở hiền, gặp l nh” cannot be translated into “stay gently, meet evenly”. Despite having correct patterns and meanings, it is a belief, making Buddhism the dominant religion rather than Christianity. Therefore, the translation should be “One good turn deserves another”. When translated into English, the Vietnamese people have their own belief expressing in the old saying “ Ta về ta tắm ao ta, dù trong dù đục ao nh vẫn hơn”, it should be considered an alternative to the Western proverb “East or West, home is best”.

Individuals acquire the thoughts, emotions, convictions, and aspirations of what their culture deems to be right. Consequently, the conceptual aspect of culture is the deepest structure and the focus of culture. This part of culture distinguishes a person and makes translation considerably more challenging.

In summary, the aforementioned five cultural characteristics are various components that work together to form a totality. Success in translation mostly depends on the ability to convey these elements or cultural meanings.

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1.3.3. Some specific features of English-speaking countries and Vietnamese culture

In the world, there are two kinds of cultures, which create different eastern- western culture; however, each nation keeps oneself private character about geography, historical, material, customs and habit... It means that its language reflects culture of a nation, especially by vocabulary. Vietnam with complex terrain, long-standing agriculture, and long magnanimous fight against invaders and in monsoon tropical region, which is considered as main character of Vietnam, reflected in names, means of productions, rice processing, customs and habits about marriage, customs and habits about religion.

All things are very popular in Vietnam; however, these things are very strange for Western people. To Western culture, their life is very active, free to accept new things, such as science, Internet, ... in the life. Besides, English is rye agriculture, which is different from Vietnam agriculture. Their work is more developing with advance machines. Hence, their character is individual. Contrary to, Vietnamese one is combinative each other.

There are many fascinating distinctions between American and Vietnamese cultures, specifically, as well as between the cultures of the West and the East generally, that not everyone is aware of. The discrepancies are depicted in the photographs below. Let's find out these intriguing things.

Expressing an opinion

Westerners value frankness.

Vietnamese people appreciate ingenuity and softness.

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Lifestyle

Westerners appreciate self-worth, personal capacity, individuality... so their lifestyle is more in favor of an independent and individual lifestyle.

Vietnamese people always live in a community, love and care for each other, so the Vietnamese way of life is much more emotional than in the West.

Relationship

The relationships in the Western world are very clear and not as complicated as in the Eastern society.

Individuality

Westerners attach great importance to self-worth, emphasizing individuality in some aspects of life. They require those around them to respect what belongs to personal matters.

In the East, self-worth is often small, easily covered, and forgetting it is considered a commendable virtue of Vietnamese or Eastern people in general.

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Time

The West: Punctuality is a highly respected element of appointments in the West.

Vietnam: We can move the appointment a little bit and sometimes it's not a big deal.

Queuing culture

In the West: everywhere they line up, queue to get food… Only two people line up and don't jostle or push.

In fact, queuing culture has gradually formed in many Eastern countries, especially in big cities. However, in general, it has not been deeply ingrained in the Eastern way of life at all times.

Party

At formal parties, Westerners like to stand in small groups and chat.

Vietnamese people like to sit in large groups, talk loudly, and that is considered an expression of excitement and fun.

Notes: Western people in blue, Eastern people in red.

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1.4. Summary

This chapter briefly discusses many topics related to the research issue, including the theoretical background of translation, slogan and culture. Firstly, through the series of translation definitions by different researchers, it is found that translation is a process which is attempted to find the equivalent meaning in the target text. There are seven translation methods mentioned by Peter Newmark, in his “A Textbook of Translalion” and other scholars, including word-for-word translation, literal translation, faithful translation, communicative translation, semantic translation, adaptation and free translation. Secondly, slogans are also defined by various authors, but it is found that a slogan is a short and striking or memorable phrase to attract people's attention or to suggest an idea quickly. Depending on specific purposes, slogans are defined in many ways. Finally, culture encompasses the social behavior, institutions, and norms found in human societies, as well as the knowledge, beliefs, arts, laws, customs, capabilities, and habits of the individuals in these groups. There are five different aspects of culture, including historical culture, geographical and psychological culture, material culture, custom and tradition, and religious culture. In addition, there are many fascinating distinctions between American and Vietnamese cultures, specifically, as well as between the cultures of the West and the East generally, reflected in names, means of productions, rice processing, customs and habits about marriage, customs and habits about religion.

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Chapter 2 METHODOLOGY

In the modern era, we are always surrounded by different slogans. We encounter various slogans everywhere, such as glittering neon signs atop tall buildings and along major thoroughfares, vibrantly painted pictures on buses, pamphlets delivered to every home, commercials interspersed between TV shows, various slogans overflowing newspaper and radio broadcasts, etc. But why can slogans make that popular? The explanation is that a phrase can capture one's values, area of expertise, benefit, marketing stance, and commitment. It is especially useful to reinforce one‟s identity.

2.1. Criteria for selecting slogans

Among thousands of famous brands as well as organizations and schools with different purposes and meanings in the world, in this study, we based on the following criteria to select typical slogans to research. Because of the limited research time and knowledge, we only selected 22 typical slogans for research including 10 commercial slogans, 5 educational slogans and 7 social slogans. The slogans we selected are available with English and Vietnamese translations, so we only focus on analyzing the slogans based on 5 cultural factors.

Slogan must be associated with the brand: Slogan can be said to be one of the effective ways to bring the brand closer to people. Therefore, it is necessary to have a link between the slogan and the brand to make it easy for users to associate and remember.

Good or bad slogan is decided by the viewer: In general, the product or service provided in the market, the ultimate purpose is still to serve the needs of consumers. Therefore, in order to know that the slogan is really successful, it is necessary to monitor, collect and evaluate the reactions from the audience or the customers themselves.

Slogan must be short and concise: You only have a few seconds to impress users. Therefore, when putting a slogan, the business must make an impression

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from the first letter. Or hidden in words, businesses can convey values, positive energy,... For example, we can see that Nike has been very successful when using the slogan “Just Do It” - both simple and easy to remember and also has the value of encouraging customers.

Slogan must ensure honesty: Nowadays, customers tend to look for products/services with funny and meaningful messages or slogans rather than self-affirming slogans. Because to evaluate the quality of the brand, consumers need time to experience. Therefore, the fact that some brands use slogans that affirm their values can make customers uncomfortable, create a negative reaction to the product/service, and easily forget it.

Besides, we based on the 5 requirements below to evaluate what a good translation is. Nida (1964) stated the following requirements of good translation:

 It must make sense.

 It must convey the spirit and manner of the original.

 It must have a natural and easy form of expression.

 It must produce a similar response.

2.2. Commercial Slogan

We are all aware that advertising is a form of public communication, and it has turned into an essential tool for business. An organization can become genuinely global by using branding techniques and marketing messaging in addition to relocating its headquarters to another nation. Commercial is being used to refer to persuasive communication that is directed at target audiences and potential customers. Therefore, commercial advertisers must design advertising that leave a lasting impression on customers through both the words and the visual. We know that the marketing message (the slogan) is regarded as the essence of advertisements. A product's brand name and tagline are localized for the target market before it reaches any market. Many multinational businesses have found success in the Vietnamese market as a result of excellent slogan translation.

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2.2.1. Definition of commercial slogan

In commercial advertising, a company‟s commercial slogan is considered a short sentence or paragraph that contains and conveys descriptive and persuasive information about a brand. Accordingly, slogans are considered as a way of brand promotion, an extremely effective tool in creating brand value.

Some slogans are created for long term corporate identity process, while others are interested for specific limited-time campaigns. If an advertising slogan enters into the public vernacular, word-of-mouth communication may increase consumer awareness of the product and extend an ad campaign's lifespan, or cause a company to adopt it for long term advertising and identity.

Slogans that associate emotional responses or evoke recollections of memories increase their likelihood to be adopted by the public and shared. Additionally, by linking a slogan to a commonplace discussion topic (e.g. stress, food, traffic), consumers will recall the slogan more often and associate the corporation with their personal experiences.

2.2.2. Functions of commercial slogan

A tagline can help customers understand quickly what a brand is and how it differs from other brands. Slogans can contribute to brand value by increasing customers' awareness of the brand by strongly influencing their benefits when consuming the product, helping to preserve the brand's image. in the customer's memory to create expectations and motivate customers to buy. At the same time, slogans help a company affirm their commitment to serving customers and help strengthen the brand by defining their difference from other companies in the market. For example, the advertising slogan of the greeting card printing company

Hallmark “When you are enough to send the very est” - Khi m n quan

t m g i i những g t t p nh t.

A marketing slogan can play a part in the interplay between rival companies. A functional slogan usually:

 States product benefits (or brand benefits) for users (or potential buyer)

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 Implies a distinction between it and other firms' products - with constraints

 Makes a simple, concise, clearly defined, and appropriate statement

 Is either witty, or has distinct "personality"

 Gives a credible impression of a brand or product

 Makes the consumer experience an emotion; or, creates a need or desire

 Is hard to forget - it adheres to one's memory

The business sloganeering process communicates the value of a product or service to customers, for the purpose of selling the product or service. It is a business function for attracting customers.

If a slogan is adopted by the public, it can have a notable influence in everyday social interaction. Slogans can serve as connection points between community members as individuals share pithy taglines in conversation. In contrast, if an individual is unaware of a popular slogan or tagline, they can be socially excluded from conversation and disengage from the discussion.

2.3. Educational slogan

Similar to commercial slogans, educational catchphrases are amiable and memorable. However, the educational slogan employs formal language and refers to the trend of program or target of a school. One of these pivotal attractors which should be considered is the motto of the university, the inspiring educational message of each institution. In reality, not all universities and colleges possess a motto, but numerous schools have done it. Educational motto can be seen as a key factor to make the very first strong impression on students or potential learners, which to a great extent, determines their final success of nurturing the talent for society.

2.3.1. Definition of educational slogan

In education, a school‟s or program‟s educational slogan is considered a short sentence or paragraph that contains and conveys descriptive and persuasive information about a school‟s goal. As is known to all, “the school motto is the soul of forming the school spirit and also keeps a core position in the campus culture” (Zhao, 2003).

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