Traduttori specializzati e business center nel processo di internazionalizzazione d'impresa: Studio esplorativo e prospettive future

This exploratory study aims at investigating the professional opportunities available to a specialised translator within the process of international business development. Firstly, the analysis focuses on a review of the theoretical principles affirming the need of a fine-tuned language strategy, especially in the process of internationalization, managed by professionals with translation, language and cultural skills. Against this background, the focus is on the role played by a specialised translator within this process. With the aim of exploring the translator’s role within this process, the analysis focuses on business centers in Italy, which bring together demand and supply of language services and services for company internationalisation. According to the results that shows the opportunities available to a specialised translator with extra skills, the analysis focuses on the placement of this professional within the process. A specialised translator can be a language and cultural consultant for the internationalised company, as well as a Project Manager working for its international development. The conclusions describe the role which a specialised translator with economic or international marketing skills might play within this framework, and pave the way for future developments of this analysis.

Transcreation: teoria e pratica dell’adattamento di campagne pubblicitarie globali

This dissertation explores the practice of transcreation as a consulting service aimed at companies wishing to enter the global market. Since a universally accepted definition of such term does not exist, different players use it to refer to different activities. In an attempt to investigate the meaning and scope of transcreation, as well as the skillset it requires, this dissertation consists of a theoretical part (Chapters 1 and 2) and a practical part (Chapter 3). The first chapter presents the opinions of academics, language services providers (LSPs) and transcreation experts. The different positions collected in this section are compared and discussed in order to better define transcreation and avoid any further misunderstanding about the practice. Lastly, the first chapter analyses the role of the transcreation expert by explaining in detail the four main skills it requires and the reasons for its increasing importance in the global market. The second chapter examines advertising and promotional materials, i.e. the kinds of texts to which transcreation applies. Not only does it illustrate the difference between above-the-line and below-the-line communications, but it also covers the different media used in advertising. In addition, the analysis of a billboard and two web pages in their Italian transcreation will help to further clarify the difference between translation and transcreation, both in the approach to a text and in the actual workflow followed. The third and final chapter of the dissertation, which entails the English to Italian transcreation of five different print ads performed by this author, aims to show how transcreation works in practice. By highlighting the main strategies used and difficulties encountered, it will also contribute to the notion of transcreation as a hybrid practice – something halfway between translation and copywriting, performed by professionals who possess the skills of both translators and copywriters.

Audiovisual materials and second-language acquisition: a comparison between native language subtitles and target language captions.

Over the last few years, the massive popularity of video streaming platforms has managed to impact our daily habits by making the watching of movies and TV shows one of the main activities of our free time. By providing a wide range of foreign language audiovisual content, these entertainment services may represent a powerful resource for language learners, as they provide them with the possibility to be exposed to authentic input. Moreover, research has shown the beneficial role of audiovisual textual aids such as native language subtitles and target language captions in enhancing language skills such as vocabulary and listening comprehension. The aim of this thesis is to analyze the existing literature on the subject of subtitled and captioned audiovisual materials used as a pedagogical tool for informal language learning.