Transcreation: desafios e potencialidades da tradução do texto publicitário

Dissertação apresentada para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Tradução, Área de Especialização em Inglês

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.

Al di là della traduzione pubblicitaria: teoria e applicazione della transcreation

Il tema centrale del presente elaborato è la transcreation, una particolare tipologia di traduzione che prende in esame non solo le parole, ma anche altri elementi testuali, quali il tono, lo stile, l’effetto suscitato nel lettore e, soprattutto, lo scopo. Tali elementi devono essere adattati, modificati o addirittura rimossi al fine di rendere il testo comprensibile al pubblico meta. L’obiettivo di questa pratica traduttiva è, quindi, quello di riprodurre in un’altra lingua un messaggio che non è formato da semplici parole, ma da concetti. L'elaborato prevede tre capitoli: nel primo verrà introdotto e definito il concetto di transcreation, verranno descritti gli ambiti d’uso e le competenze necessarie per poter realizzare tale pratica, nonché il processo per la sua realizzazione; nel secondo verranno analizzati due esempi concreti di spot pubblicitari "transcreati", uno nelle versioni inglese, italiana e spagnola e l’altro nelle versioni inglese e spagnola; infine, nel terzo, verranno proposte e analizzate le transcreation di due slogan pubblicitari in spagnolo, mai adattati in italiano.

Sagrada melancolia

Pretende-se, com este Trabalho de Projecto, incitar a essa discussão o que acontece no que concerne à tradução de poesia, neste caso através da realização de uma tradução para a língua Inglesa da obra Sagrada Melancolia, de Sérgio Pereira. Mediante a discussão patente sobre a traduzibilidade da poesia, será esta impossível? Intraduzível? E, se possível, através de que metodologias, teorias e respectivas opções tradutivas? Para o presente Trabalho de Projecto foram consideradas e aplicadas as teorias de tradutores, linguistas e poetas, como John Dryden, Alexander Tytler, Eugène Nida, Roman Jakobson, Jean Paul Vinay e Jean Paul Darbelnet, Juliane House e Peter Newmark. Sendo a Poesia uma forma de Arte, a sua tradução será também Arte? Considera-se sugerir à editora a publicação da obra traduzida. Faz, também, parte deste Trabalho de Projecto a intenção de Localizar o blog Sagrada Melancolia para as línguas Inglesa, Francesa e Espanhola, em colaboração com o autor, Sérgio Pereira.

Trajetória do hospital dia Dr. Elger nunes: um recorte histórico da psiquiatria e saúde mental no Rio Grande do Norte

In Brazil, the mental health network proposed by the Psychiatric Reform inserts the intermediate and replacement services in the pursuit of alignment or resocialization of patients with mental and behavioral disorder in the community. Was adopted, among other services, the Center for Psychosocial Care, Home Therapy, Sheltered Home, Day Hospital and psychiatric beds in general hospital. In this context, the State of Rio Grande do Norte implanted the Day Hospital Dr. Elger Nunes (HDEN) in Natal / RN in 1996, linked to State Department of Public Health. At HDEN happened a multi and interdisciplinary therapeutic work, besides being the scene of disciplinary practices, and extension projects for graduate courses in Higher Education Institutions in the city. However, with the process of decentralization of local services, the hospital was terminated by an administrative state act in 2006, leaving damage to the activities provided to users, disciplinary practices and extension activities. From this breakdown, the objective was to narrate the trajectory of HDEN through a multidisciplinary team of professionals and teachers who used it as a field of disciplinary practices. It is characterized as a documental and qualitative, backed in the technique of thematic oral history, following the phases: authorization of the interviewee, interview recording, transcription, textualization and transcreation of the material obtained. We used documents, ordinances, general reports of activities, among others, plus interviews to fifteen employees who used this service, being thirteen part of the multidisciplinary team of professionals and two graduation professors of health care area, nursing and medicine. The stories collected were organized according to the technique chosen, respecting its steps. In preparing the body subjected to ALCESTE computer program, priority was given to the vital tone for the formation of categories and classes elected by the program, structured in three thematic areas. In the first axis, called Trajectory of HDEN, were recalled the beginning of its activities, the steps of that time, their activities, and its actors - users, families, professionals, and teaching practices. The second axis has dealt with the process of extinction of HDEN, rescuing the feelings of employees, the main reasons given at the time and immediate postextinction scenario. And the third axis revealed in an articulated form the situation of mental health in Natal / RN, listing to the challenges and prospects for the psychosocial care, starting from the trajectory of HDEN with emphasis on activities. Moreover, the trajectory of HDEN provides recognition of the historical basis outlined in the constitution of the network of substitute services present in the current scenario of psychosocial care in the city of Natal and in RN.

O Barroco Hispano-americano: primero sueño ou Sor Juana Inés de La Cuz

The current dissertation is linked to the research line Poéticas da modernidade e da pós-modernidade (modern and post modern poetics), which is being developed for the Programa de Pós-graduação em Estudos da Linguagem (Program of post graduation in language studies), in the area of Literatura Comparada (comparative literature) CCHLA/UFRN. The main aim of the research is to show the reading of Primero sueño by sor Juana Inés de la Cruz, in the middle of the contemporary age, through an eclectic analysis which elucidates the baroque in its most recent concept; the social context and the life as a nun of sor Juana and the analysis of the poetry starting from the glance to the literary text. The perception of the baroque eon universal as a constant artistic movement from its appearance to the present time thus highlighted based on the most modern studies by the baroque specialists: Eugênio d Ors, O barroco (s/d), Severo Sarduy, Barroco (s/d) and Gilles Deleuze, A dobra: Leibniz e o barroco (1991). In that research, it will be presented the translation/transcreation of the study object corpus still guided by the translatological theories of Haroldo de Campos (2004), Da tradução como criação e como crítica, Walter Benjamin (1971), A tarefa do tradutor and Jacques Derrida (2006), Torres de Babel

Trans-formações (a) temporais em Il Decameron: de Pasolini a Boccacio

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Babel subjetiva ou a mais completa tradução: considerações sobre Budapeste de Chico Buarque

This paper discusses aspects of Budapest, by Chico Buarque, published in 2003. In the novel, a contingency takes the protagonist, a Brazilian, to Hungary. There, involved within a culture quite distinct from his, he has experiences in a strange language, which “even the devil respects”, and with an interesting woman, who teaches him the language. Both, language and woman, turns into mirrors that refract and put his subjective experience, as babelic as the Hungarian, up side down. Considering contingency as a category from the Real (Lacan) and translation as mechanism of subjective search of a blot origin (Derrida), at the same time transcreation (Haroldo de Campos), we will pinpoint some ways to the novel reading.

A Confluência de Gêneros em Dark Water, de Walter Salles Jr.

Dark Water is the title of the translation of a short story, ―Floating Water‖, from the book Honogurai mizu no soko kara by Koji Suzuki, originally published in Japan, that the Japanese director Hideo Nakata adapted for the cinema and that was remade by the Brazilian director Walter Salles Jr. The objective of this study is to analyse Walter Salles’ film to demonstrate how it resolved the problems of transcreation, whilst at the same time it fulfilled commercial and artistic functions and incorporated the traces of its aesthetic trajectory. In this case, attention is drawn to the types of relationship between literature and cinema, to the metalinguistic function as a generator of poetics and of an interesting dialogue between genres.

Ideologia sobre a mulher em pride and prejudice: uma análise dialógica do filme e do livro

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Ideologia sobre a mulher em pride and prejudice: uma análise dialógica do filme e do livro

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Trajetória de pessoas com AIDS em situação de vulnerabilidade social: à luz da história oral de vida

The epidemic caused by HIV presents a global, dynamic and unstable phenomenon, which depends on the individual and collective human behavior. Efforts to deconstruct the stigmatized image caused by infection of AIDS are still often associated with adoption of socially unacceptable behavior to be a circumscribed the susceptibilities of vulnerable individuals and communities to infection, illness and death by HIV. This study aimed to: narrate the trajectory of life of people with AIDS more vulnerable enrolled in the Municipal Social Assistance Parnamirim / RN. It is a study of qualitative, exploratory and descriptive approach, taking oral history of life as technical and methodological framework. The colony consisted of 186 people with AIDS. The network was comprised of 13 employees of both sexes, aged between 19 and 62 years old with positive diagnosis and agreed to voluntarily participate. After approval by the Ethics Committee of the Federal University of Rio Grande do Norte (CEP / UFRN), in the opinion No. 719,926 CAAE: 30408114.5.0000.5537 on 6 June 2014 data were collected from August to September 2014. The employees signed the Informed Consent and Informed and letter of assignment. Held transcribing the interviews and later returned to respondents to retest, ie so that they confer what allowed us to carry out transcreation after consecutive readings. The reports were analyzed through Bardin content analysis. Guiding the analysis of the accounts of employees, we find three themes: Prejudice and discrimination in living with AIDS; Reacting to the diagnosis and the accession process to antiretroviral treatment; and religious coping in people with AIDS. It can be concluded in this study, that employees have shown great emotional impact after positive diagnosis for HIV / AIDS, especially with regard to social life, the family ties, work and above all to the prejudice of society. Treatment with antiretroviral drugs was seen as a motivation to regain dreams and plans for a future once uncertain, and even if it is not a cure therapy, provided the employees improved quality of life.

Trajetória de pessoas com AIDS em situação de vulnerabilidade social: à luz da história oral de vida

The epidemic caused by HIV presents a global, dynamic and unstable phenomenon, which depends on the individual and collective human behavior. Efforts to deconstruct the stigmatized image caused by infection of AIDS are still often associated with adoption of socially unacceptable behavior to be a circumscribed the susceptibilities of vulnerable individuals and communities to infection, illness and death by HIV. This study aimed to: narrate the trajectory of life of people with AIDS more vulnerable enrolled in the Municipal Social Assistance Parnamirim / RN. It is a study of qualitative, exploratory and descriptive approach, taking oral history of life as technical and methodological framework. The colony consisted of 186 people with AIDS. The network was comprised of 13 employees of both sexes, aged between 19 and 62 years old with positive diagnosis and agreed to voluntarily participate. After approval by the Ethics Committee of the Federal University of Rio Grande do Norte (CEP / UFRN), in the opinion No. 719,926 CAAE: 30408114.5.0000.5537 on 6 June 2014 data were collected from August to September 2014. The employees signed the Informed Consent and Informed and letter of assignment. Held transcribing the interviews and later returned to respondents to retest, ie so that they confer what allowed us to carry out transcreation after consecutive readings. The reports were analyzed through Bardin content analysis. Guiding the analysis of the accounts of employees, we find three themes: Prejudice and discrimination in living with AIDS; Reacting to the diagnosis and the accession process to antiretroviral treatment; and religious coping in people with AIDS. It can be concluded in this study, that employees have shown great emotional impact after positive diagnosis for HIV / AIDS, especially with regard to social life, the family ties, work and above all to the prejudice of society. Treatment with antiretroviral drugs was seen as a motivation to regain dreams and plans for a future once uncertain, and even if it is not a cure therapy, provided the employees improved quality of life.