LINGUA E TRADUZIONE PER

L’IMPRESA INTERNAZIONALE Dott.ssa LAURA PICCHIO

LEZIONE 10

REVISION: CATEGORY (PRODUCT OR

INSTITUTIONAL?)

PRODUCT INSTITUTIONAL

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: PRODUCT/COMMERCIAL

SUBCATEGORY (B2C OR B2B?)

B2C B2B

REVISION: INSTITUTIONAL/NON-COMMERCIAL

SUBCATEGORY (ADVOCACY, PSA OR SIA?)

PSA ADVOCACY

REVISION: INSTITUTIONAL/NON-COMMERCIAL

SUBCATEGORY (ADVOCACY, PSA OR SIA?)

SIA

REVISION: INSTITUTIONAL/NON-COMMERCIAL

SUBCATEGORY (CSR OR CRM?)

Bear in mind that even companies can promote

non-commercial advertising…

REVISION: INSTITUTIONAL/NON-

COMMERCIAL SUBCATEGORY (CSR OR CRM?)

CSR CRM ( wwf)

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

REVISION: SUBGENRE (INFORMATIONAL,

SOFT-SELL OR HARD-SELL?)

SOFT-SELL INFORMATIONAL

REVISION: SUBGENRE (INFORMATIONAL,

SOFT-SELL OR HARD-SELL?)

HARD-SELL

Bear in mind that these subgenres may coexist

within the same ad!

REVISION: ATTENTION-SEEKING DEVICES

(IMAGE, VERBAL TEXT OR LAYOUT?)

IMAGE LAYOUT

VERBAL TEXT

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: GRAPHIC (IMAGE, PACKSHOT,

LOGO)

LOGO IMAGE (hand + fries)

PACKSHOT

(fries)

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.

MOCK EXAM

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]