scholarly journals A Study on Zeng Hu’s Translation of The Thorn Birds from the Perspective of Chesterman’s Norm Theory

2017 ◽  
Vol 7 (11) ◽  
pp. 996
Author(s):  
Chengyi Ma
Keyword(s):  
Translation Studies ◽  
Cultural Factors ◽  
Translation Process ◽  
Translation Strategies ◽  
Vital Importance ◽  
Professional Norms ◽  
Norm Theory ◽  
Further Development

Based on the norm theory of Toury and Hermans, Chesterman makes a further development on the study of translation norms. In his theory, translation norms fall into two categories: expectancy norms and professional norms. Expectancy norms are from the expectations of target readers and influenced by the economic, political and cultural factors of the target society. Professional norms manipulate the translation process and are subject to expectancy norms. Professional norms can be further divided into accountability norms, communication norms and relation norms. Chesterman’s norm theory covers the ethical, social and skill norms during the whole translation process, which has great significance for translation studies and practice. The author of this paper has conducted an overall study on The Thorn Birds translated by Zeng Hu from the perspective of Chesterman’s norm theory, aiming to analyze the translator’s conformity to these norms and how these norms influence his translation. It can be concluded that translation is a norm-governed activity. During the translation of The Thorn Birds, the translator Zeng Hu has, in his own way, ingeniously conformed to the translation norms by Chesterman: he not only conforms to the expectancy norms by adopting different translation strategies and styles according to the target readers’ needs, but also applies professional norms to make his translation work well accepted by readers and enjoy lasting popularity. Thus, it can be seen that the instructional and normative effects of translation norms is of vital importance to the success of a translation.

From ‘Is’ to ‘Ought’

Target ◽  
1993 ◽  
Vol 5 (1) ◽  
pp. 1-20 ◽  
Author(s):  
Andrew Chesterman
Keyword(s):  
Translation Studies ◽  
Translation Product ◽  
Translation Process ◽  
Professional Norms ◽  
Target Source ◽  
General Translation

Abstract Translation studies need to cater for both description and evaluation. This can be achieved via the study of translation norms. The norms governing translation are: (a) professional norms concerning the translation process (= norms of accountability, communication and target-source relation); and (b) expectancy norms concerning the form of the translation product, based on the expectations of the prospective readership. While general translation laws account for the behaviour of translators in general, normative laws describe the translation behaviour of a subset of translators, namely, competent professionals, who establish the norms. Normative laws originate in rational, normdirected strategies which are observed to be used by professionals. These laws are empirical, spatio-temporally falsifiable, probabilistic, predictive and explanatory.

scholarly journals Code-Switching and Code-Mixing in African Creative Writing: Some Insights for Translation Studies

2007 ◽  
Vol 9 (1) ◽  
pp. 139-153 ◽  
Author(s):  
Paul Bandia
Keyword(s):  
Creative Writing ◽  
Characteristic Feature ◽  
Translation Studies ◽  
Code Switching ◽  
Translation Process ◽  
Translation Strategies ◽  
Code Mixing ◽  
Language Mixing ◽  
African Writers

Abstract Code-Switching and Code-Mixing in African Creative Writing: Some Insights for Translation Studies — A characteristic feature of African creative writing is the use of code-switching and code-mixing as a writing technique. Code-switching and code-mixing have a discourse, referential and sociolinguistic significance in a text. This paper deals with how African writers use various forms of code-switching and code-mixing as linguistic choices having specific pragmalinguistic functions in a text. Our aim is to show how exploiting this type of 'language mixing' for literary creativity calls for specific translation strategies and, how translating code-switched and code-mixed texts requires techniques that can help us enhance our knowledge of the translation process.

The Translator as a Creative Being with special regard to the translation of literature and LSP

Babel ◽  
1998 ◽  
Vol 44 (3) ◽  
pp. 234-243 ◽  
Author(s):  
Irma Sorvali
Keyword(s):  
Individual Differences ◽  
Present Article ◽  
Translation Studies ◽  
Point Of View ◽  
Literary Translation ◽  
Language Transfer ◽  
Translation Process ◽  
Translation Strategies ◽  
Interview Method ◽  
Il Y A

Abstract The translation process is studied from the translator's point of view. The translator is considered as an individual, i.e. as a creative being, and the process proper is thus seen as a typically human one. Translation strategies have been described in various ways within the framework of translation studies (TS). Transfer as such has very often been studied by linguistic analysis, but this is not sufficient to characterize the process itself. Other kinds of information are needed, which we can best obtain by interviewing translators. The interview method has not been widely used in TS, but it can provide very useful material on the creative nature of the translation process. Aesthetic and emotional values are of great importance in literary translation, but it is very difficult to measure them. Translators chiefly engaged with language written for special purposes (LSP) can be interviewed in a more objective way. Every translator has his principles of translating, and these can display very great variation, due to the creativity of the translator, but there are also phenomena that are common to all translating and all language transfer. There are thus individual and inter-individual differences, but also similarities. It is these differences and similarities that are described here. Résumé Le processus de la traduction est étudié du point de vue du traducteur considéré comme une entité individuelle, c'est-à-dire comme un être créatif, et par conséquent, le processus de traduction est considéré comme étant une activité typiquement humaine. Dans le cadre des études consacrées à la traduction (ET), les stratégies de la traduction ont été décrites de plusieurs manières différentes. En tant que stratégie, le transfert a souvent été étudié par le biais de l'analyse linguistique, mais en soi, cette approche est insuffisante pour caractériser le processus de traduction. Les ET n'ont pas souvent eu recours à la métode d'interview qui s'avère pourtant très utile pour faire apparaître l'aspect créatif du processus de traduction. Dans la traduction littéraire, les valeurs esthétiques et sentimentales sont très importantes mais il n'en demeure pas moins qu'elles sont aussi très difficiles à mesurer. Les traducteurs qui traduisent essentiellement des textes rédigés dans un but spécifique (TBS) peuvent être interviewés d'une manière plus objective. Chaque traducteur applique ses propres principes de traduction qui peuvent grandement varier selon la créativité du traducteur, mais il y a cependant des phénomènes communs à toutes les traductions et a tous les tranferts linguistiques. On peut donc affirmer qu'il y a des différences individuelles et inter-individuelles mais aussi des similitudes. Ce sont précisément ces differences et similitudes que l'auteur souhaite décrire dans le présent article.

scholarly journals Challenges in Translation of English Phraseological Units With Onomastic Constituents Into Vietnamese Equivalents

2021 ◽  
Vol 37 (3) ◽  
Author(s):  
Nguyen Viet Khoa
Keyword(s):  
Proper Names ◽  
Translation Studies ◽  
Qualitative Approach ◽  
The Other ◽  
Target Language ◽  
Translation Process ◽  
Translation Strategies ◽  
Depth Study ◽  
Proper Name ◽  
Multiple Levels

Translation of phraseological units with proper names (PUPs) is topical for the contemporary translation studies nowadays. It is noted that PUPs reflect the culture and national mentality of a definite nation. Quite a few studies have prospectively examined English PUPs and their translation into other languages, but it is hard to find such an in-depth study in the case the target language is Vietnamese. By employing the qualitative approach, this paper sets out the findings of the study where 241 English PUPs in our compiled database were classified into four groups according to their translations into Vietnamese. The group of non-idiomatic and descriptive translation equivalents accounts for a majority of more than 57% of all the PUPs, proving that PUPs in both languages are highly culture-specific. Although the other three groups share a minority of approximately 43% of all the PUPs, they hold interesting implications and multiple levels of similar or different metaphors. Based on the findings, the paper discusses the challenges translators encounter during the translation process of English PUPs into their Vietnamese equivalents. It is evident that among various translation obstacles, the proper name factor is clearly one of the most challenging issues. The paper then proposes some translation solutions to cope with these special expressions. In addition to recommending to flexibly apply translation strategies, the author's conclusion emphasizes that only when translators manage to decode and grasp how PUPs work cross-linguistically in both languages and cultures can they achieve an appropriate translation of English PUPs.

scholarly journals ANALYSIS OF MARKETING SLOGANS FROM THE PERSPECTIVE OF TRANSLATION STUDIES

2021 ◽  
pp. 238-242
Author(s):  
Марія Хар ◽  
Наталія Гриців
Keyword(s):  
Detailed Analysis ◽  
Translation Studies ◽  
Cultural Factors ◽  
Target Audience ◽  
Target Language ◽  
Sentence Structure ◽  
Linguistic Features ◽  
Translation Strategies ◽  
Language System

This research is focused on a detailed analysis of advertising slogans of well-known food brands, linguistic features of slogans, translation strategies, linguistic shifts applied and difficulties translators face in the process of translating. The relevance of the topic is determined by the need to determine the features of the translation of advertising slogans, the influence of cultural factors on the translation of advertising slogans, the influence of verbal and nonverbal components of advertising on its perception by the target audience. For the study, 50 advertising slogans of various food companies were carried out. Features and strategies of translation of advertising slogans, lexical-grammatical, stylistic and other transformations applied to the target text are established. According to Catford's classification, the main dominant category of linguistic transformations is the transformation of sentence structure, which is used in the translation of approximately 38% of advertising slogans. Changes in rank and changes within the language system of the target language are 23% and 27%, respectively, and changes in grammatical classes of words – 12%. This work has theoretical value in terms of studying unique features of the discourse of advertising and peculiarities of translation of advertising slogans, and practical value for use of verbal and nonverbal elements of advertising as a means of influencing consumers.

Determinants of Satisfaction with Destination Attributes An Empirical Study of Udaipur, Rajasthan

2015 ◽  
Vol 10 (2) ◽  
Author(s):  
Ashok Singh ◽  
Ranjana Tiwari
Keyword(s):  
Cultural Factors ◽  
Marketing Strategies ◽  
Review Of Literature ◽  
Tourist Satisfaction ◽  
Level Of Satisfaction ◽  
Determinants Of Satisfaction ◽  
Destination Management Organizations ◽  
Further Development ◽  
Study Offer ◽  
Structured Questionnaire

The study involves identifying the important factors contributing to the level of satisfaction from the destination attributes of Udaipur, Rajasthan. An extensive review of literature was done before the study. A pre-tested and structured questionnaire was used to collect data from 350 international tourists who visited Udaipur, Rajasthan in peak tourist season. Further, factor analysis was used in order to identify the most important destination attributes contributing to the satisfaction level of the tourists. Services provided at the tourist spots were the most important destination attributes which included parking facility, communication system, cleanliness etc. Further, nine factors including accessibility and cultural factors were identified as the important factors in destination attributes. The results of this study offer practical suggestions to destination and the tourism suppliers looking to develop positioning and marketing strategies for Udaipur tourism. The study could be useful to the tour operators, tourism stakeholders or destination management organizations to focus on the most important factors leading to tourist satisfaction, which can help them to develop the strategies for further development accordingly.

Simple and complex cognitive modelling in oblique translation strategies in a corpus of English

Target ◽  
2021 ◽  
Author(s):  
María Sandra Peña-Cervel ◽  
Carla Ovejas-Ramírez
Keyword(s):  
Cognitive Linguistics ◽  
Cognitive Modelling ◽  
English Drama ◽  
Translation Process ◽  
Translation Strategies ◽  
Clear Cut ◽  
Cognitive Operations ◽  
Translation Techniques ◽  
Peninsular Spanish

Abstract This article provides a quantitative and qualitative analysis of the translation of English drama film titles into Peninsular Spanish, drawing on cognitive modelling and following preliminary findings in Peña-Cervel (2016). Our study is consistent with the epistemological and ontological grounding of Cognitive Linguistics (Samaniego-Fernández 2007) and contributes to satisfying one of the major challenges Rojo-López and Ibarretxe-Antuñano (2013a, 10) identify for present-day Translation Studies: To reveal the conceptual substratum that guides the translation process. Our approach does not rely on an exhaustive classification of clear-cut and well-defined translation techniques, but rather on a broad distinction between direct and oblique strategies. We demonstrate how the notion of cognitive operation, as proposed by Ruiz de Mendoza-Ibáñez and Galera-Masegosa (2014), can help elucidate the sometimes seemingly arbitrary relationship between original English titles and their counterparts in Spanish, especially in cases of traditionally so-called free translations. Stands-for relations, such as expansion and reduction, are shown to play a fundamental role in the translation process and the fruitful combination of cognitive operations into conceptual complexes is explored. Our study attempts to go beyond descriptive adequacy in order to achieve explanatory adequacy.

scholarly journals Image in Translated Novels from English into Persian

2016 ◽  
Vol 6 (4) ◽  
pp. 50
Author(s):  
Gholam-Reza Parvizi
Keyword(s):  
Aesthetic Experience ◽  
Translation Studies ◽  
Literary Translation ◽  
Literary Studies ◽  
Theoretical Frameworks ◽  
Translation Strategies ◽  
The Aesthetic ◽  
The Mind

The question of image in literary studies and in recent years in Translation Studies is one of the most problematic innature. In the present study an attempt was made to define the nature of translating linguistic constructions – evokingimages in the mind of reader – in English novels and their rendered versions in Persian translations. In this studyseven types of images (visual, auditory, olfactory, gustatory, tactile, kinesthetic and organic) in two English novelsand their rendered versions in Persian were analyzed based on two theoretical frameworks, the first one is Jiang’sImage-Based Model to Literary Translation (2008) by which the nature of translation of images were examined andthe other is Chesterman’s translation strategies (1997) which help to systematize translation strategies adopted bytranslators in rewriting the images in English novels. The results have shown that in most of the cases the images thatare intended by original author have been changed in the translations, and the aesthetic experience of the ST reader isdifferent from that of the TT reader.

scholarly journals Let the Game Begin: Ergodic as an Approach for Video Game Translation

2016 ◽  
Vol 9 (2) ◽  
pp. 107
Author(s):  
SF. Lukfianka Sanjaya Purnama ◽  
SF. Luthfie Arguby Purnomo ◽  
Dyah Nugrahani
Keyword(s):  
Video Games ◽  
Video Game ◽  
Translation Process ◽  
Translation Strategies ◽  
The City ◽  
Selection Of

This paper attempts to propose ergodic as an approach for video game translation. The word approach here refers to an approach for translation products and to an approach for the translation process. The steps to formulate ergodic as an approach are first, Aarseth’sergodic literature is reviewed to elicit a basis for comprehension toward its relationship with video games and video game translation Secondly, taking the translation of Electronic Arts’Need for Speed: Own the City, Midway’s Mortal Kombat: Unchained, and Konami’s Metal Gear Solid, ergodic based approach for video game translation is formulated. The formulation signifies that ergodic, as an approach for video game translation, revolves around the treatment of video games as a cybertext from which scriptons, textons, and traversal functions as the configurative mechanism influence the selection of translation strategies and the transferability of variables and traversal function, game aesthetics, and ludus and narrative of the games. The challenges countered when treating video games as a cybertext are the necessities for the translators to convey anamorphosis, mechanical and narrative hidden meaning of the analyzed frame, to consider the textonomy of the games, and at the same time to concern on GILT (Globalization, Internationalization, Localization, and Translation).KeywordsErgodic ; Translation Approach; Video Game Translation ; Textonomy; Anamorphosis

Una aproximación empírica a la ­clasificación y traducción de las figuras retóricas en la publicidad

Babel ◽  
2011 ◽  
Vol 57 (1) ◽  
pp. 32-57 ◽  
Author(s):  
Maria Calzada Perez
Keyword(s):  
Empirical Investigation ◽  
Great Majority ◽  
Translation Studies ◽  
The Other ◽  
Translation Process ◽  
New Rhetoric ◽  
Rhetorical Figures ◽  
Ancient Times ◽  
The One

Since ancient times the suasive value of rhetorical figures has been vastly studied. In fact, Aristotle himself argued that the aim of rhetoric was not just to persuade but to find the best methods of persuasion (Aristotle, Retorica, ed. 1990). These methods have been frequently used in advertising, where they are employed to capture the consumer’s attention and, consequently, to sell the advertised product. However (despite the frequent appearance of rhetorical figures in advertising), there is a scarcity of studies on the role of these persuasive mechanisms in the translation of publicity. Bearing upon the “new rhetoric”, the present paper has a twofold purpose. On the one hand, it aims to import a clear taxonomy of rhetorical figures from advertising into translation studies and subsequently to illustrate the transfer of these figures. On the other hand, it analyses the behaviour of rhetorical figures in the translation process by means of an empirical investigation whose goal it is to further categorise them in a systematic and rational way. Drawing upon the seminal work of McQuarrie and his collaborators, the paper performs a quantitative analysis of a corpus of 120 matching pairs consisting of English advertisements and their existing Spanish counterparts. Results evidence that a great majority of rhetorical figures are “translated”, thus confirming the globalising tendencies of advertising.

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