German 355 Stunde 10 Kapitel 12: Translating Consumer-Oriented Texts Hervey, S. 145-54.

German 355German 355Stunde 10Stunde 10

Kapitel 12:

Translating Consumer-Oriented Texts

Hervey, S. 145-54

Consumer-Oriented TextsConsumer-Oriented Texts

• try to persuade the public to buy something;

• tell purchasers how to use what they have bought;

• give advice on commodities that might be bought or

• courses of action that might be taken.

All Together Now….All Together Now….

• Can you think of a list of texts that might fit the category “Consumer Oriented Texts?”

All Together Now….All Together Now….

• advertisements, • tourist brochures, • user manuals, • consumer magazines,

• recipe books, • CD booklets, • public notices, • information leaflets, • propaganda.

Translating ATranslating Advertisementsdvertisements

• The most extreme example of consumer-oriented translation

Why is this is so difficult? Why is this is so difficult?

• The varying requirements of different target cultures make it so

What measures are taken to deal What measures are taken to deal with it ?with it ?

• often the agency draws up its own style sheet and presentational recommendations, and urges companies to produce STs that conform with these.

Everyone will just have to conform

with my style!

SL public -> TL publicSL public -> TL public

• Translating advertising material also obliges the translator to consider carefully the central question of cultural differences between the SL public and the TL public.

Choose the correct style!Choose the correct style!

• Apart from such cultural factors as religion, race, diet, attitudes to sex, etc., it is also vital to choose the right style, both in ST's and in TT's.

Paah-LEEZEdon’t

embarrass me!

ExoticismExoticism

• has its place -- depending on the marketing policy of the product concerned.

Ja, sehr exotisch!

But can we sell

anything this way?

What is “normality???”What is “normality???”

• Please note briefly the issues surrounding "normality" in these situations: [paragraph on top of p. 147]

Besuchen wir mal Celle!Besuchen wir mal Celle!

• Please read the introduction (147, last paragraph) and the text for the example of the brochure for visitors to Celle, pp. 148-49, and to Bonn, 149-50.

• What are the problems here, and how does the translator in each case address them, or not? (We will work in groups):

Practical 12.1 Practical 12.1 pp. 150-151 pp. 150-151

• “Glühlampen in der Rückleuchte auswechseln”

Practical 12.1Practical 12.1

• To remove the rear lights, you need the wire hook and screwdriver contained in the

• vehicle tool kit => page 56.

• Removing the rear lights

• 1. Open the tailgate.

Practical 12.1 (cont’d)Practical 12.1 (cont’d)

• 2. Insert the wire hook into the small aperture in the rear lights trim. Turn the wire

• towards the centre of the vehicle and pull it approx. 1 cm in the direction show in

• the arrow => fig. 34.

Practical 12.1 (cont’d)Practical 12.1 (cont’d)

• 3. Remove the trim by pulling it first down and towards you and then up and towards you. You can now see two screws.

• 10 4. Use the flat blade of the screwdriver to remove the two screws.

• 5. Press the rear lights slightly to the outside and remove. The rear lights can be accessed from the rear only.

Practical 12.1 (cont’d)Practical 12.1 (cont’d)

• 6. Release the bulb holder and pull it off => fig. 35.

• 7. Change the damaged bulb.

Practical 12.1 (cont’d)Practical 12.1 (cont’d)• Fitting the rear lights• 8. Fit the bulb holder.

Make sure that it engages.

• 9. Place the rear lights back in their original position and screw them on.

• 10. Fit the trim to its original position – first the bottom section and then the topsection.

Practical 12.1 (cont’d)Practical 12.1 (cont’d)

• If the light bulbs are not damaged, the fuse might have blown.

• ! Caution• Make sure you do not drop the rear

lights on the car body.

(Volkswagen 2003b: § 3.2, 71–2)