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.

La figure de Méduse. Réécritures ovidiennes entre XVIe et XVIIe siècle

Starting from an original assumption that Ovid is one of the most influential and studied European mythographers from ancient times till at least the end of the XVII century, my research is about rediscovering Medusa's myth which has been brought to us from Metamorphosis during the period of time between the mid XVI and the last years of the XVII century. The main thread that leads the research trough English, French, Spanish and Italian Literatures gets particularly clarified in the crucial crux that binds the image of Gorgon, the protector of hight mysteries, tightly correlated to the goddess of knowledge, Minerva, and the attraction/dismay for knowing so far considered inaccessible but now perceived as possible (so more attractive than before) thanks to the scientific and geographic discoveries of the Renaissance.

La "barbarie glorieuse" pendant la Renaissance européenne

The thesis deals with the notion of "barbarian/barbarism" from Greek and Roman antiquity to the European Renaissance history and theatre. From a methodological point of view, though the notion of "barbarian" is analysed from an interdisciplinary perspective, the hermeneutic approach of the history of ideas and New Historicism are privileged. The main idea of the thesis is that during the XVIth century in Europe the interpretation of barbarism as a historical and cultural event has shifted from a negative position to a more positive one. The idea of “glorious barbarism” tries to explain such a change in European thought. The thesis is divided into four chapters. In the first chapter the notion of barbarism is analysed from Greek and Roman antiquity to the Renaissance. The second chapter deals with the development of cartography during the XVIth century in Europe and its relation to the redefinition of Europe’s borders. This chapter also deals with the study of some European political treatises developing a reflection on the barbaric past of Europe. The third chapter deals with the analysis of European XVIth century theatre and its relation to the representation of barbarism, with particular attention to Italian, English and Spanish plays staging a conflict between civilization and barbarism. Finally, the forth chapter deals with the analysis of the myth of Amazons during the XVIth century both in the arts and in literature. The Amazons are interpreted as the female translation of the figure of the barbarian. This cultural, artistic and political process emerges particularly in representation of female characters in European XVIth century theatre.

Tradurre la letteratura russa contemporanea per l'infanzia

Questo lavoro affronta la traduzione della letteratura per l'infanzia. La prima parte teorica si divide tra l'analisi di cosa si intenda per traduzione per l'infanzia, quali siano le problematiche e le particolarità che la caratterizzano, e un'analisi delle specificità della traduzione dal russo all'italiano, con un approfondimento della letteratura russa contemporanea per l’infanzia. La seconda parte, pratica, analizza le traduzioni della stessa dottoranda per calare in esempi pratici le possibilità teoriche analizzate nella prima parte. Vengono affrontati brani dei maggiori scrittori contemporanei, come G. Oster, M. Moskvina, M. Borodickaja, Ju. Nečiporenko e altri. Caratteristiche fondanti la letteratura per l’infanzia sono l’interazione tra parola e immagine, il ruolo della lettura a voce alta e l’importanza del suono, i nomi parlanti, il doppio destinatario, l’adattamento, il rispetto dei canoni morali e estetici imposti dalla società, il carattere pedagogico. Gli aspetti teorici esaminati sono il traduttore come lettore e la ricerca di un equivalente funzionale come strategia traduttiva. This thesis is about translation of children’s literature. In the first section, I explore the meanings of translating for children, and which are its issues and peculiarities; the specificities in translation from Russian into Italian; the background of contemporary Russian Children’s Literature (G. Oster, M. Moskvina, M. Boroditskaya, Yu. Nechiporenko). In the second part I analyze my translations, in order to give some practical examples of the theoretical strategies I explored in the first section. Relevant characteristic of children’s literature are: its pedagogical character, interaction between word and image, double addressee, the importance of reading aloud, adaptation, respect of moral and aesthetic canons imposed by the society. The theoretical aspects examined in this thesis involve the issue of the translator seen as reader, and the search of functional equivalents as dominant translation strategy.

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.

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.