The problems of equivalence in advertising translation: examples from English and Russian

Abstract The academic environment has recently recognized the importance and benefits that an extensive research on the translation of advertising can have for translation studies. Despite the growing interest and increasing research activity in the field it is still difficult to speak about a theory of advertising translation in general. There is a need for further study encompassing different languages and both heterogeneous and homogenous cultures that will give the possibility to receive a more complete map of what the translation of advertising is and should be. Previous studies have been concentrated, for the most part, on Western European language pairs. This study is a research into perfume and cosmetics print advertisements translated from English into Russian where both visual and verbal elements are considered. Three broad translation approaches have been identified in what concerns the verbal message: Translated message, parallel translation, recreated adverts, and three approaches in dealing with the image: similar images, modified images, completely different images. The thesis shows that where Russian advertisements for perfume products tend to have a message, or create one, this is often lacking in the English copy. The article ends by suggesting that perfume advertisements favor the standardization approach when entering Russian market. The attempts to localize the advert have also been noticed although they are obviously less numerous in perfume adverts and are rather instances of adaptation - a mix between the localization and standardization approaches since they keep drawing on the same globally accepted universals about female beauty and concern for ‘woman’s identity’ (we focused our analysis on products designed for female consumers). This study, complementing previous studies, aims to be a contribution to the description of laws and strategies that guide the translation of advertising texts into Russian.

Rupture du silence. L'écriture engagée de Gisèle Pineau

A writer by passion and a psychiatric nurse by profession, Gisèle Pineau is described as the new feminine voice of the literature from the French Antilles (Martinique and Guadeloupe). In all her novels, she explores the human condition and more specifically that of women. Breaking the silence that oppresses Antillean women, Gisèle Pineau delves into the destinies of women from Guadeloupe, scrutinizing the environment of her island and elsewhere, reinventing the French language, and giving voice and identity to all those women who have never had the possibility to express themselves. After having introduced the author in a postcolonial context linked with the theory of the feminine writing and its expressions in Caribbean literature, the plight of women is described through the experience of their bodies in Antillean society and elsewhere. The author focuses on physical and psychological violence denouncing the treatment of women. Escaping from oppression, women look for the space to rebuild a new life and a new identity.

Identità e diaspora attraverso lo specchio doppio del processo traduttivo. La traduzione del romanzo "The Namesake" - "L'omonimo" di J. Lahiri e il doppiaggio del film "The Namesake" - "Il destino nel nome" di M. Nair

La ricerca si propone come studio teorico e analitico basato sulla traduzione letteraria e audiovisiva del genere diasporico, esemplificato nel romanzo The Namesake – L’omonimo di J. Lahiri e nel film The Namesake – Il destino nel nome di M. Nair. Si sviluppa, quindi, un doppio percorso di analisi, concentrandosi sulla traduzione interlinguistica di due modalità testuali differenti, quella letteraria (il testo narrativo) e quella audiovisiva (in particolare, il doppiaggio). L’approccio teorico è di stampo interdisciplinare, come risulta sempre più imprescindibile nel campo dei Translation Studies: infatti, si cerca di coniugare prospettive di natura più linguistica, quali i Descriptive Translation Studies (in particolare, Toury 1995) e lo sviluppo degli studi sui cosiddetti ‘universali traduttivi’, con approcci di stampo più culturalista, in particolare gli studi sulla traduzione post-coloniali, con le loro riflessioni sui concetti di ‘alterità’ e ‘ibridismo’. Completa il quadro teorico di riferimento una necessaria definizione e descrizione del genere diasporico relativo alla cultura indiana, in rapporto sia al contesto di partenza (statunitense) sia al contesto di arrivo (italiano) per entrambi i testi presi in considerazione. La metodologia scelta per l’indagine è principalmente di natura linguistica, con l’adozione del modello elaborato dallo studioso J. Malone (1988). L’analisi empirica, accompagnata da una serie di riflessioni teoriche e linguistiche specifiche, si concentra su tre aspetti cruciali per entrambe le tipologie testuali, quali: la resa della naturalezza dei dialoghi nel discorso letterario e in quello filmico, la rappresentazione del multiculturalismo e delle varietà linguistiche caratterizzanti i due testi di partenza e i numerosi riferimenti culturo-specifici delle due opere e la loro traduzione in italiano. Si propongono, infine, alcune considerazioni in ottica intersemiotica in relazione alle tre aree individuate, a integrazione dell’indagine in chiave interlinguistica.

"Mi bèl pawòl, mi!" Rappresentazione delle lingue e della parola nella narrativa di Patrick Chamoiseau e Raphael Confiant (1986-1994)

From 1986 to 1994, Patrick Chamoiseau and Raphaël Confiant published a series of fictional and non-fictional writings focusing on language issues. Interest in these themes can certainly in part be explained by the "surconscience linguistique" that Lise Gauvin attributes to Francophone authors: a linguistic over-awareness which, in the case of these two Martiniquais writers, may be attributed to their Creole-French diglossia. Although we might believe that the idea of Gauvin is right, it doesn't seem enough to explain why the linguistic theme plays such a central role in Chamoiseau's and Confiant's works. Deeply influenced by Glissant's theories on Creole popular culture and Antillean literature (Le discours antillais), they conceived a "Créolité" poetics based on a primarly identity-based and geopolitical discourse. Declaring the need to build an authentically Creole literary discourse, one that finally expresses the Martiniquais reality, Chamoiseau and Confiant (as well as Bernabé, third and last author of Éloge de la créolité) found the «foundations of [their] being» in orality and its poetics in the Creole language. This belief was maily translated into their works in two ways: by representing the (diglossic) relationships occurring between their first languages (Creole and French) and by representing the Creole parole (orality) and its function. An analysis of our authors' literary and theoretical writings will enable us to show how two works that develop around the same themes and thesis have in fact produced very divergent results, which were perhaps already perceivable in the main ambiguities of their common manifestos.

Las grandes transparencias: Dada y surrealismo en los libros-collage de Julio Cortázar

The topic of this research is to demonstrate the technical and conceptual connections which can be seen between the style adopted by the Argentinean writer Julio Cortázar (1914-1984) in his “collage” books La vuelta al día en ochenta mundos (1967) and Último round (1969) and with the avant-garde art movements Dada and Surrealism.

Recognizing cultural concepts: Joyce, Woolf, Mann and Musil

The purpose of this thesis is to establish a direct relationship between literature and fields of knowledge such as science and technology, by focusing on some concepts that were fundamental for both science and the humanities at the beginning of the 20th century. The concepts are those of simultaneity, multiple points of view, map, relativity and acausality. In the spirit of several recent ideas, for example Katherine Hayles’ isomorphism notion, the dissertation shows how writers such as James Joyce, Virginia Woolf, Thomas Mann and Robert Musil developed the mentioned concepts within their narratives. The working hypothesis is that those concepts were at a crossroad of human activities, and that those authors used them extensively within their narratives. It is further argued that those same concepts – as developed by Joyce in Ulysses, Woolf’s shorts stories and novels from the end of the 1910’s until the end of the1920’s, Mann’s Der Zauberberg (The Magic Mountain), and Musil’s Der Mann ohne Eigenschaften (The Man Without Qualities) — are still fundamental for our conception of time and space today. The thesis is divided into two parts. The first two chapters will analyse the concepts of simultaneity and multiple points of view and their relationship to cartography as developed within English literature and culture. The next two chapters will address the concepts of relativity and acausality, as developed within German literature and culture.

Studi sull'epigramma scoptico greco

The dissertation is divided into two parts: the first synthesis focused on the definition of the epigram scoptico imperial age, the second analysis concerns the study of the minor poets of Book XI. In the Introduction (I), the attention focuses on the genesis of imperial scoptic epigram: here you try to draw a picture of the satirical Greek literature before the middle of the century AD to identify the debts of the scoptic epigram, especially Lucillius’, in respect of previous authors (from the Middle-up comedy to epigrams of the Crown of Philip), and to emphasize the remoteness of this literary phenomenon from other experiences of ironic and satirical poetry (Catullus). In the chapter on the Themes (II), the study was limited to professional groups and those most targeted (doctors, grammarians, etc..), to that particular type represented by the satire on ethnic groups. The study of minor poets is necessarily preceded by a general discussion on the authors most representative of the greek satiric poetry: Lucillius, Ammianus, Nicarchus and Palladas (III). All the minor poets of the eleventh book, which you can not provide a date, have been regarded by scholars as the ‘poets of Diogenian’: the chapter on Anthologion of Diogenian (IV), which is undergoing critical to the existence (assumed but never proven) of the lost source of Book XI, therefore, serves as an introduction to the commentary of the authors required minors. During the discussion they are not qualified as poets ‘poets of Diogenian’, but are divided into two categories: those included in the string of alphabetically ordered AP XI 388-436 (V), and those who are not part of (VI). Finally, a separate chapter (VII) is devoted to the age-old question of epigrams assigned to Lucian, both in the string of alphabetically ordered epigrams, as well as outside it.

El material didáctico para la enseñanza del español como lengua extranjera en Italia: el papel de los elementos culturales en la construcción de la imagen de “lo hispánico”

In this work we examine the reference to cultural elements in a sample of 13 textbooks of Spanish as a foreign language for Italian students. The aim is to observe how they treat the cultural component in the particular context of Spanish language teaching to Italians. In this context, especially relevant issues are the linguistic and cultural proximity between Italy and Spain, and the present fascination for Spain, which has given rise to some interesting phenomena, among others, a massive emigration of Italian youths to Spain.

Yves Bonnefoy traduttore di Shakespeare: il poeta e la prova del dialogo

Contemporary French poet Yves Bonnefoy has always been attracted by English poetry, especially by Shakespeare’s work. Translating Shakespeare’s plays and sonnets has been a fundamental experience for him. The contact with a different culture, a different language and a different sort of poetry has been an important moment in his poetic experience. The dialogue between the French and the Elizabethan poet, which started in the 1950s, hasn't stopped yet and it offers some interesting perspectives to study Bonnefoy's work from a new point of view. Translation – which is first of all a poetic experience to him – is in fact the chance to get in touch with somebody else's poetry and to establish a dialogue with his poetic universe. Such a dialogue requires on the one hand an ‘ethic’ attitude on the translator's part, that is an attentive listening and a deep understanding of the original text. However, Bonnefoy has to create a new ‘poetic’ text in his own language. This is why the ‘seeds’ of his own poetry are also present in his translated texts, in which it is possible to clearly distinguish both the presence of the French poet’s own voice and his attempt to open his ‘speech’ to the specific quality of the Shakespearean poetry. On the other hand, such a deep contact with Shakespeare's work has changed the French poet, contributing to the development and maturity of his own poetry. Indeed, the Elizabethan poet is present in his work in different ways, in his critical essays as well as in his poems. Against this background, the aim of the present study is to define the complex dialogic forms and the osmotic relationships between the poetic experience and the experience of translation, which are considered two different moments of the same ontological research by the French poet.