Manipulation of Female Stereotypes in Chinese Translations of Fragrance Product Descriptions

• DOI: 10.17507/tpls.1301.26
• Publication Date: 2023-01-02T14:44:59Z
• Authors: Li Zhu; Lay Hoon Ang; Nor Shahila Mansor
• Keywords: 5. Gender equality; 0602 languages and literature; 150; 06 humanities and the arts

Although most research examines female stereotypes in advertising, few studies focus on translating advertising texts from English into Chinese. This study explores how are recognized fragrance product descriptions and they manipulated Chinese translations. Twelve brands with 136 were selected, the qualitative analysis software ATLAS.ti was used for data analysis. by examining communal agentic traits. Results indicate that portrayals source target present a positive trend but stereotypical different aspects. Female translations overwhelmingly indicated traits surprisingly fewer sex-related Manipulative strategies account 70% of strategy to render stereotypes. These manipulative include gender omission, addition, reversal, permutation, explicitation. Cross-cultural differences could partly explain choice strategies. The findings ascertain translation as manipulation rendering descriptions. It may provide references practitioners their future practice.