This essay is about the difficulties which a translator has to face when translating texts of different genres and the strategies he or she can use to overcome them. Depending on the audience, the medium it is published in and of course the genre of the text, there are different strategies needed to translate texts. The three texts which are to discuss here, a set of instructions, an advert and an encyclopedia entry, are from different genres and therefore need to be handled differently in a translation. The purpose and the readership of a target text strongly influence the way a source text has to be translated. Hervey, Higgins and Longridge (1996:155) claim that “target texts are purpose-made texts, their manner of formulation heavily influenced, both strategically and in detail, by who and what they are intended for.”
For all three of the discussed text genres, it is advisable for the translator to do some research on the specific topic and read a few parallel texts. Hervey, Higgins and Longridge (1996: 157) recommend translators to “do not produce target texts without having first built up a knowledge of the style of specimen target language texts in the appropriate language.”
Table of Contents
1. Essay 1: A comparative discussion
2. Text 1: Instructions for using a finger bandage applicator
3. Text 2: An advert for Sainsbury’s supermarket
4. Text 3: Encyclopedia entry on Hydrogen Fuel Cell
5. Conclusion
Objectives & Core Themes
This essay explores the translation challenges associated with different text genres, specifically examining how target audience, medium, and genre dictate the choice between semantic and communicative translation strategies.
- Analysis of genre-specific translation requirements for instructions, advertisements, and encyclopedia entries.
- The influence of target readership and cultural background knowledge on translation decisions.
- Strategies for handling idiomatic expressions and wordplay in marketing texts.
- The importance of parallel text research and register adjustment for technical and informative documentation.
- Balancing literal accuracy with the need for persuasive or functional equivalence.
Excerpt from the Book
Text 2: An advert for Sainsbury’s supermarket
The second text is a Sainsbury’s advertisement for cheese. It is an operative text and was probably published either as a flyer or a printed advertisement in a newspaper or magazine. The target group is adults of all levels of education, who are buying cheese in a store. The main difficulties when translating the ad are the idioms used in it, and the “cheese show” that is referred to.
When translating advertisements, the translator should have a wide knowledge of idioms, phrases and sayings in both the source language and the target languages, as those are the preferred stylistic devices in advertising. A wide knowledge of phrases and idioms in the source language enables the translator to recognize them as such when they occur in texts, a good knowledge of these stylistic devices in the target language allows him or her to find an appropriate equivalent when translating them in a communicative way. In advertisements, the most important part is not so much the information of the text but more the sound of it and the effect that it has on the reader. A strictly literal translation generally does not work with adverts, and in this case, the translation strategy should be to find a communicative equivalent. Hervey, Higgins and Longridge (1996:157) advise translators “do not be afraid to break away from the literal translation where the needs of persuasive effect indicate such a break.”
Summary of Chapters
Essay 1: A comparative discussion: Introduces the core challenges of translation based on genre, audience, and purpose, emphasizing the necessity of research and parallel texts.
Text 1: Instructions for using a finger bandage applicator: Focuses on the translation of informative texts where accuracy and clarity for the end-user are the primary goals, often requiring a semantic approach.
Text 2: An advert for Sainsbury’s supermarket: Examines the translation of marketing materials where idiomatic language and the persuasive impact on the reader take precedence over literal information transfer.
Text 3: Encyclopedia entry on Hydrogen Fuel Cell: Discusses technical translation, highlighting the need for specialized vocabulary research and the importance of adapting the register to the target group's expertise.
Conclusion: Summarizes the necessity of distinguishing between communicative and semantic translation strategies depending on the text's specific genre and intended outcome.
Keywords
Translation theory, Genre analysis, Semantic translation, Communicative translation, Advertising, Idioms, Technical terminology, Register, Target audience, Parallel texts, Instruction manual, Encyclopedia entry, Cultural adaptation, Translation strategy, Linguistics.
Frequently Asked Questions
What is the primary focus of this essay?
The essay discusses the difficulties translators face when dealing with different genres and outlines the specific strategies required to overcome these challenges based on the text's purpose and audience.
What are the three core text genres analyzed?
The study analyzes an instructional manual for a bandage applicator, a promotional advertisement for a supermarket, and an encyclopedia entry concerning hydrogen fuel cell technology.
What is the main research question or goal?
The goal is to demonstrate how translation strategies must be adapted to the specific constraints of a text's genre, particularly distinguishing between the needs for informational accuracy and persuasive effect.
Which methodology is applied in the paper?
The paper utilizes a comparative discussion approach, referencing translation theories by Hervey, Higgins, and Longridge to analyze practical examples and derive best practices for translators.
What does the main body of the text cover?
The main body details specific translation problems for each genre, such as register adaptation, the handling of cultural idioms, and the necessity of domain-specific vocabulary research.
Which keywords best characterize this work?
Key terms include translation theory, genre analysis, semantic translation, communicative translation, register, and translation strategy.
Why is the translation of the 'Sainsbury’s' advertisement particularly challenging?
The challenge lies in the heavy use of British idioms like 'Hard Cheese' and 'Big Cheese' and the specific cultural reference to the 'Nantwich International Cheese show', which lack direct equivalents in other languages.
How should a translator handle technical terminology in an encyclopedia entry?
The translator should use specific engineering dictionaries and ensure that the chosen terminology matches the register of the target language audience to ensure both accuracy and accessibility.
When is it appropriate to deviate from a literal translation?
Deviation is recommended when the source text's idiomatic or persuasive elements require a communicative equivalent to maintain the intended effect on the reader in the target culture.
Does the author suggest that all texts should be translated in the same way?
No, the author explicitly argues that the approach depends on the translation brief and the readership, requiring the translator to choose between communicative or semantic strategies based on the genre.
- Quote paper
- Nike Hirschbiegel (Author), 2008, A comparative discussion on the translation of texts of different genres, Munich, GRIN Verlag, https://www.grin.com/document/130453
