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

Transcription

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

2 Mock exam

3

4 Revision of last week s ad Commercial (product) ad Soft-sell Ethos notorious actress as testimonial Simile vapor-distilled purity. Just like clouds

5 Examples from your analyses and translations This ad promotes the smart water, a water that is described in the bodycopy as pure as a cloud ; this simile like a cloud, together with the image of the ad, give to the costumer a sense of calm and purity. [...] We can also say that there are not specific cultural references that can make the translation more difficult, but it s important to subline the word-play vapor-distilled that can give some problems for what concerns its translation. Moreover the target audience is not familiar with this product because it doesn t exists in Italy so it may be difficult to let people understand which is the speciality of this water. [...]

6 Examples from your analyses and translations We can also highlight the repetition of the word clouds in the first and last lines of the bodycopy in order to strengthen the idea of purity. We can also see a sort of personification because the adjective smart, that is normally used to describe a person, is here used to describe an inanimate object, the water.

7 Smart water guarda il cielo Examples from your analyses and translations da lì noi abbiamo preso l ispirazione per creare la Smart water distillata a vapore e pura come le nuvole. Scopri di più sulla nostra pagina facebook:

8 Examples from your analyses and translations For what concerns the headline smart water I decided to not modify it because it s the name of the brand and it has no an established equivalent in italy, so in this case I used the technique of pure borrowing. Then I have replaced the word clouds with the word cielo because it sounds better in Italian so I used the technique of reduction for what concern the elimination of the information cloud and then addition of the word cielo. In the following line I also added the word creare that is not present in the ST and I replaced the word found with preso so reduction and addition. Then i used the technique of transposition because the word purity has changed its grammatical category from noun to adjective pura.

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

10 Mock exam: Question 1

11 Mock exam: Question 1

12 Mock exam: Question 1

13 Mock exam: Question 2

14 Mock exam: Question 3 - translation

15 Mock exam: Question 3 - translation DAVID BECKHAM full borrowing His charisma_subj is known_verbpass the world over. literal translation: e.g. il suo carisma è famoso/conosciuto in tutto il mondo modulation + transposition: e.g. tutto il mondo conosce il suo carisma

16 Mock exam: Question 3 - translation With an unsurpassed level of resilience he_subj has surpassed_verb the expectations of many_obj. FoS alliteration, chiasm Resilienza calque E.g. la sua insuperabile tenacia/capacità di ripresa/resistenza ha sempre superato le aspettative reduction + addition

17 Mock exam: Question 3 - translation

18 Mock exam: Question 3 - translation

19 Mock exam: Question 4 - comment With an unsurpassed level of resilience he has surpassed the expectations of many Word play: unsurpassed, surpassed Words: resilience, expectation strategy wrt this sentence overall strategy: domesticating or foregnising?

20 Mock exam: your Comments 1 In my translation, the sentence with an unsurpassed...many becomes ha superato le aspettative di molti grazie ad una tenacia insuperabile. According to Abir and Molina s techniques, I applied modulation, since I changed the point of view of the sentence. I moved tenacia insuperabile at the end of the sentence, so it becomes the object of the next sentence (separated by a comma). I also removed the word level from the translation because it would have sounded redundant (=reduction), and translated the word resilience not with a literal translation but with an Italian synonym ( tenace ), because it better expresses the idea of never giving up and also because the Italian term for resilience, resilienza, is not as common as tenacia (=compensation).

21 Mock exam: your Comments 1 Another compensation can be found in my translation of the adjective unsurpassed. I chose insuperabile instead of insuperato, because the first one, in the Italian translation, sounds better than the latter. It seems clear that I used a more domesticating approach in my translation, in order to preserve the ideas of greatness and success that qualify both Beckham and Rolex products.

22 Mock exam: your Comments 2 In the translation of this passage, I decided to keep the alliteration of the letter s created by the words resilience, unsurpassed, expectations and surpassed by translating them literally. Moreover, I used reduction to eliminate the word with and especially level by translating la sua resilienza in order to focus on this particular characteristic associated to a quality of a person. The whole body-copy is constructed through implicit references between the football player, who is the testimonial, and the product which is represented.

23 Mock exam: your Comments 3 This part of the translation is a paronomasia: the ad describes Bekcham s career, but actually it wants to point out the fact that Rolex too is resilient, just like Beckham. Paronomasia the use of a word in different senses or the use of words similar insound to achieve a specific effect, as humor or a dual meaning; punning. unfocused

24 Mock exam: your Comments 4 Ho invertito l ordine delle parole nella prima frase lasciando invariato il significato, in quanto non sarebbe stato possibile altrimenti tradurre la frase. Ho deciso di lasciare il gioco di parole nella seconda frase anche se in italiano non rende come in inglese, ma almeno mantiene la pubblicità interessante. Ho deciso di mantenere lo slogan in inglese perchè non so se esiste in italiano e anche per rendere una vicinanza tra il calciatore inglese e il consumatore italiano. language unfocused

25 Tips: questions 1/2

26 Tips: Translation

27 Tips: Comment

28 Tips: Comment

29 Writing tips: transition words and phrases - addition/similarity/agreement Again, and, also, then, equally, identically, uniquely, like, (such)as, too Moreover, as well as, together with, of course, likewise, comparatively, correspondingly, similarly, furthermore, additionally In the first place, not only...but also, as a matter of fact, in a like manner, in addition, coupled with, in the same fashion/way, first(ly), second(ly), third(ly), in the light of, not to mention, to say nothing of, equally important, by the same token

30 Writing tips: transition words and phrases - opposition/contrast But, (and) still, unlike, or, (and) yet, while, albeit, besides, as much as, even though Although, instead, whereas, despite, conversely, otherwise, however, rather, nevertheless, nonetheless, regardless, notwithstanding Although this may be true, in contrast, different from, of course...but, on the one hand...on the other hand, on the contrary, at the same time, in spite/despite of, even so/though, be that as it may, then again, above all, in reality, after all

31 Writing tips: transition words and phrases - cause/condition/purpose If,...then, unless when, whenever, since, while Because of, as, since, while, lest In case, provided that, given that, only/even if, so that, so as to, owing that, due to Inasmuch as In the event that, granted (that), as/ so long as, on (the) condition (that), for the purpose of, with this intention, with this in mind, in the hope that, to the end that, for fear that, in order to, seeing/being that, in view of

32 Writing tips: transition words and phrases - time/chronology/sequence After, later, last, until, till, since, then, before, hence, when, once, about, next, now, now that, formerly, suddenly, shortly Henceforth, whenever, eventually, meanwhile, further, during, first, second, during, in time, prior to, forthwith, straightaway, by the time, whenever, instantly, presently, occasionally At the present time, from time to time, sooner or later, at the same time, up to the present time, to begin with, in due time, until now, as soon as, in the meantime, in a moment, without delay, in the first place, all of a sudden, at this instant, immediately, quickly, finally

33 Writing tips: transition words and phrases - space/location/place Here, there, next, where, from, over, near, above, below, down, up, under, between further, beyond, nearby wherever, around, before, alongside, amid, among, beneath, beside, behind, across In the middle, to the left/right, in front of, on this side, in the distance, here and there, in the foreground, in the background, in the center of, adjacent to, opposite to

34 Writing tips: transition words and phrases - examples/support/emphasis Notably, including, like, namely, chiefly, indeed, certainly, surely, markedly, especially, specifically, surprisingly, frequently, significantly In general, in particular, in detail, to demonstrate, to emphasize, to repeat, to clarify, to explain, to enumerate, such as, for example, for instance, to point out, with this in mind In other words, to put it differently, for one thing, as an illustration, in this case, for this reason, to put it another way, that is to ay, with attention to, by all means, important to realize, on the positive/negative side

35 Writing tips: transition words and phrases - result/effect/consequence For, thus, because, the, then, hence As a result, under those circumstances, in this case, for this reason, henceforth Consequently, therefore, thereupon, forthwith, accordingly

36 Translation practice Analyse and translate the ad. Comment on the translation of the payoff.

37 Exam prep. Text provided in Materiali didattici Slides Practice translations on some STs provided in Materiali didattici