LINGUA E TRADUZIONE PER L’IMPRESA INTERNAZIONALE Dott.ssa LAURA PICCHIO LEZIONE 10
REVISION: CATEGORY (COMMERCIAL OR
NON-COMMERCIAL?) NON-COMMERCIAL
(encouraging the
consumption of milk) COMMERCIAL
Got milk campaign:
https://en.wikipedia.org/wik
i/California_Milk_Processor
_Board
REVISION: INSTITUTIONAL/NON-COMMERCIAL
SUBCATEGORY (CSR OR CRM?)
Bear in mind that even companies can promote
non-commercial advertising…
ETHOS? PATHOS? LOGOS?
According to Aristotle’s Rhetoric, which ad(s)
among the ones you have just seen focus on
ethos/pathos/logos? Why?
Ethos David Beckham (Sky)
Pathos “Excessive drinking is dangerous”
Logos the B2B one
Bear in mind that these attention-seeking
devices may coexist within the same ad!
Could you spot any figure of speech in these ads?
Bear in mind that the figure of speech can affect
both copy and graphic.
REVISION: COPY (HEADLINE,
SUBHEADLINE, BODYCOPY, PAYOFF)
Served after 10.30 am. BODYCOPY
PAYOFF
HEADLINE
SUBHEADLINE
REVISION: (SOME) FIGURES OF SPEECH
“Trony. Non ci sono paragoni” RHYME
“Prendetevela comoda. Fate in fretta.” (Fiat) ANTITHESIS
“Ceres? C’è.” ALLITERATION
“Brondi? Chi parla?” PUN
“You can Canon.” CONSONANCE/ASSONANCE/ALLITERATION
“Redbull ti mette le ali.” HYPERBOLE
“Touch the rainbow. Taste the rainbow.” (Skittles) PARALLELISM
“Noi della Rex, noi sì che ci abbiamo pensato.” vs “No matter what you do in life. Life takes Visa” PLEONASM vs REPETITION
“Da sempre c’è un po’ di Nutella nella tua vita e un po’ della tua vita in Nutella.” CHIASMUS
“Fidati del rosa e la macchia svanisce” (Vanish) METONYM
REVISION: TRANSLATION TECHNIQUES
Adaptation
Established equivalent
Amplification vs Reduction
Description
Pure vs Naturalized Borrowing
Calque
Compensation
Generalization vs Particularization
Literal translation
Transposition
Modulation
Bear in mind that in some cases you can explain
your translation strategy without making
reference to a specific translation technique.
o E.g.: punctuation, verbal tenses etc.
Analysis:
o Category: institutional/non-commercial advertising
o Subcategory: SIA (neither B2C nor CSR/CRM)
o Subgenre: Hard-sell + informational
o Attention-seeking devices: image + verbal text (headline)
o Copy: headline (+subheadline), bodycopy, payoff
o Graphic: image, logo
o Other noteworthy features: parallelism (headline and payoff), 2 parts (image vs text), background (black vs orange), Michelle’s gaze, pathos
Translation – example:
o Non siamo un luogo dove migliorare il tuo corpo,
ma abbiamo aiutato Michelle a migliorare la sua
vita // Non siamo qui per cambiare il tuo corpo,
ma abbiamo aiutato Michelle a cambiare la sua
vita // Non siamo una palestra per allenare il
tuo corpo, ma siamo stati per Michelle una
palestra di vita
Apropos of “work out”…
https://it.wikipedia.org/wiki/YMCA
https://en.wikipedia.org/wiki/YWCA
o Affrontare avversità della vita come (il) non avere una
casa o (l’)essere ragazze madri richiede una grande
forza, quel tipo di forza che può venire solo da dentro.
Noi aiutiamo donne e ragazze come Michelle a
trovarla. L’associazione YWCA è una risorsa preziosa
per la nostra comunità//per la comunità statunitense
e noi siamo qui per aiutarvi in modi che non
credereste possibili.
o Eliminiamo il razzismo. Diamo forza alle donne.
(NO Eliminando il razzismo, diamo forza alle donne)
o YWCA
Translation analysis:
o Headline: parallelism preserved through the use of different techniques (generalisation; modulation)
o Payoff: parallelism preserved through the use of a different verbal tense (1° person plural we as YWCA have this goal; imperative let’s work together to this end)
o Affrontare avversità della vita: modulation
o Non avere una casa: modulation and description
o Quel tipo di forza che può venire solo da dentro: amplification and repetition to emphasize the concept
o Associazione: amplification (what YWCA is)
o per la comunità statunitense: amplification (where YWCA works)
o Che non credereste possibili: modulation
EXAM PREPARATION
Slides (theoretical framework +
classwork/homework)
Notes
If you want to go deeper…:
2 essays (‘pagina docente’)
Bibliography (‘pagina docente’)
EXAM
250-word analysis of the ad
o compulsory elements: category, subcategory,
subgenre, attention-seeking devices, copy/graphic
o non compulsory elements: ethos/pathos/logos, figures
of speech, cultural dimension, interpretations etc.
Translation
Analysis of your translation (method, techniques and
strategies you have applied as well as any reference
to theories and concepts we have analyzed)
90 minutes
Dictionaries allowed
WRITING TIPS
Use simple sentences.
Be careful to grammar and orthography.
Be clear and coherent.
Be logic and avoid creating confusion in your
reader (e.g.: headline, logo, subheadline,
bodycopy, image etc.).
In your analysis of the ad, give priority to
compulsory elements.
In your translation analysis try to avoid lists.
Use specific terminology.
WRITING TIPS – TRANSITION WORDS AND
PHRASES (ADDITION/SIMILARITY/AGREEMENT)
And, also, then, equally, like, such as
Moreover, as well as, together with, furthermore,
in addition (to)
Likewise, similarly, in the same way, in line with
Not only .. But also, last but not least,
firstly/secondly/thirdly, finally, not to mention, by
the same token
WRITING TIPS – TRANSITION WORDS AND
PHRASES (OPPOSITION/CONTRAST)
But, unlike, or, (and) yet, while, whereas, albeit,
as much as, even though, although, despite (of),
in spite of, however, nevertheless, nonetheless,
regardless of, notwithstanding
Although this may be true, in/by contrast,
different from, on the one hand...on the other
hand, on the contrary, at the same time, even
though/so, actually
WRITING TIPS – TRANSITION WORDS AND
PHRASES (CAUSE/CONDITION/PURPOSE)
If, unless
Since, because, given that, whereas
Because of, owing to, due to
So that, so as to, in order to
WRITING TIPS – TRANSITION WORDS AND
PHRASES (SPACE/LOCATION/PLACE)
Here, there, next (to), close to, where, over, near,
above, below, down, up, under, between, around,
among, behind
In the middle (section), in the center of, at the
top/bottom, in the top/bottom right-/left-hand
corner, on the left/right,
in the foreground/background
WRITING TIPS – TRANSITION WORDS AND
PHRASES (EXAMPLES/SUPPORT/EMPHASIS)
Like, namely, that is (to say), including, indeed,
certainly, surely, especially, specifically,
significantly
In general, in particular, in detail, to
demonstrate, to emphasize, to point out
Such as, for example, for instance, in other
words, in this case, for this reason, which is the
reason why
WRITING TIPS – TRANSITION WORDS AND
PHRASES (RESULT/EFFECT/CONSEQUENCE)
So, therefore, hence, henceforth, thus
As a result, under those circumstances, in this
case, for this reason, to result in, consequently,
forthwith
SOME OTHER WRITING TIPS
Opinions and ideas:
o In my opinion (NO according to me), as far as I’m
concerned, I think that, I believe that
Links:
o As for, as far as something is concerned, in/with
regard to, with/in reference to
CLASSWORK 1
1 in 10 Canadians struggle to
make ends meet, even with a
roof over their head. Help us
feed, clothe and empower those
in need.
Help end poverty.
The Salvation Army.
Giving Hope Today.
CLASSWORK 2
Why we have the youngest
customers in the business
This young man is 11 months old
— and he isn’t our youngest
customer by any means.
For 7-Up is so pure, so
wholesome, you can even give it
to babies and feel good about it.
Look at the back of a 7-Up bottle.
Notice that all our ingredients
are listed. (That isn’t required of
soft drinks, you know — but
we’re proud to do it and we think
you’re pleased that we do.) By
the way, Mom, when it comes to
toddlers — if they like to be
coaxed to drink their milk, try
this: Add 7-Up to the milk in
equal parts, pouring the 7-Up
gently into the milk. It’s a
wholesome combination — and it
works! Make 7Up your family
drink. You like it … it likes you!
Nothing does it like 7-up!
[7-up = bibita gassosa simile alla Sprite]