Assessing Translation of Advertising Text (English-persian) based on House's Functional-Pragmatic Model of TQA

AbstractThis study aimed at assessing Persian translations of English advertising texts of cosmetic products based on House's functional-pragmatic model of TQA. Several advertising catalogues were collected by three translators who were all university instructors. Profiles of both source texts and target texts were recognized and their overtly erroneous errors, covertly erroneous errors and translation type (overt vs. covert) were identified. Collected data indicated that overtly erroneous errors outnumbered covertly erroneous errors. Results of chi-square test showed that the existing difference was statistically significant. So it was concluded that House's functional-pragmatic model of TQA were not applied when translating English advertising texts into Persian