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.

Riemannian geometry of Grassmann manifolds with a view on algorithmic computation

We give simple formulas for the canonical metric, gradient, Lie derivative, Riemannian connection, parallel translation, geodesics and distance on the Grassmann manifold of p-planes in ℝn. In these formulas, p-planes are represented as the column space of n × p matrices. The Newton method on abstract Riemannian manifolds proposed by Smith is made explicit on the Grassmann manifold. Two applications - computing an invariant subspace of a matrix and the mean of subspaces - are worked out.

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.

Kinematic Design of a 6-DOF Parallel Manipulator with Decoupled Translation and Rotation

A new three-limb, six-degree-of-freedom (DOF) parallel manipulator (PM), termed a selectively actuated PM (SA-PM), is proposed. The end-effector of the manipulator can produce 3-DOF spherical motion, 3-DOF translation, 3-DOF hybrid motion, or complete 6-DOF spatial motion, depending on the types of the actuation (rotary or linear) chosen for the actuators. The manipulator architecture completely decouples translation and rotation of the end-effector for individual control. The structure synthesis of SA-PM is achieved using the line geometry. Singularity analysis shows that the SA-PM is an isotropic translation PM when all the actuators are in linear mode. Because of the decoupled motion structure, a decomposition method is applied for both the displacement analysis and dimension optimization. With the index of maximal workspace satisfying given global conditioning requirements, the geometrical parameters are optimized. As a result, the translational workspace is a cube, and the orientation workspace is nearly unlimited.

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.

Groove Binding Ligands for the Interaction with Parallel-Stranded ps-Duplex DNA and Triplex DNA

DNA adopts different conformations not only based on novel base pairs, but also with different chain polarities. Besides several duplex structures (A, B, Z, parallel stranded (ps)-DNA, etc.), DNA also forms higher-order structures like triplex, tetraplex, and i-motif. Each of these structures has its own biological significance. The ps-duplexes have been found to be resistant to certain nucleases and endonucleases. Molecules that promote triple-helix formation have significant potential. These investigations have many therapeutic advantages which may be useful in the regulation of the expression of genes responsible for certain diseases by locking either their transcription (antigene) or translation (antisense). Each DNA minor groove binding ligand (MGBL) interacts with DNA through helical minor groove recognition in a sequence-specific manner, and this interferes with several DNA-associated processes. Incidentally, these ligands interact with some non-B-DNA and with higher-order DNA structures including ps-DNA and triplexes. While the design and recognition of minor grooves of duplex DNA by specific MGBLs have been a topic of many reports, limited information is available on the binding behavior of MGBLs with nonduplex DNA. In this review, we summarize various attempts of the interaction of MGBLs with ps-DNA and DNA triplexes.

Unsteady compressible flow due to relative rotation and translation of a viscous fluid on a disk

The modification of the axisymmetric viscous flow due to relative rotation of the disk or fluid by a translation of the boundary is studied. The fluid is taken to be compressible, and the relative rotation and translation velocity of the disk or fluid are time-dependent. The nonlinear partial differential equations governing the motion are solved numerically using an implicit finite difference scheme and Newton's linearisation technique. Numerical solutions are obtained at various non-dimensional times and disk temperatures. The non-symmetric part of the flow (secondary flow) describing the translation effect generates a velocity field at each plane parallel to the disk. The cartesian components of velocity due to secondary flow exhibit oscillations when the motion is due to rotation of the fluid on a translating disk. Increase in translation velocity produces an increment in the radial skin friction but reduces the tangential skin friction.

Activity of perch, Perca fluviatilis L. in relation to water temperature [Translation from: Kalamies 1973(6) 4.]

Catchability and activity of Perca fluviatilis in relation to temperature is examined. The number of fish caught and water temperature during the 3 summer months was used the assess the numbers of hours of activity of perch. Parallel to the research on activity, large-scale marking was carried out to establish the periods of growth during the year.