Translating Corporate WebPages: a Corpus Study

Miguel A. Jimenez. UNCW/ University of Miguel A. Jimenez. UNCW/ University of Granada, SpainGranada, Spain

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Translating Corporate Translating Corporate WebPages: a Corpus StudyWebPages: a Corpus Study

Miguel A. JimenezMiguel A. JimenezUniversity of North Carolina at University of North Carolina at

WilmingtonWilmington

University of Granada, SpainUniversity of Granada, Spain


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The Localization Process is quite different than The Localization Process is quite different than other types of translation.other types of translation.– It is the fastest growing segment in the market.It is the fastest growing segment in the market.

Localisation Industry Standards Association Localisation Industry Standards Association (LISA)[www.lisa.org]:(LISA)[www.lisa.org]:

““Localization involves taking a product and making Localization involves taking a product and making it linguistically and culturally appropriate to the it linguistically and culturally appropriate to the

target locale (country/region and language) target locale (country/region and language) where it will be used and sold”where it will be used and sold”


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Research part of a PhD research on the Research part of a PhD research on the differences and peculiarities of the differences and peculiarities of the localization process.localization process.

What is a text in a WebPage or Software What is a text in a WebPage or Software program?program?

Not a sequence (beginning/end). Text is Not a sequence (beginning/end). Text is not linearnot linear

Usually not one translator. Globalization.Usually not one translator. Globalization.


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Compilation of a Comparable Corpus Compilation of a Comparable Corpus (Baker, 1995)(Baker, 1995) of Corporate translated of Corporate translated pages and pages originally developed in pages and pages originally developed in Spain.Spain.

Parallel Parallel and comparable and comparable corpora in a corpora in a Translation.Translation.


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What is a corpus?What is a corpus?

Sinclair (1991:171), “ [...] a corpus is a collection Sinclair (1991:171), “ [...] a corpus is a collection of naturally-occurring language text, chosen to of naturally-occurring language text, chosen to characterize a state or variety of a language”characterize a state or variety of a language” Leech (1992: 106) Computerized corpus: “ On Leech (1992: 106) Computerized corpus: “ On the face of it, a computer corpus is an unexciting the face of it, a computer corpus is an unexciting phenomenon; a helluva lot of text, stored on a phenomenon; a helluva lot of text, stored on a computer”…. computer”…. Google??Google??Ours is a Ours is a comparable corpuscomparable corpus Baker (1995): “ a Baker (1995): “ a structured electronic collection of texts originally structured electronic collection of texts originally written in a particular language, alongside texts written in a particular language, alongside texts translated into that same language”translated into that same language”..


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Many translation scholars have used corpus: Many translation scholars have used corpus: – Baker (1995, 2001) to study de universals of Baker (1995, 2001) to study de universals of

translations. translations. Sanitation, normalization, simplification, explicitation etcSanitation, normalization, simplification, explicitation etc..

– Studies about the characteristics of translated text in Studies about the characteristics of translated text in several languages several languages (Toury, 1980; Puurtinen, 1995; Laviosa, 1996, 1997, 1998). (Toury, 1980; Puurtinen, 1995; Laviosa, 1996, 1997, 1998).

– Comparable corpus usually show that translated texts Comparable corpus usually show that translated texts have structures and frequencies not typical compared have structures and frequencies not typical compared to texts originally produced in the target language. to texts originally produced in the target language. (Gellerstain, 1996; Laviosa-Baithwate, 1996)(Gellerstain, 1996; Laviosa-Baithwate, 1996)


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Study goalsStudy goals

Show that translated WebPages show different Show that translated WebPages show different collocations and frequencies than those collocations and frequencies than those originally produced in the target language. originally produced in the target language.

Translation is a: Translation is a: “communicative event which is “communicative event which is shaped by its own goals, pressures and context shaped by its own goals, pressures and context of production” (Baker, 1996:175)of production” (Baker, 1996:175) Why in Localization?Why in Localization?– Fastest growing translation segmentFastest growing translation segment– Why corporate webpages?Why corporate webpages?

Follow the internationalization development guidelines.Follow the internationalization development guidelines.


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Only basic navigation menus on web Only basic navigation menus on web home pages are studied.home pages are studied.There are many collocations There are many collocations and fixed and fixed terms terms in English WebPages: Contact us, in English WebPages: Contact us, About us, Term of use, etcAbout us, Term of use, etc““Collocation is the occurrence of two or Collocation is the occurrence of two or more words within a short space o each more words within a short space o each other in a text” (Sinclair, 1991)other in a text” (Sinclair, 1991)


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Base for Compiling and Creation Base for Compiling and Creation of a Comparable Corpusof a Comparable Corpus

Our corpus is a monolingual comparable corpus Our corpus is a monolingual comparable corpus (Baker, 1995)(Baker, 1995)..

Corporate WebPages addressed to Spanish Corporate WebPages addressed to Spanish customers.customers.

Corporations have a clear interest in marketing Corporations have a clear interest in marketing their products in Spain. They have to speak the their products in Spain. They have to speak the “customer” language.“customer” language.

The second part of it was compiled and modeled The second part of it was compiled and modeled by the first part by the first part (Laviosa, 1997:293)(Laviosa, 1997:293)


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How big is the corpus?How big is the corpus?

Translated WebPages: 71Translated WebPages: 71

Original Spanish WebPages: 84Original Spanish WebPages: 84

Very limited corpus. (Sinclair 1991)Very limited corpus. (Sinclair 1991)

Some scholars support well designed Some scholars support well designed corpora.corpora.


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Basic Criteria to Compile a Basic Criteria to Compile a CorpusCorpus (Pérez Fernández, 2001) (Pérez Fernández, 2001)

RepresentativityRepresentativity

StandardizationStandardization

Textual Textual TypologyTypology


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Most Important – RepresentativityMost Important – Representativity

““a corpus is put together in a principled way so a corpus is put together in a principled way so as to be representative of a larger textual as to be representative of a larger textual population, in order to make it possible to population, in order to make it possible to generalize findings concerning that population”, generalize findings concerning that population”, To be representative: “the full range of variability To be representative: “the full range of variability in a population” (Biber 1993: 243)in a population” (Biber 1993: 243) Different Economic Areas included: Automotive, Different Economic Areas included: Automotive, Banking, Computing, Food, Information, etc.Banking, Computing, Food, Information, etc.


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Representativity. What should be Representativity. What should be included?included?

1.1. Who is the page addressed to? – CustomersWho is the page addressed to? – Customers

2. Linguistic condition of the text.2. Linguistic condition of the text. Has to be good. Back button is the most used in Has to be good. Back button is the most used in

web surfing.web surfing.

3. Translated by professionals3. Translated by professionals


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Translated by ProfessionalsTranslated by Professionals

Naturally translated - SkoposNaturally translated - Skopos

We have to assume. Highly respected We have to assume. Highly respected companies. companies.

Have an interest in the market.Have an interest in the market.

Translation into the translator´s first Translation into the translator´s first language (not native language) (Baker, language (not native language) (Baker, 1992, 1995)1992, 1995)


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Textual typologyTextual typology

Influenced by the communicative and Influenced by the communicative and pragmatic functionpragmatic function

Marketing. Offering products and services Marketing. Offering products and services intenationally.intenationally.

Multinational CompanyMultinational Company

CLIENTCLIENT


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Is the webpage translated?Is the webpage translated?Should it be included in the corpus?Should it be included in the corpus?

Important criteria in order to guarantee Important criteria in order to guarantee that any WebPages is an original and that any WebPages is an original and naturally-occurring text in the languagenaturally-occurring text in the language

Using Google as a Corpus?Using Google as a Corpus?


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Is the webpage translated?Is the webpage translated?Should it be included in the corpus?Should it be included in the corpus?

1.1. The company headquarters are based in an English-Speaking The company headquarters are based in an English-Speaking country. “Lingua franca”country. “Lingua franca”

2.2. The possibility of choosing the webpage language from a pull The possibility of choosing the webpage language from a pull down menu or a down menu or a flag menuflag menu..

3.3. A page in English that has a Spanish page with the exact same A page in English that has a Spanish page with the exact same layout and informational content. English .com, Spanish .eslayout and informational content. English .com, Spanish .es

4.4. The existence of comments and variables in the source file or The existence of comments and variables in the source file or scripts.scripts.

cerradocerrado=true;=true;

function despe(){function despe(){

if(if(cerradocerrado){){

bmen.bmen.frenadoTofrenadoTo(null,67,4,5,'(null,67,4,5,'cerradocerrado=false');=false');

}}

else bmen.else bmen.frenadoTofrenadoTo(null,48,4,5,'(null,48,4,5,'cerradocerrado=true;')=true;')


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5.5. The existence of English text in the Spanish The existence of English text in the Spanish page in frames or the body of the webpage.page in frames or the body of the webpage.

6.6. Not including Spanish diacritical marks such Not including Spanish diacritical marks such as: ¡, ¿, ñ.as: ¡, ¿, ñ.

7.7. The webpage is addressed to a general public, The webpage is addressed to a general public, not a specialized one.not a specialized one.

8.8. Finally, not including any advertising text Finally, not including any advertising text clearly addressed and prepared for a Spanish clearly addressed and prepared for a Spanish audience. audience. Nissan Nissan EspañaEspaña is a clear example.is a clear example.


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Corpus Analysis ToolCorpus Analysis Tool

WordSmith Tools, developed by Mike WordSmith Tools, developed by Mike Scott (1996)Scott (1996)

ConcordancerConcordancer1.1. (KWIC – Key word in context)(KWIC – Key word in context)

2.2. Concordances Analyzer.Concordances Analyzer.

3.3. Frequency lists. Statistical information about uses of Frequency lists. Statistical information about uses of structures and collocations structures and collocations

4.4. Possibility of working with HTML texts.Possibility of working with HTML texts.

One lexical unit per pageOne lexical unit per page


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FindingsFindings

Different Frequencies and VariabilityDifferent Frequencies and Variability


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Minicorpus traducido(71 páginas)

Minicorpus español(84 páginas)

Contáctenos 16.9%

Contacto <29.76%<25+

Contacto 11.26%

Contacta 4.76%

Contactar 11.26%

Contactar 4.76%

Contacta con nosotros

9.8%

Contáctanos 4.76%

Contáctanos 5.6%

Contáctenos 4.76%

Contactosericssonsun microsistemslg

4.22%

Contacta con ..Con fenix

3.57%

Contacte 1.4%'Contacte con Toshiba'

Contacte 1.19%

Contacta 0%

Contactos 0%


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Política de privacidad

Politica de privacidad (2 sin acento)

19.71%

Política de privacidad

5.95%

Privacidad 14.08%

Privacidad 3.57%

Declaración de privacidad

4.2%

Política de confidencialidad

1.19%

Cláusula de privacidad

1.4%

Declaración de privacidad

0%

Compromiso de privacidad

1.4%

Cláusula de privacidad

0%

Política de confidencialidad

0%

Compromiso de privacidad

0%


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¿QUIÉNES SOMOS?

9.8%

Conoce ... 10.71%

Nuestra compañíaNuestra organización

14.08%

¿QUIÉNES SOMOS?

9.52%

Sobre nosotros

4.2%

Nuestra compañíaNuestra organización

2.38%

Conoce ... 0%

Conócenos 0%

Sobre

nosotros0%


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Condiciones de uso

8.45%

Condiciones de uso

3.57%

Términos y condiciones

5.6%

Condiciones generales de uso

3.57%

Términos de uso

5.6%

Términos y condiciones

0%

Condiciones de utilización

1.4%

Condiciones de utilización

0%

Condiciones generales de uso

0%

Términos de uso

0%


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Inicio 11.26%

Inicio 26.19%

Home 9.85%

Página de inicio

8.33%

Página principal

5.6%

Página principal

3.57%

Página de inicio

4.2%

Home 0%


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FindingsFindings

Supports the hypothesis that translated text show different frequecies and Supports the hypothesis that translated text show different frequecies and new structures(Gellerstain, 1996; Laviosa-Baithwate, 1996). new structures(Gellerstain, 1996; Laviosa-Baithwate, 1996). Variability in translation when terms are not fixed in the t arget language. Variability in translation when terms are not fixed in the t arget language. – Privacy Policy Privacy Policy

““privacy”, - “confidencialidad”, y “privacidad”.privacy”, - “confidencialidad”, y “privacidad”.““Policy”- Policy”- “cláusula”, “compromiso”, “política”, “declaración”“cláusula”, “compromiso”, “política”, “declaración”

More fromal language used in Spanish corporate webpages (“ contacta con More fromal language used in Spanish corporate webpages (“ contacta con nosotros, contáctanos”), (“contacta con Fénix, contacto”). nosotros, contáctanos”), (“contacta con Fénix, contacto”). Terms and collocations that only appear in translated webpages. Eg. Terms and collocations that only appear in translated webpages. Eg. ¨”Términos de uso”, “declaración de privacidad”, “cláusula de privacidad”¨”Términos de uso”, “declaración de privacidad”, “cláusula de privacidad”

This study supports our hypothesis on the impact in the localization process This study supports our hypothesis on the impact in the localization process of the reduction and isolation of translation segments of the reduction and isolation of translation segments


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Future ResearchFuture Research

Increase the size of the Increase the size of the corpus.corpus. Include Flash text.Include Flash text.Extend the study to other Extend the study to other areas: institutional WebPages, areas: institutional WebPages, government WebPages, etc.government WebPages, etc.


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Use of a more formal language.Use of a more formal language.

The company is not “we”The company is not “we”

Translating only the “surface” structure?. Translating only the “surface” structure?. EU privacy laws are different.EU privacy laws are different.

Adapt the content if necessaryAdapt the content if necessary

In Web Localization, always find parallel In Web Localization, always find parallel texts originally produced in the target texts originally produced in the target language.language.


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QUESTIONS???QUESTIONS???

COMMENTS????COMMENTS????


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Translating Corporate WebPages: a Corpus Study

Documents

uncw university of granada

computer corpus

corpus studymiguel

computerized corpus

language text

translated webpages

target language

translated texts