Chiến lược dịch quảng cáo từ tiếng Anh sang tiếng Việt
Kỷ yếu điện tử Hội thảo Quốc gia Nghiên cứu liên ngành về Ngôn ngữ và Giảng dạy
ngôn ngữ lần thứ VI
ENGLISH-VIETNAMESE ADVERTISING SLOGANS‟ TRANSLATION
TECHNIQUES
Phan Thi Thanh Thao
University of Foreign Languages, Hue University
Abstract
Advertising slogans is regarded as an essential part of communication which significantly
affects the customers‘ products feeling and purchasing attitudes. Due to the increasing
number of English advertising slogans of various commercial companies in Vietnam,
their translation requires both professional translation techniques and profound
knowledge of culture, society and language. This paper presents the language features of
advertising slogans and their translation strategies from English into Vietnamese.
Qualitative and quantative approaches are applied in this study to analyze 250 English
advertising slogans which are rendered into Vietnamese in the Internet sources and
translated by the researchers. In addition, the language features of advertising slogans and
their translation challenges are shown. From the results obtained, we suggest some
English-Vietnamese advertising slogans‘ translation techniques in order to deal with
challenges of translating English advertising slogans in particular and improve the
translation industry in general.
Từ khóa
advertsing slogans, English-Vietnamese, translation techniques
1. Introduction
In the present commercial globalization, advertising has played a crucial role in the products‘
introduction to both domestic and international markets in many countries all over the world.
The increasing number of advertising slogans in English shows the global tendency of using
English as an international language for business purposes. Hence, the advertising slogans‘
translation from English into many languages has become essential in the trade development
of various nations worldwide. The English-Vietnamese translation of advertising slogans is
not an exception, which is considered a vital mission to the success of business industry. In
the translation industry, the advertising slogans‘ translation requires other specific techniques
or strategies which are different from those used in translating articles, newspapers, reports,
contracts, and so on.
It is impossible to deny the importance of the advertising slogans‘ translation from one
language to another, which has not been taken into consideration by many linguists,
translators, interpreters and translation experts in general. This results from the following
issues. First, many linguists and translation experts (Lavinia, 2015) state that advertising
slogans are the activity of attracting public attention to a product or business, as by paid
announcements in the print, broadcast, or electronic media, which have no need of academic
studies on their translation. However, the rapid development of the global business has
provided us with a wide range of slogan types, which require the great concern of linguists,
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translators and interpreters. In fact, the advertising slogans‘ translation should have been
concerned more due to the above benefits.
Second, in Vietnam, the number of foreign products‘ advertisements flooding into
national advertising market is increasing rapidly, requiring translators to have sufficient
capacity, knowledge and translation techniques to meet the translation needs. If translators do
not have enough language and cultural knowledge of both Vietnamese and English languages,
it is difficult for them to undertake good translation work. Furthermore, the quality of
advertising slogans‘ translation has a great influence on the successes or failure of products‘
purchasing in domestic and international regions. As a result, the translation work of
advertising slogans should be taken into consideration.
Third, so far there have been few studies on methods or techniques to deal with the
translating advertising slogans from English into Vietnamese. In fact, although some previous
studies on advertising language in English and Vietnamese have been carried out for recent
years such as ―Strategies for translating English advertising slogans into Vietnamese: an
analytical approach (Trieu, 2015), ―An investigation into the translation of advertisement
slogans from English to Vietnamese‖(Luu, 2016), ―An analysis on cultural elements in
translation of English slogans into Vietnamese‖ (Nguyen, 2009), and ―A study on translating
English advertising slogans into Vietnamese‖ (Minh, 2018), there is a lack of advertising
slogans‘ translation techniques or strategies.
For the reasons mentioned above, we have conducted this study on the issues of
translating advertising slogans from English into Vietnamese to answer the following research
questions:
1. What are the main language features of English advertising slogans?
2. What are the challenges of translating English advertising slogans into
Vietnamese?
3. What are some suggested English-Vietnamese advertising slogans‘ translation
techniques?
This study has been conducted through the analysis of the translation of 250
advertisement slogans from English into Vietnamese, which were extracted from various web
links
such
as:
[5]), and so on.
The advertisement slogans‘ translation has been analysed on the basis of the criteria of
evaluating the manually translated versions‘ quality, which will be introduced in the following
sections. As a result, we proposed some translation strategies which have made a significant
contribution to solve the problems or challenges related to the linguistic and cultural factors in
the advertisement slogans‘ translation from English into Vietnamese.
2. Advertising slogans and English –Vietnamese advertising slogans‟ translation issues
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2.1. Advertising slogans
2.1.1. Definition
Well (1992) defines that advertising is a form of non-personal communication paid by
the sponsor using mass media and aims to persuade and influence the audience (viewers,
listeners or readers) [1]. In addition, an advertisement often consists of a brand name, logo
and slogan, among which slogan is considered as an important and attractive part of
advertising. According to Oxford Advanced Learner‘s Dictionary (2000), slogan is defined as
a word or a catchy phrase to attract the attention of others or suggest an idea quickly;
moreover, an advertising slogan is not just a statement, it is designed to represent a feeling or
an attitude that a brand wants to convey to the audiences to draw the customers‘ feelings and
influence their immediate reaction to a product or service, and then urge them to take an
expected action.
In Lavinia‘s opinion (2015), advertising consists of pictures, sets of words, short films
which are intended to persuade people to buy a product or use a service, or they give
information about different events or campaigns. Over the years, they have become an
instrument to manipulate social values and attitudes, being less focused on the basic function
of communicating information about goods and services.
According to Ding Xiaosong (cited in Mona, 2016), an advertising slogan is a type of ―
verbal logo‖ which appears beneath or next to the company‘s symbol or brand name, so
advertisers use advertising slogans to highlight the benefit that target customers can draw
from the products and express the company‘s speciality, promise and marketing situation.
In fact, slogan is considered as a tool to enhance the image and position of a company or
a brand. Leech (1972) defines that a slogan is a phrase used by a company in its
advertisements or marketing campaigns to reinforce the identity of the brand. Sharing this
opinion, Christelle (2012) asserts that advertising works ―like the signature of a company, it is
most often the element through which the brand is remembered. In order to obtain the aims of
attracting customers‘ attention and promote the sale of a product or a service, slogans are
often designed with specific features. According to Nemickiene (2013), a slogan gives us a
catchy brief attention-getting phase used in advertising or promotion that expresses the
essence of advertising and the attractiveness of the goods.
With the definitions given by linguistics presented above, it is revealed that advertising
slogans often possess some specific features shown in the following section.
2.1.2 Features of English advertising slogans
2.1.2.1 Linguistic features
According to Lavinia (2015), the advertisements‘ aim is to transmit a message that is
easy to understand and memorize, therefore advertising has created its own specific language
that is distinguished from other kinds of texts. Leech (1983, as cited in Lavina, 2015) points
out that there are 3 types of ―linguistic unorthodoxy‖: lexical (blend words, nonce words),
semantic (personification, metaphor) and contextual (ambiguity).
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First, in terms of lexical feature, the remarkable characteristics of advertising slogans are the
neologism, which refers to the newly created words or phrases. For example, to advertise a
new product of tea, a slogan has been designed ―You only get an ‗OO‘ with Typhoo‖, the word
―OO‖ is newly created or coined to refer to the brand ―TYPHOO‖. ―Betcha Can‘t Eat Just
One‖ is one of the most well-known slogans/catchphrases which are referencing Lay‘s potato
chips, saying that they are so tasty you can‘t eat just one. ―Betcha‖, i.e. ―I bet you‖ is a coined
word and is intentionally misspelt to be memorable. Actually, new words or phrases such as
blend words, nonce words or compounds in slogans have been invented by imitation or free
compounding to attract the recipients‘ attention and meet their curiosity.
Second, concerning the semantic features, advertising slogan often uses simple and
colloquial language in order to be effective. However, sometimes it uses hyperbole, metaphor.
Metaphors not only describe the products but also transmit attitudes, ideas or concepts.
Slogans rely on the connotative meaning and ambiguity of words, use puns, well-known
phrases, idioms or sayings (e.g. Sunsilk slogan- Life can‘t wait; Wrigley‘s Doublemint Gum -
Double your pleasure, double your fun.). Connotative meanings in slogans depend on the
context. For example, the slogan for Google- Don‘t be evil! has more connotative meanings.
This phrase was never meant to be a declaration of human rights when it was coined by the
former Googler, who had shady Internet business practices like spyware and spam in mind;
however, this slogan has brought a warm and fuzzy glow which was too valuable to quit as it
was dangerous for working at a IT company. Therefore, the contextual feature may occur due
to the slogan‘s ambiguity in this situation.
Third, regarding the syntactic characteristics, the sentence structure must be short,
usually imperative or interrogative (e.g. Chevrolet- Eye it. Try it. Buy it; Apple computers-
Think different), or even without a predicate (e.g. Kodak- A virtual World of live pictures,
Chevrolet- The Heartbeat of America). Leech (1983, as cited in Lavinia, 2015) asserts that by
dint of repetition, whether in a single commercial or a whole advertising campaign, the
consumer may be brought to the point where the brand name and some catchy phrases are
automatically associated with the others, so that the product is stored in his mind with a
permanently attached label. In fact, the repetition of phrase/sentence structures in advertising
slogans can enter everyday speech, creating a more familiar and friendly way of transmitting a
message to customers. The slogan for Madza cars ―Zoom-Zoom‖ or Campbell‘s Soup‘s
slogan is ―M‘m!M‘m!Good!‖. These words are repeated to make the slogans be more easily
remembered.
2.1.2.2 Functional features
In order to be an effective and successful advertising slogan, it must have the following
characteristics:
- Being simple and memorable. According to Leech (1966: 71) (cited in Mona, 2016),
effective advertising slogans are short, simple and well-known. Furthermore, Minh (2018)
states that as a short phrase or sentence with simple structure, a slogan becomes easy for
customers to remember and distinguish it from other slogans. For example, slogan of Apple is
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―Think different‖, an imperative sentence with two simple words, but it is very impressive and
easy to remember. Nike‘s slogan is ―Just do it‖, which makes the customers eager to try its
products. In fact, simplicity can help the recipients easily understand the message contained in
each advertising slogan without contextual knowledge.
- Being short and straight to the point. In general, the majority of advertising slogans are
short to reflect the identity of a brand, even its goals and vision; therefore, it must show its
aims clearly and focused messages to the target customers. Here are some examples of Pepsi‘s
slogans in different years: Join the Pepsi people (1973), Have a Pepsi day! (1975), Pepsi‘s
now (1983), Ask more (1999), and More happy (2007). In other words, they use simple words
and short sentences/phrases to create a great impression of the famous soft drink on
customers.
- Having functions of appealing and inspiring the audiences and customers. The main
purpose of designing an advertising slogan is to attract the potential customers‘ attention in
many ways. Using the humorous side of puns can make advertisements achieve their goal: to
entertain the public and thus to gain its confidence. Goddard (1998, p.21, as cited in Lavinia,
2015) points out that ―by offering an amusing pun, the advertiser provides his audience with
the desired entertainment, and thus makes them feel congenital towards the product which he
is promoting‖. The advertiser aims to draw and to hold the public‘s attention, to make the
public more receptive, but also to make the slogan easy to memorize. In the slogan for LG,
Life‘s good refers to the initial character ―L‖ and ―G‖. This is simple to understand and has
good meaning.
2.1.3. Challenges of advertising slogans‟ translation
2.1.3.1 Ambiguity
One of the challenges of advertising slogans‘ translation relates to ambiguity. There
are a variety of slogans‘ ambiguities which result from the connotative meanings of words,
phrases, puns or wordplays, figurative language and syntactic structures. First, the ambiguity
of connotative meanings may occur when the advertising slogan contains more than one sense
of meaning called dual. For example, the slogan of Kit Kat Chocolate is ―Have a break, have
a Kit Kat‖. In this slogan, the word ―break‖ is considered itself as a case of polysemy of dual
meanings: breaking the chocolate or break from the activity. Two different meanings of the
word ―break‖ refer to different words in Vietnamese ―bẻ gãy‖ (make something broken) or
―nghỉ ngơi‖ (have a rest). Nevertheless, there is no equivalence of the dual-meaning word in
Vietnamese, it becomes challenging for translators to convey the message from the source
language to the target language.
Second, a large number of puns or wordplays in advertising slogans make the slogans
more attractive, interesting, but ambiguous. For example, Max Factor‘s slogan- The make up
of make up artists, is rather ambiguous for the readers. The word ―make up‖ is used with two
meanings: One meaning of the word makeup (cosmetics applied especially to the face) is
clear in the context, while the first word of the slogan can be read with the other meaning (the
makeup of a group or team which is the combination of the people that are in it) (Lavinia,
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2015). Another example in the CK Jeans‘ slogan - Be good, be bad, be yourself, is designed
with the word ―be‖ repeated three times. The ambiguous formulation can have several
interpretations. If it is translated word-by-word into Vietnamese as an imperative sentence
―Hãy tốt, hãy xấu, hãy là chính mình‖, it makes no sense; therefore, it should be paraphrased
as a sentence with concession clause ―despite being good or bad, be yourself‖ (dù tốt hay xấu,
hãy là chính mình!).
2.1.3.2 Neologism
The neologism referring to new words or expression newly created or an old word
with the new and unfamiliar meanings may cause a challenge of slogan‘s untranslability
(Minh, 2018). According to Pinker (1999) (cited in Mona, 2016), language is always
constantly changing, especially in our modern time, its change has occurred most rapidly than
ever. The slogan of The U.S. Marine Corps is ―Semper Fi‖, which originates from Latin
language ―semper fidelis‖, i.e. being always loyal. Another example of slogans which is
untranslatable is due to its trick of coining words. Perrier water‘s slogan is Aphreaudisiac,
which is unique because of this word‘s strange spelling. In English, the word pronounced
similarly to this slogan is aphrodisiac, a kind of drug or food and drink that stimulates sexual
desire. It is challenging to translate this slogan from English into Vietnamese.
2.1.3.3 Cultural barriers
Lavinia (2015) states that advertisements always carry a cultural message, ideas,
concepts, and beliefs of a country; therefore, the translator must first understand the meaning
of the culture-bound elements of the source text and then transpose those elements in the
target text. In fact, cultural factors are one of the reasons leading to the untranslatability
challenges for translators and interpreters since the elements in the source culture do not have
an equivalent in the target culture. Here are some examples of cultural problems in advertising
slogans‘ translation from English into other languages in Handi‘s (2013) study:
In the 1920s, when Coca-Cola was first translated phonetically into Chinese, the
resultant phrase meant bite the wax tadpole. Coke finally marketed its product under an
alternate phrase, which sounded less like Coca-Cola but carried the more appetizing meaning
"can mouth, can happy." Pepsi too had problems with Chinese when their slogan Come Alive
with the Pepsi (in Vietnamese: Sảng khoái cùng Pepsi), but it was translated for a Taiwanese
billboard as: Pepsi brings your ancestors back from the dead (Pepsi mang tổ tiên của bạn
sống lại từ nấm mồ).
KFC (formerly known as Kentucky Fried Chicken) found that its Finger-Lickin' Good slogan
was translated into Chinese as the admonition Eat Your Fingers Off. Coca-Cola also had
trouble in other markets. A few years ago, the jingle Have a Coke and a Smile was translated
into French. Although the translation was technically correct, words are not always heard
clearly when they are sung, and the song sounded like Have a Coke and a Mouse. Sometimes
mistranslations are caused by circumstances beyond anyone's control. Wind caused an
unfortunate alteration of a Coke skywriting ad in Cuba. The ad was supposed to read Tome
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Coca-Cola (Drink Coca-Cola), but the wind blurred the second letter, making the message
Teme Coca-Cola (Fear Coca-Cola).
The cultural difference between Western and Oriental cultures like English and
Vietnamese is not an exception. Minh (2018) gave two examples of cultural untranslatability
in the Pepsi‘s slogans.
Twice as much for a Nickel (Pepsi 1950)
More Bounce to the Ounce (Pepsi 1958)
In these two examples, Vietnamese equivalents for the lexical items ―Nickel‖, ―Bounce‖
and ―Ounce‖ cannot be found. Nickel is defined as a kind of chemical elements and a US or
Canadian coin worth five cents. In banking domain, Bounce is known as a check returned by a
bank because it is not payable, usually due to insufficient funds. The word ―Ounce‖ is given a
definition by the Cambridge Dictionary as a unit of weight equal to 1/16 of a pound and
containing 16 drams or 437.5 grains or a unit of volume or capacity used to measure liquids,
equal to 1/16 of a pint and containing 8 fluid drams or 1.8 cubic inches. They are translated
into Vietnamese as đồng Nickel (Nickel), ao-xơ (1 ounce= 28.35g) and séc không thanh toán
(bounce), which are not acceptable in these slogans in Vietnamese. Therefore, it must be
challenging in translating advertising slogans from English into Vietnamese due to the
cultural barriers.
2.2 English- Vietnamese advertising slogans‟ translation strategies
There have been many studies on advertising slogans‘ translation (Hamlin, 2014; Handi,
2013;; Lavinia, 2015; Luu, 2016; Minh, 2018; Mona, 2016; Nguyen, 2009) in many nations in
the world. As Leech (1996) says ―translating advertising copy is like painting the tip of an
iceberg. What you see are the words, but there is a lot behind the words that must be
understood to transfer advertising from one culture to another‖ (as cited in Handi, 2013). A
good translation version of an advertising slogan has to deal with the following requirements:
First, the translation of advertising slogans should be faithful. For the sake of clarity, faithful
translation means either the transference of the original advertising slogan into the target
advertisement or a literal translation of the source slogan into the Target language (TL)
(Guidère, 2000, cited in Randa, S. C. & Marie-Thérèse, 2016). Second, the translation of
advertising slogans should be the most effective to attract more customers‘ attention and
promote the sale of a product or a service. Hence, the advertising slogans translation had
better take into consideration the techniques as follows:
2.2.1 Non-translation
The first technique applied in translating original advertising slogans tends to use non-
translation strategy. It means that the English slogans, which usually appear under the logo
and name of brand or at the end of official advertising programmes on television, newspapers,
websites, etc. are kept untranslated in Vietnamese. For example, Zoom-Zoom (Madza), Think
different (Apple), Have a Coke (Coca Cola), Just do it (Nike), Hello Moto (Motorola), and so
on.
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Why are these slogans untranslated into Vietnamese?
There are many reasons for translators and marketing strategists in Vietnam for not
translating these slogans. First, they are global brands with a great fame and various branches
in many countries in the world. To define their positions in the commercial market, the
advertisers have to pay attention to creation of a global slogan. These slogans have been used
for a long time or in all marketing strategies of the products, thus they should be kept
unchanged when being integrated into any foreign markets. For these reasons, both brands
and slogans are easy to remember and become more popular for customers if they are not
translated into Vietnamese. Second, the majority of customers using these products are the
young whose English knowledge is good enough to understand the slogan‘s messages in
English. This also provides evidence for the integration of global brands and of the English
language into Vietnam nowadays. What is more, in terms of lexical and syntactic aspects,
these slogans consist of simple lexical items and structures which may be understandable for a
large number of people. Finally, in order to preserve the messages conveyed in the brand‘s
slogans without any changes in forms and styles, it should not be translated into Vietnamese.
2.2.2. Literal translation
Literal translation technique can be used when the SL grammatical constructions are
converted to their nearest TL equivalents but the lexical words are again translated singly, out
of context (Newmark, 1988). According to Guidère (2000, p.121, as cited in Mona, 2016),
translators use literal translation when they feel that TL advertising slogan is expressive than
the original one. In fact, the literal translation can lead to a faithful content of source
advertising slogans since the owners of international companies who favour the use of faithful
translation believe that any deviance from the original message of the source advertising
slogans
is
incorrect
and
may
damage
the
company‘s
image.
The following examples illustrate the adequacy of literal translation of English advertising
slogan into Vietnamese: Panasonic‘s slogan - Ideas for life- is translated into Vietnamese as
Những ý tưởng cho cuộc sống; Pepsi‘s slogan (1909-1939) - Delicious and healthful=> Tuyệt
hảo và Dinh dƣỡng; Prudential‘s slogan- Always listening, always understand=> Luôn luôn
lắng nghe, luôn luôn thấu hiểu.
2.2.3. Translation with addition, omission or explanation
Some advertising slogans are created with rhymes or idioms, or proverbs to make the
brand names of some products be easily memorized and frequently repeated by target
customers. If translators use non-translation or literal translation strategies in translating these
English advertising slogans including a brand name with rhyme idioms, they may lead to a
loss of the original natural effect in the target language. As a result, they should add or omit
some words or explain something unclear in the slogan‘s message to convey the content of the
original advertising slogans while keeping their rhymes in the target slogan at the same time.
For example, in the CK jeans‘ slogan - Be good, be bad, be yourself, the translator adds the
concession clause‘s subordinator ― although/ Despite‖, and omits the verb ―Be‖ but only
keeps the adjectives ―good, bad‖ in the translated slogan which makes the slogan shorter,
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decisive and more impressive: Dù tốt hay xấu, hãy là chính mình (Despite being good or bad,
be yourself). In the example of Metropolitan Life‘s slogan - Get Met, it pays, the translator
have explained the content of this slogan to persuade the customers to use the this
organization‘s service like: if you come to Met, it will pay everything for you (Hãy đến với
Met, bạn sẽ được chi trả toàn bộ). If this slogan is literally translated into Vietnamese (Đến
Met, nó trả), it will make no sense. In these cases, the translator should use translation
techniques with addition, omission or explanation.
2.2.4. Adaptation translation
Sometimes, in translating advertising slogans‘, other strategies like non-translation,
literal translation, figurative translation or translation with addition, omission and explanation
cannot be applied. Therefore, Guidere (2000) (cited in Mona, 2016) suggests the adaptation
translation technique with two types of adaptation: formal and ideational adaptation.
According to him, translators who use the strategy of adaptation may adapt either the form of
expression or the content of the original advertising slogan to the target language and culture
(TLC).
In Guidere‘s opinion (2000) (cited in Mona, 2016), formal adaptation is paralleled with
a slight alteration of content because form and meaning are interconnected. For instance,
Miller Lite‘s slogan Tastes great, less filling is translated into Vietnamese as Hương vị tuyệt
hảo, không no hơi. In this example, the translator changes two adjectives in the original
slogan into two adjectives in the target slogan tuyệt hảo (great) and no hơi (filling).
Meanwhile, ideational adaptation is defined as the modification of some details of the
original advertising slogan when the translators substitute the SL words with TL ones with the
nearest meaning although the TL words are not the equivalents of the SL words.
The following example illustrates an ideational adaptation of an original English advertising sl
ogan: Refresh your mind (Coolair chewing gum‘s slogan) is translated into Vietnamese as
Sảng khoái tức thì. In this example, the translator transformed the English noun phrase ―your
mind‖ into a Vietnamese adverb ―tức thì‖ (immediately).
In short, translation strategy with formal and ideational adaptation may help the
advertising slogans more linguistically and culturally suitable to customers than literally
translated ones.
2.2.5. Free translation
In Minh‘s study (2018), free translation is defined as a kind of meaning-based
translation, where the general meaning of text is translated without the form of the original
text. It is a paraphrase much longer than the original. It focuses on the content expressed in
the target text but in different grammatical structures if necessary. Like idiomatic, free
translation sounds like natural to the target language (Minh, 2018). In fact, free translation
may be an effective method of translating advertising slogans since it is chiefly a target-text-
oriented translation strategy. In addition, Guidère (2000, p.128 as cited in Mona 2016) states
that free translation strategy is rewriting as the creation of a total new message in the TL. In
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other words, translators create a new TL advertising slogan which they judge as linguistically
and culturally more appropriate to the customers than literally translated advertising
slogans. For example, Inspire the next (Hitachi‘s slogan) is translated into Vietnamese as Tạo
nguồn cảm hứng cho thế hệ tiếp nối (We should bring the inspiration to the next generation);
Look, Ma, no cavities! (Crest Toothpaste‘s slogan)=> Mẹ ơi nhìn kìa, không sâu răng (i.e.
Mom, have a look, I don‘t have my decayed teeth). These translated slogans become easy to
understand in a free translation method.
3. Methodology
We have colleted 250 advertising slogans (see in the Appendix) from available
resources such as websites on the Internet, newspapers, magazines, TV advertisement
programmes, etc., among which 155 slogans have been translated into Vietnamese, and 95
have been kept unchanged in Vietnam‘s market. Here are some weblinks to collect the
slogans ([2], [3], [4], [5]:
The selected slogans belong to many fields in the commercial industry including: food
and beverage, fashion, transportation, cosmetics, electronics devices, services, government
organizations, and others. Concerning the method of data analysis, we use both qualitative
and quantitative approaches to analyze by hand the translated version of slogans based on the
use of five translation strategies we have mentioned in the previous section: 1/ non-
translation; 2/ literal translation; 3/ translation with addition, omission or explanation; 4/
adaptation translation; and 5/ free translation. This study focuses on the qualitative analyses in
revealing how advertising slogans are translated from English into Vietnamese based on these
translation strategies and cultural and linguistic features as well, thus the qualitative approach
is completely appropriate. Furthermore, the analysis of 250 slogans is required the
quantitative approach to provide the statistics of ad slogans using those translation strategies.
Hence, the combination of these two approaches could offer reliable results in this article.
4. Results and discussion
In this section, we present the results after analyzing 250 advertising slogans which have been
translated and untranslated from English into Vietnamese in the following table:
Table 1: Translation strategies used in 250 English-Vietnamese translated advertising slogans
No Advertising slogans‟ translation strategies
Number of slogans
( N= 250)
Percentage
1. Non- translation
95
38%
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2. Literal translation
30
52
26
47
12%
3. Translation with addition, omission or explanation
4. Adaptation translation
5. Free translation
20.8%
10.4 %
18.8 %
4.1. Non- translation
From the results obtained in the collection of 250 English advertising slogans, we find
out 95 untranslated slogans into Vietnamese such as: Adidas is All in (Adidas 2013), Belong
anywhere (Airbnb), Don‘t live life without it (American Express), Advancement Through
Technology (Audi), Designed for Driving Pleasure (BMW), M‘m!M‘m!Good! (Campbell‘s
Soup), See what we mean (Canon), Have a Coke (Coca Cola), The happiest place on earth
(Disneyland), America Runs on Dunkin (Dunkin‘ Donuts), They‘re G-r-r-r-r-eat! (Frosted
Flakes), Say It With Flowers (FTD), Beanz Meanz Heinz (Heinz), American by Birth. Rebel
by Choice (Harley Davidson), Intel inside (Intel), Grace, Space, Pace (Jaguar), A virtual
World of live pictures (Kodak), We‘re coloring Spain (Konica), Zoom – Zoom (Madza), Hello
Moto (Motorola), etc. A large number of ad slogans (38%) which have been untranslated into
Vietnamese are designed with simple words, structures that are easy to be understood.
Furthermore, these slogans have brought a great cultural impression of their source language
which should be kept unchanged in a target language to make the customers feel like using
the real products. Hence, the non-translation strategy should be applied in these cases in order
to attract more customers‘ attention to the products or services.
4.2. Literal translation
This strategy has been used when the lexical items and grammatical structures in the SL
have been replaced by their equivalents in TL. Here are some examples:
English slogans ( a brand or a company)
Just do it (Nike)
Vietnamese slogans
Cứ làm thôi
I love New York ( New York State)
Born to play (Nitendo)
Tôi yêu New York
Sinh ra để chơi
Ideas for life (Panasonic)
Những ý tƣởng cho cuộc sống
Live in your world. Play in ours (PlayStation)
Sống trong thế giới của bạn. Chơi trong thế giới
của chúng tôi
Always listening, always understand (Prudential) Luôn luôn lắng nghe, luôn luôn thấu hiểu
Do what you can‘t (Samsung)
Hãy làm những gì bạn không thể
Diamond is forever (De Beers Consolidated
Kim cƣơng là vĩnh cửu
1948)
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Real Beauty ( Dove)
Vẻ đẹp thực sự
With the percentage of 12% of 250 advertising slogans literally translated from English
into Vietnamese, we recognize that literal translation technique is not as popular as other
translation techniques like non-translation, adaptation, free translation. In addition, there is no
culture-specific item or neologism in these slogans and it is not challenging to find their
equivalences in Vietnamese.
4.3. Translation with addition, omission, or explanation
For some advertising slogans with idioms, or proverbs, the literal translation technique
cannot clarify or expose the meaning and content of the original slogan‘s message, thus they
are not able to attract customers‘ attention. The translators have to add more words, or omit
some words, even provide some explanation to make those slogans more attractive and
impressive. For example, For life (Volvo) => Vì cuộc sống của bạn (for your life);
Imagination at Work (General Electric Co.) => Trí tƣởng tƣợng trong công việc bay cao
(Imagination at high flight work). In these cases, they add possessive adjective ―your‖ and
adjective phrase ―high flight‖ in the slogans‘ messages to clarify and emphasize the slogans‘
content. Meanwhile, in the following example, What happen here, stay here (Las Vegas and
visitors authority) => Đến đây, ở lại đây (come here, stay here), the translator omits the word
―What‖ to create a slogan with memorable rhyme. Sometimes, we reduce two clauses or
sentences to one clause /sentence in advertising slogans such as: Be sociable, have a Pepsi
(Pepsi 1958) => Cùng Pepsi thắt chặt tình bạn; You can do it. We can help. (Home Depot)=>
Bạn có thể làm điều đó, chúng tôi có thể giúp.
Among 250 advertising slogans investigated, we find out 52 slogans in which the
translators use this translation technique with addition, omission or explanation.
4.4. Adaptation translation
When the meaning of both SL and TL words seems to be different but still related in
some senses in advertising slogans, we use the adaptation technique to transfer the meaning of
lexical items in original slogans to that of the target language one. For example, Stay fresh
(Mentos) => Đột phát ý tƣởng; The original pure food drink (Pepsi 1906) => Nƣớc giải khát
tinh khiết từ tự nhiên; More happy (Pepsi 2007) => Ngất ngây hơn (more delicious), Define
your class (Romano) => Khẳng định đẳng cấp phái mạnh (Define your male class); At the
heart of the image (Nikon) => Rung động con tim (Heart‘s beating), Now It‘s Pepsi for those
who think young (Pepsi 1961) => Pepsi nƣớc uống tuổi trẻ (Pepsi - the young‘s drink); Come
alive, you‘re in the Pepsi Generation (Pepsi 1964-1967)=> Sảng khoái với Pepsi thế hệ mới
(Be pleasant with Pepsi‘s new generation), Pepsi‘s now (Pepsi 1983)=> Khơi nguồn cùng
Pepsi (Arouse with Pepsi); Gotta have it (Peppsi 1991)=> Trải nghiệm cùng Peppsi
(Experience with Pepsi), etc.
In these examples, the translators use the adaptation technique to clarify the meaning of
the original lexical items, enhance the impressive expression in slogans, and explain a cultural
factor to be understandable for target customers. Among 250 advertising slogans translated
from English into Vietnamese, we explore 26 slogans (10.4%) which used adaptation
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translation. That is to say, adaptation translation technique is less popular than literal
translation, in particular non-translation technique, since advertising slogans are often simple,
easy to understand and memorize for customers.
4.5. Free translation
Finally, free translation technique is used in 47/250 English-Vietanmese translated
advertising slogans (18.8%). Most of the slogans have preserved the message in the SL but
their syntactic structures have been transferred to the TL. Here are some examples: Nothing
escapes (Konica) => Konica – Giữ lại tất cả (Save everything). In the original slogan, the
message written in an affirmative sentence, but in the target slogan, it becomes an imperative
sentence. In the example ―Keeping skin amazing since 1870‖ (Vaseline) => Chuyên gia chăm
sóc da từ 1870 (Skin care expert since 1870), the original slogan‘s message is a verbal phrase,
but in the target slogan‘s one, it is a noun phrase. Another example of Tiger beer‘s slogan -
Uncage => Đánh thức bản lĩnh (Awake the bravery) shows that the original slogan is
translated in a free way. The infinitive verb in the original slogan has been changed to an
imperative sentence. In short, the free translation technique has been used remarkably in the
English-Vietnamese advertising slogans.
5. Discussion
Dealing with an English advertising slogan into Vietnamese market, we have to focus
on two options of translation: 1/ non-translation of slogans or keeping the original advertising
slogans; and 2/ translating them into English. Based on the 250 slogans‘ analysis results, we
find out that a large number of ad slogans (95/250) are kept untranslated, whose linguistic
structures are easy to be understood and cultural features could provide a great impression on
customers. Besides, the translation strategy with addition, omission or explanation is used in
translating the second highest number of ad slogans from English into Vietnamese, which are
full of culture and language insights into the translators‘ skills. That is to say, the translators
are required to be good at language knowledge and socio-culture understanding. In addition,
the free translation strategy gets involved in the third highest number of cases (47/250
slogans), which is sometimes combined with many translation techniques to create an
impressive slogan in the target language. As a result, since translating advertising slogans is
not simply a process of accurate meaning transference, the translators opt for choosing the
appropriate technique to ensure the right meaning and intent that the brand wants to covey
through slogans.
6. Conclusion and Implications
The article introduced the main features of advertising slogans, the challenges of their
translation from a SL into a TL, and then the basic translation techniques used when
translating 250 advertising slogans in various ways of media: Television, newspapers,
magazines, particularly, Internet sources (websites). Our analysis of the 250 slogans collected
demonstrates the proper application of all the translation strategies in English- Vietnamese
slogan translation which create a successful brand for a large number of products, services or
organizations.
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The study of English-Vietnamese slogan translation with 5 translation techniques (Table
1), indicates that at first, the majority of English slogans kept untranslated in Vietnamese
market because of the linguistic and cultural features. Advertising slogans are often simple,
short and impressive with rhymes, which should not be translated to attract more customers‘
attention to international products or services. Second, the translation technique with addition,
omission, explanation is used rather commonly, and the free translation method keeps the
third rank among 5 translation techniques. In fact, commercial factors have a significant
impact on the translation of slogans, thus these five basic slogan translation strategies have
been used to bring interesting, attractive, impressive slogans to the audience and customers
From the results achieved, we have given some suggestions to help translators solve
difficulties in translating advertising slogans from English to Vietnamese in particular and
translation training of professional translators at universities to contribute to improving the
quality of teaching and learning.
First, for translators, it is not only necessary to have good language knowledge but also
to have a deep understanding of the SL culture of the advertising slogans; making the
translations easy to understand, impressive and profound for customers is also essential.
Second, translating ad slogans requires the experienced translators to master the linguistic and
cultural factors that reflect the main contents of the slogans to transfer the brand‘s spirit to
attract more audience‘s attention. For the training of students specializing in translation and
interpretation, it is necessary for learners to practice the translating of advertisement slogans
in the business or trade domain, so that students can easily approach the job market in their
real life.
The research is limited due to the small number of 250 advertising slogans; therefore, in
the future, the study will be developed in a larger number and scale, and not only focus on
translating the advertising slogans but also advertising brochures or programmes.
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Weblinks:
CHIẾN LƢỢC DỊCH QUẢNG CÁO TỪ TIẾNG ANH SANG
TIẾNG VIỆT
Tóm tắt
Quảng cáo đƣợc coi là một phần thiết yếu của truyền thông, có ảnh hƣởng đáng kể đến
cảm nhận và thái độ mua hàng của khách hàng. Do số lƣợng quảng cáo tiếng Anh của
nhiều công ty thƣơng mại ở Việt Nam ngày càng tăng, việc dịch thuật quảng cáo đòi hỏi
nhiều kỹ thuật dịch chuyên nghiệp và kiến thức sâu về văn hóa, xã hội và ngôn ngữ. Bài
báo này trình bày các tính năng ngôn ngữ của quảng cáo và chiến lƣợc dịch thuật từ tiếng
Anh sang tiếng Việt. Phƣơng pháp định tính và định lƣợng đƣợc áp dụng trong nghiên
cứu này nhằm phân tích 250 quảng cáo bằng tiếng Anh đƣợc các nhà nghiên cứu dịch
sang tiếng Việt từ các nguồn Internet. Ngoài ra, bài báo này còn giới thiệu các tính năng
ngôn ngữ của quảng cáo và các khó khăn khi dịch chúng. Từ kết quả thu đƣợc, chúng tôi
đề xuất một số kỹ thuật dịch quảng cáo Anh - Việt để giải quyết những thách thức trong
việc dịch quảng cáo tiếng Anh nói riêng và cải thiện ngành dịch thuật nói chung.
Từ khóa
quảng cáo, Anh-Việt, kỹ thuật dịch
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APPENDIX: Brands- Slogans and the English-Vietnamese translation
No. Brand
Slogan in English
Slogans translated into Vietnamese
1
ABC‘s Wide World of
Sports
The thrill of victory and the agony
of defeat
2
3
4
5
6
7
8
Adidas
Adidas (2013)
ASDSlogans Unlimited Check. Create. Inspire
Airbnb
Ajax
Alka Seltzer
Allstate
Impossible is nothing
Adidas is All in
Không gì là không thể
Kiểm tra. Sáng tạo. Lôi cuốn
Bất cứ nơi đâu
Belong anywhere.
Stronger than dirt.
I can‘t believe I ate the whole thing
You‘re in good hands.
Bạn đang chọn đúng ngƣời phục vụ
9
Amazon (1975)
The Earth‘s biggest book store
You‘re done
Got milk?
Don‘t live life without it.
Think different.
Hiệu sách lớn nhất Trái đất
Bạn đã đƣợc thực hiện
Uống sữa nhé!
10 Amazon
11 American dairy
12 American Express
13 Apple
Nghĩ khác đi
14 Aston Martin
15 AT &T
16 Avis
Power, beauty and soul.
Reach out and touch someone.
We try harder
Sức mạnh, khỏe đẹp và linh hồn
Chúng tôi sẽ cố gắng hơn nữa
17 Audi
Advancement Through Technology
18 Beef Council
19 Blogger
20 BMW
21 BMW
22 Boeing
Beef. It‘s what‘s for dinner.
Push button publishing.
Designed for Driving Pleasure
The ultimate driving machine
Forever new frontier
Xe tối tân
Biên giới mới mãi mãi
Bộ chọn nhanh hơn phía trên
Một chút sẽ làm đƣợc.
Vua của các loại bia.
Loại bia Budweiser này dành riêng
cho bạn
23 Bounty
The Quicker Picker Upper
A little dab‘ll do ya.
The king of beers.
24 Brylcreem
25 Budweiser (1800)
26 Budweiser beer
This Bud‘s for you
27 Burger King
28 Burger King
Have it your way.
Sometimes you‘ve gotta break the
rules
Thƣởng thức theo cách của bạn
Thỉnh thoảng cũng nên phá lệ một
chút
29 California Milk Processor Got Milk?
Board
Uống sữa nhé!
30 Calvin Klein
Between love and madness lies
obsession.
Nothing comes between me and my Không có gì giữa tôi và những gì của
31 Calvin Klein
Calvin‘s
Calvin
32 Campbell‘s Soup
33 Canon
34 Canon
M‘m!M‘m!Good!
See what we mean
Nothing comes between me and my
Calvin‘s
35 Canon
Know how
Biết nhƣ thế nào
36 Capital One
What‘s in your wallet?
37 Champale Malt Liquor
Champale Makes You Feel Special, Champale khiến bạn cảm thấy đặc
Every Day biệt mỗi ngày
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38 Charmin Toilet Paper
Please Don‘t Squeeze the Charmin Đừng đánh mất sự quyến rũ
39 Chevrolet
40 Chevrolet
41 Chevrolet
42 Cingular
See the USA in your Chevrolet
The Heartbeat of America
Eye it. Try it. Buy it.
Nhịp tim của nƣớc Mỹ
Nhìn. Thử. Mua
Raising the bar
Cao và cao hơn nữa
43 Citibank
The Citi never sleeps
Be good, be bad, be yourself
Does she or doesn‘t she?
Thirst knows no season
The pause that refreshes
Thành phố không bao giờ ngủ
Dù tốt hay xấu, hãy là chính mình
44 CK Jeans
45 Clairol
46 Coca Cola (1922)
47 Coca Cola (1929)
Mùa nào cũng khát
Khoảng ngƣng cho sự thƣ giãn
48 Coca Cola
Hãy lan tỏa
49 Coca Cola
Enjoy
Hãy thƣởng thức
50 Coca Cola
51 Coca Cola
52 Coca Cola
Twist the cap to refreshment.
You can‘t beat the real thing.
Have a Coke
53 Coca Cola (1969)
54 Colgate
55 Colt 45 Malt Liquour
56 Compass
57 Coolair chewing gum
58 Crest Toothpaste
59 De Beers consolidated
60 Disneyland
It‘s the real thing.
Hàng chính hiệu
Nụ cƣời rạng rỡ. Tƣơng lai tƣơi sáng
Bright smile. Bright future
It Works Every Time
Let us guide you home.
Refresh your mind
Look, Ma, no cavities!
A Diamond Is Forever
The happiest place on earth.
Sảng khoái tức thì
Mẹ ơi nhìn kìa, không sâu răng
Kim cƣơng là vĩnh cửu.
61 Dollar Shave Club
62 Dove
―Shave Time. Shave Money.‖
Real beauty
Vẻ đẹp thực sự
63 Dr.Pepper
64 Dunkin‘ Donuts
65 Dutch Lady
66 DuPont
67 EA
68 E.F. Hutton
What‘s the worst that could happen?
America Runs on Dunkin
Get ready for life
The miracles of science.
Challenge everything.
When E.F. Hutton talks, people
listen
Sẵn sàng một sức sống
Những điều kì diệu của khoa học
Thách thức mọi thứ
69 Energizer Batteries
It keeps going… and going… and
going.
Tiếp tục đi đi và đi
70 eBay
71 FedEx
72 FedEx
The World‘s online market
When there is no tomorrow.
When it absolutely, positively has to Tới nơi an toàn, đúng hẹn
be there overnight
Thị trƣờng trực tuyến thế giới
73 Forbes Magazine
74 Fortune
75 Frosted Flakes
76 FTD
Capitalist Tool
For the men in charge of change.
They‘re G-r-r-r-r-eat!
Say It With Flowers
77 Future Shop
78 Gatorade
See what the future has in store
Is it in you?
79 Geico
So Easy a Caveman Can Do It
80 General Electric Co.
Imagination at Work
Trí tƣởng tƣợng trong công việc bay
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cao
81 General Electric Co.
We bring good things to life
Chúng tôi đem đến những điều tốt
đẹp cho cuộc sống
82 Geo
Get to know Geo
Biêt thêm về Geo
83 Gillette
The best a man can get
Ngƣời đàn ông tuyệt vời nhất có thể
đạt đƣợc
84 Google
Don‘t be evil.
85 Greyhound
86 Grey Poupon
Leave the driving to us
Pardon me, do you have any Grey
Poupon?
87 Haig Scotch Whiskey
88 Heinz
Don‘t be vague. Ask for Haig.
Beanz Meanz Heinz
89 Hallmark
When you care enough to send the Khi bạn thực sự quan tâm gửi đi
very best.
những điều tốt đẹp nhất
90 Heineken
91 Harley Davidson
It could be only Heneiken
American by Birth. Rebel by
Choice.
Chỉ có thể là Heneiken
92 Harley Davidson
93 Hertz
Live to ride, ride to live
Let Hertz Put You In the Driver‘s
Seat
Sống để rong đuổi, rong đuổi để sống
94 Hitachi
Inspire the next
Tạo nguồn cảm hứng cho thế hệ tiếp
nối
95 Holiday Inn
96 Home Depot
Pleasing people the world over.
You can do it. We can help you
Bạn có thể là điều đó, và chúng tôi
có thể giúp.
97 Honda
98 Hongkong Airline
99 HSBC
Powers of dreams
Fresh + very Hongkong
The world‘s local bank
Sức mạnh của những giấc mơ
Tƣơi trẻ và đậm chất Hongkong
Ngân hàng toàn cầu am hiểu địa
phƣơng
100 IBM
Giải pháp cho một hành tinh thông
minh
101 IMAX
Think big.
102 Intel
Intel inside
103 Ivory Soap
104 Jaguar
105 Jaguar
106 Jaguar
107 John Deere –
99 and 44/100% pure
Grace, Space , Pace.
Own a Jaguar at a price of a car.
Don‘t dream it. Drive it
Nothing runs like a Deere
Đừng mơ ƣớc. Cứ lái đi.
Không gây cay mắt
108 Johnson‘s baby shampoo No more tears
109 Kay Jewelers
110 KFC (Kentucky Fried
Chicken)
Every kiss begins with Kay
Finger lickin‘ good.
Vị ngon trên từng ngón tay.
111 Kellog‘s Rice Krispies
112 Kelloggs Frosties
113 Kit Kat
Sanp! Crackle! Pop!
They‘re GR-R-R-reat!
Have a break, have a Kitkat
Ngon tuyệt
Nghỉ xả hơi, xơi Kitkat
114 Kodak 1892
You press the button. We do the rest Bạn chỉ cần nhấn nút. Chúng tôi sẽ
làm phần còn lại
115 Kodak
Share moments. Share life.
Chia sẻ khoảnh khắc. Chia sẻ cuộc
sống
116 Kodak
117 Konica
A virtual World of live pictures
Nothing escape
Konica- giữ lại tất cả
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ngôn ngữ lần thứ VI
118 Konica
We‘re coloring Spain
119 Las Vegas and visitors
authority
What happen here, stay here
Đến đây, ở lại đây
120 Lexus
The relentless pursuit of perfection Không ngừng theo đuổi sự hoàn hảo
121 Levis
122 LG
Quality never goes out of style.
Life‘s good
Chất lƣợng không bao giờ lỗi thời.
Cuộc sống tƣơi đẹp
123 Levy‘s Rye Bread
You don‘t have to be Jewish to love
Levy‘s Rye Bread
124 L‘Oréal Paris
125 Lay‘s Potato Chips
126 M&Ms –
Because You‘re Worth It.
Betcha Can‘t Eat Just One
Melts in your mouth, not in your
hands.
Bởi vì bạn xứng đáng
Chỉ tan trong miệng, không tan trong
tay
127 MasterCard:
There are some things money can‘t
buy. For everything else, there‘s
MasterCard.
128 Marks & Spencer
The customer is always and
completely right!
Khách hàng luôn luôn và hoàn toàn
đúng.
129 Marriott Bonvoy
130 Marathon Petroleum
131 Maxwell House coffee
(1907)
Rewards reimagined.
Fueling the American Spirit
Good to the last drop
Thơm ngon đến giọt cuối cùng
132 Mazda
Zoom - Zoom.
133 Maybelline
Maybe she‘s born with it. Maybe
it‘s Maybelline.
Có thể cô ấy đẹp tự nhiên. Có thể là
nhờ Maybeline.
134 McDonalds
135 McDonalds
136 Mentos
I‘m loving it.
You Deserve a Break Today
Stay fresh
Tôi say mê nó
Đột phá ý tƣởng
137 Mercedes- Benz
Engineered like no other car in the Động cơ không có bất cứ xe nào
world
khác trên thế giới
138 Meow Mix
Tastes So Good, Cats Ask for It By
Name
139 Metropolitan Life
Get Met, it pays
Hãy đến với Met, bạn sẽ đƣợc chi trả
toàn bộ
140 Miller Lite
141 Morton Salt Company
142 Motel 6
Tastes great, less filling
When it rains, it pours!
We‘ll leave a light on for you
Hello Moto.
Hƣơng vị tuyệt hảo, không no hơi
Kể cả khi trời mƣa nhƣ trút
143 Motorola
144 National Milk Producers Got Milk?
Board
Uống sữa không?
145 New York State
146 Nike
I love New York
Just do it.
Tôi yêu New York
Cứ làm thôi.
147 Nike
148 Nikon
149 Nitendo
150 Nokia
There Is No Finish Line
At the heart of the image.
Born to play
Không có con đƣờng nào kết thúc
Rung động con tim
Sinh ra để chơi
Connecting people.
Kết nối mọi ngƣời
151 Old Spice
The original. If your grandfather
hadn‘t worn it, you wouldn‘t exist.
Your vision. Our future.
152 Olympus
153 Packard
Tầm nhìn của bạn, tƣơng lai của
chúng ta.
Ask the Man Who Owns One
120
Kỷ yếu điện tử Hội thảo Quốc gia Nghiên cứu liên ngành về Ngôn ngữ và Giảng dạy
ngôn ngữ lần thứ VI
154 Panasonic
Ideas for life.
Những ý tƣởng cho cuộc sống
155 Partnership for a Drug-
Free America
This is your brain on drugs
156 Pepsi (1906)
157 Pepsi (1909-1939)
158 Pepsi (1939)
159 Pepsi (1950)
160 Pepsi (1958)
161 Pepsi (1961)
The original pure food drink
Delicious and healthful
Twice as Much for a Nickel
More bounce to the ounce
Be sociable , have a Pepsi
Nƣớc giải khát tinh khiết từ tự nhiên
Tuyệt hảo và dinh dƣỡng
Cùng giá nhƣng tuyệt hơn 2 lần
Uống nhiều hơn,giá không đổi
Cùng Pepsi thắt chặt tình bạn
Now It‘s Pepsi for those who think Pepsi nƣớc uống của tuổi trẻ
young
162 Pepsi (1964-1967)
163 Pepsi (1967)
Come alive, you‘re in the Pepsi
Generation
(Taste that beats the other cold)
Pepsi pours it on
Sảng khoái với Pepsi thế hệ mới
Pepsi-Hƣơng vị mát lạnh đánh bật tất
cả
164 Pepsi (1969)
You‘ve got a lot to live, Pepsi‘s got Bạn trải nghiệm cuộc sống để hƣởng
a lot to live
Join the Pepsi people
Have a Pepsi day
Catch that Pepsi spirit
Pepsi‘s got your taste for life
thụ, Pepsi sáng tạo để tận hƣởng
Gia nhập thế hệ Pepsi
Tận hƣởng một ngày cùng Pepsi
Cảm nhận tinh thần Pepsi
Pepsi- hƣơng vị tuyệt vời cho cuộc
sống của bạn
165 Pepsi (1973)
166 Pepsi (1975)
167 Pepsi (1979)
168 Pepsi (1981)
169 Pepsi (1983)
170 Pepsi (1984)
171 Pepsi (1991)
172 Pepsi (1995)
173 Pepsi (1996)
174 Pepsi (1999)
175 Pepsi (2003)
176 Pepsi (2007)
177 Perdue
Pepsi‘s now
The choice of a new generation
Gotta have it
Nothing else is a Pepsi
Generation Peppsi
Ask more
It‘s the Cola
More happy
It takes a tough man to make a
tender chicken
Khởi nguồn cùng Pepsi
Sự lựa chọn của thế hệ mới
Trải nghiệm cùng Peppsi
Không gì ngoài Pepsi
Thế hệ mới
Khát khao hơn
Hƣơng vị Cola chính hiệu
Ngất ngây hơn
178 Phillips
Let‘s make things better
Hãy làm cho mọi thứ trở nên tốt đẹp
hơn
179 PlayStation
180 Pitney Bowes
Live in your world. Play in ours.
Sống trong thế giới của bạn. Chơi
trong thế giới của chúng tôi.
We Power Transactions That Drive
Commerce
181 Porsche
There is no substitute.
Không có sự thay thế
182 Prudential
Always listening, always understand Luôn luôn lắng nghe, luôn luôn thấu
hiểu
183 Red Cross
The greatest tragedy is indifference. Bi kịch lớn nhất là sự thờ ơ.
184 Red Bull
185 Red Lobster
186 Reebok
Red Bull Gives You Wings.
Seafood Differently.
I am what I am.
Tôi là tôi.
187 Rice Krispies
188 Rolaids
Snap! Crackle! Pop!
How do you spell relief? R-O-L-A-
I-D-S
189 Romano
190 Ronseal
Define your class
It Does Exactly What It Says on the
Tin.‖
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121
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