Author
Ukpong, D. E.
Abstract
The media space is massive with a lot of activities going on. Whether it has to do with print or electronic media, language is the vehicle of communicating meaning. However, there are times when it becomes very difficult for the target audience of media advertisements to make sense of the meaning of what is being communicated. Hence, there is a need for an implicit or explicit mode of translation that will help unravel the meaning of what is being conveyed from a source to a target position. Interestingly, translation is not limited only to texts as it has a dimension that touches on non-textual components like making sense of what meaning an advert intends to communicate. This study is a critical survey of how the target audience of media advertisements can make sense of the meaning intended so that communication is eventually communicated through translation efforts. One of the major findings of the study is that translation plays a crucial role in the dissolution and diffusion of ambiguity and vagueness in language and communication thereby upholding cultural and ethical good
Keywords
Media, advertising, print, electronic, language, translation, meaning,
communication
Introduction
The utilization of various platforms in media advertising, such as print, television, radio, and digital media, enables the targeting of a diverse range of audiences. Language serves as a crucial instrument in conveying intended messages to these different groups. Mackay (2020:152) states that “Language plays a significant role in shaping meaning and facilitating mutual understanding between creators and consumers”. However, due to the diverse backgrounds of audiences, cultural and linguistic disparities can impede effective communication if not addressed appropriately. Translation plays a vital role in overcoming these barriers by transmitting information and meaning
Content
This study delves into a critical evaluation of the intricate connection between
media advertising, language, and translation. Its objective is to unravel the complexities
involved in crafting and conveying meaning in advertisements, especially in the face of
cultural and linguistic challenges. The study seeks to illuminate the crucial function of
translation in bridging the divide between the intended message and the audience's
comprehension, ultimately enabling successful communication in the diverse realm of
media as it shall be made plain going forward.
What is Media Advertising?
Media advertising is the practice of utilizing various media platforms to promote a
product, service, or message for an advertiser (Chandler & Munday, 2020). It
encompasses the use of television, radio, print, and digital platforms to reach a wide
audience and persuade them to take a desired action. This form of marketing has been
around since the 19th century, with newspapers and magazines selling space for
advertisements. However, it has evolved over the years to include newer mediums such
as social media, online platforms, and billboards. Print media advertising, which utilizes
physical publications such as newspapers, magazines, brochures, billboards, flyers, and
catalogues, has the advantage of high-quality images and targeted messaging (Dahlen &
Rosengren, 2016).
Conclusion
This study has uncovered the complex interplay between media advertising, language,
and translation in effectively conveying intended meanings to diverse audiences.
Language serves as the primary tool for crafting and delivering advertising messages,
utilizing words, visuals, and semiotic associations to shaping consumer perceptions and
establishing emotional connections. As a consequence, the linguistic and cultural
diversity of global markets necessitates the critical role of translation. Skilled translators
act as intermediaries, accurately transmitting not only the literal content but also the
underlying tones, rhetorical devices, and cultural nuances across different languages and
contexts. As interactive digital media expands advertising into user-generated spaces, the
need for target and consistent translation becomes increasingly crucial.
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