The Translation of Advertising A Framework for Evaluation

Beverly Adab

Babel 2002 47 (2)133-157
(ReLIS:jul:oibfdn:y:2002:v:47:i:2:p:133-157)

Abstract:

In Towards a Science of Translating, (1969) Nida asserts that “There will always be a variety of valid answers to the question, ‘Is this a good translation?’” In the professional translation environment, the whole question of how to evaluate a translated text is one which poses a challenge to the client, to the translator and to those responsible for training the translator. Much has been written about the difficulty of identifying (objectively) verifiable and perhaps more widely generalisable criteria for this form of evaluation, which needs to relate to the functional adequacy (Nord 1997, Toury 1995) of the translated text for its intended purpose. Such criteria would be equally welcome as guidelines for the actual translation process, to assist the translator in selecting from possible translation alternatives. Think aloud protocols have tried to identify what goes on the ‘lack box’ and the cognitive processes involved in the process of text production (Kussmaul 1991, 1995). However, TAPS are a means to an end, the end being the aim of achieving a better understanding of the process in order to minimise the occurrence of potential errors and rationalise and optimise the process. This article attempts to show how Descriptive Analysis (see Toury 1995) of text pairs can highlight potentially successful strategy types, in relation to aspects of a functionalist approach to text production. Having determined which text production criteria can be of use in evaluating the potential success of a translation choice within a text, it should be possible to formulate a set of guidelines against which translators could test choices.at micro-and macro-textual levels.

Keywords: Traducción ; Evaluación ; Publicidad
Pages: 133-157
Volume: 47
Year: 2002
Issue: 2

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