Lingua e Traduzione per l impresa internazionale EN=>ITA. BA_Mediazione Anno III, Semestre 2

Transcription

1 Lingua e Traduzione per l impresa internazionale EN=>ITA BA_Mediazione Anno III, Semestre 2

2 Last class recap - Non-commercial Advertising, possible classifications: - Advocacy, PSA, Social Issues, Propaganda - Homework Moms demand action Gun control campaign: - Ad category and sub-genre - Ad type - Ad description - Ad translational analysis - Ad translation

3

4 Public Service vs. Social Issues Advertising PSA + informative SIA + persuasive A public institution is paying a service to its citizens Advertising campaigns about socially relevant/useful issues purpose: informing purpose: raising awareness, persuading

5

6

7 Summing up: Non commercial advertising & its main aims Fundraising Advocacy Inform aimed at raising interest/awareness towards a cause or just at bridging an informative gap Promote encouraging/inspiring changes in attitudes and behaviours Institutions: justify funding, gain visibility Corporations: reinforcing the brand, cause related marketing, build corporate social responsibility

8

9

10 Context and style in advertising translation: high vs. low context cultures High context cultures Low context cultures Implicit messages deeply embedded in the cultural context Explicit and direct communication style, dependency on cultural context is low verbal contextual style Style: elaborate, rich in metaphors, preference for indirect communication style along different registers (e.g. Italy, Japan, Spain) verbal personal style Style: direct and simple, individualist, power differences are not replicated with registers (e.g. the UK, US)

11 Advertising styles in high vs. low context cultures High context cultures - Implicit and indirect style - Importance of upholding public face - Meaning is in the context - Metaphors and symbols create context and provide a frame for the product Low context cultures - Direct, explicit and personal style - Possibility of humorous possibly face-threatening messages

12

13 Translating institutional advertising Message: must be delivered clearly and unambiguously (esp. If it has educational aims) but it should not be too simple, it needs to address complexities in widely understandable manner (Torresi, 2010) Cultures valuing public face and hierarchies: public institutions want to sell a dignified image of themselves language is more detached and authoritative emotional language and wordplay are usually avoided

14 Homework: translating informative advertising Describe these two ads Define the ads purpose, context of diffusion and your target audience Translation-oriented analysis Translate!

15 Things to bear in mind while translating ads from EN to IT: Culture-specific conventions Institutional promotional texts or PSA Italian language is more formal (use a register that is appropriate) Purpose of the ad: if you understand it, you nail it!

16 Take 5.

17 Creativity, advertising and language Creative use of language it has a purpose in advertising Aim: get the addressees attention and leave a memory in their mind audience is co-creator of the meaning of the ad. B2C Ads advertising messages appeal the addressees: wide use of rhetoric

18 Creative language and metaphors Metaphor: The transfer of a quality from a primary to a secondary subject, which replaces the first subject creating strong and expressive images advertising: interplay of verbal and visual language translation: difficult, metaphors might need to be re-contextualised or re-written

19

20

21 Cognitive approach to metaphors and metaphor translation (Schäffner, 2004) Metaphors = basic resources for thought processes in human societies (Lakoff & Johnson, 1980) Target domain = the domain of experience we want to explain/understand a means of understanding one domain of experience in terms of another Source domain = the domain of experience we exploit in order to understand/explain the target domain

22 Cognitive approach to metaphors and metaphor translation (Schäffner, 2004) Source domain is mapped onto the target domain by This is all encoded in and understood via LANGUAGE. transferring the structural components of the base schema to the target domain (ontological correspondence) Metaphor, according to cognitive linguistics, is this conceptual mapping knowledge-based inferences and entailments are displayed (epistemic correspondences) Metaphorical expression = individual linguistic expression based on a conceptualization and sanctioned by a mapping

23 Cognitive approach to metaphors and metaphor translation (Schäffner, 2004) - Example Conceptual mapping of a feeling, i.g. Anger : Metaphorical expression (based on and justified by the conceptual mapping of anger ): ANGER IS THE HEAT OF A FLUID IN A CONTAINER I gave vent to my anger

24 Cognitive approach to metaphors and translatability (Schäffner, 2004) Following the cognitive approach to metaphors, translatability of metaphors is no longer a question of the individual metaphorical expression, as identified in the ST, but it becomes linked to the level of conceptual systems in source and target culture 2 types of metaphors: 1. universal & culture-overlapping 2. culture-specific (1.) conceptual metaphor is not culture-dependent, but its linguistic realization is culture-dependent. (Stienstra, 1992 in Schäffner 2004)

25 Conceptual mapping(s): (1) A POLITICAL PARTY IS AN ARMY (2) POLITICAL ELECTION IS A RACE Metaphorical expression(s): Con il capitano (1) si corre per vincere (2)

26 Your turn: Conceptual mapping(s): (1) Metaphorical expression(s):

27 Translating metaphors in commercial advertising

28 Translating metaphors in commercial advertising Describe the ad Analyse the ad Identify metaphor(s) Translate

29 Next week, we will: Consider creative uses of language (figures of speech) Approach CSI(s) (Cultural Specific Items) and their translation Look at B2B advertising Translate! Homework: See slide 14 - translate informational advertising