Investigating the Influence of Ideology on Translation A Critical Discourse Analysis of Slogans of Cosmetic Brands and Their Turkish Translations

Translation, especially in the cases of advertisements that are highly intertwined with ideology and expectations receptors different cultures, cannot be discussed studied apart from discursive elements language. The aim this study is to investigate whether beauty brand slogans reflected their respective Turkish translations. For purpose, uses three-dimensional framework Norman Fairclough regarding Critical Discourse Analysis (CDA). present investigation an attempt shed light on relationship between language involved translation general. More specifically, it aims uncover underlying ideological assumptions invisible texts, both source text (ST) target (TT). In respect, Fairclough’s (1989) three stages CDA, which description, interpretation explanation utilized study. findings show although translations, general, reflect ST’s influence TT, possible observe some conscious unconscious manipulations because political social background cultural differences choices linguistic culture. expected reveal transferred through translations constantly reconstructed during process accordance current community, global standards, patterns reinforced by patriarchy