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.

Kraus e/o Shakespeare. Intertestualità in prospettiva: tradurre, citare, inscrivere

The thesis focuses on Karl Kraus’s rewritings of some Shakespeare plays and copes with the concepts of “translation” and “quotation” as commensurable forms of intertextuality. Building his Shakespeare’s Bearbeitungen as a montage of quotations of previous German translations, Karl Kraus creates a new kind of hybrid intertextuality that goes beyond the boundaries between quotation and translation. In my opinion, Karl Kraus understands quotation and translation as spatial concepts: in his rewritings he puts Shakespeare’s text into his geometrical and critical “perspective”. The thesis focuses also on the evolution of quotation and translation in Karl Kraus’s work: even maintaining their satirical and destruens function, they develop an “affirmative” role and are used in order to redefine the literary canon. The thesis investigates this form of intertextuality from a comparative point of view, referring to the translation studies (Hermans, Bassnett, Lefevere, Apel, Berman, Meschonnic), theories of intertextuality (Genette, Barthes, Worton, Orr), studies on quotation and montage (Compagnon; Möbius, Hage), and studies on Karl Kraus (Kraft, Ribeiro, Scheichl, Fischer, Timms, Canetti and the famous essay of Walter Benjamin). It also contains a survey of Theater der Dichtung’s historical framework and several comparisons between Karl Kraus’s and other early 20th translations of Shakespeare’s plays.

Creazione e sviluppo di corpora multimediali. Nuove metodologie di ricerca nella traduzione audiovisiva

The construction and use of multimedia corpora has been advocated for a while in the literature as one of the expected future application fields of Corpus Linguistics. This research project represents a pioneering experience aimed at applying a data-driven methodology to the study of the field of AVT, similarly to what has been done in the last few decades in the macro-field of Translation Studies. This research was based on the experience of Forlixt 1, the Forlì Corpus of Screen Translation, developed at the University of Bologna’s Department of Interdisciplinary Studies in Translation, Languages and Culture. As a matter of fact, in order to quantify strategies of linguistic transfer of an AV product, we need to take into consideration not only the linguistic aspect of such a product but all the meaning-making resources deployed in the filmic text. Provided that one major benefit of Forlixt 1 is the combination of audiovisual and textual data, this corpus allows the user to access primary data for scientific investigation, and thus no longer rely on pre-processed material such as traditional annotated transcriptions. Based on this rationale, the first chapter of the thesis sets out to illustrate the state of the art of research in the disciplinary fields involved. The primary objective was to underline the main repercussions on multimedia texts resulting from the interaction of a double support, audio and video, and, accordingly, on procedures, means, and methods adopted in their translation. By drawing on previous research in semiotics and film studies, the relevant codes at work in visual and acoustic channels were outlined. Subsequently, we concentrated on the analysis of the verbal component and on the peculiar characteristics of filmic orality as opposed to spontaneous dialogic production. In the second part, an overview of the main AVT modalities was presented (dubbing, voice-over, interlinguistic and intra-linguistic subtitling, audio-description, etc.) in order to define the different technologies, processes and professional qualifications that this umbrella term presently includes. The second chapter focuses diachronically on various theories’ contribution to the application of Corpus Linguistics’ methods and tools to the field of Translation Studies (i.e. Descriptive Translation Studies, Polysystem Theory). In particular, we discussed how the use of corpora can favourably help reduce the gap existing between qualitative and quantitative approaches. Subsequently, we reviewed the tools traditionally employed by Corpus Linguistics in regard to the construction of traditional “written language” corpora, to assess whether and how they can be adapted to meet the needs of multimedia corpora. In particular, we reviewed existing speech and spoken corpora, as well as multimedia corpora specifically designed to investigate Translation. The third chapter reviews Forlixt 1's main developing steps, from a technical (IT design principles, data query functions) and methodological point of view, by laying down extensive scientific foundations for the annotation methods adopted, which presently encompass categories of pragmatic, sociolinguistic, linguacultural and semiotic nature. Finally, we described the main query tools (free search, guided search, advanced search and combined search) and the main intended uses of the database in a pedagogical perspective. The fourth chapter lists specific compilation criteria retained, as well as statistics of the two sub-corpora, by presenting data broken down by language pair (French-Italian and German-Italian) and genre (cinema’s comedies, television’s soapoperas and crime series). Next, we concentrated on the discussion of the results obtained from the analysis of summary tables reporting the frequency of categories applied to the French-Italian sub-corpus. The detailed observation of the distribution of categories identified in the original and dubbed corpus allowed us to empirically confirm some of the theories put forward in the literature and notably concerning the nature of the filmic text, the dubbing process and Italian dubbed language’s features. This was possible by looking into some of the most problematic aspects, like the rendering of socio-linguistic variation. The corpus equally allowed us to consider so far neglected aspects, such as pragmatic, prosodic, kinetic, facial, and semiotic elements, and their combination. At the end of this first exploration, some specific observations concerning possible macrotranslation trends were made for each type of sub-genre considered (cinematic and TV genre). On the grounds of this first quantitative investigation, the fifth chapter intended to further examine data, by applying ad hoc models of analysis. Given the virtually infinite number of combinations of categories adopted, and of the latter with searchable textual units, three possible qualitative and quantitative methods were designed, each of which was to concentrate on a particular translation dimension of the filmic text. The first one was the cultural dimension, which specifically focused on the rendering of selected cultural references and on the investigation of recurrent translation choices and strategies justified on the basis of the occurrence of specific clusters of categories. The second analysis was conducted on the linguistic dimension by exploring the occurrence of phrasal verbs in the Italian dubbed corpus and by ascertaining the influence on the adoption of related translation strategies of possible semiotic traits, such as gestures and facial expressions. Finally, the main aim of the third study was to verify whether, under which circumstances, and through which modality, graphic and iconic elements were translated into Italian from an original corpus of both German and French films. After having reviewed the main translation techniques at work, an exhaustive account of possible causes for their non-translation was equally provided. By way of conclusion, the discussion of results obtained from the distribution of annotation categories on the French-Italian corpus, as well as the application of specific models of analysis allowed us to underline possible advantages and drawbacks related to the adoption of a corpus-based approach to AVT studies. Even though possible updating and improvement were proposed in order to help solve some of the problems identified, it is argued that the added value of Forlixt 1 lies ultimately in having created a valuable instrument, allowing to carry out empirically-sound contrastive studies that may be usefully replicated on different language pairs and several types of multimedia texts. Furthermore, multimedia corpora can also play a crucial role in L2 and translation teaching, two disciplines in which their use still lacks systematic investigation.

Letteratura e realia. Le espressioni culturo-specifiche nelle traduzioni italiane della Wendeliteratur

Il presente lavoro affronta il problema della traduzione dei termini culturo-specifici nella letteratura contemporanea di lingua tedesca ambientata nella DDR. L’analisi della produzione narrativa della Wendeliteratur consente di osservare come il lessico e le espressioni tipiche della DDR vengano utilizzati nelle opere letterarie in funzione citazionale per denotare e connotare la realtà della Germania dell’Est. Attraverso un approccio integrato che coniuga i contributi teorici degli studi sulla traduzione con gli aspetti della pratica traduttiva il lavoro indaga il tema dei realia attraverso una presentazione delle ricerche esistenti, propone una classificazione specifica per i realia della DDR e procede a una ricognizione delle strategie e dei procedimenti traduttivi concreti, che consente di evidenziare le diverse scelte adottate dai traduttori. Attraverso un’analisi ermeneutica dei testi e lo strumento dell’isotopia come indicatore di coerenza le traduzioni italiane delle opere della Wendeliteratur sono oggetto di un’analisi critica. I risultati dell’analisi vengono infine utilizzati come riferimento per la traduzione dei realia nel racconto di F.C. Delius, Die Birnen von Ribbeck.

Cesare Garboli traduttore di Measure for Measure di Shaskespeare per le compagnie di Luca Ronconi e di Carlo Cecchi

La tesi si occupa della traduzione di Measure for Measure di Shakespeare scritta da Cesare Garboli e pubblicata nel 1992 con Einaudi nella collana «Scrittori tradotti da scrittori». La traduzione fu concepita per il Teatro Stabile di Torino diretto da Luca Ronconi, che debuttò al teatro Carignano nel 1992 e venne successivamente ripresa, con alcune varianti, dalla compagnia di Carlo Cecchi nel 1998, per una nuova messinscena al teatro Garibaldi di Palermo. A partire dagli esiti più recenti dei Translation Studies, il lavoro sviluppa uno studio comparato, dal punto di vista linguistico e sotto il profilo ermeneutico, fra la traduzione di Garboli, il testo originale nelle due edizioni Arden e Cambridge e le traduzioni italiane di Measure for Measure pubblicate nel Novecento. La parte finale della tesi è dedicata alle messinscene a Torino e a Palermo: un confronto per evidenziare gli elementi che in entrambe appartengono alla strutturazione del testo tradotto e i caratteri specifici degli universi di finzione raffigurati dai due registi.

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.

«Präzise doch ungenau». Tradurre il saggio. Un approccio olistico al saggio poetico di Durs Grünbein

Il saggio, genere di confine (Grenzgänger-Textsorte) per eccellenza, la cui indefinibilità è topos, si profila tuttora come terra incognita nell’àmbito delle scienze della traduzione. La presente ricerca mira a enucleare un modello traduttologico olistico per la traduzione del saggio. In feconda alternativa alla dicotomia approccio ermeneutico-letterario vs. approccio linguistico, la prospettiva teorico-metodologica del lavoro integra linee di ricerca filologico-letterarie e linguistico-testuali. Tale sguardo multiprospettico, l’unico in grado di dar conto della complessità del genere, permette di collocare operativamente il saggio e le sue varianti testuali principali (Textsortenvarianten), dal saggio specialistico (fachlicher Essay) al saggio poetico (poetischer Essay) sul continuum delle forme testuali comprese entro le dimensioni (scientifica, pragmatica, estetica) del Denkhandeln. Dalla produttiva intersezione tra la riflessione dell’Essayforschung classica e contemporanea e le più recenti indagini linguistico-testuali sulle forme del saggismo scientifico, si perviene alla formulazione di una definitio per proprietates del saggio. Segue lo sviluppo di un modello traduttologico olistico, che tesaurizza il proprio paradigma antropologico, la riflessione filosofico-ermeneutica e le acquisizioni della linguistica testuale, articolandosi attraverso le fasi ricorsive e interagenti di ricezione olistica, analisi poetico-ermeneutica e retorico-stilistica, progettazione linguistico-cognitiva, formulazione e revisione. L’approccio olistico così delinatosi viene quindi vagliato nella sua proficuità in sede applicativa. Funge da banco di prova un vero e proprio “caso limite” per complessità e qualità letteraria, ovvero il «poetischer Essay» del poeta, saggista e traduttore Durs Grünbein, una delle voci più acclamate nel panorama contemporaneo. La sezione pratica presenta infine l’inedita traduzione italiana dei saggi grünbeiniani Den Körper zerbrechen e Die Bars von Atlantis.

Tradurre il discorso riportato. Le versioni italiane di "Nana" di Emile Zola (1880-2010)

Il nostro lavoro si inserisce tra i contributi che si rifanno a quella branca di studi traduttologici nota come critica della traduzione; l’elemento di raccordo tra il testo di partenza e la successione dei testi di arrivo su cui baseremo l’analisi è il discorso riportato, un fenomeno complesso, che trova la sua naturale collocazione nei delicati rapporti che intercorrono tra orale e scritto.

The Perception of American Adolescent Culture Through the Dubbing and Fansubbing of a Selection of US Teen Series from 1990 to 2013

The present dissertation aims at analyzing the construction of American adolescent culture through teen-targeted television series and the shift in perception that occurs as a consequence of the translation process. In light of the recent changes in television production and consumption modes, largely caused by new technologies, this project explores the evolution of Italian audiences, focusing on fansubbing (freely distributed amateur subtitles made by fans for fan consumption) and social viewing (the re-aggregation of television consumption based on social networks and dedicated platforms, rather than on physical presence). These phenomena are symptoms of a sort of ‘viewership 2.0’ and of a new type of active viewing, which calls for a revision of traditional AVT strategies. Using a framework that combines television studies, new media studies, and fandom studies with an approach to AVT based on Descriptive Translation Studies (Toury 1995), this dissertation analyzes the non-Anglophone audience’s growing need to participation in the global dialogue and appropriation process based on US scheduling and informed by the new paradigm of convergence culture, transmedia storytelling, and affective economics (Jenkins 2006 and 2007), as well as the constraints intrinsic to multimodal translation and the different types of linguistic and cultural adaptation performed through dubbing (which tends to be more domesticating; Venuti 1995) and fansubbing (typically more foreignizing). The study analyzes a selection of episodes from six of the most popular teen television series between 1990 and 2013, which has been divided into three ages based on the different modes of television consumption: top-down, pre-Internet consumption (Beverly Hills, 90210, 1990 – 2000), emergence of audience participation (Buffy the Vampire Slayer, 1997 – 2003; Dawson’s Creek, 1998 – 2003), age of convergence and Viewership 2.0 (Gossip Girl, 2007 – 2012; Glee, 2009 – present; The Big Bang Theory, 2007 - present).

Tradurre il multilinguismo al cinema: Lingue, identità culturali e loro rappresentazione sullo schermo

La presente ricerca ha un duplice obiettivo. Primo, individuare i modi in cui lingue e identità culturali diverse sono state rappresentate al cinema. Secondo, identificare le diverse strade imboccate dai professionisti del doppiaggio italiano quando si trovano a confrontarsi con un film in cui si parlano più lingue. La ricerca propone un approccio multidisciplinare che combina i contributi teorici sviluppati nel campo degli studi di traduzione audiovisiva con le modalità di analisi più comunemente utilizzate dalla semiotica del cinema. L'analisi si basa su un campione di 224 film multilingue prodotti dall'inizio degli anni Trenta alla fine degli anni Duemila. Particolare attenzione viene indirizzata al quadro teorico all'interno del quale viene interpretato il ruolo che il multilinguismo assume al cinema. Vengono identificate tre funzioni principali: conflitto, confusione e resa realistica. Un altro elemento chiave nell'analisi è costituito dal genere cinematografico prevalente a cui è possibile ricondurre ciascuno dei film selezionati. Sono individuati tre generi principali: il film drammatico, la commedia e il thriller. Nel film drammatico il multilinguismo agisce come un veicolo che produce e accentua il conflitto, mentre nella commedia esso di solito diventa un dispositivo comico che crea confusione e umorismo. Nel cinema thriller, invece, il multilinguismo funziona essenzialmente come un veicolo di suspense. Per quanto riguarda le soluzioni traduttive adottate nel doppiaggio italiano del cinema multilingue, sono rilevate tre macro-strategie: la conservazione, la neutralizzazione e la riduzione dell'originale dimensione multilingue. Ciascuna di queste tre strategie è passata a vaglio critico. Se nel primo caso si tratta di un tentativo di riprodurre fedelmente le originali situazioni multilingue rappresentate nel film, negli altri due casi si tratta di soluzioni che risentono fortemente delle specificità del doppiaggio come modalità di traduzione degli audiovisivi (fattori ideologici ed economici, nonché il problema tecnico dell'armonizzazione delle voci per i personaggi bilingue).

Reverse genetic studies of Benyvirus - Polymyxa betae molecular interaction: Role of the RNA4-encoded protein in virus transmission

Beet necrotic yellow vein virus (BNYVV), the leading infectious agent that affects sugar beet, is included within viruses transmitted through the soil from plasmodiophorid as Polymyxa betae. BNYVV is the causal agent of Rhizomania, which induces abnormal rootlet proliferation and is widespread in the sugar beet growing areas in Europe, Asia and America; for review see (Peltier et al., 2008). In this latter continent, Beet soil-borne mosaic virus (BSBMV) has been identified (Lee et al., 2001) and belongs to the benyvirus genus together with BNYVV, both vectored by P. betae. BSBMV is widely distributed only in the United States and it has not been reported yet in others countries. It was first identified in Texas as a sugar beet virus morphologically similar but serologically distinct to BNYVV. Subsequent sequence analysis of BSBMV RNAs evidenced similar genomic organization to that of BNYVV but sufficient molecular differences to distinct BSBMV and BNYVV in two different species (Rush et al., 2003). Benyviruses field isolates usually consist of four RNA species but some BNYVV isolates contain a fifth RNA. RNAs -1 contains a single long ORF encoding polypeptide that shares amino acid homology with known viral RNA-dependent RNA polymerases (RdRp) and helicases. RNAs -2 contains six ORFs: capsid protein (CP), one readthrough protein, triple gene block proteins (TGB) that are required for cell-to-cell virus movement and the sixth 14 kDa ORF is a post-translation gene silencing suppressor. RNAs -3 is involved on disease symptoms and is essential for virus systemic movement. BSBMV RNA-3 can be trans-replicated, trans-encapsidated by the BNYVV helper strain (RNA-1 and -2) (Ratti et al., 2009). BNYVV RNA-4 encoded one 31 kDa protein and is essential for vector interactions and virus transmission by P. betae (Rahim et al., 2007). BNYVV RNA-5 encoded 26 kDa protein that improve virus infections and accumulation in the hosts. We are interest on BSBMV effect on Rhizomania studies using powerful tools as full-length infectious cDNA clones. B-type full-length infectious cDNA clones are available (Quillet et al., 1989) as well as A/P-type RNA-3, -4 and -5 from BNYVV (unpublished). A-type BNYVV full-length clones are also available, but RNA-1 cDNA clone still need to be modified. During the PhD program, we start production of BSBMV full-length cDNA clones and we investigate molecular interactions between plant and Benyviruses exploiting biological, epidemiological and molecular similarities/divergences between BSBMV and BNYVV. During my PhD researchrs we obtained full length infectious cDNA clones of BSBMV RNA-1 and -2 and we demonstrate that they transcripts are replicated and packaged in planta and able to substitute BNYVV RNA-1 or RNA-2 in a chimeric viral progeny (BSBMV RNA-1 + BNYVV RNA-2 or BNYVV RNA-1 + BSBMV RNA-2). During BSBMV full-length cDNA clones production, unexpected 1,730 nts long form of BSBMV RNA-4 has been detected from sugar beet roots grown on BSBMV infected soil. Sequence analysis of the new BSBMV RNA-4 form revealed high identity (~100%) with published version of BSBMV RNA-4 sequence (NC_003508) between nucleotides 1-608 and 1,138-1,730, however the new form shows 528 additionally nucleotides between positions 608-1,138 (FJ424610). Two putative ORFs has been identified, the first one (nucleotides 383 to 1,234), encode a protein with predicted mass of 32 kDa (p32) and the second one (nucleotides 885 to 1,244) express an expected product of 13 kDa (p13). As for BSBMV RNA-3 (Ratti et al., 2009), full-length BSBMV RNA-4 cDNA clone permitted to obtain infectious transcripts that BNYVV viral machinery (Stras12) is able to replicate and to encapsidate in planta. Moreover, we demonstrated that BSBMV RNA-4 can substitute BNYVV RNA-4 for an efficient transmission through the vector P. betae in Beta vulgaris plants, demonstrating a very high correlation between BNYVV and BSBMV. At the same time, using BNYVV helper strain, we studied BSBMV RNA-4’s protein expression in planta. We associated a local necrotic lesions phenotype to the p32 protein expression onto mechanically inoculated C. quinoa. Flag or GFP-tagged sequences of p32 and p13 have been expressed in viral context, using Rep3 replicons, based on BNYVV RNA-3. Western blot analyses of local lesions contents, using FLAG-specific antibody, revealed a high molecular weight protein, which suggest either a strong interaction of BSBMV RNA4’s protein with host protein(s) or post translational modifications. GFP-fusion sequences permitted the subcellular localization of BSBMV RNA4’s proteins. Moreover we demonstrated the absence of self-activation domains on p32 by yeast two hybrid system approaches. We also confirmed that p32 protein is essential for virus transmission by P. betae using BNYVV helper strain and BNYVV RNA-3 and we investigated its role by the use of different deleted forms of p32 protein. Serial mechanical inoculation of wild-type BSBMV on C. quinoa plants were performed every 7 days. Deleted form of BSBMV RNA-4 (1298 bp) appeared after 14 passages and its sequence analysis shows deletion of 433 nucleotides between positions 611 and 1044 of RNA-4 new form. We demonstrated that this deleted form can’t support transmission by P. betae using BNYVV helper strain and BNYVV RNA-3, moreover we confirmed our hypothesis that BSBMV RNA-4 described by Lee et al. (2001) is a deleted form. Interesting after 21 passages we identifed one chimeric form of BSBMV RNA-4 and BSBMV RNA-3 (1146 bp). Two putative ORFs has been identified on its sequence, the first one (nucleotides 383 to 562), encode a protein with predicted mass of 7 kDa (p7), corresponding to the N-terminal of p32 protein encoded by BSBMV RNA-4; the second one (nucleotides 562 to 789) express an expected product of 9 kDa (p9) corresponding to the C-terminal of p29 encoded by BSBMV RNA-3. Results obtained by our research in this topic opened new research lines that our laboratories will develop in a closely future. In particular BSBMV p32 and its mutated forms will be used to identify factors, as host or vector protein(s), involved in the virus transmission through P. betae. The new results could allow selection or production of sugar beet plants able to prevent virus transmission then able to reduce viral inoculum in the soil.