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Comparing Catalogues. Kristin Graf Translation Workshop SS 2003. Content:. Introduction German vs. English advertising Translation strategies Phonological aspects Semantic aspects Synta ctic aspects Pragmatic aspects Other aspects Stilistics References. Introduction. - PowerPoint PPT Presentation

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  • Comparing CataloguesKristin GrafTranslation WorkshopSS 2003

  • Content:IntroductionGerman vs. English advertisingTranslation strategiesPhonological aspectsSemantic aspectsSyntactic aspectsPragmatic aspectsOther aspectsStilisticsReferences

  • IntroductionGlobalization of advertisement can only be successful if the local market and its culture is respectedtherefore one concept for all markets is almost impossible advertisement is supposed to reflect the local culture (e.g. bed sizes; measuring)

  • IntroductionThe IKEA catalog is the print medium with the highest circulation of the world (24 mil.); it is issued in 30 countriesEnglish translation of the catalog is not universal for all english speaking countries: it has to be modified for GB, USA, CAN,AUS as well as the German for CH, AUthe Source Text (ST) for the English catalog is in Swedish; for the German it is an English STIKEA has translation agencies in each country which are assisted by culture specialists and market researchersBasic assortment stays the same and is added by national preferences

  • English advertisement contains direct affective consumer appeals (e.g.We know your children will be thrilled with their IKEA bedroom)is primarily humorous, entertaining and emotive (e.g. Disaprove the chaos theory) is low on information, understandability and credibility

  • German advertisementfocuses on information, incl. More details which are not available to the English-speaking consumers

  • German advertisementis less humorous, although entertaining in an emotional wayis reasonably informative

  • Translation strategiesStraight translation: fails to adjust to the cultural demands (only for passages that are not culture specific, e.g. IKEA policies)

  • Translation strategiesAdaption: keep visuals, change text slightly or significantly (GB-D)

  • Translation strategiesRevision: keep visuals, write new text

  • Translation strategiesSubstitution: new visuals, new text

  • Phonological aspectsNot significant in written textsNo translation of Swedish product names although phonological difficulties for English speaking customers (e.g.: Grans) or negative connotations (e.g. Gudvik product name for a bed)Swedish accent in TV spots

  • Semantic aspectsPrototype semantic:thinking in categories/typical associationIs used contrarily (Stop thinking in categories Entdecke die Mglichkeiten): e.g.

  • Prototype semantic(furniture does not match the typical categories of chair/wardrobe/etc.)

  • Prototype semanticbedroom in German associated with Schlafzimmer (room+bed); in English this term is often used to describe the size of real estates (3-bedroom house) therefore it can also be translated as Kinderzimmer or Zimmer

  • Syntactic aspectsCultural specific usage preferences: e.g. gerund, Genitiv (childrens IKEA vs. IKEA Kinderwelt) demonstrative pronouns (unter diesem stabilen Bett vs. underneath a bed) Word order: (Living with 2 children on 55 m2 can be a challenge. vs. Mit 2 Kindern auf 55 m2 Wohnflche zu leben, ist eine echte Herausforderung.)Articles, tenses , voice, gender, preposition, etc. differ too

  • Pragmatic aspectsSkopos (Gerichtetheit) of the text: same skopos same audience, just different languagesText function: communicative (informative + persuative ) appelativ (buy!) focusedText type: advertisementRegister: neutral colloquial (e.g. comfy vs. comfortable)

  • Other aspectsDialects/Sociolects: AmE/BrE/CanE/AusEPoliteness: direct requests (Give them...! Stop thinking...!) can be impoliteHigh/low context cultures: detremines the amount of detailed informationLayout (blue/yellow = Sweden)Go Cubic (GB), Think cubic (USA), Live cubic (D)

  • StilisticsMetaphors: kinderleichtIdioms: - its the stuff that dreams are made ofmighty oaks from little acorns grow

  • Stilistics

  • References:Albrecht, J. (1973): Linguistik und bersetzung. Tbingen: Max Niemeyer Verlag. Bell, R.T. (1991): Translation and Translating. New York: Longman Group UK Ltd.Herbrechter, S. (2002): Critical Studies. Cultural Studies, Interdisciplinarity and Translation. Amsterdam/New York: Rodopi.Smith/Klein-Braley: Advertising A five-stage strategy for translation. In: Snell-Hornby/Jettmarov/Kaindl (1995): Translation as Intercultural Communication. Amsterdam/Philadelphia: John Benjamins Publishing Company.Snell-Hornby/Hnig/Kumaul/Schmitt (1998): Handbuch Translation. Tbingen: Stauffenburg Verlag Brigitte Narr GmbH.Sorvali,I. (1996): Translation Studies in a New Perspective. Frankfurt/M: P.Lang GmbH.Robinson,D. (1997): What is translation? Kent/Ohio: The Kent State University Press.Witte, H. (1998): Die Kulturkompetenz des Translators. Tbingen: Stauffenburg Verlag Brigitte Narr GmbH.Venuti, L. (1992): Rethinking translation. London/New York: Routledge.

    (only for products where messages get across by pictures)