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1 Comparing Catalogues Kristin Graf Translation Workshop SS 2003.

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1 1 Comparing Catalogues Kristin Graf Translation Workshop SS 2003

2 2 Content: Introduction German vs. English advertising Translation strategies Phonological aspects Semantic aspects Syntactic aspects Pragmatic aspects Other aspects Stilistics References

3 3 Introduction Globalization of advertisement can only be successful if the local market and its culture is respected therefore one concept for all markets is almost impossible advertisement is supposed to reflect the local culture (e.g. bed sizes; measuring)

4 4 Introduction The IKEA catalog is the print medium with the highest circulation of the world (24 mil.); it is issued in 30 countries English translation of the catalog is not universal for all english speaking countries: it has to be modified for GB, USA, CAN,AUS as well as the German for CH, AU the Source Text (ST) for the English catalog is in Swedish; for the German it is an English ST IKEA has translation agencies in each country which are assisted by culture specialists and market researchers Basic assortment stays the same and is added by national preferences

5 5 English advertisement contains direct affective consumer appeals (e.g.We know your children will be thrilled with their IKEA bedroom) is primarily humorous, entertaining and emotive (e.g. Disaprove the chaos theory) is low on information, understandability and credibility

6 6 German advertisement focuses on information, incl. More details which are not available to the English- speaking consumers

7 7 German advertisement is less humorous, although entertaining in an emotional way is reasonably informative

8 8 Translation strategies Straight translationStraight translation: fails to adjust to the cultural demands (only for passages that are not culture specific, e.g. IKEA policies)

9 9 Translation strategies AdaptionAdaption: keep visuals, change text slightly or significantly (GB-D)

10 10 Translation strategies RevisionRevision: keep visuals, write new text

11 11 Translation strategies SubstitutionSubstitution: new visuals, new text

12 12 Phonological aspects Not significant in written texts No translation of Swedish product names although phonological difficulties for English speaking customers (e.g.: Granås) or negative connotations (e.g. Gudvik – product name for a bed) Swedish accent in TV spots

13 13 Semantic aspects Prototype semantic: –thinking in categories/typical association Is used contrarily (Stop thinking in categories – Entdecke die Möglichkeiten): e.g.

14 14 Prototype semantic (furniture does not match the typical categories of chair/wardrobe/etc.)

15 15 Prototype semantic bedroom in German associated with Schlafzimmer (room+bed); in English this term is often used to describe the size of real estates (3-bedroom house) therefore it can also be translated as Kinderzimmer or Zimmer

16 16 Syntactic aspects Cultural specific usage preferences: e.g. gerund, Genitiv (childrens IKEA vs. IKEA Kinderwelt) demonstrative pronouns (unter diesem stabilen Bett vs. underneath a bed) Word order: (Living with 2 children on 55 m 2 can be a challenge. vs. Mit 2 Kindern auf 55 m 2 Wohnfläche zu leben, ist eine echte Herausforderung.) Articles, tenses, voice, gender, preposition, etc. differ too

17 17 Pragmatic aspects Skopos (Gerichtetheit) of the text: same skopos same audience, just different languages Text function: communicative (informative + persuative ) appelativ (buy!) focused Text type: advertisement Register: neutral – colloquial (e.g. comfy vs. comfortable)

18 18 Other aspects Dialects/Sociolects: AmE/BrE/CanE/AusE Politeness: direct requests (Give them...! Stop thinking...!) can be impolite High/low context cultures: detremines the amount of detailed information Layout (blue/yellow = Sweden) Go Cubic (GB), Think cubic (USA), Live cubic (D)

19 19 Stilistics Metaphors: kinderleicht Idioms: - its the stuff that dreams are made of »mighty oaks from little acorns grow

20 20 Stilistics

21 21 References: Albrecht, J. (1973): Linguistik und Übersetzung. Tübingen: Max Niemeyer Verlag. Bell, R.T. (1991): Translation and Translating. New York: Longman Group UK Ltd. Herbrechter, S. (2002): Critical Studies. Cultural Studies, Interdisciplinarity and Translation. Amsterdam/New York: Rodopi. Smith/Klein-Braley: Advertising – A five-stage strategy for translation. In: Snell- Hornby/Jettmarová/Kaindl (1995): Translation as Intercultural Communication. Amsterdam/Philadelphia: John Benjamins Publishing Company. Snell-Hornby/Hönig/Kußmaul/Schmitt (1998): Handbuch Translation. Tübingen: Stauffenburg Verlag Brigitte Narr GmbH. Sorvali,I. (1996): Translation Studies in a New Perspective. Frankfurt/M: P.Lang GmbH. Robinson,D. (1997): What is translation? Kent/Ohio: The Kent State University Press. Witte, H. (1998): Die Kulturkompetenz des Translators. Tübingen: Stauffenburg Verlag Brigitte Narr GmbH. Venuti, L. (1992): Rethinking translation. London/New York: Routledge.

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