Assessing the Quality of the Persian Translation of the Book Principles of Marketing Based on House’s (TQA) Model مقالة

مؤلف: Nemati Moghadam، Mahnaz ؛ Rezaee، Mehrdad ؛

Journal of Language and Translation Autumn 2017, Volume 7 - Number 4 ، C (Azad University/ISC (‎16 صفحة - من 50 إلی 65 )

الکلمات المفتاحية: Assessment distinction Translation quality assessment House model Overt and covert translation House Persian Translation

خلاصة:

Translation is evaluated in terms of its forms and functions inside the historically developed systems of the receiving culture and literature. This study aimed to evaluate the quality of Persian translation of the14th edition of the original English book “Principles of Marketing” written by Philip Kotler and Gary Armstrong based on House (TQA) model: overt and covert translation distinction. The book was translated by Dr. Ab- bas Saleh Ardestani and Dr. Mohammad Reza Saadi. The result of this comparison was dimensional mis- matches categorized based on the different dimensions of register including field, tenor, and mode, overt and covert errors. As a result, the translators of Persian translation did not carry out the criteria completely to have an overt translation according to House's view stated that scientific textbooks should be translated overtly, instead they tended to translate the text covertly. All mismatches on different levels of register also showed that the cultural filter was applied in translation. The findings and outcomes could contribute to the knowledge around the fields of Marketing, Business Management, and Translation Studies. The findings of this study could also result in better translation of marketing texts.

ملخص الجهاز:

g. Anari & Ghaffarof, 2013; ATA, 2015; Baker, 201; Colina, 2003, 2008, 2009, 2015; Doyle, 2003; Drugan, 2013; Hatim & Mason, 1990; Hewson & Martin, 199; House, 1977, 1997, 2015; Kiraly, 2005; Melis & Albir, 2001; Melis & Hurtado, 2001; Nord, 1991, 1997, 2005; Williams & Chesterman, 2002) indi- cated that the evaluation of translation is contin- gent upon three aspects of translation, which em- brace the evaluation of published translations, the assessment of professional translators’ works, and evaluation in translation teaching. Many oth- er scholars also worked upon translation and quality assessment such as Melis and Albir (2001) who believe that Translation Quality As- sessment (TQA) models are based on categoriza- tion, classification, and taxonomization to allow analysis of meaning, equivalence, text purpose and discourse register which can be examined in the contexts of structural and functional linguis- tics, semantics, pragmatics, sociolinguistics and stylistics, and can be implemented using flexible criteria and standards. To carry out the study, two research questions were posed as fol- low: "To what extent has the quality of a Persian translation of the English book "Principles of Marketing" written by Philip Kotler and Gary Armstrong been preserved based on House TQA model considering overt vs. The findings of the this research was in ac- cordance with, previous studies such as: (Kho- taba, & Tarawneh, 2015); (Lauscher, 2000); (Manfredi, 2012); (Martinez-Melis & Hurtado, 2001); (Melis & Albir, 2001); (Melis & Hurtado, 2001); (O’Brien, 2012); (Pym, 2003); (Reiss, 2015); (Williams, 2004, 2009); (House, 1978), and so on, declared that using TQA approach in translation quality assessment is very influential.

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