Translation strategies and cross-cultural contraints : a case study of the translation of advertising texts

Since the transfer of a message between two cultures very frequently takes place through the medium of a written text qua communicative event, it would seem useful to attempt to ascertain whether there is any kind of pattern in the use of strategies for the effective interlingual transfer of this message. Awareness of potentially successful strategies, within the constraints of context, text type, intended TL function and TL reader profile will enhance quality and cost-effectiveness (time, effort, financial costs) in the production of the target text. Through contrastive analysis of pairs of advertising texts, SL and TL, French and English, this study will attempt to identify the nature of some recurring choices made by different translators in the attempt to recreate ST information in the TL in such a manner as to reproduce as closely as possible the informative, persuasive and affective functions of the text as advertising material. Whilst recurrence may be seen to be significant in terms of illustrating tendencies with regard to the solution of problems of translation, this would not necessarily be taken as confirmation of the existence of pre-determined or prescriptive rules. These tendencies could, however, be taken as a guide to potential solutions to certain kinds of context-bound and text-type specific problem. Analysis of translated text-pairs taken from the field of advertising should produce examples of constraints posed by the need to select the content, tone and form of the Target Text, in order to ensure maximum efficacy of persuasive effect and to ensure the desired outcome, as determined by the Source Text function. When evaluating the success of a translated advertising text, constraints could be defined in terms of the culture-specific references or assumptions on which a Source Text may build in order to achieve its intended communicative function within the target community.

Ontologies, taxonomies, thesauri:learning from texts

The use of ontologies as representations of knowledge is widespread but their construction, until recently, has been entirely manual. We argue in this paper for the use of text corpora and automated natural language processing methods for the construction of ontologies. We delineate the challenges and present criteria for the selection of appropriate methods. We distinguish three ma jor steps in ontology building: associating terms, constructing hierarchies and labelling relations. A number of methods are presented for these purposes but we conclude that the issue of data-sparsity still is a ma jor challenge. We argue for the use of resources external tot he domain specific corpus.

'The prime minister said...': voices in translated political texts

A variety of texts are translated to fulfil functions for political communication across languages, cultures, and ideologies. For example, newspapers regularly provide quotes of statements by foreign politicians, without explicitly indicating that these politicians were actually speaking in their own languages. Politicians react to statements by other politicians as they were presented to them in translation. Political scientists and other experts often debate the potential political consequences of (the translation of) a statement. This chapter addresses the (in)visibility of translation in political communication and the link between textual profiles of translations and the socio-political contexts in which they are produced. The analyses are conducted from the perspective of Translation Studies. The focus is on institutionalised forms of political discourse, i.e. texts that originate in political or media institutions. The link between translation profiles and the social, institutional, ideological conditions of text production is illustrated with reference to authentic political texts (interviews, speeches by politicians, press conferences), mainly involving English, French and German as source and target languages.

Caffeine, cognition, and persuasion:evidence for caffeine increasing the systematic processing of persuasive messages

Caffeine is known to increase arousal, attention, and information processing–all factors implicated in facilitating persuasion. In a standard attitude-change paradigm, participants consumed an orange-juice drink that either contained caffeine (3.5 mg/kg body weight) or did not (placebo) prior to reading a counterattitudinal communication (anti-voluntary euthanasia). Participants then completed a thought-listing task and a number of attitude scales. The first experiment showed that those who consumed caffeine showed greater agreement with the communication (direct attitude: voluntary euthanasia) and on an issue related to, but not contained in, the communication (indirect attitude: abortion). The order in which direct and indirect attitudes were measured did not affect the results. A second experiment manipulated the quality of the arguments in the message (strong vs. weak) to determine whether systematic processing had occurred. There was evidence that systematic processing occurred in both drink conditions, but was greater for those who had consumed caffeine. In both experiments, the amount of message-congruent thinking mediated persuasion. These results show that caffeine can increase the extent to which people systematically process and arc influenced by a persuasive communication.

Resistance to persuasive messages as a function of majority and minority source status

Three experiments examined the extent to which attitudes following majority and minority influence are resistant to counter-persuasion. In Experiment 1, participants’ attitudes were measured after being exposed to two messages which argued opposite positions (initial pro-attitudinal message and subsequent, counter-attitudinal counter-message). Attitudes following minority endorsement of the initial message were more resistant to a (second) counter-message than attitudes following majority endorsement of the initial message. Experiment 2 replicated this finding when the message direction was reversed (counter-attitudinal initial message and pro-attitudinal counter-message) and showed that the level of message elaboration mediated the amount of attitude resistance. Experiment 3 included conditions where participants received only the counter-message and showed that minority-source participants had resisted the second message (counter-message) rather than being influenced by it. These results show that minority influence induces systematic processing of its arguments which leads to attitudes which are resistant to counter-persuasion.

The development of lexical meanings in texts

Description, on English political texts, difference between lexical direction and direction in context.

Parallel texts in translation

Creating an appropriate translation often means adapting the target text (TT) to the text-typological conventions of the target culture. Such knowledge can be gained by a comparative analysis of parallel texts, i.e. L2 and L1 texts of equal informativity which have been produced in similar communicative situations. Some problems related to (cross-cultural) text-typological conventions and the role of parallel texts for describing translation strategies are described, as well as implications for teaching translation. The discussion is supported with examples of parallel texts that are representative of various genres, such as instruction manuals, international treaties and tourist brochures.