What is Translation ?

Types of Translation

Translation in Advertisements

Translation in Songs

Translation of Our National

Anthem

Translation in Cartoons

Translation in T.V Serials

Translation in News

Contents

What is Translation ?

Types Of Translation

Semantic And Literal Translation

• Semantic translation is translation of the meaning of a particular expression.

• It is also known as Free Translation.

• It takes into account the context and all other extra-linguistic features of the source

text while conveying it into the target language.

• Literal Translation is also known as word-for-word translation.

• It aims at finding exact equivalents of the words of the source language in the target

language with lesser regard to context and other socio-cultural attributes of the

expression.

Functional And Communicative Translation

• Functional translation is translation of a text or part of a text, or an approach

to translation, where the target text is intended to replicate the function of

the source text rather than to explain or analyse it in close detail.

• Communicative translation is free translation that attempts to recreate, in the

target language and culture, the function that the source text had or has within

its own language and culture. The opposite of literal or semantic translation.

• The three terms, administrative or technical or official translation, indicate the same scope of translation- one which pertains to a professional requirements and is contrary to entertainment or literary or translations for aesthetic purposes.

• It could be scientific or legal or simply put, technical in its subject matter.

Administrative , Technical , Official Translation

Transcreation

• Transcreation is effectively the art of adapting a text into another language.

TRANSLATION IN ADVERTISEMENTS

• The purpose of the advertising translation is not just to transfer the meaning of words, but also to attract potential customers.

• Very often advertising slogans contain rhyme, and it is pretty hard to translate them in verse form while preserving the meaning.

• Translating does not only imply transferring words from language A to language B, but also conveying the style, the message, the tone, the tiniest features that characterise a text and the peculiarities of each document.

• A good translation is a mixture of good quality, precision and linguistic efficiency, where the translated text has the same aim and the same impact as the original text.

• Effective translation also requires up-to-date software and the ability to understand the needs of the client and those of the final reader.

Some Badly Translated Advertisements

1. KFC

When American fast food giant KENTUCKY FRIED CHICKEN opened their first

restaurant in Beijing in 1987, they accidentally translated KFC's famous slogan,

“Finger-lickin' Good” to “We'll Eat Your Fingers Off!” in Chinese.

2. PEPSI

Pepsi's slogan “We Bring You Back To Life” caused a bit of panic in China, where they read it as, “We Bring Your Ancestors Back From The Grave.”

3.FORD PINTO

The Ford Motor Company introduced the subcompact Pinto in 1971. The company couldn't understand why they weren't selling more cars in Brazil, until they learned that “Pinto” is Brazilian slang for “Male Genitals.”

TRANSLATION IN

SONGS

MONDEGREEN• A Mondegreen is the mishearing or misinterpretation of a phrase as a

result of near-homophony, in a way that gives it a new meaning.

• Mondegreens are most often created by a person listening to a poem or a song; the listener, being unable to clearly hear a lyric, substitutes words that sound similar, and make some kind of sense.

• A closely related category is soramimi—songs that produce unintended meanings when homophonically translated to another language.

• The unintentionally incorrect use of similar-sounding words or phrases in speaking is a malapropism.

• "Gladly, the cross-eyed bear (from the line in the hymn "Keep Thou My Way" by Fanny Crosby and Theodore E. Perkins, "Kept by Thy tender care, gladly the cross I'll bear") Carroll and many others quote it as "Gladly the cross I'd bear."

• There's a bathroom on the right (the line at the end of each verse of "Bad Moon Rising" by Creedence Clearwater Revival: "There's a bad moon on the rise")

• ′Scuse me while I kiss this guy (from a lyric in the song "Purple Haze" by The Jimi Hendrix Experience: "Scuse me while I kiss the sky").

The Top Three Mondegreens Submitted Regularly To Mondegreen Expert Jon Carroll Are:

Hindi Song “OFFO” Translated In English Word To Word

Dil ka dimaag se

Jhagda lagaaya kaise

Peechhe ke darwaaze se..

Dabe paanv aaya kaise

Thoda sa kameena

Thoda bechaara hai

Ishq bhoot sahi par ye

Bhoot badaa hi pyaara hai

How was a fight was planted

between the heart and mind.

From the back door,

how it came inside..

A little mean,

a little poor,

this love is a ghost,

but it's such a lovely ghost..

Offo! ise.. ise daant ke

bhagaaun

Offo! Ya.. ya seene se

lagaaun

Sar pe bithaaun, ya

thappad lagaaun

Offo..

O my! should I scold and send it

back..

Or should I embrace it..

should I put it on my head, or

should I slap it!

O my, my!

Dekho le ke aaya hai, pocket mein sharaaratein

Tere jaisi hai zaraa, is ki bhi aadatein

Upar se garam haiAndar se naram hai

Thoda shareef bhi hai thodaThoda sa besharam hai

hai hai...

See it has brought mischieves in

pockets.

It's habits are like yours too.

It's hot from above,

and soft inside.

It's a little decent,

and a little shameless..

Our NATIONAL ANTHHEM

Jana Gana Mana Adhinaayak Jaya Hey,

Bhaarat Bhaagya Vidhaataa

Panjaab Sindhu Gujarat Maraatha,

Draavid Utkal Banga

Vindhya Himaachal Yamuna Ganga,

Uchchhal Jaladhi Taranga

Tav Shubh Naamey Jaagey,

Tav Shubh Aashish Maange

Gaahey Tav Jayagaathaa

Jana Gana Mangal Daayak,

Jaya Hey Bhaarat Bhaagya Vidhaataa

Jaya Hey, Jaya Hey, Jaya Hey,

Jaya Jaya Jaya, Jaya Hey

Translated In English

Thou art the ruler of the minds of all people,

Dispenser of India's destiny.

Thy name rouses the hearts of Punjab, Sindhu, Gujarat and Maratha,

Of the Dravida, Utkala and Bengal;

It echoes in the hills of the Vindhyas and Himalayas,

mingles in the music of Yamuna and Ganga and is

chanted by the waves of the Indian Ocean.

They pray for thy blessings and sing thy praise.

The saving of all people waits in thy hand,

Thou dispenser of India's destiny.

Victory, victory, victory to thee.

TRANSLATION IN CARTOONS

Cartoon translation appears to be a special field in screen translation.

It can be argued that when translating cartoons, creativity in use of the target

language could be explored, and a certain degree of re-writing of the language in the

dialogue could be acceptable, so that strategies should be applied to receive the effect

that the translated version sounds natural, educational and entertaining to the target

language audience.

It appears to be widely agreed that among all types of screen translation, translation of

cartoons is a form that can and perhaps should be realised by dubbing.

It is self evident that one of the major reasons why both dubbing countries and

subtitling countries choose to dub the translated cartoons rather than subtitle them is

that children, the most likely target audience of cartoon, in general, have not

developed their reading capacity as fully as most adults have to focus their attention

on reading subtitles all through the length of the films.

Children do not read subtitles as adults do, especially when watching cartoons, which

usually are “action-oriented” films.

Examples of Some Cartoons

• Cartoon Network is an Indian television

channel and this channel primarily airs

animated shows in four different languages:

Hindi, English, Tamil and Telugu. It is based

on the original American Version of the

channel and started airing on 1 May 1995 as

the first kids channel in India.

1. Cartoon Network India is the only channel which aired the

English dubbed version of Heidi, Girl Of The Alps in 2001. This

show has not premiered on any other Cartoon Network channel

worldwide

English Version

Hindi VersionJapanese Version

2. Similarly we have Pokémon series.Pokémon , abbreviated from the Japanese title of Pocket Monsters , is a Japanese children's anime television series, which has been adapted for the international television markets

Japanese Version Hindi Version

• 3. X-Men: Evolution is an American animated television series about the Marvel Comics superhero

team X-Men. In this incarnation, many of the characters are teenagers rather than adults. The series

ran for a total of four seasons (52 episodes) from November 2000 until October 2003 on Kids' WB,

which has made it the third longest-running Marvel Comics animated series, behind only Fox Kids'X-

Menand spider-Man animated series. The series began running on Disney XD on June 15, 2009

American Version Indian Version

• Indian television serials are dearly loved by the TV watchers. They are telecasted in different languages through out the country depending upon the region.

• Hindi serials in India are however the most popular ones in Indian television. With the coming up of a large number of channels through cable network, the exposure and expanse of television serials in India also increases.

• Translation of serials is done by Dubbing the episodes.

• The Indian television serials deal with different messages and themes for the society, or at times they are merely entertainment.

• So, when translating the serials the theme and the message remains the same, what changes is the language and the star cast.

• Example:-

1) The very famous T.V show C.I.D that airs on Sony TV has its two more translated season in Bengali and Kannada.

2) Punar Vivah that aired on Zee TV some days back is now airing as Punar Vivaha in Kannada on Zee Kannada.

TV Serials Translated From

English Into Spanish.

1. Heroes

2. Help me Help You

3. Monk

4. Crossing Jordan

TV Serials Translated From

Spanish Into English.

1. Reto Final

2. Soccer

3. España Viva

4. Living with Fran

Examples of Translation in T.V Serials

TRANSLATION IN NEWS

IMORTANCE OF TRANSLATION IN NEWS

Studies have been carried out on how and why articles on international news are translated and edited as they are.

There are several processing stages between spotting an event in a foreign country and the final news product, printed for the readers.

These stages, as we know, involve translation and editing (or rather transediting), transforming the language and the structure of the original message by using strategies such as re-organization, deletion, addition, and substitution

o Sri Lanka's government has apologized for errors in

translating official notices and documents into the

language of the minority Tamil community.

o One was of a sign that read "Reserved for pregnant mothers"

in Sinhala and English. A mistake changed that to "Reserved

for pregnant dogs" in Tamil.

Example :-

News Channels Broadcasting

News in HINDI

1. Aajtak

2. News India

3. Rajya Sabha TV

4. Lok Sabha TV

5. Ndtv India

6. Zee News

7. India TV

News Channels Broadcasting

News in ENGLISH

1. Times Now

2. Headlines Today

3. NDTV 24x7

4. NDTV Profit

5. News X

6. Times Now

7. NBC English News

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