Lingua e Traduzione per l impresa internazionale EN=>ITA. BA_Mediazione Anno III, Semestre 2

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1 Lingua e Traduzione per l impresa internazionale EN=>ITA BA_Mediazione Anno III, Semestre 2

2 Last class recap - Creative uses of language: play with words, sounds and syntax - Cultural filters and CSIs + translation techniques - B2B Advertising - Homework:

3 Homework: Consignment management gestione spedizioni/carichi Whole engine assets disponibilità/possibilità per motori completi Fleet provisioning programs programmi di approvvigionamento/rifornimento flotte

4 Homework: Acronyms MRO (Maintenance Repair Operating), FTE (Flight Test Engeneer/Full Time Equivalent?), AOG (Aircraft On Ground) Supply chain catena logistica/di approvvigionamento Overhauled rotable components componenti rotanti revisionati

5 More on cultural filters and CSIs Application of cultural filters when encountering a CSI Overt vs. Covert translation Foreignisation vs. domestication (Venuti, 1999) Your translations can be more or less foregnising or domesticating you can bring the audience closer to the ST or the ST closer to the audience applying a cultural filter usually means domesticating

6 Translation techniques (Molina & Albir, 2002) Translation technique = the result of a (conscious or unconscious) choice made by a translator Translation techniques help you reflect on your own translation choices assessment of the validity of a translation technique is based on: - Text genre - Type of translation - Mode of translation - Purpose of translation - Audience - Context of diffusion

7 Translation techniques useful in advertising translation (Molina & Albir, 2002) 10/17 techniques: 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation Foregnising strategies: Pure borrowing, calque, literal translation Domesticating strategies: Naturalized borrowing, adaptation, description, established equivalence, reduction, transposition, modulation

8 Foregnising Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 2. Pure borrowing Take a word directly from another language (also zero translation) Pure borrowing the word is not adapted to the TL E.g. Zurich, because change happenz

9 Foregnising Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 3. Calque Literal translation of a SL word or phrase, can be lexical (word level) or structural (syntax level) E.g. grattacielo skyscraper

10 Foregnising Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 6. Literal translation Word for word translation of a sentence/clause, BUT when the form of a SL word coincides with TL meaning and function E.g. Mangio una mela I eat an apple

11 Domesticating Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 1. Adaptation Replace a ST cultural element (CSI) with one from the target culture E.g. I love French fries adoro il can can (from Sicko by M. Moore)

13 Domesticating Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 2. Naturalized borrowing Borrowings adapted to fit the TL s grammar/spelling rules E.g. chattare to chat

14 Domesticating Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 4. Compensation To introduce a ST element of information or stylistic effect in another place in the TT because it cannot be reflected in the same place as in the ST. E.g. Etihad Ad

15 Domesticating Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 5. Description To replace a term or expression with a description of its form or/and function. E.g. traditional Italian cake eaten on New Year s Eve Panettone

16 Domesticating Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 7. Reduction To suppress a ST information item in the TT E.g. il mese del digiuno - the month of fasting Ramadan

17 Domesticating Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 8. Transposition To change a grammatical category of a ST word E.g. Why Tinder when you can AXE? Perchè Tinder quando c è AXE?

18 Domesticating Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 9. Established equivalent To use a term or expression recognized (by dictionaries or language in use) as an equivalent in the TL E.g. They are as like as two peas Si somigliano come due gocce d acqua

19 Domesticating Translation techniques (Molina & Albir, 2002) 1. Adaptation 2. (Pure/naturalized) borrowing 3. Calque 4. Compensation 5. Description 6. Literal translation 7. Reduction 8. Transposition 9. Established equivalent 10. Modulation 10. Modulation To change the point of view, focus or cognitive category in relation to the ST; it can be lexical/grammatical or structural E.g. I clear my throat mi schiarisco la voce

20 Domesticating or foregnising?

21 Domesticating or foregnising?

22 Take 5.

23 B2B Advertising: informative content The extent to which a text can be defined as informative or technical, compared to the extent to which it appears to aim at persuading the addressee by means that do not include the provision of objective data or facts. (Torresi, 2010)

24 B2B Advertising: translation Characteristics of B2B advertising: Higher specialized content specialized terminology (possibility of using CAT tools) Translation Constraints: inclusion of technical feature is necessary; use of lexical strategies to attract the addressee s attention Techniques similar to B2C: e.g. intersemiotic translation rebuilding translation around sign systems or rewriting the verbal around the visual

25 B2B Websites: translation Addressees: other companies Language: more specific + presence of evocative and descriptive pictures/images technical language and raw facts + lexical boost (Bhatia, 1993) similar to personal websites accessible by anyone, but envisaging a clear target technical language and raw facts: ST-oriented translation

26 Examples of B2B website/language We can lend a hand Giving your brain more power than you ever dreamed possible Always Inventing, always delivering s/home.html Our software, your success Technology waits for no one ces/translation-software/sdl-trados-studi o/ The World s most trusted translation software

27 B2B Advertising & websites: translation Technical info are meant to INFORM: accuracy of their translation is paramount use parallel texts, ask for specific terminology or translation memories Terminological accuracy translation of technical language is ST-oriented Information/persuasion ratio MAY change within the same B2B promotional text your translation strategies need to change accordingly Persuasive language translation is TT-oriented

28 B2B Advertising & websites: translation/ focus on person deixis Person deixis: Deictic reference to the participant role of a referent, such as the speaker, the addressee(s) and the referent(s) think about translation EN>IT of person deixis Types of person deixis: 1st person deixis the speaker 2nd person deixis the addressee 3rd person deixis referent which is neither the speaker or the addressee, it expresses detachment

29 B2B Ads Same constraints as B2C: visual and verbal contents Ads messages need to be delivered quickly and effectively Market: business, competition with other B2B ads B2B ads have to generate or raise interest Change in information/persuasion ratio: B2B ads can be extremely direct and informative, or very catchy and persuasive (use of rhetoric and figures of speech)

30 Take 5.

31 Today s translation Ad description + analysis Translation Analysis of your translation

32 Homework Translate this ad, be mindful of: Figures of Speech In your analysis make reference to the the techniques in slides 7-18

33 Next week, we will: Look at figures of speech and rhetorical strategies Approach Jakobson s functions and their relevance to advertising Homework: Slide 31 Translate!

Lingua e Traduzione per l impresa internazionale EN=>ITA. BA_Mediazione Anno III, Semestre 2

Lingua e Traduzione per l impresa internazionale EN=>ITA BA_Mediazione Anno III, Semestre 2 Last class recap - Figures of Speech: Tropes and Schemes - Conative and poetic functions - Ethos, pathos and