1. The Cogno-Cultural Approach to Scientific, Professional and Official Translations
Jasmina Djordjevic
Faculty of Law and Business Studies Dr Lazar Vrkatic
Novi Sad, Serbia
IPrA, Manchester
July, 2011

2. Summary
The language of one community is based on a specific model of conceptualising reality (MCR)
A scientific, professional and official (SPO) text is a product of a specific MCR.
The translation of an SPO is the transfer from the source model of conceptualising reality (SMC) into the target model of conceptualising reality (TMC).
Respective MCRs are different on both linguistic and extra-linguistic levels causing problems with equivalence.

3. Scientific, professional and official translation (SPOT) depends on the proper understanding of the conceptual mapping systems of both source language (SL) and target language (TL)
SPOT is a conceptual shift between the two mapping systems
Solution: Application of specific translation techniques and strategies.
The aims of this article: elaborate on the problem of equivalence, introduce the cogno-cultural approach in translation and present localisation and transposition as two possible strategies for SPOTs.

4. Background
Mandelblit's 'Cognitive Translation Hypothesis‘ (1995) established in the area of translating metaphors
Two schemes of cognitive mapping conditions:
a) Similar Mapping Conditions (SMC), based on similarities established between new and existing concepts and
b) Different Mapping Conditions (DMC), based on the differences established between new and existing concepts
Basic assumption: much more time and effort are needed to translate metaphors because the translator is "required to make a conceptual shift between the conceptual mapping systems of the source and target languages"

5. The problem of equivalence
General definition:
relationship of correspondence between the SL and the TL
Classifications:
Kade (1968) talked about lexical equivalence (depending on the number of corresponding units)
Koller (1989) – referential/ denotative, connotative, text-normative, pragmatic/ dynamic and formal equivalence
Baker (1992) added textual equivalence
Neubert (1994) added functional equivalence

6. Illustration of equivalent models of conceptualising
Institution in the British government
Part of Parliament
Limited legislative and executive powers – in Britain people know what this means and refers to - aristocracy
SL: House of Lords
Institution der britischen Regierung
Ein Teil des Parlaments
Begrenzte gesetzgebende und vollziehende Kraft – in Germany there is no such body in the government – people cannot relate to it
TL: Oberhaus im britischen Parlament

7. Basic premises of cogno-cultural translation
Using mental capacities to make informed decisions about how to deal with new or similar situations.
Cognitive
awareness
Using knowledge about one’s own and others’ cultures to assist in the performance of professional and/ or everyday duties.
Cultural
Ability to interact effectively with people from different/ diverse cultural backgrounds.
Cultural/ Intercultural competence
Ability to switch from one model of conceptualising reality/ culture to another model of conceptualising reality/ culture .
Conceptual shift

8. Source model of conceptualising
Illustration of a conceptual shift in the cogno-cultural approach in translation: Speaker’s Corner
Source model of conceptualising
Gathering place in Hyde Park
People can say what they want
Symbol of free speech and democracy
Target model of conceptualising
Versammlungsplatz im Hyde Park
Man kann sich dort offen über Themen äußern
Symbol der Redefreiheit und Demokratie
Eqivalent/ corresponding term
Platz, um offen zu reden = Ecke der Redner

9. Localisation
- Pym (2004) - among the first to recognise the importance of localisation for translation
- Localisation is mainly used in relationship to industrial discourse by means of which some marketing material, a text, an add, a commercial presentation or some web pages are adapted to the needs and preferences of a local community where the advertised product is to be launched and sold.
Procedure
- a commercial for a particular product is redesigned in the TL and changed to fit the target community based on the original source material
- the speech of the actors in the commercial is dubbed
- the background music may be changed (some locally recognisable tune may be used)
- entire parts, inscriptions and other details in the commercial may be substituted

11. Transposition
- Strategy in translation used to transpose (transfer) the meaning of a unit from the SL into the TL by exchanging one part of a discourse for another without changing the meaning of the entire discourse.
- Jakobson (1959: 261) defined it even as 'transmutation' and refers to the emphasis of implicit text features whereby the translator is constantly faced with the unavoidable imposition of choice and semantic variations present in the translation Dusi (2000) suggests that transposition is a strategy by means of which the translator may either choose or refuse an equivalent unit in the TL for one in the SL depending on whether the environment of the text in the TL suits the equivalent unit or not.

13. SL TL
Translation with the techniques of localisation and transposition
Technique applied
Name of business
Firma der Gesellschaft
Localisation
Mailing address of business
Sitz der Firma
Address where work performed if not main address
Anschrift an der das Unternehmen tätig ist, wenn nicht der Sitz
Transposition: passive into active
Has company filed for bankruptcy?
Wurde das Insolvenzverfahren eröffnet?

14. Conclusion
- SPOT, as illustrated in this article, is quite simplified and presented from one point of view only. - This problem has yet to be discussed. - The theory of translation itself was acknowledged as a discipline in linguistics only a few decades ago, which is why theorists are most likely to deal with it in the future in much greater detail. - Suggestions and solutions for the successful realisation of problematic translations will most probably be offered in the near future. - Localisation and transposition are just two possible strategies based on the cogno-cultural dimension in translation; therefore various other approaches are expected to follow.