1. Art or craft?

2. “translation” ← Latin translatio ( trans + fero = "to carry across" or "to bring across")

3. Translators the best translations are produced by persons who are translating into their own native language a fully competent translator is not only bilingual, but also bicultural translation has served as a writing school for many prominent writers

4. Interpreters “Interpreting” or "interpretation" = the facilitation of oral or sign language communication between two, or among more, speakers who are not speaking the same language Consecutive Interpretation Simultaneous → Written translation Oral interpretation

5. Machine translation a process whereby a computer program analyzes a source text and, in principle, produces a target text without human intervention  does involve human intervention, in the form of pre- editing and post-editing

6. Computer-assisted translation (CAT) also called "computer-aided translation," "machine- aided human translation" (MAHT) and "interactive translation" a form of translation wherein a human translator creates a target text with the assistance of a computer program

7. The translator’s knowledge target language (TL) knowledge text-type knowledge source language (SL) knowledge subject area (‘real world’) knowledge and contrastive knowledge

8. Translating decisions how to deal with the purpose of the original (how to express it through the available content) how to deal with the thematic structure how to deal with the style of the original

10. Translating goal to produce a text in the TL that will have the same effect as the original text had on the receivers belonging to the SL culture FORMAL EQUIVALENCE rigid adherence to the form of the original language DYNAMIC EQUIVALENCE complete disregard for the form (not the message) of the original language principle of “equivalent effect” Jakobson - 'equivalence in difference'

11. The codes “translation involves two equivalent messages in two different codes” (R. Jakobson) Dangers: stay too close to the original, at the cost of taste and the target language adhere too closely to the characteristics peculiar to the target culture, at the cost of the original

12. The ice-cube analogy “During the process of translation the cube is melted. While in its liquid state, every molecule changes place; none remains in its original relationship to the others. Then begins the process of forming the work in the second language. Molecules escape, new molecules are poured in to fill the spaces, but the lines of molding and mending are virtually invisible. The work exists in the second language as a new ice-cube – different, but to all appearances the same.” (Sayers Peden) Is Translation a Rewriting of an Original Text?

13. Translation Shifts - Catford Structure-shifts - grammatical change between the structure of the ST and that of the TT (e.g. clause structure – questions, articles) Class-shifts - when a SL item is translated with a TL item which belongs to a different grammatical class (vb noun) Unit-shifts - changes in rank (phrase word/clause) Intra-system shifts - when translation involves selection of a non-corresponding term in the TL system‘ (SL singular TL plural)

14. Translation traps the ability to identify difficulties is second in importance only to the ability to understand the original an unidentified difficulty is just a fancy name for what we call a trap, and people who cannot see traps very often fall into them

15. Culture Specific Language Idioms, colloquialisms, slang –get cold feet, pull someone’s leg, play it by ear, fly off the handle, couch potato, get a kick out of Buzz words, catch phrases, slogans - Affirmative Action, Politically Correct, Sustainable Development, User-friendly, Environmentally friendly Frozen sentences, clichés - been there, done that; I hear you, at the end of the day.… “Opposite” expressions : There’s a fat chance... (Impossible!), That’s bad! (Great!), Break a leg (Good Luck!) Euphemisms / politically correct language: “difficulty” - “challenge”, “poor” -“underprivileged”, “retarded” - “mentally challenged”, “shy/awkward” -“socially challenged” “short” -“vertically challenged” Finnish has over 40 different words for snow

16. Coping strategies Paraphrase/ descriptive equivalent - meaning of the SL term is explained in several words. Synonymy - "near TL equivalent." Calque or loan translation - literal translation of common collocations, names of organizations and components of compounds Compensation - when loss of meaning in one part of a sentence is compensated in another part (pronouns) Borrowing - taking words straight into another language; borrowed terms often pass into general usage Modulation - using a phrase that is different in the source and target languages to convey the same idea - “Take five.” “Te las.” Adaptation / cultural equivalent - something specific to SL culture is expressed in a totally different way that is familiar or appropriate to the TL culture (advertising, measures, dates) Notes - additional explanatory information

17. Translation blunders The Dairy Association's huge success with the campaign 'Got Milk?' prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read "Are you lactating?“ Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: 'Nothing sucks like an Electrolux'.

18. Sport shoe maker Umbro tried to use the German word for 'cyclone' as a moniker for some footwear. The German word 'Zyklon' is unfortunately synonymous with the gas used in Nazi concentration camps. An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of 'I saw the Pope' (el Papa), the shirts read 'I Saw the Potato' (la papa).

19. The Coca-Cola name in China was first read as 'Kekoukela', meaning 'Bite the wax tadpole' or 'female horse stuffed with wax', depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent 'kokou kole', translating into 'happiness in the mouth'.

20. Pepsi's 'Come Alive with the Pepsi Generation' translated into 'Pepsi brings your ancestors back from the dead' in Chinese. When General Motors introduced the Chevy Nova in South America, it was apparently unaware that "no va" means "it won't go.“ KFC's famous 'finger lickin' good' strapline went terribly wrong in the Chinese market. It was literally translated as 'eat your fingers off'.

21. Resources – Bilingual Dictionaries General http://www.ro-en.ro/ http://www.ectaco.co.uk/Romanian-English-Dictionary/ http://www.dictionare.com/english/dictionaries.htm http://www.dictionarromanenglez.ro http://hallo.ro/ Specific http://www.dictionaronline.ro/dictionar_tehnic_roman_englez.aspx http://dictionar.netflash.ro/roman-englez/ http://www.scribd.com/doc/4628423/English-Romanian-technical- dictionary http://www.scribd.com/doc/26181189/Dictionar-Economic-Roman- Englez-Roman

22. Resources – English Dictionaries General and specific http://www.wordsmyth.net/ http://www.thefreedictionary.com/ http://www.translegal.com/legal-english-dictionary http://www.techterms.com/technical.php http://www.investorwords.com/ http://www.investopedia.com/ Thesaurus http://thesaurus.com/ http://dictionary.reference.com/ http://www.visualthesaurus.com/