class 38
TRANSCRIPT
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
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Instructor: Lic. Samuel Fernández Date: Tuesday, May 19th, 2015
Class # 37
Linguistics Applied to Translation I
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Unit 3: Introduction to the translating process.
Achievement Indicator: To compare two versions of the same information.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
AGENDA
Activity #1: Recalling previous learning
Activity #2: Introduction to the translating process
Activity #3: Wrapping up
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Activity 1: Recalling Previous Learning
Purpose of the activity: To describe the importance of parallelism.Instructions: 1. Work in pairs.2. Describe the importance of parallelism when
making a translation.3. Share the most important information with the
class.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Language functions and structures for activity #1:
1. Word order is important because ___________________________________
2. Accuracy is about ___________________________________
3. Details are identified by answering the questions ___________________________________
4. Quality refers to ___________________________________
5. Parallelism is related to ___________________________________
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Activity #2: Introduction to the translating process.
Purpose of the activity: To describe the basics of the translation process.Instructions: 1. Work in pairs.2. Read the information on the next slide. 3. Take notes.4. Describe the basics of the translating process.5. Share the most important information with the
class.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Translation Step by Step
Being bilingual is not enough to be a translator.There are three facts you need to know about translation:
1. Accuracy2. Quality3. Details
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Accuracy
1. Please watch the video.2. Take notes
1. When referring to accuracy we refer to the exact message to be transmitted. In order to be accurate we need to pay attention to the audience in order to adapt the message to their cultural background.
Taken from: Peter N. (2010) Manual de Traducción. Spain Page 217.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Quality
1. Please read the following excerpt:
Este calor invita a la pereza.
This heat invites to the lazyness.
In this weather I feel lazy.
1. Quality is basically related to the elements to be included in the translation. This is related to the structures, lexicon and intention of the information to be translated.
Taken from: Peter N. (2010) Manual de Traducción. Spain Page 184.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
DetailsIt is important to pay attention to the details in a text because details are used to support the information presented.
The man standing at the door.El hombre que estaba junto a la puerta.
In order to identify details you need to look for the answers to the questions:When, where, how, why, who, what.
Taken from: Peter N. (2010) Manual de Traducción. Spain Page 124.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Word order
English is not a language is not a language noted for the flexibility of its word order.
A word out of place can easily alter the meaning, or lead to ambiguity.
This is the reason why we need to be careful when making a translation.Let´s study the following examples:
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Vocabulary:
FizzleSyn: Fall down or fail.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Example No. 1
Niall Quinn, the 6ft 4in Arsenal center-forward, almost scored within seconds of taking the field in the 79th minute. But the chance fizzled away off Quinn’s left boot.
The word “almost” is correctly placed; if it had been shifted slightly forward, the meaning would have been quiet different:
“scored almost within minutes”
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Example No. 1
Niall Quinn, the 6ft 4in Arsenal center-forward, almost scored within seconds of taking the field in the 79th minute. But the chance fizzled away off Quinn’s left boot.
El arsenal delantero de 6 pies y 4 pulgadas (1.95 m.) Niall Quinn, casi golea a pocos segundos de ingresar al campo en el minuto 79. Sin embargo su oportunidad se desvaneció.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Example No. 2
Leisure parks, gardens and wildlife centers were also popular with tourists to Britain last year, while visits to museums, galleries and historic buildings slumped. One of the worst places affected by fewer visitors was the Royal Academy.
In this paragraph, the word “worst” should have come after “places”, not before.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Example No. 2
Leisure parks, gardens and wildlife centers were also popular with tourists to Britain last year, while visits to museums, galleries and historic buildings slumped. One of the worst places affected by fewer visitors was the Royal Academy.
Los parques de recreo, jardines y las reservas naturales también fueron frecuentados para los turistas que visitaron Gran Bretaña el año pasado, mientras que las visitas a museos, galerías y edificios históricos disminuyó. Uno de los peores lugares afectados por las bajas visitas fue la Academia Real.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Parallelism
Have you ever been on a flight when an attendant asked you to move your seat to help balance the aircraft? If the attendants didn't do this, the plane would probably still fly, but you'd be in for a rough flight.
A sentence without parallel structure is like an imbalanced aircraft; it'll get you from point A to point B, but no one's going to congratulate the pilot when it lands.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Karla´s information
• Our body is compounded by 206 bones and each has its own function, like the ribs as a shield of our lungs, like the skull as a cave of our brain, and so on. The osseous system produces many components that help itself to keep everything well.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Examples:
Deep-fried Oreos are delicious but bad nutrition.
Deep-fried oreos are delicious but not nutritious.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Reference and meaning
Thanks to its experience, modernly equipped plants and expert staff this electronics firm satisfies the need of both home and foreign buyers. Its appearance on the world market and ever more firm business arrangements it concludes thanks to capital investment make it ever more prominent.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Reference and meaningThanks to its experience, modernly equipped plants and expert staff, this
electronics firm satisfies the need of both home and foreign buyers. Its appearance on the world market and ever more firm business arrangements it concludes thanks to capital investment make it ever more prominent.
Gracias a su experiencia, sus plantas modernamente equipadas, y su grupo de expertos, esta empresa de electrónicos satisface tanto las necesidades de clientes locales como extranjeros. Su presencia en el mercado mundial y el logro de más alianzas empresariales ratifican su prestigio gracias a su inversión de capital.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Exercise No. 5
1. Conservatives, unlike their opponents, welcome opposition which is good for the democratic system.
2. Peking’s proposals look reasonable enough today, but there can be no guarantee it will stick to them after sovereignty is transferred.
3. The government makes little effort to tap European Community Funds for training women because they discriminate against men, according to the Department of Employment.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Coherence The situation when the parts
of something fit together in a natural or reasonable way; each part is connected to one another.Example: There was no coherence between the first and the second part of the movie.
Taken from: Cambridge Advanced Learner’s Dictionary. IV Edition.
Cohesion
Formally united parts of a paragraph that follow a structure.
Basically coherence is related to the sequence of the message, while cohesion to the grammar structures used to link the text.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Let’s analyze: Cohesion describes the way in which a text is tied together by linguistic devices, such as And so we see . . . , Additionally . . . , Therefore . . . , However . . . and On the other hand . . .
A text has coherence if its constituent sentences follow on one from the other in an orderly fashion so that the reader can make sense of the entire text.
Coherence means that the text is easy to read and understand because the text follows a certain kind of logical order and the organization of ideas is systematical and logical.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
A text can be cohesive through the use of the following devices:1. Repetition. 2. Synonymy. If direct repetition is too obvious, use a synonym of the
word you wish to repeat. This strategy is call 'elegant variation.'3. Antonymy. Using the 'opposite' word, an antonym, can also create
sentence cohesion, since in language antonyms actually share more elements of meaning than you might imagine.
4. Parallelism. Repeat a sentence structure. This technique is the oldest, most overlooked, but probably the most elegant method of creating cohesion.
5. Transitions. Use a conjunction or conjunctive adverb to link sentences with particular logical relationships.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Exercise No. 6The Mozart effect
Researchers in the early 1990s conducted an experiment that measured the effect of listening to Mozart on the IQ of college students. Their research found that the music had a slight positive impact on IQ, though this increase was temporary. Subsequently, a man named Don Campbell wrote a book stating that listening to Mozart would make children smarter.
Some argue that the ideas presented in his book overstated the original researchers’ findings. Even so, the media widely reported on the book’s claims and called it the “Mozart effect”. When people learned about the Mozart effect, many things happened: some hospitals started giving the parents of newborns a free classical music CD, and some preschool were required to play classical music every day.
A few scientists support the idea that listening to music can have an impact on one’s IQ, but others are skeptical. They say that hearing Mozart while you work may improve your performance on specific tasks, but only if you enjoy the music. Other researchers have claimed that listening to the music may actually decrease performance. Even so, you’ll still hear of parents who plan to expose their babies to classical music as they grow.
Listening to classical music may not improve one’s intelligence in a significant way for the long-term, but everyone can agree that it helps you to relax. One thing is certain: more research is needed to find out the truth about the Mozart effect.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Exercise No. 6The Mozart effect
Researchers in the early 1990s conducted an experiment that measured the effect of listening to Mozart on the IQ of college students. Their research found that the music had a slight positive impact on IQ, though this increase was temporary. Subsequently, a man named Don Campbell wrote a book stating that listening to Mozart would make children smarter.
Some argue that the ideas presented in his book overstated the original researchers’ findings. Even so, the media widely reported on the book’s claims and called it the “Mozart effect”. When people learned about the Mozart effect, many things happened: some hospitals started giving the parents of newborns a free classical music CD, and some preschool were required to play classical music every day.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Exercise No. 6The Mozart effect
A few scientists support the idea that listening to music can have an impact on one’s IQ, but others are skeptical. They say that hearing Mozart while you work may improve your performance on specific tasks, but only if you enjoy the music. Other researchers have claimed that listening to the music may actually decrease performance. Even so, you’ll still hear of parents who plan to expose their babies to classical music as they grow.
Listening to classical music may not improve one’s intelligence in a significant way for the long-term, but everyone can agree that it helps you to relax. One thing is certain: more research is needed to find out the truth about the Mozart effect.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Understanding the message
1. Read the text in exercise 6.2. Paraphrase the information.3. Write a summary of the information you read.4. Exchange your notebook with another peer.5. Analyze your peer’s information.6. Share your information with the class.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Exercise No. 6
The Mozart effectResearchers in the early 1990s conducted an experiment that measured the effect of listening
to Mozart on the IQ of college students. Their research found that the music had a slight positive impact on IQ, though this increase was temporary. Subsequently, a man named Don Campbell wrote a book stating that listening to Mozart would make children smarter.
Some argue that the ideas presented in his book overstated the original researchers’ findings. Even so, the media widely reported on the book’s claims and called it the “Mozart effect”. When people learned about the Mozart effect, many things happened: some hospitals started giving the parents of newborns a free classical music CD, and some preschool were required to play classical music every day.
A few scientists support the idea that listening to music can have an impact on one’s IQ, but others are skeptical. They say that hearing Mozart while you work may improve your performance on specific tasks, but only if you enjoy the music. Other researchers have claimed that listening to the music may actually decrease performance. Even so, you’ll still hear of parents who plan to expose their babies to classical music as they grow.
Listening to classical music may not improve one’s intelligence in a significant way for the long-term, but everyone can agree that it helps you to relax. One thing is certain: more research is needed to find out the truth about the Mozart effect.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Marketing Strategies
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Marketing Strategies
“Free” can mean many things, and that meaning has changed over the years. It raises suspicious, yet has the power to grab attention like almost nothing else. It is almost never as simple as it seems, yet it is the most natural transaction of all. If we are now building an economy around “free”, we should start by understanding what it is and how it works.
Within the commercial use of “free” there is a wide range of meanings – and businesses models. Sometimes “free” is NOT really “free”. “Buy one, get one free” is just another way of saying 50% off when you buy two. “Free gift inside” really means that the cost of the gift has already been included in the overall product. “Free shipping” typically means the price of shipping has been built into the product´s markup.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Of course, sometimes “free” really is free, although it tends to be part of a wider marketing strategy aimed at encouraging the consumer to spend and it is hardly a new economic model.
A “free sample” is simply marketing, intended to both introduce a product and trigger a slight feeling of moral debt that may encourage you to buy the full price item. “A free trial” may be free, but only for a limited time, and it may be difficult to opt out before it becomes paid. And “Free air” at a gas station is what economists call a “complementary good” intended to reinforce consumer interest in a paid product.
Then there is the world of ad-supported media, from free-to-air radio and TV to most of the web. Ad-supported free content is a business model that dates back more than a century: a third party (the advertiser) pays for a second party (the consumer) to get the content for free.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Finally, sometimes “free” is really “free” and does represent a new model. Most of this is online, where digital economics, with near-zero marginal costs, hold sway. Flirck, the photo-sharing service, is actually free for most of its users (it doesn´t even use advertising). Likewise, most of what Google offer either is free and without advertising or applies the media ad model in a new way to software and services (like Gmail), not content. Then there is the amazing “gift economy” of Wikipedia and the blogosphere, driven by the non-monetary incentives of reputation, attention, expression, and the like.
All these can be sorted into four broad kinds of free, two that are old but evolving and two that are emerging with the digital economy. Before we get to those, let´s pull back and observe that all forms of “free” boil down to variations of the same thing: shifting money around from product to product, person to person, between now and later, or into non-monetary markets and back out again. Economists call these “cross-subsidies”.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Activity #3: Wrapping up
Purpose of the activity: To describe the translation process step by step . Instructions: 1. Work in pairs.2. Describe what the translation process step by step.4. Use the language functions and structures provided.5. Share your ideas with the class.
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Misión Institucional: Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos
y tecnológicos de calidad que respondan a las exigencias, desafíos actuales y futuros.
Language functions and structures for activity #3:
1. The process to make a better translation is ___________________________________
2. The three elements to be considered when making a translation are ___________________________________
3. What I learned today is ___________________________________