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 logos in advertising - Homework:
Identity theft furto di identità We re fighting back/we re not putting up with present continuous, but what tense is it? To put up with non starci, non permettere/ammettere Our popular checking accounts conti correnti più diffusi Personal resolution advocate addetto/esperto di/avvocato (with caution!) Community bank istituto di credito cooperativo/banca popolare
Translation techniques - Always refer back to the text in a clear manner - When you use compensation and reduction technique you need to be precise about what you are compensating for or reducing - Modulation is not a passepartout
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
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
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
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
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)
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
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.
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
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
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?
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
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
A literary device in which language is used in an unusual ("figured") way in order to produce a stylistic effect. 2 main groups: Creative dimensions of language: figures of speech (FoS) 1. FoS that play with the ordinary meaning of words (metaphor, simile and hyperbole) Tropes 2. FoS that play with the ordinary arrangement or pattern in which words are written (alliteration, ellipsis and antithesis) Schemes
Creative dimensions of language: Metonymy and Synecdoche Metonymy replaces words with related or associated words, typically a part of a larger whole. E.g. The pen is mightier than the sword Touchè Eclat: otto ore di sonno con un click Synecdoche allows a part to stand for a whole or for a whole to stand for a part. E.g. All hands on deck! Gillette, la grande innamorata della vostra pelle
Creative dimensions of language: Oxymoron and Paronomasia Oxymoron puts together opposite elements reveals paradox, confuses, has humourous effects E.g. My room is an organized mess, or controlled chaos, if you will. Same difference. 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. E.g. Per le donne il calcio è di rigore (Caltrate, integratori alimentari)
Creative dimensions of language: Prosopopeia and Parallelism Prosopopeia or personification a kind of metaphor in which you describe an inanimate object, abstract thing, or non-human animal in human terms. E.g. That piece of chocolate cake is calling my name. Parallelism when phrases in a sentence have similar or the same grammatical structure it gives pattern and rhythm E.g. Easy come, easy go.
Creative dimensions of language: Paradox/Irony Paradox a statement that contradicts itself, or that must be both true and untrue at the same time Irony two contradicting meanings of the same situation, event, image, sentence, phrase, or story. In many cases, this refers to the difference between expectations and reality.
Rhetorical strategies persuasion Persuasion - Use of creative language (FoS) - Factual data - Syllogism - Intertextuality
Factual data in advertising Statements of factual data inspire trustworthiness and provide useful information
Syllogism Form of deductive reasoning where you arrive at a specific conclusion by examining two other premises or ideas. E.g. Premise 1: all dogs are animals Premise 2: all animals have four legs Conclusion: all dogs have four legs a conclusion is drawn from two given or assumed proposition (premises); a common or middle term is present in the two premises but not in the conclusion, which may be invalid
Syllogism in advertising Capelli così visibilmente sani che splendono Premise 1: I capelli che splendono sono sani Premise 2: I miei capelli splendono Conclusion: I miei capelli sono sani
Intertextuality In advertising it is the reference to another text genre through The way in which one text refers to or base itself upon another text. - verbatim or modified quotation - Adoption of the stylistic convention of that genre N.b. intertextuality may be (exclusively or partly) visual and may refer to another widespread ad
Intertextuality in advertising
Today s translation 1 Ad description + analysis Translation Analysis of your translation
Take 5.
Today s translation 2 Ad description + analysis Translation Analysis of your translation
Homework Ad description + analysis (ethos, pathos or logos?) Translation Analysis of your translation (make reference to translation strategies/theories!)
Next week: Mock Exam! Homework: Slide 20