Advertising texts and their translations

Table of contents 

Introduction ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. ... ... ... 3-4  

Chapter 1. The translation process in the modern world

1.1. The value of transfer ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ...... ... ... ...5-7

1.2. Art of Translation ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .......... 7-8

1.3. The ratio of translation to the original ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ..8  

Chapter 2. Translate the text using the program Promt Gigant

2.1. Source code ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ..9-11

2.2. Translation software Promt Gigant ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. .11-12

2.3. Edited translation ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. 12-13

2.4. Analysis of the text, translated by Promt Gigant ... ... ... ... ... ... ... ... .. ... ... ..13  

Chapter 3. Advertising texts and their translations

3.1. The meaning and function of advertising ... ... ... ... ... ... ... ... ...... ... ... ... ... 14

3.2. Difficulties in translation of advertising ... ... ... ... ... ... ... ... ....... ... ... ... 15-18

3.3. Purpose of advertising the title ... ... ... ... ... ... .. ... ... ... ... ... ... ... ... ... .. 18-19  

Conclusion ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ...... 20-21

Bibliography ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .... .22

Applications ... ... ... ... ... ... ... ... ... ... ..... ... ... ... .. ... ... ... ... ... ... ... ... ... ... 23-24

   
 
 
 
 
 
 
 

INTRODUCTION

    This work is devoted to the translation in the modern world. The aim of this work: see the kinds of translation in the modern world.

    Objectives: 1) get acquainted with the concept of translation in the modern world and its species, to consider the types of translation, and 2) to consider the pros and cons of translating a computer program Promt Giant on a specific example, and 3) examine the features of translation of advertising texts.

    Relevance of the topic lies in the fact that the translation in its development went through several stages, but currently preferred informative translation, which features individually-author's style is not so important. Also with the development of information technology emerged computer programs to simplify the translation, we need to know the advantages and disadvantages of this type of translation. All these changes are related to advertising texts, which in its significance beyond a high place.

    Among the many challenges that examines modern linguistics, occupies an important place to study linguistic aspects of cross-language speech activity, which is called the "transfer" or "translational activity.

    From the outset, translation fulfills an important social function, making it possible to cross-language communication between people. Distribution of translation open to people greater access to the cultural achievements of other nations, made possible the interaction and mutual enrichment of cultures and literatures.

    Translation - is a complex multifaceted phenomenon, some aspects of which may be the subject of research of different sciences. As part of translation studies, psychological, literary, ethnographic and other parties of translation, as well as the history of translation in a particular country or countries.

    Known perevodoved AD Schweitzer defines translation as: "One-way and two-phase process and intercultural communication, which focused on the exposed (" translation ") analysis of the primary text creates a secondary text (metatext), which replaces the primary in another language and culture environment; process characterized by the installation of the transmission of the communicative effect of the primary text, partly modifiable differences between the two languages, two cultures and two communication situations.

    XXI century poses new challenges in the information space of humanity. Thanks to the media the role of translation in human life has increased steadily. Today, translation links cover almost all spheres of human activity. Movement of information flows does not know any borders, neither time nor space. Infinite variety of the modern world is transferred using the media in perceptions and interpretations of numerous members of the international information process - reporters, correspondents, commentators, cameramen. Therefore, the growing importance of translation activities, and together they raised and translation problems. Aggravation of language problems necessitates the search for new solutions. If the earlier translation activity was considered only in connection with the translation of fiction, but today more and more important - and the volume and social importance - are engaged in translation of texts of special character - information, economic, legal, technical and advertising.

   
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CHAPTER 1: THE PROCESS OF TRANSLATION IN THE MODERN WORLD. 

1.1. Value transfer 

    Translation - is a complex multifaceted phenomenon, some aspects of which may be the subject of research of different sciences. As part of translation studies, psychological, literary, ethnographic and other parties of translation, as well as the history of translation in a particular country or countries. Depending on the subject of the study "may provide a psychological theory of translation (translation of psychology), literary translation studies (theory of artistic or literary translation), ethnographic translation, history of translation", etc. The leading place in the modern translation studies belongs to the linguistic translation studies (linguistics, translation), the student of translation as a linguistic phenomenon. Certain kinds of translation complement each other, striving for a comprehensive description of the translation work.

    Currently, the main function of the translation informative or communicative, so translation is a means to provide an opportunity to communicate (communication) between people speaking different languages. Therefore, for the theory of translation is currently of particular importance are data communicative linguistics about the features of verbal communication, the specifics of the direct and indirect speech acts, the relationship between expressed and implied meaning in the utterance and the text, the influence of context and situation of communication in understanding the text, other factors determining communicative behavior.

    Translation in its development went through several stages of a translation and a literal (it mainly affected the translation of the Bible), was also the period when the authors in the translation of the original gets a new product, in the present time individual-author's style is not so significant. It is known that the complete identity between the original and the translation is not possible. Linguistic identity of any text, focus its content on a particular language community, which has only its specific "background" knowledge and cultural and historical features, can not be with absolute completeness "recreated" in another language. Lack of identity does not prevent transfer to perform the same communicative functions to perform which was created the original text.

    Currently, when translating the authors often use realities ("designated for domestic and specific words and phrases that have no equivalent in the home, and, consequently, in the languages ​​of other countries), especially when translating from the Brazilian, Spanish and other languages, the culture of peoples which we still do not know the full extent. For example, while translating the book of Portuguese writer Jorge Amado, the translator uses the realities, but in the end product gives the explanation: for example, "Craftsmen do have ridges, rings, glasses for Cachaca and more" .- Cachaca - vodka made from sugar cane; behind him came from afar to be invited to the christening, wedding or velorio: nobody better than him could not think of toast in honor of the newlyweds, or tell the story of the night vigil, which would make cry or laugh, even the dead .- Velorio - night vigil by the coffin. "

    There may also be confusion in the reader when reading the works, where importance is a measure of weight and monetary units

     Unusual system of measures to ¬ example Russian or English, we often replace the international metric system. And if Arshins, feet, inches, pints, gallons, etc. are used only for flavor, do not contain the translation for the reader a clear quantitative notation, the reader is not pre ¬ set itself the true values ​​of what is described. It can all be converted into meters and kilograms, ie, in the conventional metric system, of course, only if the total - a definite length or weight - has to work as a whole more important than special, flavor. Currency, it should be always running ¬ tionally one that in the original, since it is characteristic of a particular country, and U.S. Dollars, used in the translation from any language into Russian, would shift the action in Russia. The largest, which may decide the translator to make the text more accessible pony ¬ mania - is replaced by the less well-known monetary unit ¬ boundary of the more famous example, instead of the English crown to write "five shillings, instead of guineas, and with ¬ Verena say" pound " instead of ten louis - "two hundred francs, and in translation from Russian to replace three black ¬ Vontz" thirty rubles.  

1.2. Art of Translation 

    The art of perception of reality is a prerequisite of creative translation, because due to the incommensurability of linguistic material under ¬  Linnik and translation between them can not be semantic identity in the expression and, consequently, linguistically correct translation is impossible, and can only be interpreted. It often happens that the native language interpreter can not speak so well and has many meanings, as the script language, a translator at the same time have to choose one of the more narrow the semantic units, re ¬ gives only part of the meaning, and this also needs to know the reality behind the text.

    Small enough detail that the reader noticed that the reading of the product ¬ transplanted to alien soil, just as the slightest embarrassment actor enough to remind the viewer that the characters on stage only represent, and destroy the immediacy of his perceptions. Therefore, translations and criticism is often reduced to small cavils and revealing, especially deficiencies of the translation work.

    Modern translation theory strongly emphasizes the need to preserve national and historical specificity of the original. And if the national specificity in itself is historical, the features of the era did not always appear as part ¬ Nye of national identity: there are historical events, international by its very nature, such as courtly culture of feudalism, which requires an interpreter from the transfer of historical realities (costume, weapons ), especially of etiquette and psychological traits. The difficulty for the translator in the transmission of historical and national color arises from the fact that here it is not certain, particularly subtle, evolved in the context of the elements, and quality, to some extent inherent in all components of the work: linguistic material, form and content.

    Literary work historically conditioned and, therefore, uniquely, between the original and the translation may not be the identity (as between the two duplicates, or between original and copy), so it is impossible to keep all the specificity of the original. Such a task would almost bordered with the requirement of verbatim ¬ sion, naturalistic copying of social, historical and local dialects in the verses would lead to a formalistic following of the original metric, and theoretically would be equal to the thesis of untranslatable works. 

    1.3. The ratio of translation to the original 

     The ratio of translation to the original, yet not something that the ratio of reflection to the object (of art to reality, self-variations on a theme - to its particular literary prototype), there is no place in the translation of the artistic re-creation of typical features of the original speculation, it would lead in practice to osovremenivaniyu and localization, and in theory - the thesis that the translation could be better than the original. The ratio between the original and translation - is the relationship between the product ¬ deniem and its performance in a different material, and the constant is the implementation of other materials of the content and format of the original, and specificity of this unity in the minds of sus ¬ neem, ie, easier speaking, the final impression, the impact on the reader, the original form and not in the translation to preserve the mechanical, we can only reproduce ¬ known for her sensual and aesthetic value to readers ¬ Telja; in the region of interest, this means that ¬ is impossible, you can save all the elements in the translation of the original containing historical and national specifics, but it certainly should cause the reader an impression, an illusion of historical and national media.

       
 
 
 
 
 

    CHAPTER 2: TRANSLATION OF THE TEXT USING THE PROGRAM PROMT GIANT. 

    2.1. Source 

    Currently, there are many computer programs that allow us to translate using a computer, on the one hand, facilitates the work of an interpreter, so no need to look in the dictionary of unfamiliar words, but on the other hand, this translation can not be considered definitive, since the transfer of computer programs allow a lot of mistakes. After all, even a professional translator in the translation refers not to the same dictionary for the selection of the desired equivalent. In search of a translation option translator again and again refers to units of Linguistics in the original, looking in the dictionary of their values, and simultaneously trying to, you can not be used for translation into one of the options offered in a bilingual dictionary. Sometimes, the interpreter finds that available in the dictionary translation can be directly used for translation of the text, and the problem reduces to selecting the right word correspondence. However, most often the interpreter does not find in a dictionary of such an option which satisfies the specific context. In this case, the translator finds it appropriate unit of AEs, comparing the vocabulary options, determining the general meaning of the translated word and applying it to the conditions of context. Assume that the translator translates into Russian the following English phrase: «The United States worked out a formula which later came to be known as dollar diplomacy.» BARS offers four translation of the word formula: «Formula", "recipe", "dogma" and "template", none of which can not be directly transferred to the translation of that statement. But the translator can still use the vocabulary options, and eventually he obtained the following translation: "The United States worked out a political program, which then became known as" dollar diplomacy. "

    A computer program often give only one option to translate the words, which leads to an incorrect translation.

    We consider the translation of technical text, the program Promt Giant, and to draw conclusions about what the error is most often admitted in translation.

    For example, take the text from the book «A handbook of computer based training», authors Christopher Dean and Quentin Whitlock.

    Computer manufacture

    There are two overall stages in the manufacture of computers, namely original equipment manufacturer, and the design and assembly of complete computer systems.

    Integrated circuits are designed and developed by electronics engineers, and fabricated by highly skilled workers using sophisticated equipment. Computers are used in the design, manufacture and testing of these circuits.

    The complete process of designing and constructing a computer is extremely complex, and involves the work of a number of people. The stages are generally as described in the following sections.

    Most computer manufactures have a research department, investigating new computer architectures, new hardware devices, new software technics and new computer applications. Scientists, research engineers and technicians, as well as highly skilled software engineers are among the staff of these departments. A more detailed discussion of computing researches to be found in Section 32.5.

    The overall design of a new computer, or series of computers, Is in the hands of computer architects. Modern computers are designed from both hardware and the software point of view. Accordingly, systems programmers, who write the systems software for the computer, are also involved in the design process.

    Highly skilled production workers are responsible for the various stages of construction and assembly of units. Production lines are not used. Generally, a team of workers is assigned to take a unit through all stages of construction and exhaustive testing.

    One of the highest paid job in computing is that of computer salesman. Salesmen operate in an intensely competitive environment, where their level of pay depends to some extent on their sales figures. A process of sailing a large computer system can take several months.

    Field engineers are responsible for the installation and commissioning of new computer units, and the maintenance and repair of systems in operation. With many computers running 24 hours a day, this type of work often involves calls at unsocial hours.  

    2.2. Translation software Promt Gigant 

    Computer manufacturer

    There are two full stages in the manufacture of computers, namely, OEMs, and the project and listening (unit) complete computer systems.

    Integrated circuits are designed (are) designed and developed by electronics engineers and fabricated by highly skilled workers using sophisticated (sophisticated) equipment. Computers are used in the design, manufacture and testing of these circuits.

    The complete process of designing and building a computer is extremely complex, and involves the work of several people. Stage generally as described in the following sections.

    Most computer manufactures have a research department, exploring new computer architectures, new hardware devices, new software methods and new computer applications. Scientists, research engineers and technicians, as well as highly skilled software engineers - among the staff of these departments. A more detailed discussion of computing research that will be found in Section 3 2.5.

    A complete draft of a new computer, or series of computers in the hands of computer architects. Modern computers are designed (intended), from both hardware and software point of view. Accordingly, the systems programmers who write software for computer systems, are also included in the design process.

    Highly skilled industrial workers are responsible for different stages of construction and transmission (block) modules. Flow lines are not used. Generally, a group of workers assigned to take the module through all stages of design and exhaustive testing.

    One of the highest paid job in computing - that of a computer salesman. Vendors are working in a highly competitive environment where their level of payment depends to some extent on their sales numbers (figures). The process of saling large computer system may take several months.

     Adjusters are responsible for installation and commissioning of new computer modules, and maintenance and repair systems in operation. With many computers running 24 hours a day, this type of work often includes calls at non-social hours.