67821&8/785/)&72562)(1/,6+
6/2167516/7(,1729,(710(6(
1HQ7KDQK0LQK
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(PDLOQHQWKDQKPLQKKHQ
Received:05/08/2024
Revised:17/02/2025
Accepted:26/02/2025
DOI:10.59266/houjs.2025.531
EVWDFWVVHDQR(QLVKLVHQWHDGHGDVDRGLGHWRQHDQG
LVVSRHQLQWKHPDMRLWRQDWLRQVLQGLQ9LHWQDPRHHWKHVWWDDQGWD
dierencesbetweenthetwolanguagesposetranslationchallengesintranslatingEnglishto
9LHWQDPHVH0RHRH LWK LQWHQDWLRQDRPPQLDWLRQ DQG LQWHDWLRQPRH DQGPRH
EnglishcommercialslogansarebeingusedinVietnam.Asaresult,thisstudyaimstoexplore
howculturalfactorsaecttheEnglish-Vietnameseslogantranslationprocessbyanalyzing
VRDQWDQVDWLRQVRP(QLVKWR9LHWQDPHVHLQRPPHHHGDWLRQDQGVRLHWWWKH
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HongDucUniversity
Student,HongDucUniversity
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beings. Manhasmadeitvery aordable
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other;however,itisdiculttoexpressour
thoughts in any second language. Many
languagesgoextinctorvanishovertime.
Besides,everylanguagederivesfromthe
culture of its respective country, which
makesitmoreplentifulandvarious.
As we know, English is now
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and is used in most nations, including
Vietnam.However,duetostructuraland
cultural dierences, there arechallenges
in translating English into Vietnamese.
Moreover, English-language slogans
DU QR LOL PRU UTQO DV D
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integration. Translating English slogans
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dierencesbetweenthetwolanguages.
In our daily lives, we frequently
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variety of sectors, but we have no idea
how to translate them properly. As a
result,ithasbeendiscoveredthatthereare
DORRDVFLQDLQJDVSFVRKSURFVV
R UDQVODLQJ (QJOLVK FDFKSKUDVV LQR
Vietnamese, which intrigues us and we
reallyappreciate.Thatisthemainreason
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DWRVR(QLVKVRDQVWDQVDWHGLQWR
9LHWQDPHVHforourresearch.Thistopic
willprovidetranslationsofslogansfrom
English to Vietnamese in 3 dierent
elds:commerce,education,andsociety,
and oer suggestions for translating
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these three areas. Finally, the study also
providesveculturalfactorsthataectthe
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DQPDNVVRPUFRPPQDLRQVVRKD
thetranslatorcansuccessfullyconveythe
messageofthesourceslogan.
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phrase used in political, commercial,
religious,andothercontextsasarepetitive
expressionofanideaorpurpose.
Colin’s dictionary denes aslogan
asashortphrasethatiseasytoremember.
Slogans are used in advertisements and
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aresayingorselling.
Severallinguisticssaythataslogan
LV D EUL DQ PPRUDEO SKUDV KD
encompassesanoering’sappeal.
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atcreatingapersuasiveimageintheminds
ofconsumers.Therefore,thefunctionsof
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aproduct/service.Agenuinelysuccessful
sloganwillnotonlybenetyourbrandbut
alsobealong-termcommitment.
Slogans aim to reveal more about
your company, especially by providing
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strategy,services,orwhatcustomersmay
lookforwardto.
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mindsdesirablyandadvantageously.
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theconsumer,“Thisiswhoweare,thisis
whatweselland/orthisiswhywearethe
perfectchoiceforyou!”
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Thefeaturesofasloganmayvary,
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eectivesloganinclude:
Memorable:A good sloganshould
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mindsoftheaudience.
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shouldbesimple andconcise, making it
easytounderstandandcommunicate.
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identity.
Relevant: The slogan should be
relevanttothebrand,product,orservice
itrepresents,conveyingakeymessageor
valueproposition.
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more eectivelycreateaconnectionand
leavealastingimpression.
Consistency: Consistently using a
sloganinbrandingandmarketingeorts
FDQ LQFUDV EUDQ UFRJQLLRQ DQ
awarenessovertime.
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remainrelevantandeectiveoveralong
period, avoiding trends or language that
mayquicklybecomedatedorirrelevant.
Overall,asuccessfulsloganshould
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resonatingwiththetargetaudience.
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2Q R K PRV OONQRQ
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Newmark (1988:5,[1]), who denes
translation as “HQGHLQ WKH PHDQLQ R
a text into another language in the way
that the author intended the text.” This
denitionstressesrenderingthemeaning
RKVRUFODQJDJLQRKDUJ
languagetextasintendedbytheauthor.
SHVRWDQVDWLRQ
a.Word-for-wordtranslation
In word-for-word translation, the
sourcelanguagewordorderispreserved,
DQ K RUV DU UDQVOD E KLU
mostcommonmeanings,outofcontext.
Culturalwordsaretranslatedliterally.
b.Literaltranslation
In literal translation, the source
ODQJDJ JUDPPDLFDO FRQVUFLRQV DU
convertedtotheirnearesttargetlanguage
equivalents,butthelexicalitemsareagain
translatedsinglyandoutofcontext.
c.Faithfultranslation
DLKO UDQVODLRQ DPSV R
USURFKSUFLVFRQDOPDQLQJ
RKRULJLQDOLKLQKFRQVUDLQVRK
targetlanguage’sgrammaticalstructures.
Itattemptstobecompletelyfaithfultothe
VRUF ODQJDJ ULUV LQQLRQV DQ
textrealization.
d.Semantictranslation
Semantic translation diers from
“faithful translation” to the extent
KD L PV DN PRU DFFRQ R K
aestheticvalue(thatis,thebeautifuland
QDUDO VRQV R K VRUF ODQJDJ
text), compromising on meaning where
appropriatesothatnoassonance,wordplay
orrepetitionjarsinthenishedversion.
e.Adaptationtranslation
Newmark (1988,[3]) states that:
“GDSWDWLRQ KDV D SRSHW R HQGLQ
WKH LGHDV R WKH RLLQD WR HDWH D QH
textusedbyanewlanguagemorethanto
be faithful to the original. The creation
in adaptation is completely objective in
RQWHQWDVHDVRP”.
f.Freetranslation
In free translation, it reproduces the
PDU LKR K PDQQU RU K FRQQ
without the original form. Usually, it is a
SDUDSKUDV KD LV PFK ORQJU KDQ K
original,aso-called‘LQWDLQDWDQVDWLRQ.’
g.Idiomatictranslation
Idiomatic translation reproduces
the“message”oftheoriginalbuttendsto
LVRUQDQFVRPDQLQJESUUULQJ
FROORTLDOLVPVDQLLRPVKUKVR
notexistintheoriginal.
h.Communicativetranslation
Communicative translation
“attempts to render the exact contextual
PHDQLQRWKHRLLQDLQVKDDWKDW
both content and language are readily
acceptable and comprehensible to the
HDGHVKLS”(Newmark,1988b:45-47,[3]).
2HLHRIFOWH
*Whatisculture?
The rst anthropological denition
R FOU FRPV URP KFQU
BritishanthropologistEdwardTylor:
“Culture...is that complex whole
whichincludesknowledge,belief,art,law,
morals,custom,andanyothercapabilities
andhabitsacquiredbymanasamember
RVRLHW”(Tylor1871,[6]).
*SomespecicfeaturesofEnglish-
VSDNLQJFRQULVDQ9LQDPVFOU
In the world, two kinds of cultures
create dierent Western cultures; however,
each nationkeeps its private characteristics
in terms of geography, history, materials,
customs,andhabits.Itmeansthatitslanguage
reectsthecultureofanation,especiallyby
vocabulary. Vietnam has complex terrain,
long-standing agriculture, and a long,
magnanimous ght against invaders. The
monsoontropicalregion,whichisconsidered
themaincharacterofVietnam,isreectedin
names,meansofproduction,riceprocessing,
customsandhabitsaboutmarriage,customs,
andtraditionsaboutreligion.
Allthesethingsareverypopularin
Vietnam;however,theyareverystrangeto
Westernpeople.InWesternculture,lifeis
veryactiveandfreetoacceptnewthings,
suchasscience,theInternet,etc.Besides,
Englishisryeagriculture,whichisdierent
from Vietnam agriculture. Their work is
moredevelopingwithadvancedmachines.
Hence, their character is individual.
Contrary to the Vietnamese, the English
oneiscombinativeofeachother.
,,,5HVHDUFPHWRGRORJ
LPRIWKHVW
7KVDLPVR
LQRKR(QJOLVKVORJDQVUOD
to commerce, education, and society are
translated into Vietnamese, taking into
considerationculturalfactors.
Determine the ve cultural aspects
KD LPSDF K UDQVODLRQ R (QJOLVK
VORJDQVLQR9LQDPVLKLQ KDUDV
ofcommerce,education,andsociety.
Suggest eective solutions for
UDQVODRUV R UDQVOD (QJOLVK VORJDQV
intoVietnamesemoreaccurately.
However,thisstudyonlyfocuseson
theculturalelementsinvolvedintranslating
(QJOLVK VORJDQV LQR 9LQDPV UDKU
KDQ SORULQJ DOO DVSFV R UDQVODLRQ
acrosstheeldsofcommerce,education,
andsociety.
0HWKRVRIWKHVW
This study will employ various
methods and techniques, including
analysis, comparison, and theoretical
exploration of translation, slogans, and
culture.Itwillalsoexaminetheimportance
R FOUDO FRQ LQ UDQVODLQJ VORJDQV
DQ KR UDQVODRUV QDDU R FOUDO
dierencescaninuencethetargetsource.
,9)LQGLQJVDQGGLVFVVLRQ
With modern technology shrinking
our world, international borders are
becominglessofabarrier.Theonlybarrier
amongthecountriesisculture.Duetothe
culturaldierencesbetweenVietnamand
Westernnations,translatorsmustbeaware
of this issue when translating to prevent
errors. Some of the following examples
canprovetheroleofcultureintranslating
slogans.Ifthetranslatorsmakeamistake,
their merchandise can be boycotted, or
their message might be misinterpreted.
Otherwise, they will succeed when they
transmitasloganthatmatchestheculture.
 RPH VFFHVVIO WDQVODWLRQV
RIVORDQV
7K ROORLQJ VDPSOV VKRO
E DQDO LQ RUU R ODUQ PRU
DER UDQVODLQJ (QJOLVK VORJDQV LQR
Vietnamese.
Itisbelievedthatliteralityfaithfully
reects contents in accordance with
forms.Thatistosay,wecanmaintainthe
RULJLQDOLRKVRUFVORJDQVELUF
translation. With literal translation, we
FDQVLFKLUFOEQKDUJDQ
VRUF VORJDQV RNS K RULJLQDOVO
andmeaning.
D&RPPHLDVRDQ
Example1:ThesloganofNokia
The Nokia motto, “&RQQHWLQ
3HRSH,” is regarded as the most
VFFVVO UDQVODLQJ VORJDQ URP
English into Vietnamese, “Kết nối mọi
người.”Bothinthesourcelanguageand
target language, the slogan also reveals
themessageoftheproducer.Theslogan
expresses the function of the product,
KLFKLVQRRQORFRQQFKOSKRQ
line but also to connect people. Thanks
toNokia,peoplecanspeaktoeachother.
1RNLDKDVEFRPPRUOONQRQDQ
OOOLNDPRQJ9LQDPVSRSODVD
resultofitsdistinctiveslogan.Moreover,
theword“kếtnối”alsoimplieshavinga
JRR UODLRQVKLS LK VRPRQ VR KD
youcanunderstandoneanother.KHRRG
translation expresses the Vietnamese
RPPQLW VSLLW KLK LV D WSLD
WD HDWH LQ WKLV RQW Now,
wheneverwesayNokia,weremind“Kết
nốimọingười”.
Example2:ThesloganofKFC
“Fingerlickinggood!”
“Vngontrntngngntay”
Using the free translation, the
UDQVODRU UDQVPL K SURFUV
message to consumers: “Although you
haveeatentheKFC,theavourisstillon
your nger.” The processof moving the
tongueoversomething’ssurfaceinorder
to eat it is called “licking” in English.
However, this behavior is considered
unfriendly in Vietnam, particularly in
public.InVietnameseculture,everybody
oftenavoidsopeningtheirmouth,moving
their tongue, or talking during the meal.
Using free translation, this slogan was
successfully translated into Vietnamese.
But in Vietnam today, with cultural
integration,thisactionisnolongerrude.
Licking ngers shows the good taste
of the food a person eats. KHHRH
by considering customs and traditions
DH WKH 9LHWQDPHVH WDQVDWLRQ R
WKLV VRDQ LV H RRG.Thankstothat,
L VQV QFVVDU PDUNLQJ PVVDJV
successfullytothecustomers.
b.Educationalslogan:
Similar to commercial slogans,
FDLRQDO FDFKSKUDVV DU DPLDEO
and memorable. However, educational
VORJDQVPSORRUPDOODQJDJDQUU
tothetrendofaprogramortargetschool.
“Child-friendlyschool”
“Trườnghọcthnthin”
Thesloganoftheprogram,“Child-
friendly school,” refers to the type of
school that UNICEF (United Nations
Children’s Fund) promotes for use in
primary and secondary education. In
RUURORUVQURSRUDVDQ
relieve student burden, this initiative
wasestablishedinVietnamin2008.The
program’ssloganrevealsthateducators’
duty istohelpthepupils,like going to
VFKRRO DQ OLQJ UOD KQ K
areat school.Thewriter usedthe noun
phrase to be tidy, straightforward, and
memorable.
RLDVRDQ
The slogan of International
9ROQUD
“Volunteering!ConnecttoShare”
“Tnhnguyn!KếtnốiđChias”