Special issue:key debates in the translation of advertising material

Much has been written about the marketing aspects of promotional material in general, and several scholars (particularly in linguistics) have addressed questions relating to the structure and function of advertisements, focusing on images, rhetorical structure, semiotic functions, discourse features and audio-visual media, amongst other aspects of the genre. Not much, on the other hand, has been written within translation studies about the complexities involved in the transfer of an advertising message. Contributors to this volume explore various interdependent aspects of the interlingual and intercultural transfer of an advertising message. They emphasize features of culture specificity, of multi-medial semiotic interaction, of values and stereotypes, and most importantly, they recommend strategies and approaches to assist translators. Topics covered include a critique of the Western-based approach to advertising in the context of the Far East; different perceptions of the concept of cleanliness in advertising texts in Italy, Russia and the UK; the Walls Cornetto strategy of internationalization of product appeal, followed by localization; the role of the translator in recreating appeal in different lingua-cultural contexts; what constitutes 'Italianness' in advertisements for British consumers; and strategies for repackaging France as a tourist destination.

Translation practices in political institutions:a comparison of national, supranational, and non-governmental organisations

This article explores the settings and practices of translation at three types of political institutions, i.e. national, supranational, and non-governmental organisations. The three institutions are the translation service of the German Foreign Office, the translation department of the European Central Bank, and translation provision by the non-governmental organisation Amnesty International. The three case studies describe the specific translation practices in place at these institutions and illustrate some characteristic translation strategies. In this way, we reflect on how different translation practices can impact on translation agency and how these practices in turn are influenced by the type of institution and its organisational structure. The article also aims to explore to which extent the characteristics of collectivity, anonymity and standardisation, and of institutional translation as self-translation are applicable to the institutions under discussion.

The role of social agents in the translation into English of the novels of Naguib Mahfouz

This research investigates the field of translation in an Egyptain context around the work of the Egyptian writer and Nobel Laureate Naguib Mahfouz by adopting Pierre Bourdieu’s sociological framework. Bourdieu’s framework is used to examine the relationship between the field of cultural production and its social agents. The thesis includes investigation in two areas: first, the role of social agents in structuring and restructuring the field of translation, taking Mahfouz’s works as a case study; their role in the production and reception of translations and their practices in the field; and second, the way the field, with its political and socio-cultural factors, has influenced translators’ behaviour and structured their practices. In this research, it is argued that there are important social agents who have contributed significantly to the structure of the field and its boundaries. These are key social agents in the field namely; the main English language publisher in Egypt, the American University in Cairo Press (AUCP); the translators: Denys Johnson-Davies, Roger Allen and Trevor Le Gassick; and the author, Naguib Mahfouz. Their roles and contributions are examined and discussed through the lens of Bourdieu’s sociology. Particular focus is given to the author Mahfouz and his award of the Nobel Prize, and how this award has influenced the field of cultural production and its social agents. Also, it is argued that socio-cultural factors in the field, in the period between 1960s and 2000s, affected the translators’ practices in terms of modes of production of Mahfouz’s works. To investigate the influence of these factors on translators’ practices in the field, empirical examination is conducted, at the textual level, on a corpus of six translated novels written by the same author, Mahfouz. It is shown that the translators have an increased tendency, over time, towards applying a foreignising approach in their translations of culture-specific items. The translators’ behaviour, which is a result of their habitus, is correlated to political and socio-cultural factors in the field of translation. That is, based on interviews conducted with the translators, it has been found that there are particular factors influenced their translational habitus and, thus, their practices during the production process of the translations.

Translating specialised texts:an overview of key factors involved in translator training for specialized translation

Translators wishing to work on translating specialised texts are traditionally recommended to spend much time and effort acquiring specialist knowledge of the domain involved, and for some areas of specialised activity, this is clearly essential. For other types of translation-based, domain-specific of communication, however, it is possible to develop a systematic approach to the task which will allow for the production of target texts which are adequate for purpose, in a range of specialised domains, without necessarily having formal qualifications in those areas. For Esselink (2000) translation agencies, and individual clients, would tend to prefer a subject expert who also happens to have competence in one or more languages over a trained translator with a high degree of translation competence, including the ability to deal with specialised translation tasks. The problem, for the would-be translator, is persuading prospective clients that he or she is capable of this. This paper will offer an overview of the principles used to design training intended to teach trainee translators how to use a systematic approach to specialised translation, in order to extend the range of areas in which they can tackle translation, without compromising quality or reliability. This approach will be described within the context of the functionalist approach developed in particular by Reiss and Vermeer (1984), Nord (1991, 1997) inter alia.

Work placements in doctoral research training in the humanities:eight cases from translation studies

Research cooperation between academic and nonacademic institutions tends not to concern the humanities, where mutual financial rewards are mostly not in evidence. The study of eight nonacademic placements of doctoral researchers working on interlingual translation nevertheless indicates some degree of success. It is found that the placements lead to ongoing cooperation when the following conditions are met: 1) the nature of the placement is understood and relations of trust are established; 2) mutual benefits are envisaged; and 3) there are prior arrangements for receiving visiting researchers. A placement can be successful even when one of the last two factors is missing. Further, the measure of success for placements in the humanities should concern social and symbolic benefits, in addition to financial profits.

Noun Sense Disambiguation using Co-Occurrence Relation in Machine Translation

Word Sense Disambiguation, the process of identifying the meaning of a word in a sentence when the word has multiple meanings, is a critical problem of machine translation. It is generally very difficult to select the correct meaning of a word in a sentence, especially when the syntactical difference between the source and target language is big, e.g., English-Korean machine translation. To achieve a high level of accuracy of noun sense selection in machine translation, we introduced a statistical method based on co-occurrence relation of words in sentences and applied it to the English-Korean machine translator RyongNamSan. ACM Computing Classification System (1998): I.2.7.

The role of intuition in the translation process:A case study

This paper explores the psychological construct of intuition and its influence in decision-making behavior. Intuition was defined by Jung (1971) as a primary mode of perception operating subconsciously. As opposed to sensing personality types who prefer concrete details, intuitive personality types prefer to acquire information by imagining possibilities (Myers and Myers 1995). In this paper, an analysis of verbalization data from a translation process study is discussed in order to demonstrate the influence of intuition on decision-making during the translation process and to explore the implications of this influence. Recent studies have found that intuition plays a role in learning and decision-making tasks involving affect (Laborde et al. 2010: 786). Intuition is therefore here viewed as a potentially vital component of translator behavior which could predict individuals' translating effectiveness. © John Benjamins Publishing Company.

Clinical translation of a hand-held optical imager for breast cancer diagnostics: In vitro and in vivo tomography studies

Optical imaging is an emerging technology towards non-invasive breast cancer diagnostics. In recent years, portable and patient comfortable hand-held optical imagers are developed towards two-dimensional (2D) tumor detections. However, these imagers are not capable of three-dimensional (3D) tomography because they cannot register the positional information of the hand-held probe onto the imaged tissue. A hand-held optical imager has been developed in our Optical Imaging Laboratory with 3D tomography capabilities, as demonstrated from tissue phantom studies. The overall goal of my dissertation is towards the translation of our imager to the clinical setting for 3D tomographic imaging in human breast tissues. A systematic experimental approach was designed and executed as follows: (i) fast 2D imaging, (ii) coregistered imaging, and (iii) 3D tomographic imaging studies. (i) Fast 2D imaging was initially demonstrated in tissue phantoms (1% Liposyn solution) and in vitro (minced chicken breast and 1% Liposyn). A 0.45 cm3 fluorescent target at 1:0 contrast ratio was detectable up to 2.5 cm deep. Fast 2D imaging experiments performed in vivo with healthy female subjects also detected a 0.45 cm3 fluorescent target superficially placed ∼2.5 cm under the breast tissue. (ii) Coregistered imaging was automated and validated in phantoms with ∼0.19 cm error in the probe’s positional information. Coregistration also improved the target depth detection to 3.5 cm, from multi-location imaging approach. Coregistered imaging was further validated in-vivo , although the error in probe’s positional information increased to ∼0.9 cm (subject to soft tissue deformation and movement). (iii) Three-dimensional tomography studies were successfully demonstrated in vitro using 0.45 cm3 fluorescence targets. The feasibility of 3D tomography was demonstrated for the first time in breast tissues using the hand-held optical imager, wherein a 0.45 cm3 fluorescent target (superficially placed) was recovered along with artifacts. Diffuse optical imaging studies were performed in two breast cancer patients with invasive ductal carcinoma. The images showed greater absorption at the tumor cites (as observed from x-ray mammography, ultrasound, and/or MRI). In summary, my dissertation demonstrated the potential of a hand-held optical imager towards 2D breast tumor detection and 3D breast tomography, holding a promise for extensive clinical translational efforts.

Fidelity bias in mollusk assemblages from coastal lagoons of Southern Brazil

The South America southern coast exhibits many outcrops with abundant shell beds, from the Pleistocene through the Recent. How much biological information is preserved within these shell beds? Or, what is the actual probability a living community has to leave a fossil record corresponding to these shell deposits? Although ecological and biogeographical aspects might had been pointed, considering these temporal scales, up to the moment there is no taphonomically-oriented studies available. Quantitative comparisons between living (LAs), death (DAs) and fossil assemblages (FAs) are important not only in strictly taphonomic studies, but have grown a leading tool for conservation paleobiology analysis. Comparing LAs, DAs and FAs from estuaries and lagoons in the Rio Grande do Sul Coastal Plain makes possible to quantitatively understand the nature and quantity of biological information preserved in fossil associations in Holocene lagoon facies. As already noted by several authors, spatial scale parts the analysis, but we detected that the FAs refl ects live ones, rather than dead ones, as previously not realized. The results herein obtained illustrates that species present in DA are not as good preserved in recent (Holocene) fossil record as originally thought. Strictly lagoon species are most prone to leave fossil record. The authors consider that the fi delity pattern here observed for estuarine mollusks to be driven by (i) high temporal and spatial variability in the LAs, (ii) spatial mixing in the DA and (iii) differential preservation of shells, due to long residence times in the taphonomically active zone.

Machine translation quality in an audiovisual context

The volume of Audiovisual Translation (AVT) is increasing to meet the rising demand for data that needs to be accessible around the world. Machine Translation (MT) is one of the most innovative technologies to be deployed in the field of translation, but it is still too early to predict how it can support the creativity and productivity of professional translators in the future. Currently, MT is more widely used in (non-AV) text translation than in AVT. In this article, we discuss MT technology and demonstrate why its use in AVT scenarios is particularly challenging. We also present some potentially useful methods and tools for measuring MT quality that have been developed primarily for text translation. The ultimate objective is to bridge the gap between the tech-savvy AVT community, on the one hand, and researchers and developers in the field of high-quality MT, on the other.

Culture in Transfer: Translation and Transcultural Communication International Conference

It is widely acknowledged that interpreters need to have knowledge of the cultures represented by the languages they work with (e.g. Roy 2002, Angelelli 2004, Wadensjŏ 2008). However, it is not clear what interpreters are expected to do with this knowledge. Some scholars recommend that interpreters be cultural mediators (e.g. Katan 2004 & 2014). As an attempt to examine existing guidelines on interpreters’ roles in the face of cultures/cultural issues, the research reported in this paper compares and contrasts the codes of conduct for interpreters from a number of associations and institutions in the UK, the US and China. The research has collected three different sets of data and has sought to investigate (1) in what ways interpreters are expected to do with their knowledge of cultures; (2) to what extent interpreters’ role as cultural mediators is referred to or defined in these codes of conduct; and (3) whether or not relevant guidelines are practically helpful for interpreters to deal with the range of cultural issues they may encounter in interpreting. Data analysis suggests that while cultural knowledge is a requisite for interpreters, the expectation for them to be cultural mediators may depend on the types of interpreting setting they work with and further guidelines are needed so that interpreters are clear on what they are required to do in dealing with cultural issues. The paper then discusses the implications of these findings and points to some directions for future research. Key references Brunette, L., G Bastin, I. Hemlin and H. Clarke (ed.). The Critical Link 3: Interpreters in the Community. Amsterdam/Philadephia: John Benjamins. Hale, S. 2007. Community Interpreting. Hampshire, New York: Palgrave Macmillan. The International Association of Conference Interpreting, 2015. Interpreting Explained. Available from: http://aiic.net/; accessed on 24 June 2015 Katan, David, --- 2004. Translating Cultures: An Introduction for Translators, Interpreters and Mediators. St Jerome. --- 2014. Workshop: Translation at the cross-roads: time for the transcreational turn? University College London. Martín, Mayte C. & Mary Phelan, 2009. Interpreters and Cultural Mediators – different but complementary roles. In: Translocations: Migration and Social Change. ISSN Number: 2009-0420 (online) McDonough Dolmaya, Julie, (2011. Moral ambiguity: Some shortcomings of professional codes of ethics for translators. In: The Journal of Specialised Translation. Issue 15, January 2011 (online). Pöchhacker, F., 2008. Interpreting as Mediation. In: (ed.) Valero Garcés, C. and Martin, A, Crossing Borders in Community Interpreting: definitions and dilemmas, pp. 9-26. John Benjamins Amsterdam and Philadelphia. Roy, Cynthia B., 2002. The Problem with Definitions, Descriptions, and the Role Metaphors of Interpreters. In: (ed.) Pöchhacker, Franz & Miriam Shlesinger, The Interpreting Studies Reader. Routledge. Wadensjö 1998. Interpreting as Interaction. New York: Addison Wesley Longman Inc.

Phraseological Binomials: A Proposal for Equivalences in English-Spanish Legal Translation

Phraseological units are complex structures that may be difficult to comprehend and transfer into other languages due to their idiomatic nature. The translator of English legal texts often comes across binomials, a type of phraseological unit that is a characteristic of this specialized discourse. Based on a specialized comparable bilingual corpus composed of legal forms and agreements, this article identifies several occurrences of this phraseological structure and extracts the most frequent examples in English and Spanish. A contrastive analysis of the data obtained from the corpus helps to establish a series of equivalencies among binomials in both languages and proposes a typology of equivalences regarding these phraseological structures.