The Effect of Cultural Codes on the Translation Process in the Translation of Baby and Child Care Products
Abstract
The cosmetics industry plays a vital economic role in the global market through its broad product range. With globalization, these products reach wider geographical markets, and platforms such as Instagram have become key tools in digital marketing. In this landscape, the translation of advertising and promotional texts is crucial for companies aiming to establish or expand their global presence. Since such texts must resonate with audiences shaped by different cultural norms and values, translation becomes a culturally embedded act rather than a mere linguistic transfer. Translating advertisements in the digital era is inherently intercultural, requiring the recreation and adaptation of the source message to align with the cultural references, expectations, and communicative functions of the target audience. In this sense, translation contributes significantly to aligning a brand’s image with its target market. This study focuses on the French dermo-cosmetic brand Mustela, known for its products targeting babies, children, mothers, and expectant mothers. It analyzes translations of the brand’s French website into German and Turkish. The theoretical framework combines Geert Hofstede’s (1993) cultural dimensions theory with Hugo Vandal-Sirois’s (2015) analytic and empathic reading approach to the adaptation of advertising texts. Examples are examined in terms of both textual content and accompanying visuals, assessing the strategies used by translators to adapt content to local cultural values and expectations. Findings show that translation serves not only to transfer meaning but also to culturally reposition the message. Translators play a key role in reinterpreting the brand's intent and appeal to suit target audiences. The study highlights the importance of the translator acting as a cultural and marketing mediator in digital advertising, requiring expertise beyond language proficiency, including cultural sensitivity and market awareness.
Keywords
advertisement translation cultural dimensions theory empathic reading adaptation analytic reading
References
- Akata, Z. H. (2021). Reklam dilinde mutluluk vaadinin dilbilimsel açıdan çözümlenmesi. Söylem ve Filoloji Dergisi, 6(3), 899–916. https://doi.org/10.29110/soylemdergi.1006008
- Bastin, G. (1993). La notion d’adaptation en traduction. Meta, 38(3), 473-478. https://doi.org/10.7202/001987ar
- Baudrillard, J. (1997). Tüketim toplumu (H. Deliceçaylı, & F. Keskin, Çev.). Ayrıntı Yayınları.
- Boivineau, R. (1972) : L’abc de l’adaptation publicitaire. Meta, 17(1), 5-28. https://doi.org/10.7202/002097ar
- Breton P. (1997). La Parole manipulée. Éd. La Découverte.
- Collombat, I. (2014). Babel 2.0: Mondialisation, traduction et glottodiversité. Synergies Chili, 15-30. https://gerflint.fr/Base/Chili10/Collombat.pdf
- Cómitre Narváez, I. (2004). Stratégies de traduction de l’ambivalence dans le texte publicitaire. Anales de filología francesa, 12, 81-93. https://revistas.um.es/analesff/article/view/19961/19331
- Cronin, M. (2006). Translation and identity. Taylor & Francis Group.
- Çelik, C. (2011). Türkiye Türkçesinde örtmece ve tabu kelimeler [Yayınlanmış yüksek lisans tezi]. Doğu Akdeniz Üniversitesi.
- Dalmasso, A., & Granet-Abisset, A. (2023). Au-delà des cosmétiques: L’importance économique et sociale des entreprises de la beauté. Entreprises et histoire, 111(2), 6-15. https://doi.org/10.3917/eh.111.0006
- Daniels, J. (2009). Marketing strategies with in the baby product. https://commons.emich.edu/honors/138
- Delisle, J., Lee-Jahnke, H., & Cormier, M. C. (1999). Terminologie de la traduction: Translation terminology. Terminología de la Traducción. Terminologie der Übersetzung (1). John Benjamins Publishing Company.
- DePalma, D. A., Sargent, B. B., & Beninatto, R. S. (2006). Can't read, won't buy: Why language matters on global websites: An international survey of global consumer buying preferences. Common Sense Advisory.
- Douglas, S. P., & Craig, C. S. (2006). On improving the conceptual foundations of international marketing research. Journal of International Marketing, 14(1), 1-22. https://doi.org/10.1509/jimk.14.1.1
- Farooqui, S., & Waghlole, S. B. (2024). Review paper- Marketing strategies of baby products. International Journal of Scientific Research in Engineering and Management, 8(1), 1–6. https://doi.org/10.55041/IJSREM28116
- Farooqui, S., & Waghlole, S. B. (2024). Review paper- Marketing strategies of baby products. International Journal of Scientific Research in Engineering and Management, 8(1), 1–6. https://doi.org/10.55041/IJSREM28116
- Firda Nila, S., & Octavitri, Y. (2022). Bilingual beauty product text on social media: Translation methods and affecting factors. The proceedings of English language teaching, literature, and translation (ELTLT), 10(1), 84–89. Retrieved from https://proceeding.unnes.ac.id/eltlt/article/view/1318
- Guidère, M. (2009). De la traduction publicitaire à la communication multilingue. Meta, 54(3), 417–430. https://doi.org/10.7202/038306ar
- Guidère, M. (2011). Les corpus publicitaires : nouvelles approches et méthodes pour le traducteur. Dans M. Ballard & C. Piñeiro-Tresmontant (Ed.), Les corpus en linguistique et en traductologie içinde (ss. 336- 350). Artois Presses Université. https://doi.org/10.3917/arto.guidere.2011.01
- Hofstede, G. (1993). Interkulturelle Zusammenarbeit. Gabler Verlag.
- Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations. McGraw-Hill.
- Hofstede, G., Hofstede, G. J., Mayer, P., Sondermann, M., & Lee, A. (2011). Globales Denken, lokales Handeln: Interkulturelle Zusammenarbeit und globales Management (6th ed.). dtv.
- Hofstede, G. (t.y.). Geert Hofstede. Erişim: 20.04.2025, https://geerthofstede.com/
- Horn, H., & Helf, B. (2005). Proceedings of the Euroconference 2005. EU. https://www.euroconferences.info/proceedings/2005_Proceedings/20 05_Horn-Helf_Brigitte.pdf
- Ketabchi, N. (2019). Looks that thrill—Inside the booming beauty industry. https://www.toptal.com/finance/growth-strategy/beauty- industry
- Obeidat, E. S. (2015). Translation strategies in the English-Arabic e- brochures of baby care products. Jordan Journal of Modern Languages and Literatures (JJMLL), 7(2), 59-82. https://journals.yu.edu.jo/jjmll/Issues/vol7no22015/Nom1.Eshraq.pdf
- Obeidat, I., & Abu-Melhim, A. H. (2017). Foreignization and domestication in translating English–Arabic baby formula labels. British Journal of Humanities and Social Sciences, 17(2), 50–65. http://www.ajournal.co.uk/HSpdfs/HSvolume17(2)/HSVol.17%20(2)%20Ar ticle%204.pdf
- Pakkala, K., & Bhat, K. S. (2022). Factors influencing consumer buying behavior on baby care products. International Journal of Case Studies in Business, IT and Education, 6(2), 459–468. https://doi.org/10.47992/IJCSBE.2581.6942.0209
- Penteliuc-Cotoşman, L. (2023). La traductıon publicitaire à l’ère du digıial : du transcodage linguistique à la transcréation. Professional Communication and Translation Studies, 13:105-114. https://doi.org/10.59168/EXUT1190
- Ringrow, H. (2016). The language of cosmetics advertising. Palgrave Pivot. https://doi.org/10.1057/978-1-137-55798-8
- Seghir, I. (2023). Discours publicitaire des produits cosmétiques: Analyse multimodale du discours anti-âge dans le magazine féminin ELLE (anglais-français). e-Rea [Online]. https://doi.org/10.4000/erea.16019
- Tatillon, C. (1990). Le texte publicitaire: Traduction ou adaptation? Meta, 35(1), 243-250. https://doi.org/10.7202/004326ar
- Vandal-Sirois, H. (2011). Publicités multilingues: L’apport du traducteur en agence de communication marketing. ILCEA, 14. https://doi.org/10.4000/ilcea.1106
- Vandal-Sirois, H. (2015). Le traducteur et ses cibles: Lectures analytique et empathique en adaptation publicitaire. Meta, 60(1), 3-17. https://doi.org/10.7202/1032397ar
- Yunker, J. (2003). Beyond borders: Web globalization strategies. New Riders Publishing.
Abstract
Kozmetik sektörü geniş bir ürün yelpazesi sunarak küresel pazarda ekonomik açıdan önemli bir rol oynamaktadır. Küreselleşme ile birlikte, bu sektördeki ürünlerin pazarı daha geniş coğrafyalara yayılmakta ve sosyal medya, özellikle Instagram gibi platformlar, pazarlama süreçlerinde etkili bir araç olarak kullanılmaktadır. Bu bağlamda, reklam ve tanıtım metinlerinin çevirisi, küresel pazarda yer edinmek isteyen şirketler için merkezi bir konumdadır. Bu metinlerin çevirisinde farklı kültürler ve bu kültürle şekillenen hedef kitle ihtiyaçları, değerleri ve beklentileri söz konusu olduğundan, çeviri salt dilsel bir aktarımın ötesine geçmektedir. Küreselleşmeyle birlikte dijital pazarda reklam metinlerinin çevirisinde kültürlerarası bir süreç söz konusudur ve bu metinlerdeki kaynak iletinin hedef dil ve kültürün işlevsel amacına, kültürel referanslarına uygun olarak yeniden yaratılması ve uyarlanması gerekmektedir. Dolayısıyla çeviri, markanın imajının erek kitleyle bütünleşmesinde önemli bir rol oynamaktadır. Bu çalışmada dijital pazarda önemli bir yere sahip olan bebek, çocuk, anne ve anne adaylarına yönelik ürünleriyle öne çıkan Fransız dermokozmetik markası Mustela'nın internet sayfalarının Fransızcadan Almanca ve Türkçeye çevirileri incelenecektir. Makalenin kuramsal çerçevesini Geert Hofstede’nin (1993) kültürel boyutlar kuramı ve Hugo Vandal-Sirois’in (2015) reklam metinlerinin uyarlanmasına yönelik analitik ve empatik okuma yaklaşımı oluşturmaktadır. Örnekler her üç dilde hem metin hem de metine eşlik eden görseller çerçevesinde değerlendirilmiş, çevirmenlerin kaynak içeriği hedef kültürün değer ve kültürel kodlarına uyarlamada başvurdukları stratejiler yorumlanmıştır. Çalışmanın bulguları kültürel farkları ortaya koyarken, markanın erek kültür tarafından benimsenmesinde çevirmenin hem görseller hem de metin içeriği bağlamında kaynak iletinin amacı ve işlevini hedef kültürün değerleri, beklentileri çerçevesinde yeniden ürettiği ve uyarladığı ortaya konmuştur. Bu bağlamda dijital pazarda çeviri hizmetlerinde çevirmenin dil, kültür ve pazarlama uzmanı gibi farklı yetkinlikleri işe koşmasının önemi vurgulanmıştır.
References
- Akata, Z. H. (2021). Reklam dilinde mutluluk vaadinin dilbilimsel açıdan çözümlenmesi. Söylem ve Filoloji Dergisi, 6(3), 899–916. https://doi.org/10.29110/soylemdergi.1006008
- Bastin, G. (1993). La notion d’adaptation en traduction. Meta, 38(3), 473-478. https://doi.org/10.7202/001987ar
- Baudrillard, J. (1997). Tüketim toplumu (H. Deliceçaylı, & F. Keskin, Çev.). Ayrıntı Yayınları.
- Boivineau, R. (1972) : L’abc de l’adaptation publicitaire. Meta, 17(1), 5-28. https://doi.org/10.7202/002097ar
- Breton P. (1997). La Parole manipulée. Éd. La Découverte.
- Collombat, I. (2014). Babel 2.0: Mondialisation, traduction et glottodiversité. Synergies Chili, 15-30. https://gerflint.fr/Base/Chili10/Collombat.pdf
- Cómitre Narváez, I. (2004). Stratégies de traduction de l’ambivalence dans le texte publicitaire. Anales de filología francesa, 12, 81-93. https://revistas.um.es/analesff/article/view/19961/19331
- Cronin, M. (2006). Translation and identity. Taylor & Francis Group.
- Çelik, C. (2011). Türkiye Türkçesinde örtmece ve tabu kelimeler [Yayınlanmış yüksek lisans tezi]. Doğu Akdeniz Üniversitesi.
- Dalmasso, A., & Granet-Abisset, A. (2023). Au-delà des cosmétiques: L’importance économique et sociale des entreprises de la beauté. Entreprises et histoire, 111(2), 6-15. https://doi.org/10.3917/eh.111.0006
- Daniels, J. (2009). Marketing strategies with in the baby product. https://commons.emich.edu/honors/138
- Delisle, J., Lee-Jahnke, H., & Cormier, M. C. (1999). Terminologie de la traduction: Translation terminology. Terminología de la Traducción. Terminologie der Übersetzung (1). John Benjamins Publishing Company.
- DePalma, D. A., Sargent, B. B., & Beninatto, R. S. (2006). Can't read, won't buy: Why language matters on global websites: An international survey of global consumer buying preferences. Common Sense Advisory.
- Douglas, S. P., & Craig, C. S. (2006). On improving the conceptual foundations of international marketing research. Journal of International Marketing, 14(1), 1-22. https://doi.org/10.1509/jimk.14.1.1
- Farooqui, S., & Waghlole, S. B. (2024). Review paper- Marketing strategies of baby products. International Journal of Scientific Research in Engineering and Management, 8(1), 1–6. https://doi.org/10.55041/IJSREM28116
- Farooqui, S., & Waghlole, S. B. (2024). Review paper- Marketing strategies of baby products. International Journal of Scientific Research in Engineering and Management, 8(1), 1–6. https://doi.org/10.55041/IJSREM28116
- Firda Nila, S., & Octavitri, Y. (2022). Bilingual beauty product text on social media: Translation methods and affecting factors. The proceedings of English language teaching, literature, and translation (ELTLT), 10(1), 84–89. Retrieved from https://proceeding.unnes.ac.id/eltlt/article/view/1318
- Guidère, M. (2009). De la traduction publicitaire à la communication multilingue. Meta, 54(3), 417–430. https://doi.org/10.7202/038306ar
- Guidère, M. (2011). Les corpus publicitaires : nouvelles approches et méthodes pour le traducteur. Dans M. Ballard & C. Piñeiro-Tresmontant (Ed.), Les corpus en linguistique et en traductologie içinde (ss. 336- 350). Artois Presses Université. https://doi.org/10.3917/arto.guidere.2011.01
- Hofstede, G. (1993). Interkulturelle Zusammenarbeit. Gabler Verlag.
- Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations. McGraw-Hill.
- Hofstede, G., Hofstede, G. J., Mayer, P., Sondermann, M., & Lee, A. (2011). Globales Denken, lokales Handeln: Interkulturelle Zusammenarbeit und globales Management (6th ed.). dtv.
- Hofstede, G. (t.y.). Geert Hofstede. Erişim: 20.04.2025, https://geerthofstede.com/
- Horn, H., & Helf, B. (2005). Proceedings of the Euroconference 2005. EU. https://www.euroconferences.info/proceedings/2005_Proceedings/20 05_Horn-Helf_Brigitte.pdf
- Ketabchi, N. (2019). Looks that thrill—Inside the booming beauty industry. https://www.toptal.com/finance/growth-strategy/beauty- industry
- Obeidat, E. S. (2015). Translation strategies in the English-Arabic e- brochures of baby care products. Jordan Journal of Modern Languages and Literatures (JJMLL), 7(2), 59-82. https://journals.yu.edu.jo/jjmll/Issues/vol7no22015/Nom1.Eshraq.pdf
- Obeidat, I., & Abu-Melhim, A. H. (2017). Foreignization and domestication in translating English–Arabic baby formula labels. British Journal of Humanities and Social Sciences, 17(2), 50–65. http://www.ajournal.co.uk/HSpdfs/HSvolume17(2)/HSVol.17%20(2)%20Ar ticle%204.pdf
- Pakkala, K., & Bhat, K. S. (2022). Factors influencing consumer buying behavior on baby care products. International Journal of Case Studies in Business, IT and Education, 6(2), 459–468. https://doi.org/10.47992/IJCSBE.2581.6942.0209
- Penteliuc-Cotoşman, L. (2023). La traductıon publicitaire à l’ère du digıial : du transcodage linguistique à la transcréation. Professional Communication and Translation Studies, 13:105-114. https://doi.org/10.59168/EXUT1190
- Ringrow, H. (2016). The language of cosmetics advertising. Palgrave Pivot. https://doi.org/10.1057/978-1-137-55798-8
- Seghir, I. (2023). Discours publicitaire des produits cosmétiques: Analyse multimodale du discours anti-âge dans le magazine féminin ELLE (anglais-français). e-Rea [Online]. https://doi.org/10.4000/erea.16019
- Tatillon, C. (1990). Le texte publicitaire: Traduction ou adaptation? Meta, 35(1), 243-250. https://doi.org/10.7202/004326ar
- Vandal-Sirois, H. (2011). Publicités multilingues: L’apport du traducteur en agence de communication marketing. ILCEA, 14. https://doi.org/10.4000/ilcea.1106
- Vandal-Sirois, H. (2015). Le traducteur et ses cibles: Lectures analytique et empathique en adaptation publicitaire. Meta, 60(1), 3-17. https://doi.org/10.7202/1032397ar
- Yunker, J. (2003). Beyond borders: Web globalization strategies. New Riders Publishing.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Translation and Interpretation Studies |
| Journal Section | Articles |
| Authors | |
| Publication Date | May 28, 2025 |
| Submission Date | February 9, 2025 |
| Acceptance Date | May 26, 2025 |
| Published in Issue | Year 2025 Issue: TÜÇEVAS Özel Sayısı |
