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Abstract
The impact of animated cartoons on children has already been emphasized by quite many researchers. The
present study aimed to investigate the strategies Iranian subtitlers of English animated cartoons used in ren-
dering English anthroponyms in cartoons. To this aim, two theoretical frameworks were employed: Van
Coillie's Model of Translating Proper Names and Fernandes’s Model of Proper Names Translation. The aim
was to find which strategies were the most prevalently used by Iranian subtitlers of cartoons and to see
which model fitted these attempts best. Five cartoons were investigated: Ben 10, Ninja Turtles, Kung Fu
Panda, Spider Man, and Dream Works Dragons. Through a qualitative content analysis, distribution of
strategies was found and reported in frequencies and percentages. They were cross-compared between the
two models. The results showed that quite a few strategies of each model were used. The only strategy,
which was dominantly used by Iranian subtitlers in all cartoons was termed as Reproduction or Copy which
was the least demanding on the part of the translator. Many strategies were left unapplied which could be
explained by Iranian subtitlers’ sheer unawareness of a variety of strategies for translating anthroponyms.
Table 2
Van Coillie’s Model of Translating Proper Name
Types of strategy Character of translation
Reproduction Leaving foreign names unchanged
Adding explanations, either in the form of a
Non-translation plus additional explanation
note or in the text itself
Replacing a proper name by a common noun
Replacement of personal name by a common noun
that characterizes the person
Phonetic or morphological adaptation to the target lan- Turning to phonetic transcription or morpho-
guage logical adaptation
Replacing a name by a counterpart in the tar-
Exonym
get language
Replacement by a more widely known name from the
Opting for recognize ability without aban-
source culture or an internationally known name with the
doning the foreign context
same function
Replacing a name by another name from the
Substitution
target language
Reproducing the connotation in the target
Translation of names with a particular connotation language, when names have specific conno-
tations
Replacement by a name with another or additional conno- Adding or changing the connotation of a
tation name
Deletion Omitting all proper names
Journal of language and translation, Volume 7, Number 4, Winter 2017 73
Table 3
Fernandes’ Model of Translating Proper Name
Types of strategy Character of translation
Rendition When the name in the ST is enmeshed in TL, the meaning is rendered in the TL.
In this case, the name of ST is exactly replicated in the TT, without any orthographic
Copy
adjustment.
Transcription This is a method in which a name is transcribed in the equivalent characters of the TL.
A newly created name in the ST is recreated in the TT so that it reproduces the similar ef-
re-creation
fects in the TL
Substitution A TL name replaces the SL name although they are formally and/or semantically unrelated.
Deletion In this type of strategy, the name in the ST is partially or totally omitted in the TT.
Extra information is added to the SL name so that it can be more understandable and desira-
Addition
ble to the target readers.
Transposition This is a change of one part of speech for another one without any shift in the meaning.
Phonological In this procedure, A TL name which has a similar sound to the SL name replaces the original
Replacement name.
This strategy is defined as the acceptance of a typical translation of a name in the SL. Con-
Conventionality ventionality is often used with historical or literary individuals as well as geographical
names.
DATA COLLECTION PROCEDURE drawn for each cartoon analyzed based on each
The five cartoons were selected as already de- model. At the end, two tables and pie charts were
scribed in the ‘Methods’ section. The researchers also drawn which took the entire sample as one
began with a fully-attentive watching of the Eng- and reported and compared the distribution of
lish and subtitled versions of the cartoons. After- strategies used in the two theoretical models. Ac-
wards, the different anthroponyms were found tual instances from each strategy used within the
and underlined in the subtitles to be compared subtitled cartoons were provided for them all, in
and closely examined with their translations in the form of tables.
cartoon subtitles. A qualitative content analysis
was done on the content of subtitles in two lan- RESULTS
guages. The subtitles were found, underlined and RQ1: Results of analysis based on van Coil-
copied to a separate table, with their translations lie’s model
to the TL version, in a column on its right side. In this section, the strategies used by the Iranian
This was done for all the cartoons separately. translators of English anthroponyms were classi-
Next, the table of anthroponyms for each cartoon fied based on Van Coillie’s (2006) model as it
was analyzed once based on Fernandes’ model explicitly reflects the possibilities of name trans-
and once again based on Van Coillie’s model lation from one language into another. A total
each having ten strategies. The frequency count number of 10 translation strategies of anthropo-
was done manually to find the distribution of all nyms were included within Van Coillie’s model.
strategies used from each model in translating Table 4 below shows the frequency and percent-
anthroponyms in the target movies. The percent- age of the strategies used in translating anthropo-
ages were also counted and reported in tables. To nyms in the target cartoons all taken together.
make the comparison easier, a pie chart was
74 Sharei,. Yazdanmehr, Pour Esfahani. Translation of Anthroponyms in Children’s Cartoons: A Comparative …
Table 4
Frequency and Percentage of Translation Strategies in All Cartoons Based on Van Coillie’s Model
Translation strategies Frequency Percentage
1. Reproduction 243 51.37
2. Non translation plus additional explanation 7 1.47
3. Replacement of personal name by a common noun 0 0
4. Phonetic or morphological adaptatioin to the TL 87 18.39
5. Exonym 0 0
6. Replacement by a more widely known name from the source culture or an
0 0
internationally known name with the same function
7. Substitution 18 3.80
8. Translation of names with a particular connotation 92 19.45
9. Replacement by a name with another or additional connotation 26 5.49
10. Deletion 0 0
Total number 473 100
Among the ten strategies introduced within Substitution and Translation of names with a par-
this model, six strategies were used and four were ticular connotation. The latter were Replacement
left unemployed by Iranian translators in render- of personal name by a common noun, Exonyms,
ing English anthroponyms into Persian. The for- Replacement by a more widely known name and
mer included Reproduction, Non-translation plus Deletion. A better comparative look is provided
explanation, Phonetic/morphological adaptation, in Figure 1 below.
Replacement by a
name with another Non translation
connotation plus additional Reproduction
6% explanation
2%
adaptation to the adaptation to the TL
TL Reproduction
18% 51%
Substitution Substitution
4% Translation
19%
Translation
Figure 1. Percentage of the translation strategies used in all cartoons based on Van Coillie’s model
As in Table 4 and Figure 1 above, the distri- (6%) ˃ Substitution (4%) ˃ Non translation plus
bution of Van Coillie’s translation strategies used additional explanation (2%)
in rendering English anthroponyms into Persian The most widely used strategy within Van
in all the cartoons followed this sequence: Coillie’s model used by Iranian translators in
Reproduction (51%) ˃ Translation of names rendering English anthroponyms into Persian
with a particular connotation (19%) ˃ Phonet- showed to be Copy. This strategy was used in
ic/morphological adaptation (18%) ˃ Replace- rendering more than half of the anthroponyms in
ment by a name with another connotation the cartoons. The next two frequent strategies
Journal of language and translation, Volume 7, Number 4, Winter 2017 75
within this model were found to be Translation of common noun and Replacement by a more wide-
names with a particular connotation and Phonet- ly known noun.
ic/morphological adaptation. The other three
strategies used altogether (Replacement RQ2: Results of analysis based on Fernandes’
+Substitution+Non translation) accounted for model
12% of the whole anthroponyms translated. Table 5 and Figure 2 below show the general
Moreover, Iranian translators showed to make no tendency of Iranian translators in rendering the
use of four strategies within this model. These anthroponyms in all the aforementioned cartoons
were Deletion, Exonyms, Replacement by a based on Fernandes’ model.
Table 5
Frequency and Percentage of Translation Strategies Used in All Cartoons Based on Fernandes’ Model
Translation strategies Frequency Percentage
1. Rendition 92 19.45
2. Copy 243 51.37
3. Transliteration 87 18.39
4. Re-creation 26 5.49
5. Substitution 18 3.80
6. Deletion 0 0
7. Addition 7 1.47
8. Transposition 0 0
9. Phonological replacement 0 0
10. Conventionality 0 0
Total number 473 100
According to the Table 5 above, among the Substitution and Addition. The latter were Dele-
ten strategies introduced within this model, six tion, Transposition, Phonological replacement
strategies were used and four were left unem- and Conventionality. The same information is
ployed by Iranian translators in rendering English also presented schematically in Figure 2 below,
anthroponyms into Persian. The former included which makes the comparison among the strate-
Rendition, Copy, Transliteration, Recreation, gies simpler.
Addition
Re-creationSubstitution Copy
4% 2%
6%
Transliteration
Rendition
Transliteration
18% Copy Re-creation
51% Substitution
Rendition
19% Deletion
Addition
Transposition
Conventionality Phonological Transposition Deletion
replacement 0% Phonological replacement
0% 0%
0% Conventionality
Figure 2. Percentage of the translation strategies used in all cartoons based on Fernandes’ model
76 Sharei,. Yazdanmehr, Pour Esfahani. Translation of Anthroponyms in Children’s Cartoons: A Comparative …
As it can be observed in Table 5 and Figure 2 the variety of strategies they can use in dealing
above, the distribution of Fernandes’ translation with proper nouns.
strategies used in rendering English anthropo-
nyms into Persian in all cartoons analyzed fol- DISCUSSION AND LIMITATIONS
lowed this sequence: The present study investigated the translation of
Copy (51%) ˃ Rendition (19%) ˃ Translitera- anthroponyms in popular English language car-
tion (18%) ˃ Recreation (6%) ˃ Substitution toons into Persian. The two models adopted
(4%) ˃ Addition (2%) showed that Iranian translators hardly used more
The results show that the most frequently used than half of the strategies suggested for rendering
strategy within Fernandes’ model by Persian anthroponyms. The results of the study revealed
translators of English cartoons was Copy which that Iranian translators mainly chose to adopt the
was used to render more than half of the an- Reproduction or Copy strategy in translating an-
throponyms in these cartoons into Persian. The throponyms, which entailed no translation of the
next two frequent strategies within this model names at all, no consideration of connotations,
were Rendition and Transliteration which togeth- source or target cultures and the similar issues.
er accounted for the translation of about 40% of The tendency shows to be oriented towards a
the total number of anthroponyms in cartoons. non-translation one. However, in children’s liter-
Recreation, Substitution and Addition were ature proper names, especially the names of the
scarcely used and yet some other strategies were characters in the story need to be translated and
totally absent. These included Deletion, Transpo- this can be done freely, in an adapted form or in a
sition, Phonological replacement and Conven- manipulated way (France, 2000; Rudvin, 1994).
tionality. This, however, showed to be missing largely in
Iranian subtitlers’ work.
RQ3: Best model describing Iranian sub- In a similar vein, Abdolmaleki (2012) asserted
titlers’ translation strategies that there are two factors involved in the transla-
The third research question in this study was to tion of the anthroponyms i.e. the purpose of the
see which model could better fit the translation of text and the intended audience. As the corpus in
anthroponyms in English language cartoons the present study was children’s cartoons, which
translated into Persian. The analytic results considers children’s literature, again there seems
showed that Iranian subtitlers used very few to be no reason why the majority of the an-
strategies from either model. Four strategies throponyms in cartoons should be left untranslat-
within each model were left unemployed. Among ed for the children audience. However, this
the six remaining strategies, the most frequently knowledge seems to be lacking among Iranian
used which diverged greatly from the other five translators of animated cartoons even the most
were Copy and Reproduction respectively from popular ones.
Fernandes’ and Van Coillie’s models. Descrip- Another issue, which seems to be ignored
tions of these two strategies within the models largely by Iranian translators of English cartoons,
show that they are actually the same in function is the cultural issue. As previously described in
but just termed differently. Therefore, it appears the ‘Introduction’ section, names in translated
that neither of the two models has priority against literature have an additional function, namely
each other in describing what Iranian translators they reveal the existence of the ‘cultural other’
do in rendering English anthroponyms in car- (Hejwowski 2004), and show the reader that the
toons into Persian. No alternative model can be text originated from a different culture. Transla-
proposed either, as it seems what Iranian sub- tors need to be aware of the cultural loads of the
titlers do in practice to translate anthroponyms names they are translating. In case, there needs to
lacks any variety. They may be even unaware of be any adaptations and some equivalents need to
Journal of language and translation, Volume 7, Number 4, Winter 2017 77
be found in the target language, translators were unaware of a variety of (at least ten) strate-
should adopt the right strategy. Such strategies do gies for translating anthroponyms. The fact that
exist in s Fernandes (2006) and Van Coillie’s they mostly used the copied form of the source
(2006) models. However, as the results of this language name into the target language shows
research showed, they either were left unused or that they might have no serious belief in translat-
were scarcely used by Iranian subtitlers. It is ing anthroponyms in the first place. The cultural,
probable that the translators were very unaware mental and developmental effect of cartoons es-
of the significance of this cultural issue. pecially the characters within cartoons (each with
Closely related to what was just mentioned is a proper name) on children who are the main au-
the mental and developmental effect of animat- dience of animated movies appears to be underes-
ed movies on children (Gökçearslan, 2010; timated by Iranian substitlers. The question rises
Habib & Soliman, 2015). The least varied strat- whether Iranian translators are adequately taught
egies used by Iranian subtitlers shows that they about the significance of anthroponyms in a lan-
were somehow blind to this psychological mat- guage and the best strategies of translating them
ter and limited themselves to the minimum into another language. On the other hand, wheth-
strategies that could be used in rendering the er they are aware of the sorts of adaptations and
existing anthroponyms. equivalent-makings they are allowed in rendering
In conducting this research, a number of prob- anthroponyms; or a more fundamental question
lems occurred which were partly due to the avail- whether they perceive cartoons as an influential
ability of the corpus or the matter of time. An part of children literature at all.
instance of the former was that not the subtitles The analyzed frameworks did not seem to de-
of all series, which were intended to be included scribe Iranian subtitlers’ strategies of translating
in this study from the very beginning, could be anthroponyms in English animated cartoons.
found and analyzed. In other words, the research- About half of the strategies included in each of
er had a limited access to the English and Persian these frameworks showed to be left unused by
subtitles of all. Some, though very popular, were Iranian subtitlers. The cultural load of anthropo-
not yet subtitled and could not enter the study as nyms seems to be either unknown or unimportant
a result. An instance of the latter was that more to subtitlers. Thinking of an alternative or an ec-
animated series would have been included if lectic framework to describe Iranian subtitlers’
more time had been allowed. However, since the strategies of translating anthroponyms seems to
researcher dealt with series and they were long be dead-end too as they mostly limit themselves
by nature, time limitation did not allow to include to the mere copy of the names into the target lan-
a more extensive and comprehensive corpus. For guage. The application of the other available
the same problem of time, it was not possible to strategies showed to be kept to minimum, which
take into account all the seasons of the sample is somehow worrisome.
and just the first seasons of all the series were The overall conclusion is that Iranian sub-
considered and analyzed. Another limitation of titlers of animated series need to be familiarized
the present research was the limited related litera- with the gist of children literature. They need to
ture both in the Iranian context and on the global consider that cartoons are included within chil-
scale in spite of the significance of the topic. This dren literature, which makes many psychological,
would restrict the background exploration and the developmental and cultural issues important. The
discussion of the findings. key is to learn about the wide range of strategies
that scientifically explored and presented to
CONCLUSION translate anthroponyms in cartoons, such as those
The finding that many strategies were left unap- within Fernandes’s (2006) or Van Coillie’s
plied by Iranian subtitlers could show that they (2006) frameworks. Subtitlers’ awareness should
78 Sharei,. Yazdanmehr, Pour Esfahani. Translation of Anthroponyms in Children’s Cartoons: A Comparative …
be raised of the multiple layers of meaning un- Translatology, 2, 101-121.
derlying each anthroponym, which needs to be Gottlieb, H. (1998). Subtitling. In M. Baker
considered before making decision how to trans- (Ed.), Routledge encyclopedia of
late it. The Reproduction or Copy strategy should translation studies (pp. 261-274).
be the last resort and not the very first choice in London: Routledge.
translating anthroponyms. Habib, K., & Soliman, T. (2015). Cartoons’
effect in changing children mental
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Biodata
Samira Sharei holds a master’s degree in Trans-
lation Studies from Imam Reza University of
Mashhad. Her main area of interest is interdisci-
plinary research especially the type of research
with practical implications for actual life.
Email: samira_sharee@yahoo.com