The problems of equivalence in advertising translation: examples from English and Russian

Abstract The academic environment has recently recognized the importance and benefits that an extensive research on the translation of advertising can have for translation studies. Despite the growing interest and increasing research activity in the field it is still difficult to speak about a theory of advertising translation in general. There is a need for further study encompassing different languages and both heterogeneous and homogenous cultures that will give the possibility to receive a more complete map of what the translation of advertising is and should be. Previous studies have been concentrated, for the most part, on Western European language pairs. This study is a research into perfume and cosmetics print advertisements translated from English into Russian where both visual and verbal elements are considered. Three broad translation approaches have been identified in what concerns the verbal message: Translated message, parallel translation, recreated adverts, and three approaches in dealing with the image: similar images, modified images, completely different images. The thesis shows that where Russian advertisements for perfume products tend to have a message, or create one, this is often lacking in the English copy. The article ends by suggesting that perfume advertisements favor the standardization approach when entering Russian market. The attempts to localize the advert have also been noticed although they are obviously less numerous in perfume adverts and are rather instances of adaptation - a mix between the localization and standardization approaches since they keep drawing on the same globally accepted universals about female beauty and concern for ‘woman’s identity’ (we focused our analysis on products designed for female consumers). This study, complementing previous studies, aims to be a contribution to the description of laws and strategies that guide the translation of advertising texts into Russian.

Facteurs associés à la résilience des aidantes familiales d’un parent âgé en perte d’autonomie à domicile au Liban

Avec l’avancement en âge, les personnes âgées qui vivent à domicile ont besoin du soutien des membres de leur entourage, notamment d’un aidant familial dont le rôle n’est toutefois pas sans conséquence sur sa santé. Les écrits empiriques ont montré que certains aidants sont résilients, c’est-à-dire qu’ils s’adaptent à leur situation et continuent leur développement. Toutefois, aucune étude n’a été effectuée au Liban auprès des aidantes familiales pour expliquer la résilience dans ce contexte et, plus spécifiquement, pour déterminer les facteurs qui pourraient l’influencer. Cette étude à devis corrélationnel de prédiction avait pour but de vérifier certaines des relations postulées par un modèle empirique découlant des écrits, soit la contribution de facteurs personnels (stratégies de coping et auto-efficacité) et de facteurs contextuels (relations familiales, perception du soutien de l’entourage, et sens accordé au « prendre soin »),à la résilience des aidantes familiales libanaises qui prennent soin d’un proche âgé à domicile. L’étude a été effectuée au Liban auprès d’un échantillon de convenance composé de 140 aidantes familiales principales cohabitant à domicile avec un parent âgé de 65 ans et plus ayant une perte d’autonomie fonctionnelle ou cognitive. La collecte des données a été réalisée en arabe en utilisant un guide d’entrevue standardisé regroupant des instruments nord-américains traduits selon la méthode de traduction inversée parallèle, de même qu’une question ouverte portant sur la perception des aidantes de la résilience, soit des facteurs qui les aident à continuer à prendre soin de leur proche âgé tout en continuant à se développer. Une analyse de régression hiérarchique a permis de vérifier la contribution unique des facteurs personnels et contextuels à expliquer la résilience des aidantes familiales, en contrôlant pour l’âge et le niveau de scolarité des aidantes et pour le niveau de perte d’autonomie et la fréquence des comportements dysfonctionnels de leurs parents âgés. Une analyse de contenu a permis de décrire la perception des aidantes eu égard à la résilience. Les résultats ont montré que le modèle empirique, incluant les variables de contrôle explique 54% de la variance de la résilience et que quatre des facteurs considérés, soit les stratégies de coping centrées sur le problème, les stratégies de coping centrées sur les émotions, le sentiment d’auto-efficacité et le sens du « prendre soin » ont une contribution statistiquement significative à la résilience des aidantes. Parmi ces quatre facteurs, le sens du « prendre soin » et le sentiment d’auto-efficacité expliquent davantage de variance, soit 11% et 5% respectivement. L’analyse qualitative du discours des aidantes a montré qu’elles prennent soin de leur proche âgé surtout par souci de réciprocité, mais également parce qu’il s’agit d’un membre de la famille et par respect pour Dieu. Ce sont par ailleurs leurs croyances et la satisfaction liée au prendre soin qui les aident à continuer et à se développer. Cette étude offre une meilleure compréhension du concept de la résilience des aidantes familiales au Liban et de certains facteurs qui en sont des prédicteurs significatifs. Elle offre des pistes pour l’intervention infirmière dans le but de promouvoir la santé de la personne/famille en tant que partenaire de soins. Des recommandations pour la pratique, la formation et la recherche sont proposées.

ENERGY OF GLOBAL FRAMES

The energy of a unit vector field X on a closed Riemannian manifold M is defined as the energy of the section into T(1) M determined by X. For odd-dimensional spheres, the energy functional has an infimum for each dimension 2k + 1 which is not attained by any non-singular vector field for k > 1. For k = 1, Hopf vector fields are the unique minima. In this paper we show that for any closed Riemannian manifold, the energy of a frame defined on the manifold, possibly except on a finite subset, admits a lower bound in terms of the total scalar curvature of the manifold. In particular, for odd-dimensional spheres this lower bound is attained by a family of frames defined on the sphere minus one point and consisting of vector fields parallel along geodesics.

The Holy Bible : containing the Old and New Testaments : the text is carefully printed from the most correct copies of the present authorized translation, including the marginal readings and parallel texts /

Vols. [6-8], published in 1817, have title: The New Testament, of our Lord and Saviour Jesus Christ, and are numbered v. 1-3.

The Holy Bible, containing the Old and New Testaments: the text carefully printed from the most correct copies of the present authorized translation, including the marginal readings and parallel texts, with a commentary and critical notes, designed as a help to a better understanding of the sacred writings /

Vols. 5 & 6 have title: The New Testament of our Lord and Saviour Jesus Christ.

The Holy Bible containing the Old and New Testaments : the text printed from the most correct copies of the present authorized translation including the marginal readings and parallel texts with a commentary and critical notes designed as a help to a better understanding of the sacred writings /

Spine title: Clarke's commentary.

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.

Parallel texts alignment

Trabalho apresentado no âmbito do Mestrado em Engenharia Informática, como requisito parcial para obtenção do grau de Mestre em Engenharia Informática

Translation to success of surgical innovation.

Contemporary thoracic and cardiovascular surgery uses extensive equipment and devices to enable its performance. As the specialties develop and new frontiers are crossed, the technology needs to advance in a parallel fashion. Strokes of genius or problem-solving brain-storming may generate great ideas, but the metamorphosis of an idea into a physical functioning tool requires a lot more than just a thinking process. A modern surgical device is the end-point of a sophisticated, complicated and potentially treacherous route, which incorporates new skills and knowledge acquisition. Processes including technology transfer, commercialisation, corporate and product development, intellectual property and regulatory routes all play pivotal roles in this voyage. Many good ideas may fall by the wayside for a multitude of reasons as they may not be marketable or may be badly marketed. In this article, we attempt to illuminate the components required in the process of surgical innovation, which we believe must remain in the remit of the modern-day thoracic and cardiovascular surgeon.

Handling OOV Words in Phrase-Based Statistical Machine Translation for Malayalam

Statistical Machine Translation (SMT) is one of the potential applications in the field of Natural Language Processing. The translation process in SMT is carried out by acquiring translation rules automatically from the parallel corpora. However, for many language pairs (e.g. Malayalam- English), they are available only in very limited quantities. Therefore, for these language pairs a huge portion of phrases encountered at run-time will be unknown. This paper focuses on methods for handling such out-of-vocabulary (OOV) words in Malayalam that cannot be translated to English using conventional phrase-based statistical machine translation systems. The OOV words in the source sentence are pre-processed to obtain the root word and its suffix. Different inflected forms of the OOV root are generated and a match is looked up for the word variants in the phrase translation table of the translation model. A Vocabulary filter is used to choose the best among the translations of these word variants by finding the unigram count. A match for the OOV suffix is also looked up in the phrase entries and the target translations are filtered out. Structuring of the filtered phrases is done and SMT translation model is extended by adding OOV with its new phrase translations. By the results of the manual evaluation done it is observed that amount of OOV words in the input has been reduced considerably

Techniques to Improve the word alignments in Statistical Machine Translation from English to Malayalam

In Statistical Machine Translation from English to Malayalam, an unseen English sentence is translated into its equivalent Malayalam translation using statistical models like translation model, language model and a decoder. A parallel corpus of English-Malayalam is used in the training phase. Word to word alignments has to be set up among the sentence pairs of the source and target language before subjecting them for training. This paper is deals with the techniques which can be adopted for improving the alignment model of SMT. Incorporating the parts of speech information into the bilingual corpus has eliminated many of the insignificant alignments. Also identifying the name entities and cognates present in the sentence pairs has proved to be advantageous while setting up the alignments. Moreover, reduction of the unwanted alignments has brought in better training results. Experiments conducted on a sample corpus have generated reasonably good Malayalam translations and the results are verified with F measure, BLEU and WER evaluation metrics

The description of stencilling by Gilles Filleau des Billettes: transcription and translation

This article presents the description of stencilling by Gilles Filleau des Billettes. The description sets out a method for stencilling letters, words, and texts, and specifies equipment for doing the work; it forms the basis for a reconstruction of the equipment and method, which is presented in a parallel article in this volume of Typography papers (see E. Kindel, 'A reconstruction of stencilling based on the description by Gilles Filleau des Billettes', Typography papers, 9, pp. 28–65). The original French text, approximately 10,000 words in length, is here transcribed and accompanied by a parallel English translation. Introductory notes on the preparation of both texts are provided; images of stencil letters found among the papers of Sébastien Truchet, Des Billettes’s colleague, are shown in an appendix.

The third language in English guidebooks and its translation into Spanish

[EN] This article focuses on a specific feature found in tourist guidebooks –the recurrent use of foreign expressions or “third language”. It presents the findings of a comparative analysis of a parallel corpus made up of twenty guidebooks: ten guidebooks originally written in English and their corresponding translated versions in Spanish, describing different countries and cities (all of them published by Lonely Planet), focusing on those chapters in which the writer includes practical information. The purpose of the study is to analyze the use of the third language in the English and Spanish versions and to determine and identify the translation strategies used by the translators to transfer these linguistic elements from one language to the other.

The potential of the 3-UPU translational parallel manipulator and a procedure to select the best architecture

The 3-UPU three degrees of freedom fully parallel manipulator, where U and P are for universal and prismatic pair respectively, is a very well known manipulator that can provide the platform with three degrees of freedom of pure translation, pure rotation or mixed translation and rotation with respect to the base, according to the relative directions of the revolute pair axes (each universal pair comprises two revolute pairs with intersecting and perpendicular axes). In particular, pure translational parallel 3-UPU manipulators (3-UPU TPMs) received great attention. Many studies have been reported in the literature on singularities, workspace, and joint clearance influence on the platform accuracy of this manipulator. However, much work has still to be done to reveal all the features this topology can offer to the designer when different architecture, i.e. different geometry are considered. Therefore, this dissertation will focus on this type of the 3-UPU manipulators. The first part of the dissertation presents six new architectures of the 3-UPU TPMs which offer interesting features to the designer. In the second part, a procedure is presented which is based on some indexes, in order to allows the designer to select the best architecture of the 3-UPU TPMs for a given task. Four indexes are proposed as stiffness, clearance, singularity and size of the manipulator in order to apply the procedure.