Tradução de metáforas verbo-pictóricas para páginas web do smartphone Huawei P40 Pro à luz da teoria de necessidades
DOI:
https://doi.org/10.5007/2175-7968.2023.e97183Keywords:
Translation, Conceptual metaphor, Verb-pictorial metaphor, Needs theory, Webpage advertisementsAbstract
In the era of global digital marketing, multinational companies adopt metaphors as an innovative advertising strategy on their websites to attract more consumers and stimulate their buying needs. This paper, based on the conceptual metaphor theory proposed by Lakoff and Johnson (1980) and expanded by Forceville (1996, 2009), along with Maslow's hierarchy of needs theory (1954, 1970), analyzes the verb-pictorial metaphors in advertisements on the Huawei P40 Pro smartphone website and their translations into Brazilian Portuguese. With the aim of examining how the metaphors conceptualize the product's features in both versions, and based on the analyzed metaphors, we also explore the different intentions of the Chinese advertiser and the Brazilian translator in stimulating the purchasing needs of the Chinese and Brazilian target audiences. The findings reveal that the original Chinese advertising leans towards evoking the needs for love and belonging among Chinese consumers, while the Portuguese translation tends to fulfill the esteem needs of Brazilian consumers.
References
Alousque, Isabel Negro. “Verbo-Pictorial Metaphor in French Advertising”. Journal of French Language Studies, 24(2), p. 155-180, 2014. DOI: https://doi.org/10.1017/s0959269513000045
Barreto, Roberto Menna. Criatividade em propaganda. São Paulo: Summus Editorial, 2004.
Barthes, Roland. “Theorizing Communication: Readings Across Traditions”. In: Sontag Susan. (Ed.). A Barthes Reader. Nova York: Hill & Wang, 2000. p. 191-199.
Bouziane, Karima. “Skopos Theory in the Translation of Online Advertising from English into Arabic”. Professional Communication and Translation Studies, 9, p. 139-146, 2016.
Forceville, Charles. Pictorial Metaphor in Advertising. Londres & Nova York: Routledge, 1996.
Forceville, Charles & Urios-Aparisi, Eduardo. Multimodal Metaphor. Berlin: Mouton de Gruyter, 2009. DOI: https://doi.org/10.1515/9783110215366
Gao, Liang; Zheng, Xue & Yan, Biao Bing. “幸福感的中西差异: 自我建构的视角” [As diferenças entre entre o oriente e o ocidente no bem-estar: uma perspectiva auto-construtiva]. Advances in Psychological Science, 7, p. 1041-1045, 2010.
Gonçalez, Márcio Carbaca. Publicidade e propaganda. Curitiba: Iesde Brasil S. A, 2010.
Haddad, Kahalil. Skopos in Advertising Translation into Arabic. Non published dissertation. University of Virginia, Virginia, 2015.
He, Lu Ming & Wu, Jian Wei. “汽车广告设计的多模态隐喻与消费者定位” [Metáforas multimodais e consumidor-alvo na publicidade automotiva]. Journal of Wuxi Vocational Institute of Commerce, 15(4), p. 104-107, 2015. DOI: https://doi.org/10.13659/j.cnki.wxsy.2015.04.024
Huawei. Huawei P40 Pro Visão Geral | Huawei Brasil. Huawei. 2020a. Disponível em: https://consumer.huawei.com/br/phones/p40-pro. Acesso em 1 dez. 2023.
Huawei. Huawei P40 Pro Visão Geral | Huawei China. Huawei. 2020b. Disponível em: https://consumer.huawei.com/cn/phones/p40-pro/. Acesso em 1 dez. 2023.
Huawei P40 pro 5g 256 gb 8 gb ram Gold. 2023. Amazon. Disponível em: https://www.amazon.com.br/Huawei-P40-pro-256gb-Gold/dp/B086VL7K9H. Acesso em 1 dez. 2023.
Kim, Jai-Ok; Forsythe, Sandra; Gu, Qingliang & Moon, Sook Jae. “Cross‐cultural consumer values, needs and purchase behavior”. Journal of Consumer Marketing, 19(6), p. 481-502, 2002. DOI: https://doi.org/10.1108/07363760210444869
Kövecses, Zoltan. Metaphor: A practical introduction. Nova York: Oxford University Press, 2010.
Kövecses, Zoltan. “Metaphor in Media Language and Cognition: A Perspective from Conceptual Metaphor Theory”. Lege Artis, 3(1), p. 124-141, 2018. DOI: https://doi.org/10.2478/lart-2018-0004
Kwan, Virginia; Bond, Michael Harris & Singelis, Theodore. “Pancultural Explanations for Life Satisfaction: Adding Relationship Harmony to Self-Esteem”. Journal of Personality and Social Psychology, 73(5), p. 1038-1051, 1997. DOI: https://doi.org/10.1037/0022-3514.73.5.1038
Lakoff, George & Johnson, Mark. Metaphors We Live By. Chicago: Chicago University Press, 1980.
Leadleo. 2020年 中国智能手机摄像头行业短报告. Hong Kong: Leadleo, 2020.
Liu, Min Dian. A Reporting on Translation Internship in Huawei Corporation. Non published dissertation. Xi’an International University, Xi’an, 2013.
Maslow, Abrsham. Motivation and Personality. Nova York: Harper & Row, 1970.
McStay, Adrew. Digital Advertising. Londres: Macmillan International Higher Education, 2016.
Munday, Jeremy. “Advertising: Some Challenges to Translation Theory”. The Translator, 10(2), p. 199-219, 2004. DOI: https://doi.org/10.1080/13556509.2004.10799177
Phillips, Barbara & McQuarrie, Edward. “The Development, Change, and Transformation of Rhetorical Style in Magazine Advertisements 1954–1999”. Journal of Advertising, 31(4), p. 1-13, 2002. DOI: https://doi.org/10.1080/00913367.2002.10673681
Rago, Margareth. “Beleza é fundamental?”. Revista Estudos Feministas, 16(2), p. 704-706, 2008. DOI: https://doi.org/10.1590/s0104-026x2008000200030
Reinert, Venilton. O uso estratégico da internet no planejamento de marketing: uma perspectiva de empresas catarinenses. Dissertação (Doutorado em Engenharia de Produção). Universidade Federal de Santa Catarina, Florianópolis, 2004. https://repositorio.ufsc.br/bitstream/handle/123456789/86842/207135.pdf?sequence=1&isAllowed=y.
Rodgers, Shelly & Thorson, Esther. “The Interactive Advertising Model: How Users Perceive and Process Online Ads”. Journal of Interactive Advertising, 1(1), p. 41-60, 2000. DOI: https://doi.org/10.1080/15252019.2000.10722043
Singh, Surendra & Dalal, Nikunj. Web Home Pages as Advertisements. Communications of the ACM, 42(8), p. 91-98, 1999. DOI: https://doi.org/10.1145/310930.310978
Stolley, Karl. How to design and write web pages today. California: Greenwood, 2011.
Svatosová, Veronika. “Motivation of Online Buyer Behavior”. Journal of Competitiveness, 5(3), p. 14-30, 2013. DOI: https://doi.org/10.7441/joc.2013.03.02
Tavor, Tchai. “Online Advertising Development and Their Economic Effectiveness.” Australian Journal of Business and Management Research, 1(6), p. 121-133, 2011. DOI: http://dx.doi.org/10.52283/NSWRCA.AJBMR.20110106A13
Tudocelular. “Será que vem? Huawei P40 recebe homologação da Anatel e pode ser vendido no país”. 08/06/2020. Tudocelular.com. Disponível em: https://www.tudocelular.com/rumores/noticias/n157868/huawei-p40-homologacao-anatel-brasil.html#google_vignette. Acesso em 1 dez. 2023.
Tzu, Lao. 道德经 [Tao Te Ching]. 群出版, 2014.
Ungerer, Friedrich. “Muted Metaphors and the Activation of Metonymies in Advertising”. Topics in English Linguistics, 30, p. 321-339, 2000. DOI: https://doi.org/10.1515/9783110894677.321
Yang, Lei. “Advertisement Translation from the Perspective of Relevance Theory”. Atlantis Press, 1, p. 875-878, 2016. DOI: https://doi.org/10.2991/icesame-16.2016.192
Zhang, Lili. “Business English Translation Strategies in the Perspective of Skopos: In the Case of Advertisement Translation”. Open Journal of Modern Linguistics, 6(3), p. 243-246, 2016. DOI: https://doi.org/10.4236/ojml.2016.63026
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Cadernos de Tradução
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright Notice
Authors hold the copyright and grant the journal the right for their articles' first publication, being their works simultaneously licensed under the Creative Commons Attribution License (CC BY), which allows the sharing of such works with its authorship acknowledged and its initial publication in this journal.
Authors are allowed to enter into separate additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or as a book chapter, with an acknowledgment of its initial publication in this journal).
