Introduction to Translation

Culture and Translation

9 March 2010

Introduction to Translation

Broad definition of culture: The sum total of all human activity (i.e., culture is

what makes us human) Mentalist view: ‘shared mental model or map of

the world … The model is a system of congruent and interrelated beliefs, strategies and cognitive environments which guide the shared basis of behaviour’ Katan (1999: 17)

Introduction to Translation

Culture consists of: physical artefacts (types of food, clothing,

shelter, artistic works, etc) learned body movements (handshaking,

dance steps, facial expression, etc) language cognitive elements and beliefs

Introduction to Translation

Non-verbal features to consider in translation Layout Symbolic value of type of illustration Social value of images and messages Typography Dress Code Colour Visual Code Switching Interdependence between image and text Religious and legal sanctions

Introduction to Translation

Multiple cultures in all societies which overlap

American vs British culture biker culture, goth culture as two sub-cultures that they

share cricket, baseball as ones they do not

BUT Americans share baseball with the Japanese, The British share cricket with many ex-colonies

Introduction to Translation

Think about culture as being that which needs to be translated.

In the example about the US and the UK, anything that the two cultures share does not need to be translated, and thus is not a ‘cultural factor’ to consider

Anything that they do not share (cricket, baseball) does need to be translated

Culture as something that is always constructed (active, not passive role of people)

Introduction to Translation

Factors influencing culture:

Physical environment Type of sport played in a culture often associated with weather:

Political environment Germany divided versus Germany after reunification

Space shape and maintenance of public versus private space

Built environment Dress

formal versus informal, for example Food, drink, etc.

Introduction to Translation

Problems with culture and translation: Categorisation Lexical and conceptual gaps Cultures tend to construct a sense of

identity of themselves and of others that is often not based on any day-to-day reality

Culture and advertising

Audi Advert

Audi Advert

Vorsprung durch Technik "Vorsprung durch Technik" is Audi's tagline in Germany.

Literally translated, it means "advancement through technology"; however, English cannot fully capture the meaning of "Vorsprung" which means "to leap ahead." The slogan describes Audi's ambitions in the development of new vehicles and technology; the perpetual challenge is to question existing concepts and adopt innovative approaches.

(http://www.audiusa.com/audi/us/en2/tools/glossary)

Introduction to Translation

Translation Strategies

Globalisation

Localisation

Glocalisation

Globalisation

Localisation

Jaegermeister Official US site German site Official UK site

Introduction to Translation

Translators as cultural mediators sometimes need to:

Add information

Guardian translation of Le Monde article (Hatim and Mason 1990: 94)

ST: les deux auteurs directs de l’attentat…ont quitté Auckland… l’un pour Nouméa, l’autre pour Sydney (Australie).English gloss : The two men who carried out the attack left Auckland….one for Noumea, the other for Sydney (Australia)TT: The two men who carried out the attack left Auckland .. one for Noumea, in the French Pacific territory of New Caledonia, and the other for Sydney.

Introduction to Translation

Translators as cultural mediators sometimes need to: change or delete information

Translation of Italian shoe label:

Compliments! You chosed the Blackwell shoes realized with materials of high quality. The leather, carefully selected in the specialized slaughter-houses, after different proceeding of manufacture, becomes softier and supplier.

More culturally appropriate translation:

Your Blackwell shoes have been carefully made from the finest quality materials.

Introduction to Translation

Strategies for dealing with cultural factors in translation

Identify culture-specific items Evaluate importance of the reference(s) in the text Decide on a strategy to adopt

Omission Use of a more general term Borrowing (perhaps with gloss or explanation) Cultural translation (substitution of something specific to

the target culture)

Introduction to Translation

Examples Example from Secret Diary of Adrian Mole Aged 13

¾: Adrian’s friend is called Maxwell House (Katan 1999: 151-

152)

Maxwell House = personal name AND brand of coffee

Maxwell as name: connotation of class Maxwell House: comic effect AND household name Cultural substitution?

Introduction to Translation

Text on life in New York by Tom Wolfe: frequent, explicit reference to price of items to convey effort, sacrifice, success, taste etc. of character In another culture, this incessant talk about money

might be perceived as vulgar and materialistic You would then have to decide if you wanted to do

something like move to a different register of language, using words like ‘luxury’, ‘designer’, ‘exclusive’ rather than always discussing the exact price

Introduction to Translation

Even before the close of February, the Italian government is already well into its own ‘annus horribilis’ (Guardian)

Cultural context of ‘annus horribilis’ (Queen Elizabeth, 1992), associations of scandal, upheaval, turmoil, public criticism, etc [derived from annus mirabilis]

Intertextuality

Introduction to Translation

Possible tasks

Describe the culture-bound meaning of the following passage: While some people would not be seen dead in a shell-

suit, some feel equally uncomfortable in Lagerfield or Armani creations. Yet over recent decades certain models of leisurewear have become widely adopted for situations that do not require business dress. There are still subtle distinctions (Lacoste, Gap and BHS). (Sunday Times)

Introduction to Translation

Possible tasks

Decide how to handle in translation: Exposed front moves in from the West

A streaker interrupted a television weather forecast when he boarded the huge floating map used by the This Morning programme. Mark Roberts was completely naked as he came into view while Fred Talbot, the forecaster, was predicting a warm sunny day. (Daily Telegraph)