LINGUA E TRADUZIONE PER L IMPRESA INTERNAZIONALE

Transcription

1 LINGUA E TRADUZIONE PER L IMPRESA INTERNAZIONALE Dott.ssa LAURA PICCHIO LEZIONE 10

2 REVISION: CATEGORY (PRODUCT OR INSTITUTIONAL?) PRODUCT INSTITUTIONAL

3 Got milk campaign: i/california_milk_processor _Board REVISION: CATEGORY (COMMERCIAL OR NON-COMMERCIAL?) NON-COMMERCIAL (encouraging the consumption of milk) COMMERCIAL

4 REVISION: PRODUCT/COMMERCIAL SUBCATEGORY (B2C OR B2B?) B2C B2B

5 REVISION: INSTITUTIONAL/NON-COMMERCIAL SUBCATEGORY (ADVOCACY, PSA OR SIA?) PSA ADVOCACY

6 REVISION: INSTITUTIONAL/NON-COMMERCIAL SUBCATEGORY (ADVOCACY, PSA OR SIA?) SIA

7 REVISION: INSTITUTIONAL/NON-COMMERCIAL SUBCATEGORY (CSR OR CRM?) Bear in mind that even companies can promote non-commercial advertising

8 REVISION: INSTITUTIONAL/NON- COMMERCIAL SUBCATEGORY (CSR OR CRM?) CSR CRM ( wwf)

9 ETHOS? PATHOS? LOGOS? According to Aristotle s Rhetoric, which ad(s) among the ones you have just seen focus on ethos/pathos/logos? Why? Ethos David Beckham (Sky) Pathos Excessive drinking is dangerous Logos the B2B one

10 REVISION: SUBGENRE (INFORMATIONAL, SOFT-SELL OR HARD-SELL?) SOFT-SELL INFORMATIONAL

11 REVISION: SUBGENRE (INFORMATIONAL, SOFT-SELL OR HARD-SELL?) HARD-SELL

12 Bear in mind that these subgenres may coexist within the same ad!

13 REVISION: ATTENTION-SEEKING DEVICES (IMAGE, VERBAL TEXT OR LAYOUT?) IMAGE LAYOUT

14 VERBAL TEXT

15 Bear in mind that these attention-seeking devices may coexist within the same ad! Could you spot any figure of speech in these ads? Bear in mind that the figure of speech can affect both copy and graphic.

16 REVISION: COPY (HEADLINE, SUBHEADLINE, BODYCOPY, PAYOFF) PAYOFF HEADLINE SUBHEADLINE Served after am. BODYCOPY

17 REVISION: GRAPHIC (IMAGE, PACKSHOT, LOGO) LOGO IMAGE (hand + fries) PACKSHOT (fries)

18 REVISION: (SOME) FIGURES OF SPEECH Trony. Non ci sono paragoni RHYME Prendetevela comoda. Fate in fretta. (Fiat) ANTITHESIS Ceres? C è. ALLITERATION Brondi? Chi parla? PUN You can Canon. CONSONANCE/ASSONANCE/ALLITERATION Redbull ti mette le ali. HYPERBOLE Touch the rainbow. Taste the rainbow. (Skittles) PARALLELISM Noi della Rex, noi sì che ci abbiamo pensato. vs No matter what you do in life. Life takes Visa PLEONASM vs REPETITION Da sempre c è un po di Nutella nella tua vita e un po della tua vita in Nutella. CHIASMUS Fidati del rosa e la macchia svanisce (Vanish) METONYM

19 REVISION: TRANSLATION TECHNIQUES Adaptation Established equivalent Amplification vs Reduction Description Pure vs Naturalized Borrowing Calque Compensation Generalization vs Particularization Literal translation Transposition Modulation

20 Bear in mind that in some cases you can explain your translation strategy without making reference to a specific translation technique. o E.g.: punctuation, verbal tenses etc.

21 MOCK EXAM

22 Analysis: o Category: institutional/non-commercial advertising o Subcategory: SIA (neither B2C nor CSR/CRM) o Subgenre: Hard-sell + informational o Attention-seeking devices: image + verbal text (headline) o Copy: headline (+subheadline), bodycopy, payoff o Graphic: image, logo o Other noteworthy features: parallelism (headline and payoff), 2 parts (image vs text), background (black vs orange), Michelle s gaze, pathos

23 Translation example: o Non siamo un luogo dove migliorare il tuo corpo, ma abbiamo aiutato Michelle a migliorare la sua vita // Non siamo qui per cambiare il tuo corpo, ma abbiamo aiutato Michelle a cambiare la sua vita // Non siamo una palestra per allenare il tuo corpo, ma siamo stati per Michelle una palestra di vita Apropos of work out

24 o Affrontare avversità della vita come (il) non avere una casa o (l )essere ragazze madri richiede una grande forza, quel tipo di forza che può venire solo da dentro. Noi aiutiamo donne e ragazze come Michelle a trovarla. L associazione YWCA è una risorsa preziosa per la nostra comunità//per la comunità statunitense e noi siamo qui per aiutarvi in modi che non credereste possibili. o Eliminiamo il razzismo. Diamo forza alle donne. (NO Eliminando il razzismo, diamo forza alle donne) o YWCA

25 Translation analysis: o Headline: parallelism preserved through the use of different techniques (generalisation; modulation) o Payoff: parallelism preserved through the use of a different verbal tense (1 person plural we as YWCA have this goal; imperative let s work together to this end) o Affrontare avversità della vita: modulation o Non avere una casa: modulation and description o Quel tipo di forza che può venire solo da dentro: amplification and repetition to emphasize the concept o Associazione: amplification (what YWCA is) o per la comunità statunitense: amplification (where YWCA works) o Che non credereste possibili: modulation

26 EXAM PREPARATION Slides (theoretical framework + classwork/homework) Notes If you want to go deeper : 2 essays ( pagina docente ) Bibliography ( pagina docente )

27 EXAM 250-word analysis of the ad o compulsory elements: category, subcategory, subgenre, attention-seeking devices, copy/graphic o non compulsory elements: ethos/pathos/logos, figures of speech, cultural dimension, interpretations etc. Translation Analysis of your translation (method, techniques and strategies you have applied as well as any reference to theories and concepts we have analyzed) 90 minutes Dictionaries allowed

28 WRITING TIPS Use simple sentences. Be careful to grammar and orthography. Be clear and coherent. Be logic and avoid creating confusion in your reader (e.g.: headline, logo, subheadline, bodycopy, image etc.). In your analysis of the ad, give priority to compulsory elements. In your translation analysis try to avoid lists. Use specific terminology.

29 WRITING TIPS TRANSITION WORDS AND PHRASES (ADDITION/SIMILARITY/AGREEMENT) And, also, then, equally, like, such as Moreover, as well as, together with, furthermore, in addition (to) Likewise, similarly, in the same way, in line with Not only.. But also, last but not least, firstly/secondly/thirdly, finally, not to mention, by the same token

30 WRITING TIPS TRANSITION WORDS AND PHRASES (OPPOSITION/CONTRAST) But, unlike, or, (and) yet, while, whereas, albeit, as much as, even though, although, despite (of), in spite of, however, nevertheless, nonetheless, regardless of, notwithstanding Although this may be true, in/by contrast, different from, on the one hand...on the other hand, on the contrary, at the same time, even though/so, actually

31 WRITING TIPS TRANSITION WORDS AND PHRASES (CAUSE/CONDITION/PURPOSE) If, unless Since, because, given that, whereas Because of, owing to, due to So that, so as to, in order to

32 WRITING TIPS TRANSITION WORDS AND PHRASES (SPACE/LOCATION/PLACE) Here, there, next (to), close to, where, over, near, above, below, down, up, under, between, around, among, behind In the middle (section), in the center of, at the top/bottom, in the top/bottom right-/left-hand corner, on the left/right, in the foreground/background

33 WRITING TIPS TRANSITION WORDS AND PHRASES (EXAMPLES/SUPPORT/EMPHASIS) Like, namely, that is (to say), including, indeed, certainly, surely, especially, specifically, significantly In general, in particular, in detail, to demonstrate, to emphasize, to point out Such as, for example, for instance, in other words, in this case, for this reason, which is the reason why

34 WRITING TIPS TRANSITION WORDS AND PHRASES (RESULT/EFFECT/CONSEQUENCE) So, therefore, hence, henceforth, thus As a result, under those circumstances, in this case, for this reason, to result in, consequently, forthwith

35 SOME OTHER WRITING TIPS Opinions and ideas: o In my opinion (NO according to me), as far as I m concerned, I think that, I believe that Links: o As for, as far as something is concerned, in/with regard to, with/in reference to

36 CLASSWORK 1 1 in 10 Canadians struggle to make ends meet, even with a roof over their head. Help us feed, clothe and empower those in need. Help end poverty. The Salvation Army. Giving Hope Today.

37 Why we have the youngest customers in the business This young man is 11 months old and he isn t our youngest customer by any means. For 7-Up is so pure, so wholesome, you can even give it to babies and feel good about it. Look at the back of a 7-Up bottle. Notice that all our ingredients are listed. (That isn t required of soft drinks, you know but we re proud to do it and we think you re pleased that we do.) By the way, Mom, when it comes to toddlers if they like to be coaxed to drink their milk, try this: Add 7-Up to the milk in equal parts, pouring the 7-Up gently into the milk. It s a wholesome combination and it works! Make 7Up your family drink. You like it it likes you! Nothing does it like 7-up! [7-up = bibita gassosa simile alla Sprite] CLASSWORK 2