Introduction: special issue on key debates in advertising

Research on advertising has been conducted mainly from within disciplines such as marketing and reception studies. Within translation studies, research has focused more on comparative analysis of language pairs for intersystemic differences, and more recently on intercultural differences in product appeal and cultural values. Advertising as text type was most comprehensively used and developed within Western cultures, then 'exported' to other cultures. Initially the assumption was that the message could be translated and the product would sell on the basis of Western value-based market research, although this is now clearly shown not to be the case, as contributors to this volume all demonstrate through empirical studies. The introduction to this volume offers a comprehensive survey of work done in the field, both within and outside translation studies, outlines the use of semiotics as a suitable framework for research, and summarizes the key issues relating to the global vs. local debate

'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.

(Para)translated ideologies in Simone de Beauvoir's 'Le deuxième sexe': the (para)translator's role

At the beginning of the 80s new approaches to translation were emerging in such a way that, in the global context of postmodernism and poststructuralism, they provoked a reassessment of Translation Studies (TS), acknowledging ideologies as a relevant concept to TS and considering the political and visible role of the translator. This introduction aims to establish a basic theoretical framework in which we can develop an analysis of the ‘alterations’ that, consciously or unconsciously, translators have imposed on Le deuxième sexe (1949, Gallimard) by Simone de Beauvoir for the last fifty years. Furthermore, it is essential to examine the divergences of the censoring attitude adopted by the first male translators (Parshley, Palant and Milliet) who considered this text to be a sex manual, and the one adopted by more recent female translators (Martorell and Simons) who considered it to be a philosophical book on feminism. Nevertheless, despite this tendency to consider that translators are the only professionals responsible for the translation process, it is necessary to bear in mind the work carried out by the paratranslator, who is the real censor and ‘decider’ of the way a work is presented to the translation community. Paratranslators work with paratexts (also known as ‘analysis-spaces’), and this makes it possible to study the ideological adaptation that a cultural object undergoes when it is incorporated into a new culture and society (covers, volumes, tables of contents, titles, iconic or visual elements and so forth). In short, the analysis of the texts and paratexts of Le deuxième sexe, along with its subsequent translations and rewritings into Spanish, Portuguese and English, will help reveal the function of the censoring apparatus and demonstrate the essential role that –without exception– ideologies play in the professional work of translation and paratranslation, since they have a decisive influence on the reception of the cultural (and ideological) object, in both the society in which it is created and that in which it is received.

Unknown agents in translated political discourse

This article investigates the role of translation and interpreting in political discourse. It illustrates discursive events in the domain of politics and the resulting discourse types, such as jointly produced texts, press conferences and speeches. It shows that methods of Critical Discourse Analysis can be used effectively to reveal translation and interpreting strategies as well as transformations that occur in recontextualisation processes across languages, cultures, and discourse domains, in particular recontextualisation in mass media. It argues that the complexity of translational activities in the field of politics has not yet seen sufficient attention within Translation Studies. The article concludes by outlining a research programme for investigating political discourse in translation. ©2012 John Benjamins Publishing Company.

El género (para)traducido:pugna ideológica en la traducción y paratraducción de 'O curioso incidente do can á media noite'

Los discursos teóricos de la actualidad conciben la traducción como un acto ideológico de mediación intercultural. De este modo, rechazan la supuesta neutralidad y fidelidad al texto original o a la intención autorial de antaño, subvirtiendo al mismo tiempo la tradicional jerarquía entre original y traducción. Sin embargo, en el presente artículo sostengo que estos discursos teóricos por lo general desatienden otras relaciones de poder jerárquicas que afectan a la traducción situándola en una posición de inferioridad respecto a la paratraducción (Garrido Vilariño 2005), definida ésta como un acto de mediación por el cual se decide la presentación final del libro traducido en la sociedad meta. Para ilustrar las implicaciones de esta nueva jerarquía recurro al conflicto ideológico originado a partir de la traducción y paratraducción del género en dos reescrituras en gallego de la novela de Mark Haddon The Curious Incident of the Dog in the Night-Time. Current theoretical debates on Translation Studies define translation as an ideological act of intercultural mediation. In this way, notions such as neutrality or fidelity to the original text or to the author’s intent prove untenable, challenging the traditional hierarchy between the original text and its translation. However, it is my contention that these theoretical discourses tend to disregard other hierarchical power relationships that also affect translation, placing it in a position of inferiority against paratranslation (Garrido Vilariño 2005), the latter being an activity that determines crucially the final presentation of the translated book in the target society. I will illustrate the implications of this new hierarchy through an analysis of the ideological struggle that emerged from the translation and paratranslation of gender in two rewritings into Galician of the book The Curious Incident of the Dog in the Night-Time, by Mark Haddon.

(Re)examinando horizontes en los estudios feministas de traducción:¿hacia una tercera ola?

Los feminismos son una de esas teorías marco cuyas contribuciones son perceptibles en todos los ámbitos de la sociedad, incluidos los estudios de traducción. La materialización más evidente de esta interacción es el surgimiento, en los 80, de una corriente de traducción feminista en Canadá, capaz de colocar el género en el centro del debate sobre traducción. En la actualidad, y pese a las críticas y posteriores redefiniciones del concepto de traducción feminista, la propuesta canadiense sigue concibiéndose por lo general como paradigma de interacción entre feminismos y traducción. En este artículo propongo nuevas aproximaciones a la práctica de traducir y paratraducir desde los feminismos, dentro de una tercera ola de traducción feminista. Además, pretendo abrir el debate (re)examinando áreas de interés mutuo para los estudios de traducción y los feminismos en el plano conceptual, historiográfico y crítico, con el propósito de que sugieran nuevas líneas de investigación futura. Feminisms are one of those framework theories that have contributed powerfully to all areas of society, including Translation Studies. The most evident outcome of this interplay is the emergence, in the 1980s, of a Feminist Translation school in Canada, which placed gender in the spotlight. Despite criticism and subsequent redefinitions of the notion of feminist translation, the Canadian school is still generally regarded as the paradigm of interaction between feminisms and translation. The aim of this article is two-fold: firstly, to advance new approaches to the practice of translation and paratranslation from a feminist perspective (within the context of a third wave of feminist translation). Secondly, to open new debates by means of (re)examining topics of mutual interest for both Translation Studies and Feminisms on a conceptual, historical and critical plane, so that subsequent studies can be fostered. Feminisms are one of those framework theories that have contributed powerfully to all areas of society, including Translation Studies. The most evident outcome of this interplay is the emergence, in the 1980s, of a Feminist Translation school in Canada, which placed gender in the spotlight. Despite criticism and subsequent redefinitions of the notion of feminist translation, the Canadian school is still generally regarded as the paradigm of interaction between feminisms and translation. The aim of this article is two-fold: firstly, to advance new approaches to the practice of translation and paratranslation from a feminist perspective (within the context of a third wave of feminist translation). Secondly, to open new debates by means of (re)examining topics of mutual interest for both Translation Studies and Feminisms on a conceptual, historical and critical plane, so that subsequent studies can be fostered.

Introduction : special issues on key debates in advertising material

Research on advertising has been conducted mainly from within disciplines such as marketing and reception studies. Within translation studies, research has focused more on comparative analysis of language pairs for intersystemic differences, and more recently on intercultural differences in product appeal and cultural values. Advertising as text type was most comprehensively used and developed within Western cultures, then 'exported' to other cultures. Initially the assumption was that the message could be translated and the product would sell on the basis of Western value-based market research, although this is now clearly shown not to be the case, as contributors to this volume all demonstrate through empirical studies. The introduction to this volume offers a comprehensive survey of work done in the field, both within and outside translation studies, outlines the use of semiotics as a suitable framework for research, and summarizes the key issues relating to the global vs. local debate.

Introduction

Special Issue on key debates in the advertising material. Research on advertising has been conducted mainly from within disciplines such as marketing and reception studies. Within translation studies, research has focused more on comparative analysis of language pairs for intersystemic differences, and more recently on intercultural differences in product appeal and cultural values. Advertising as text type was most comprehensively used and developed within Western cultures, then 'exported' to other cultures. Initially the assumption was that the message could be translated and the product would sell on the basis of Western value-based market research, although this is now clearly shown not to be the case, as contributors to this volume all demonstrate through empirical studies. The introduction to this volume offers a comprehensive survey of work done in the field, both within and outside translation studies, outlines the use of semiotics as a suitable framework for research, and summarizes the key issues relating to the global vs. local debate.

Institutional multilingualism in NGOs:Amnesty International's strategic understanding of multilingualism

Institutional multilingualism is most often associated with large intergovernmental institutions such as the European Union and the United Nations. Institutional multilingualism in non-governmental organisations (NGOs), however, has remained invisible to a large extent. Like international governmental organisations (IGOs), NGOs operate across linguistic borders. This raises the question whether NGOs use language and translation in the same way as IGOs. The present article takes Amnesty International as a case study, and explores what institutional multilingualism means for this organisation, how it is reflected in its language policy, and how it is put into practice. By gaining insight into the particular case of Amnesty International, this article aims to make a contribution to institutional translation studies.

Ecotranslation applied: Two Spanish translations of H. G. Wells "The Country of the Blind"

The birth of the ecological movement in the 1960s motivated the conception of a new branch of Translation Studies known as Ecotranslation. This scarcely known theoretical research framework sets off from two main notions: firstly, the representation of nature in literature and secondly, the importance of the different roles and interpretations that nature can be provided with in literary works. From these bases, the goal of our pilot study was to apply this new nature-centered approach to the translations of H. G. Wells’ short story The Country of the Blind, as rendered into Spanish by Íñigo Jáuregui (2014) and Alfonso Hernández Catá (1919). The acknowledgement that Ecotranslation derives from a general awareness towards nature, considering it as an intrinsic feature of humankind which simultaneously influences and is affected by human behavior, motivated the following analysis of the role that Wells attributed to it in his short story The Country Of The Blind, which evinced a strong correspondence between environment and society in the original text, where nature was shown to be an essential instrument to figuratively reflect social concerns. Setting off from that critical analysis we compared how two chronologically separate translators rendered the natural elements of the original story into a different language, in this case Spanish. In general terms, data confirmed that Jauregi´s translation, published in 2014, encompasses a much more literal approach to the source text, rendering Well´s original terminology into the closest equivalent expressions in Spanish. While Hernández Catá, seems to have focused his work on the idea of human control over nature, even if this decision meant altering the precise way in which Wells articulated his ideas.

Performing Irishness: translations of Irish drama for the Galician stage (1921-2011)

This PhD thesis provides a detailed analysis of the role and significance of Irish drama in the Galician cultural context, from the early twentieth century onwards, through scrutiny of key works translated, adapted and mediated for the Galician stage. Drawing primarily on the theoretical framework of Descriptive Translation Studies, informed by Polysystems theory (Toury), Post-colonial Translation, research on processes of cultural translation (Bassnett, Lefevere, Venuti, Aaltonen), as well as careful comparative attention to the specificities of literary, theatrical and cultural context, I examine the factors governing the incorporation, reshaping and reception of twentieth century Irish plays in Galicia in order to produce a cultural history of the representation of Ireland on the Galician stage. Focusing on the five key periods I have identified in the translation/reception of Irish drama in Galicia, as represented in specific versions of plays by Yeats, Synge, O’Casey and McDonagh, my thesis examines in detail the particular linguistic, sociopolitical, theatrical and cultural dimensions of each rewriting and/or restaging in order to uncover the ways in which Irish identity is perceived, constructed and performed in a Galician context. Moving beyond the literary, historical and philological focus of existing studies of the reception of Irish literature and foreign dramatic texts in the Galician system, my own approach draws on Theatre and Performance Studies to attend also to the performative dimension of these processes of cultural adaptation and reception, giving full account of the different agents involved in theatre translation as a rich and complex process of multivalent cultural mediation.