LINGUA E TRADUZIONE PER L IMPRESA INTERNAZIONALE

Transcription

1 LINGUA E TRADUZIONE PER L IMPRESA INTERNAZIONALE Dott.ssa LAURA PICCHIO LEZIONE 8

2 DO YOU REMEMBER? Creative language of advertising o B2C ads in particular o Rhetorical devices both in copy and graphic Metaphors o Definitions and functions o They affect both copy and graphic o Translation techniques that may be applied to (conceptual) metaphors (literal translation, established equivalent, amplification, modulation).

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4 Analysis (250 words): o Product/commercial advertising o B2C ad o Soft-sell and informational ad o Attention-seeking device: verbal text (headline visual oxymoron) o Copy: headline, bodycopy o Graphic: packshot, logos

5 Translation, example: Pesante come una piuma Una volta un uomo saggio disse che è la montagna, tanto quanto i tuoi stessi piedi, a portarti in alto. Sebbene ciò possa essere vero, qualcosa ci dice che gli uomini saggi sono anche abbastanza furbi da avere qualcuno con sé per trasportare le loro cose. Per noi persone comuni, invece, ogni grammo fa la differenza. Per questo abbiamo ideato una giacca così leggera da dimenticarti di averla indosso. Dov è la mia giacca?. La stai indossando. Ah!. Capisci cosa vogliamo dire? Abbiamo impiegato venti anni per creare la nuova Giacca Nike ACG Ultraleggera e, come sempre, questo è solo l inizio.

6 Translation analysis Headline: literal translation (same effect both in En and in It) Una volta in alto: literal translation Con sé: addition, amplification For the rest of us: modulation Invece: addition, amplification Grammo: adaptation, cultural filter (different units of measurement) Fa la differenza: modulation Ideato and creare: Ideato: modulation; while later on we have creare : modulation. These two verbs allow us to focus both on the manufacturing and on the conception of the product. Indosso and indossare: repetition to emphasize the concept of so light to forget to have it on + modulation/generalization ( on your back ) Ah!: modulation/adaptation (this interjection is more frequent in It in these cases) Capisci cosa intendiamo: modulation Name of the product: literal translation (functionally communicative in It) The last two sentences are joint together È solo l inizio: modulation (solo is better than ancora because it entails a positive departure, whereas ancora could have a negative meaning)

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8 Analysis: o Non-commercial advertising o SIA o Hard-sell ad (combine info about the service with intense attempts to get people to follow their advice as soon as possible) o Attention-seeking devices: image + verbal text (headline) o Copy: headline, bodycopy, (payoff) o Graphic: image, logos

9 Translation, example: Ciò che finisce nell oceano finisce nel tuo piatto/stomaco // ciò che getti nell oceano finisce nel tuo piatto/stomaco // non è tutto pesce quel che mangi etc Secondo recenti studi i pesci a largo della costa occidentale degli Stati Uniti ingeriscono più di tonnellate di plastica l anno. Aiutaci a invertire la rotta dell inquinamento1. // Aiutaci a contrastare la marea di plastica in mare2. Scopri come sul sito www

10 o o o o o Translation analysis: Headline: more or less manipulated and changed stomaco (particularization and synecdoche), piatto (modulation and metonym), non è tutto (modulation structured upon an Italian phrase) Secondo: modulation and consequently a kind of transposition ( studies is a subject in En). Della costa occidentale degli Stati Uniti: literal translation and amplification TT-oriented cultural-filter : adaptation (different system to transcribe numbers and figures) Last sentence: Reduction + compensation (scopri come ). 1, invertire la rotta: established equivalent which allows us to refer to the sea (tide vs rotta) + reduction (plastic, it is implicit both in the text and in the image) 2, contrastare la marea: modulation, which focuses just on tide and refers to the scourge of plastic pollution. + amplification (in mare so as to emphasize the concept and moreover marea mare is a pun)

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12 At the beginning of this course, we talked about: Communication refers to people interacting in ways that at least one of the parties involved understands as the transmission of a message. We call this kind of interaction interpersonal communication, that is a form of communication that involves 2 or more individuals speaking to each other.

13 JAKOBSON S MODEL OF COMMUNICATION (1960) Context Sender Message Receiver Channel Code

14 ELEMENT SENDER RECEIVER CONTEXT CHANNEL CODE MESSAGE FUNCTION EMOTIVE CONATIVE/PERSUASIVE REFERENTIAL PHATIC METALINGUAL POETIC

15 FUNCTION EMOTIVE PURPOSE OF COMMUNICATION expressing the emotions, feelings and opinions of the sender EXAMPLE Bah! Oh! CONATIVE persuading the receiver Look at me! REFERENTIAL PHATIC Giving info about the referent establishing, prolonging or discontinuing communication METALINGUAL establishing mutual agreement on the code POETIC focusing on the message, on its structure Water boils at 100 Can you hear me? U.N. stands for United Nations I like Ike

16 Famous slogan supporting Eisenhower s race for the White House in Eisenhower was also known as Ike. Jakobson analysed the of structure I like Ike in terms of consonances and internal rhymes.

17 WHAT ABOUT ADVERTISING? 2 main functions: ELEMENT SENDER RECEIVER CONTEXT CHANNEL CODE MESSAGE FUNCTION EMOTIVE CONATIVE/PERSUASIVE REFERENTIAL PHATIC METALINGUAL POETIC The ad aims at persuading its readers. Advertising gives great importance to the form of the ad.

18 In other words, advertising focuses on: o PERSUASION o RHETORIC Rhetoric is one of the main tools to achieve persuasion.

19 ARISTOTLE S RHETORIC 3 modes of persuasion: o ETHOS o PATHOS o LOGOS

20 ETHOS credibility of the speaker PATHOS emotions of the audience LOGOS consistency of the message

21 ETHOS It is an appeal to the authority or credibility of the presenter. Persuasion is achieved through: o brand association (1) o expert testimonial (2) o celebrity endorsement (3)

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25 PATHOS It is an appeal to the emotions and the feelings of the audience. It aims at provoking an emotional response in the audience, in a positive (1) or in a negative way (2).

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28 LOGOS It appeals to logic and reasoning. The ad describes what the product does and it is used for, how it is made, how it works etc.

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31 PERSUASION AND ADVERTISING PERSUASION FACTUAL DATA SYLLOGISM INTERTEXTUALITY CREATIVE LANGUAGE

32 FACTUAL DATA Statements of factual data inspire trustworthiness and provide useful information.

33 SYLLOGISM Form of deductive reasoning where you arrive at a specific conclusion by examining two other premises or ideas.

34 Capelli così visibilmente sani che splendono I capelli che splendono sono sani I miei capelli splendono = I miei capelli sono sani

35 INTERTEXTUALITY Reference to another text

36 CREATIVE LANGUAGE RHETORIC: L arte del parlare e dello scrivere in modo ornato ed efficace, [ ] tecnica del discorso teso a persuadere, [ ] tecnica del discorso sia orale sia scritto, con finalità anche estetiche. (Vocabolario Treccani) FIGURES OF SPEECH (FoS) (not just metaphors )

37 FIGURES OF SPEECH Literary devices that use words and phrases to mean something different from their ordinary (literal) meanings so as to produce a stylistic effect. o TROPES: refer to the ordinary meaning of words o SCHEMES: involve the ordering and organizing of words

38 FOS: SOUNDS Rhyme o E.g.: L analcolico biondo che fa impazzire il mondo. Alliteration: words have the same first sounds o E.g.: Bene? Benagol. Assonance/Consonance: repetition of vowels or consonants o E.g.: Have a break, have a kit-kat. Onomatopoeia o E.g.: Once you pop, you can t stop. (Pringles)

39 FOS: REPETITION AND WORD ORDER Repetition, several kinds such as Pleonasm: repetition of words just to emphasize something. o E.g.: Kimbo, a me me piace. Parallelism: use of successive verbal constructions which correspond in grammatical structure, sound, metre, meaning. o E.g.: Altissima, purissima, levissima. o E.g.: All new. All screen. All powerful (Apple.com) Antimetabole/Chiasmus: repetition of a phrase or sentence in reverse order. o E.g.: Qualità senza risparmio o risparmio senza qualità? (Sole) o E.g.: se bevi Neri, ne ribevi (Chinotto Neri) Anastrophe: inversion of the usual order of a sentence o E.g.: Adidas, impossible is nothing.

40 FOS: OPPOSITE Antithesis: juxtaposition of two contrasting/opposing ideas usually within parallel grammatical structures. E.g.: La fine dell armadietto. L inizio della fantasia (Desalto) o Oxymoron: juxtaposition of two words with opposite meanings. o E.g.: Heavy feather

41 FOS: +OR - REALITY Hyperbole: exaggeration of reality E.g.: Open happiness (Coca-Cola) Understatement / Litotes: diminishing reality, usally a positive statement is expressed by negating its contrary. irony o E.g.: Child obesity, don t take it lightly (McDonald s) o E.g.: Il rum più bevuto nei peggiori bar di Caracas (Pampero)

42 FOS: PART VS WHOLE Metonym: it replaces the name of a thing with the name of something else with which it is closely associated. o E.g.: Milano da bere (Amaro Ramazzotti) Synecdoche: it refers to a thing by the name of one of its parts. o E.g.: Gillette, la grande innamorata della vostra pelle.

43 Pun (paronomasia): a phrase intentionally used to exploit the confusion between words having similar sounds but different meanings. o E.g.: Seat. Enjoyneering.

44 SPOT THE FIGURE OF SPEECH Look at the following ads and try to find the figures of speech advertisers have used. Be careful: the figures of speech in question can be verbal or visual.

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48 Tv-commercial: Bounce stops static, before static stops you

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50 ASSIGNMENT Translate and comment on your translation of the following ad. Try to transfer into Italian the figure of speech. If you have not analysed it analyse it!

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52 HOMEWORK No matter what you want to do in life. Life takes Visa. Sugar, spice and everything nice. Get a taste of this holiday s fashions and find discounts (website).