Translation or Transcreation? Discourses, Texts and Visuals
Translation or Transcreation? Discourses, Texts and Visuals

Author: Cinzia Spinzi

Publisher: Cambridge Scholars Publishing

Published: 2019-01-15

Total Pages: 193

ISBN-13: 1527525600

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This wide-ranging collection brings together essays on a recent approach to translation known as transcreation. Together with new modes of translation, such as fansubbing, fandubbing, and crowdsourcing, transcreation has challenged the traditional structure of the translation market, the agency and ethics of the discipline, and encouraged new research in translation studies. A debate has emerged around the two concepts of translation and transcreation, mostly in terms of differences between the two practices and issues such as creativity, abusive translation and appropriation. Mainly applied to commercial translation, transcreation is now gaining momentum among translation scholars in broader areas of application, going beyond the early focus of promotional and advertising products where it was initially practised. In the specific context of this volume, transcreation is discussed in relation to a variety of textual and visual genres that range from poetry, prose, theatre, film and television to tourism and highly specialised legal texts.

Innovation in Methodology and Practice in Language Learning
Innovation in Methodology and Practice in Language Learning

Author: Christopher Williams

Publisher: Cambridge Scholars Publishing

Published: 2015-09-04

Total Pages: 535

ISBN-13: 1443881538

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This volume is composed of 24 papers originally presented as talks at the VIII National Conference of the Italian Association of University Language Centres (Associazione Italiana dei Centri Linguistici Universitari: AICLU), held at the University of Foggia, Italy, between 30 May and 1st June 2013. The contributions fall into five sections: 1) keynote addresses from plenary speakers; 2) innovative challenges for language centres; 3) new developments in teaching language for specific purposes; 4) proposals and case studies in Content and Language Integrated Learning; and 5) the use of new technologies in language learning. 18 papers are in English, four in Italian, one in French and one in German. The fact that three-quarters of the papers are in English reflects the way English has become the lingua franca of academic conferences today. However, in keeping with the ethos of CercleS (Confédération Européenne des Centres de Langues de l’Enseignement Supérieur, the pan-European organisation to which AICLU belongs), which is strongly committed to promoting plurilingualism, it was crucial that contributions would also be accepted in other languages. The volume represents the ‘state of the art’ in the field of language teaching and theory in university language centres not only in Italy, but also in other parts of Europe and the Mediterranean, and testifies to the rich variety of ways in which these centres are adapting and thriving in rapidly changing times.

Metaphor in Communication, Science and Education
Metaphor in Communication, Science and Education

Author: Francesca Ervas

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2017-08-07

Total Pages: 287

ISBN-13: 3110548127

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This collection of papers presents some recent trends in metaphor studies that propose new directions of research on the embodied cognition perspective. The overall volume, in particular, shows how the embodied cognition still remains a relevant approach in a multidisciplinary research on the communicative side of metaphors, by focusing on both comprehension processes in science as well as learning processes in education.

English as a Lingua Franca
English as a Lingua Franca

Author: Stefania Taviano

Publisher: Routledge

Published: 2014-04-08

Total Pages: 177

ISBN-13: 1317641027

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The study of English as a Lingua Franca (ELF) has grown considerably in the last decades, and a wide number of issues related to this field have been addressed through a variety of lenses. These range from the changes occurring in spoken English, to the much-debated notion of the native-speaker; from the threat that English represents for minority languages, to the metadiscourse(s) contributing to the myth of English as a language equally accessible to speakers of all nationalities. Adopting different perspectives and positions, the articles in this special issue of The Interpreter and Translator Trainer all demonstrate that ELF poses many challenges to the teaching of translation and that, while there are no simple and ready-made solutions, such challenges need to be taken on board to fill the current gap between translation pedagogy and translation practice. The volume is intended as a starting point to encourage educators to rethink their approach to translation pedagogy by envisaging tools and practices that can contribute to preparing students to become professional translators of ELF and reflective practitioners who are aware of the centrality of translation in the digital age.

American English(es)
American English(es)

Author: Anna Belladelli

Publisher: Cambridge Scholars Publishing

Published: 2013-05-24

Total Pages: 250

ISBN-13: 1443849030

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American English(es) focuses on the manifold nature of a macro-regional variety of English which is better described in the plural form, thus enhancing the endless contribution of most diverse ethnic groups, such as those kidnapped from Africa to be employed as slaves, survivors of native American tribes systematically exterminated in the past, and, later on, European Jews escaping from pogroms, Europeans and Asians escaping from poverty, and, more recently, Central and South Americans, mostly Spanish speakers, emigrating to the USA in search of supposedly better living conditions. By tackling the notions of “minority”, “variety”, and “dialect”, this book singles out three language-related phenomena which are currently relevant to the academic and cultural debate concerning US society, namely the obsolescent representation of minority vs hegemonic varieties of English, the latest developments of the Spanish vs English controversy, and the increasing exposure of slang in public contexts. The multiple points of view on American Englishes, offered by the essays included in the present volume, draw on diverse and often contrasting approaches, ranging from corpus linguistics to cultural studies, from lexicography/lexicology to discourse analysis.

Translation and Tourism
Translation and Tourism

Author: M. Zain Sulaiman

Publisher: Springer

Published: 2019-03-05

Total Pages: 233

ISBN-13: 9811363439

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This book addresses one of the most central, yet criticised, solutions for international tourism promotion, namely translation. It brings together theory and practice, explores the various challenges involved in translating tourism promotional materials (TPMs), and puts forward a sustainable solution capable of achieving maximum impact in the industry and society. The solution, in the form of a Cultural-Conceptual Translation (CCT) model, identifies effective translation strategies and offers a platform for making TPM translation more streamlined, efficient and easily communicated. Using the English-Malay language combination as a case study, the book analyses tourism discourse and includes a road test of the CCT model on actual end-users of TPMs as well as tourism marketers in the industry. Guidelines for best practices in the industry round out the book, which offers valuable insights not only for researchers but also, and more importantly, various stakeholders in the translation, tourism and advertising industries.

Digital Resources, Creativity and Innovative Methodologies in Language Teaching and Learning
Digital Resources, Creativity and Innovative Methodologies in Language Teaching and Learning

Author: Adriana Teresa Damascelli

Publisher: Cambridge Scholars Publishing

Published: 2017-06-20

Total Pages: 516

ISBN-13: 1443896047

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The concept of university language centres has changed in recent decades. Initially conceived as laboratories for practical and autonomous language-learning, they are now considered as places with more specific and complex functions in language teaching and learning. University language centres now constitute networks for exchanging knowledge and know-how in order to respond to ever-changing, multilingual and multicultural contexts. At the same time, the availability and acquisition of new technologies is contributing to the creation of new tools for the provision of appropriate services and training. This collection covers a wide range of topics related to the activities, experiences and applied research carried out in Italian university language centres. It provides further evidence of the important role university language centres play in promoting language expertise, developing tools and adopting digital resources, and providing support and training for language teaching. Technology, creativity, methodologies and plurilingualism are key topics in the book as they constitute the essential ingredients for effective and successful language teaching and learning. The volume’s thirty-three chapters provide multi-perspective approaches, showing how the real contexts of current language education need the integration of theoretical backgrounds with the best practices resulting from practical experience.