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1. 19 Open your web browser and visit ppna din webbl sare och g in p Google com Google se Google has different domain names for different countries In America it is google com in Britain it is google co uk and in Sweden it is google se When typing google com in to a browser in Sweden the user is automatically redirected to google se Because of this google com in the ST was changed to google se in the TT the semantics are adapted but the pragmatic meaning is unaltered Ingo 2007 153 In 21 below a similar adaptation has been carried out however the adaptation in this one is more extensive than in 19 This adaptation also involved omitting point 6 in Activity 1 1 in the ST entirely as seen in 20 The reason for this is that the purpose of point 6 in the ST is showing the difference between using google com which only has results in English and 15 Google domains from other countries which give the choice of only seeing results from the specific country The TT being written for Swedish users of AdWords who will automatically be given an option of seeing Swedish results only on google se this point has no use in the TT Due to this point 6 in the TT becomes the translation of point 7 in the ST The adaptation carried out in 21 is also a product of the Swedish search page on Google having an option of seeing only pages from Sweden Instead of using google co uk the TT uses the Google se option of seeing Swedish resul2. the right audience The differences between the texts regarding to what extent they have been adapted to suit the Swedish audience will become clear in section 4 below 2 2 Method To start with ST1 was translated When first reading the ST1 I noticed that there were many terms specific to this kind of text Therefore when translating the text these terms and my own thoughts on the translation of them were noted for future reference When a rough draft of ST1 was completed ST2 was translated As I had noticed the terminology in STI I noticed the cultural aspects in ST2 There were several parts of the text which would have to be adapted for the target audience All the cultural aspects were noted down to be considered for the analysis When ST2 was translated I also realised that there were terms specific to this text as well and I decided to use both texts to describe and research both cultural differences and terminology During the translation process a number of dictionaries mostly Norstedt s online version of their English Swedish Swedish English dictionary ord se was used This dictionary however was of no significant help considering the technical terms For this various parallel texts were used instead such as Google Analytics support section I also had the great advantage of having a few people close to me who are familiar with the area of ICT which was helpful throughout the translation process To structure and c
3. minuter The strategy used in the examples above is adaptation as described in Section 3 2 which is the same strategy used for all the cultural differences in ST2 as well 19 5 Conclusion This paper has brought up difficulties that may arise when translating ICT texts The issues for the particular texts brought up were terminology and cultural differences Terminology has been discussed mainly by bringing up examples from ST1 and when discussing cultural differences the examples were mostly from ST2 In many of the cases Swedish terms already existed and could be found through parallel texts mainly because genre specific terms are rarely found in dictionaries Due to the subject of the translations ICT the parallel texts used were found on the Internet mainly on Google Analytics and Google AdWords support sections When encountering difficulties with terminology that cannot be solved through parallel texts several strategies can be used to create corresponding terms These strategies are basically the same ones used when forming new words in a language In some cases these strategies were used when translating the two texts Mainly the strategies came from Ingo 1991 and 2007 but Liljestrand 1993 was also used In the part of cultural differences the translation theories of Vinay amp Darbelnet 1995 were very helpful The cultural differences consisted mostly of the quizzes and activities in ST2 The reason for this
4. cases where the TL uses the same meaning as the SL but by different stylistic or structural means Equivalence is favourably used when translating idioms and proverbs it simply means that the translator uses an equivalent proverb or idiom in the ST The English proverb Too many cooks spoil the broth would for example be translated into the French proverb Deux patrons font chavirer la bark Vinay amp Darbelnet 1995 38 Finally adaptation which was used extensively when translating ST2 can be used when there is no reference in the target culture to a situation in the source culture Vinay amp Darbelnet use the example of the reference of cricket in an English text When translating this 7 to French they suggest using Tour de France in the French text In fact they claim that not using adaptation in such a situation would cause even the best of translations to come across as slightly strange Vinay amp Darbelnet 1995 39 The different strategies mentioned above are all discussed below in the analysis of the translations of the two texts 4 Analysis As established above this analysis will deal with two different areas of translation terminology and cultural differences Since two texts have been translated each area will be divided into two sections one for each text Because terminology is more of an issue in ST1 and cultural differences in ST2 the terminology part starts with ST1 and the cultural differences part starts with ST
5. may Rapporten kan ocks uppt cka sidor med h g have high bounce rates or high exit rates avvisningsfrekvens eller h g utg ngsfrekvens Metrics as seen in examples 2 and 3 below is also used four times in the ST This term has no explanation in the text such as bounce rate does This made it difficult to pin point what the term actually meant and Norstedt s English Swedish dictionary only claims it means metrik versl ra or meter as in the metric system Here too parallel texts were needed to determine which Swedish term to use However the parallel texts were not entirely consistent In some texts m tt was used but when consulting Google Analytics help section in English and then in Swedish it was obvious that the term to use was v rde In the help section it also became clear that metrics also could be translated as statistik in the Swedish version depending on the context 2 Advanced Segments provide more Avancerade segment ger m jlighet att se detailed metrics about a specific report mer detaljerade v rden f r en specifik rapport 3 Here you can select different reports on H r kan man v lja olika rapporter p de the metrics we ve described so far in v rden som hittills har beskrivits och comparison with sites of your size j mf ra med sidor i samma storlek AS discussed in Section 3 it is common to coin terms by using two or more words to make a phrase which then is used as a term In STI this o
6. non language referent In the triangle the symbol and referent is connected by a broken line This is to show that the connection between these two is conventional To clarify this Ingo gives an example of the word kniv in Swedish knife in English a certain edged tool is called kniv This has been decided by a common understanding between speakers of Swedish The meaning of the word kniv is the reciprocal relation between the word and its corresponding thought or reference The speaker thinks of a 5 knife and makes him utter the word kniv The listener hears the word kniv and immediately the corresponding thought or reference is brought up in his brain which makes him too think of a knife Ingo 2007 87 Thought or reference 7 Symbol Referent Figure 1 The Semiotic Triangle Ogden amp Richards 1936 10 12 in Ingo 2007 87 Further Ingo claims that finding technical terms in a universal dictionary is virtually impossible However specialized technical dictionaries may be helpful A new term may not yet exist in these dictionaries If this is the case consulting term banks is an alternative 2007 107 When translating terms several different strategies can be used One of these strategies involves putting two or more words together to make a phrase so called compounding Quirk et al 1985 313 these compound nouns in their turn are used as terms like filosofie kandidat or volt fram t med dubbel skruv In another for
7. process and index the content of web sites Google support 2012 If this 10 had been a translation made at the request of Google Analytics I would have consulted them when encountering such a factual error before making any changes of the facts in the TT Since the information on bots and search crawlers was found on Google Analytics support page and the ST is not in fact a text published by the company itself but by an independent company not affiliated with Google it is not impossible that the ST is wrong when it comes to bots and search crawlers Due to this information the sentence in the TT is altered slightly since the ST refers to bots and search crawlers as two different things which according to Google Analytics support they are not as seen in 6 6 It also does a great job at filtering out Den r ocks bra p att filtrera bort bes k visits by bots or search crawlers fr n olika botar som till exempel s krobotar What is noticeable here is that bot is translated by using a borrowing whereas search crawler has an equivalent Swedish term As stated in Section 3 there are three categories of loan words Bot is a loan word that is borrowed in its original spelling form meaning that nothing has been done to it to make it function in Swedish Ingo 2007 108 Vinay amp Darbelnet would claim that the procedure borrowing of direct translation has been used here 1995 31 The translation of Search crawler on the other hand
8. reason for using adaptation Vinay amp Darbelnet 1995 39 The same kind of adaptation has been used in 24 and 25 In 24 five links are listed in the ST These links are there to help the reader understand Google AdWords further The first two links have Swedish equivalents However when typing in the last link www google com adwords network in the ST in a browser in Sweden it redirects you to the Swedish version of Google s support page Since there already is a link to Google s support the second one mentioned in 24 there is no need for it to appear at the end as well which is why the TT is left with four links instead of the five links in the ST The Google Technology link and the Google s Advertising Programs link are only available in English which is why 17 Endast p engelska has been put in brackets next to these links By making this kind of adaptation as described in Section 3 2 the TT reader has the opportunity to access the same information as the ST reader but is made aware that it is not all available in Swedish 24 Useful Links The Google AdWords homepage where you can sign up or log in Adwords google com The Google AdWords Help Center where you can find answers to questions Adwords google com support Google Technology www google com technology Google s Advertising Programs AdWords and AdSense www google com ads The Google Network and ad distribution site www google com adw
9. the languages discussed in Vinay amp Darbelnet are English vs French Vinay amp Darbelnet are well renowned within translation theory The examples from their book used in this section are inevitably English French however I still found them easily applicable and relevant to my own study For the terminology part Rune Ingo s Konsten att vers tta 2007 and Fr n k llspr k till malsprak 1991 were used Other studies that have been used are Introducing Translation Studies Theories and Applications 2008 by Munday S bildas orden Handbok i ordbildning 1993 by Liljestrand and A Comprehensive Grammar of the English Language 1985 by Quirk et al 3 1 Terminology To understand the difficulties in translating terms it is important to understand the connection between a word s thought or reference symbol and referent The thought or reference is according to Ingo 2007 86 a thorough transfer of the meaning or sense of the ST to the TT the translator s main task To achieve this a close mapping of the significant elements of the ST is of utter importance To study the meaning of words Ingo suggests using Ogden s and Richards Semiotic Triangle Ogden amp Richards 1936 10 12 in Ingo 2007 87 see Figure 1 Basically what the triangle shows is that a word is perceived on three levels thought or reference symbol and referent The word symbolizes the thought or reference on the thought level which in turn refers to a
10. to use 14 4 2 Cultural differences When encountering cultural differences between the ST and the TT one strategy that can be used is Vinay s and Darbelnet s 1995 strategy of adaptation This was done to quite a large extent when translating ST2 As explained in Section 3 adaptation involves changing the cultural references in the TT when a situation in the source culture does not exist in the target culture Munday 2008 58 In STI this strategy was less used but a few cases where adaptation was needed did occur and will be brought up below 4 2 1 Cultural differences in ST2 ST2 is a course in how to get the most out of your advertising by using AdWords Because of this in addition to instructions and information it contains activities and quizzes The purpose of Activity 1 1 on page 14 in ST2 is to show the reader what a result list looks like and how it is composed It also teaches the reader that depending on which country you are in the results can vary Below is an example of adaptation as seen in section 3 2 above that had to be carried out in the TT to keep the purpose for this activity intact and to make it relevant to the target audience Ingo 2007 153 states that adaptation would be used for example when translating the English phrase after a few miles to the Swedish Efter n gra kilometer The semantics are changed but the pragmatic meaning remains the same An example of this can be seen in 19
11. 2 4 1 Terminology When technology or any other area develops the language we use to describe it needs to follow hence the creation of new words and terms Liljestrand 1993 7 How terms are created varies and so do the strategies used when translating these terms into other languages This will be brought up in the parts below 4 1 1 Terminology in ST1 As mentioned in Section 1 STI is a technical text It specializes in a specific area dealing with web analytics solutions Many of the terms used are specific to this area some more easily translated than others Because the majority of computer products come from the English speaking part of the world many of the terms in the Swedish world of ICT are also in English It is mainly the American ICT companies which standardize these terms Karlsson 1997 167 Since STI is a manual many of the terms are specifically explained in the text This helps the reader understand the terms but actually finding the translations for thetarget text henceforth TT may still be problematic One of the terms in ST1 is bounce rate as seen in example 1 It is used four times in the ST and the explanation in the text is The percentage of single page visits or visits in which the person left your site from the entrance landing page After some searches on the Internet studsfrekvens seemed to be quite commonly used in parallel texts This translation was also recommended by Hans Palmstierna Sy
12. KLIN Ale serrara 1 1 T i l i ST1 iff 1 4 2 ultural differences in soooooo0000 00 0 0 CCC PRO BORG 0 0000000000 000000000000 000000000000 4 2 ultural differences in Verse seneceeee e ccecec 00000000000 0000000000 0000000000000 9 1 Introduction When translating the target text henceforth TT needs to be written in a way that expresses what the source text henceforth ST intends to describe in a way that is equally understood in the target language This is why it is important for a translator to understand respect and deal with the differences that may occur Munday 2010 This is a thesis on problems that the translator may have to take into consideration when translating a text from English to Swedish The issues lie within different areas such as terminology and cultural differences both of which will be brought up in this thesis When translating the level of difficulty of these issues has a tendency to vary depending on the genre of text to be translated One genre in which terminology and cultural differences can be challenging is the one dealing with information and communication technology ICT A very large number of existing texts within this area are written in English In the world of ICT there is an abundance of terms such as for example bot search crawler bounce rate and search query These terms are not normally a part of the vocabulary of the average speaker Some of the terms do not even have an equivalent in oth
13. anslate words where Swedish has lexical gaps When looking at cultural differences in the texts the questions considered are How do cultural aspects affect the content of the source text in comparison to the target text and What strategies can be used to deal with cultural differences The aim for this paper is to find answers for these questions 2 Material and Method Below is a presentation of the material and method used for this thesis 2 1 Material As stated above both STI Analytics Manual and ST2 Marketing and Advertising Using Google Targeting Your Advertising to the Right Audience are related to Google but the contents of the two are quite different One focuses on the technical details of Google Analytics a web analytics solution the purpose of which is to analyse companies websites while the other text focuses on how to use Google AdWords an online marketing tool the purpose of which is to help market businesses and companies by using the web This makes the terminology in ST1 mostly technical with several terms that are very typical for ICT in general and Google Analytics in specific The terminology in ST2 however is less focused on the technical part of Google and more focused on marketing The differences in terminology between the two STs add to the complexity of the translation and provide a wider range of challenges to be dealt with in the thesis STI has no known author and is not in fac
14. ategorize the data for the analysis I have used a number of books on translation theory When dealing with the problems of cultural difficulties I used the strategy of adaptation which is presented and described by Vinay amp Darbelnet in Comparative Stylistics of French and English A Methodology for translation 1995 In STI the cultural differences are not as apparent as in ST2 and as becomes clear in Section 4 of another nature The theories used for the part on terminology are mostly from Ingo s Konsten att vers tta 2007 and Fr n k llspr k till m lspr k 1991 where he presents strategies such as compounding for the translation of terms I used several of the strategies described by Ingo especially for the translation of ST1 The reason for this is that I needed several different strategies to solve the difficulties at hand and the strategies that Ingo discusses are varied and easily applicable Liljestrand 1993 as well as Ingo describes word formation processes that may be applied when creating new terms and words These were also helpful in the translation The strategies from Vinay amp Darbelnet Ingo and Liljestrand will be presented in more detail in Section 3 below 3 Theoretical Background The reference material used for the thesis is mainly Comparative Stylistics of French and English A Methodology for Translation by Vinay amp Darbelnet 1995 for the part on cultural differences As the title suggests
15. bbl sare is always used in its complete form To browse used in its conventional meaning means among other things to flick through for example a newspaper or a book or to look around in for example a shop Since what a browser does that is look through or flick through the information that the World Wide Web has to offer the word browse has been extended and is now used for this purpose as well In Swedish the verb used is l sa which is what the user does when using the browser but it is also what the browser does to enable the user to find information on the Internet In 7 the word formation process compounding Ingo 2007 108 explained in section 3 1 has been used The browser scans the World Wide Web for information or in Swedish l ser av Thus in Swedish only a part of the original verb is used in the term namely l ser The preposition av has been omitted and instead of webbavl sare which would be the term if the original form of the verb had been used the term is webbl sare 4 1 2 Terminology in ST2 As in the translation of ST1 parallel texts were also very helpful when translating ST2 A term from ST2 which was found through parallel texts is search query It is used in this form seven times in the ST and in its shorter form query six times According to Norstedts query means fr ga or f rfr gan and on Google se s kf rfr gan had 2540 hits while s kfr ga had 502 000 hits The parallel t
16. ccurs quite frequently The noun referral for example is used to coin two terms in the ST referral traffic and referral link In the TT the term h nvisande l nk as seen in example 4 is used for referral link and was found on Google Analytics Swedish online support page H nvisande l nk is a noun phrase made up of the adjective h nvisande and the noun l nk At first this strategy was also used when translating referral traffic but according to Google Analytic s online support page the correct term to use in Swedish is l nktrafik as seen in example 5 This term is created by means of the word formation process compounding that is when a term is formed by using two or more stems Ingo 2007 108 4 Impression A display of a referral link Visning Visning av en h nvisande l nk or advertisement on a web page eller annons p en webbsida 5 Before we go on it is important to Innan vi forts tter r det viktigt att f rst understand the difference between direct skillnaden mellan direkt trafik och and referral traffic l nktrafik Two other terms used in the present ST are bot and search crawlers In the ST these terms are referred to as two separate phenomena However according to other texts on the subject a bor is a collective term for programmes that are constructed to carry out operations without the user having to give an order tech faq com and a search crawler is a specific type of bot that search engines use to
17. e one which was used almost exclusively when dealing with the cultural differences of the ST2 Below follows the analysis of cultural differences in STI 4 2 2 Cultural differences in ST1 In STI there are less cultural differences between the ST and the TT than between ST2 and its TT However some changes have been made in order for the TT to be in accordance with the source culture One example of this is found in 26 In the ST visit and session are treated as two separate terms However in the Swedish version of Google Analytics these two words have the same translation bes k In the part of ST1 where some of the terms are explained session is translated to bes k in the TT and the part where visit is explained is omitted in the TT as seen in 27 The reason for this is that visit also means bes k in Swedish and the information given in that paragraph is implied in the explanation of bes k 26 Session A Period of interaction between a visitor s browser and a particular website ending when the browser is closed or shut down or when the user has been inactive on that site for a specified period of time Default is 30mins 27 Visits All activity within the session is counted as a single visit Bes k N r en bes kares webbl sare interagerar med en s rskild webbsida Bes ket avslutas n r webbl saren st ngs ner eller n r anv ndaren har varit inaktiv under en viss tid Den f rvalda tiden r 30
18. ents of online marketing This is also the case for the TT The student may already know a lot about ICT but it is also possible that the student has no pervious knowledge on AdWords nor ICT The Internet is used all over the world and browsers commonly recognise which country you are using the Internet from Therefore they usually redirect you to the Swedish version of a page if you are in Sweden and a British version of a page if you are in England for example ST2 is American and therefore all the web addresses are the ones used in America If you put them in to your browser in Swedish you will be redirected to the Swedish version of that page if there is one In some parts of the texts names of companies are used as examples some of these companies are not international and therefore only known to Americans STI is also American but due to the nature of the text there are considerably less cultural differences in this text than there are in ST2 The reason for this is that the nature of the text is different The web analytics solution Google Analytics which is what STI is about is generally the same no matter where in the world you use it Barely anything in Analytics needs to be changed due to the country in which it is used ST2 however which deals with AdWords needs to be adapted to suit the country it is used in since marketing is closely connected to a specific target group Therefore it is important that a marketing tool can target
19. er languages which is why translation of such terms may cause problems for the translator Also for such a text to work in another language and thus with the conditions of the country in question certain cultural differences may have to be considered This paper will bring up a number of problems within the two areas mentioned based on a translation from English to Swedish of two texts from Google One of the texts Analytics Manual henceforth ST1 is a user s manual on the web analytics solution Google Analytics The other Marketing and Advertising Using Google M Targeting Your Advertising to the Right Audience henceforth ST2 is a course in how best to use Google AdWords an online marketing tool Both texts are brought up in the two areas of the thesis though focus lies more on terminology in STI and on cultural differences in ST2 1 1 Aim There are two main aims of this paper The first is to investigate how to handle differences concerning terminology between English and Swedish in the translation of two English texts from Google into Swedish The second aim is to analyse how to handle cultural differences between the source culture and the target culture in the same two texts To deal with the differences in the two TTs in question a number of research questions have been used in the analysis For the terminology part the questions are How do you find the Swedish equivalent to genre specific words and How do you tr
20. exts on support google com adwords used s kfr ga Query is also translated into s kning in the TT The translation procedure used here is literal translation as stated in section 3 2 See examples below 8 Image 1 3 gives a quick glimpse of what happens when a user performs a query on Google 9 The actual search query appears in bold within the text Bild 1 3 ger en snabb verblick p vad som h nder n r en anv ndare utf r en s kning p Google Sj lva s kfr gan r markerad med fet stil i texten 12 10 How relevant are these links to your Hur v l motsvarar dessa din s kfr ga search query 11 The life cycle of a query En s kfr gas livscykel A word which is a more a general word than a term is the verb appear Even so it took some research to find an appropriate word in Swedish which is why it is brought up here It occurs 13 times in ST2 some examples of the different translations are 12 Then write the position in which they Skriv sedan ner l nkarna i den ordning de appear st r 13 This is the URL that appears at the Detta r webbadressen som visas i slutet av end of the ad annonsen 14 AdWords Ads Appear Across Many AdWords annonser finns p m nga Websites webbplatser 15 by potentially appearing on genom att synas p miljontals millions of high quality web pages h gkvalitativa webbsidor The most common translation in the TT is visas as in 13 bu
21. is not a loan word instead the Swedish term for search crawler is a compound word which was found through Google Support 2012 This compound consists of s k which is what the bot or programme does and robot which is what bot means As explained in section 3 1 this type of word formation process is called clipping Parts of the word are omitted and a new shorter version of the word is created The sense of the original word however is kept intact Liljestrand 1993 88 The last term to be brought up from STI is browser This is an established word not just for specialists within ICT but for anyone who has ever used the Internet A browser is a software application that is used for finding and presenting information on the World Wide Web 7 Session A period of interaction Bes k N r en bes kares webbl sare between a visitor s browser and a interagerar med en s rskild webbsida particular website ending when the Bes ket avslutas n r webbl saren st ngs browser is closed or shut down ner 11 Browser is short for web browser and as a result of the word formation process of clipping which is mentioned above web is sometimes omitted because browser functions on its own without losing its original meaning According to the Swedish version of Google Analytic s support page webbl sare is the correct term to use in Swedish Compounds are generally made into one word in Swedish Ingo 2007 108 Due to this we
22. is that especially the activities are very specifically bound to which country the reader resides in due to Internet browsers automatic adjustment to the country in question This caused some problems in the translation and the activities had to be adapted to the Swedish reader Vinay s and Darbelnet s translation strategy adaptation was mainly used In ST1 there were less cultural differences but in places adaptation was used in this translation as well Adaptation was used to make sure that the differences between the source culture and the target culture would not affect the understanding of the TT Some parts were omitted and some were adapted accordingly This thesis is a limited study of the phenomena of terminology and cultural differences when translating ICT texts However the limitation of the thesis also makes it focussed and the study can thereby be a valid part of translation research By extending the research by using more translated ICT texts additional studies can be carried out and the areas of terminology and cultural differences researched further 20 List of references Primary sources Analyticsmanual com 2010 Analytics Manual Google 2007 Marketing and Advertising Using Google Targeting Your Advertising to the Right Audience Secondary sources Darbelnet Jean amp Vinay Jean Paul 1995 Comparative Stylistics of French and English A methodology for translation Amsterdam Philadelphia John Benjami
23. m of compounding two or more stems are put together to make a new word or term In Swedish this is usually done by combining two or more stems into one word in some cases using a hyphen Some examples of this are motorv rmare seriekopplad and formpressad Ingo 2007 108 Using phrases as terms is very common in analytic languages such as Swedish and English Compounding is more common in synthetic languages such as Finnish but occurs quite commonly in Swedish as well Ingo 2007 108 Another strategy to form words and terms is clipping which means that parts of the original word are omitted to form a new shorter word with the same sense as the original This word formation process is particularly common in three different contexts colloquial speech and slang deppa from vara deprimerad technical and official language 4 e milo from milit romr de and headlinese l nelyft from l nef rh jning Liljestrand 1993 88 89 3 2 Cultural Differences In 1958 the book Stylistique compar e du francais et de l anglais by Vinay amp Darbelnet was published In this comparative stylistic analysis of French and English the differences between the two languages were noted The book is divided into chapters based on the linguistic areas where the main differences between the two languages lie These areas are the Lexicon Structures and the Message Vinay amp Darbelnet 1995 xiv xvii To handle these differences when translating Vinay amp Darbel
24. net also identify the two general translation strategies These two strategies are direct translation and oblique translation Together these two strategies cover seven procedures Below are a description of the strategies used in the analysis The procedures of direct translation are borrowing calque and literal translation Borrowing is used when a word has no equivalent in the target language henceforth TL and sometimes for stylistic effect for example dollar from American English or tortillas and tequila from Spanish Vinay amp Darbelnet 1995 31 The other procedure of direct translation used in the analysis is literal translation or word for word translation which means that an SL text is directly transferred into a TL text However this procedure limits the translators task of making the translation follow the linguistic rules of the TL which is why it is more common between languages within the same family such as French and Italian An example of literal translation from English to French is where are you which with literal translation into French would be O tes vous Vinay amp Darbelnet 1995 33 34 In cases where direct translation is not possible the strategies of oblique translation must be used Vinay amp Darbelnet 1995 31 The procedures of oblique translation are transposition modulation equivalence and adaptation In the analysis two of the procedures of oblique translation are used Equivalence describes
25. ns Publishing Company Ingo Rune 1991 Fran k illsprak till malsprak En introduktion i 6versdttningsvetenskap Lund Studentlitteratur Ingo Rune 2007 Konsten att vers tta Lund Studentlitteratur Karlsson Ola 1997 Web site sajt eller webbplats Att skapa svenska datatermer In Svenskan i IT samhdillet ed by Josephson Olle Uppsala Hallgren amp Fallgren studieforlag AB 167 182 Liljestrand Birger 1993 Sa bildas orden Handbok i ordbildning Lund Studentlitteratur Munday Jeremy 2008 Introducing Translation Studies Theories and Applications 2 ed New York Routledge Norstedts Engelska ord Accessed on 29 April 2012 http www ord se Quirk Randolph et al 1985 A Comprehensive Grammar of the English Language London Routledge Spr kr det 2008 Svenska skrivregler 3 ed Stockholm Liber The Free Dictionary Accessed on 29 April 2012 http thefreedictionary com Parallel texts Google AdWords online support Accessed on 29 April 2012 http support google com adwords hl sv Google Analytics online support Accessed on 29 April 2012 http support google com googleanalytics hl sv Tech faq Accessed on 20 April 2012 http www tech faq com internet bots html 21
26. or 20 3 Skrolla bland de f rsta 10 eller 20 links List what you believe are the three l nkarna Skriv ner de tre l nkar som du most relevant links based on your query tycker b st motsvarar din sokfraga Skriv Then write the position in which they sedan ner l nkarna i den ordning de star appear Are they the first second seventh These two phrases have not been omitted due to the pragmatic meaning of the texts but because of the target readership As explained in Section 2 1 of this thesis the readers of ST2 may not be experts on AdWords and therefore need to have specific terms features and functions explained thoroughly Even so it is quite safe to say that almost anyone who uses the web regularly being an ICT expert or not knows that you can omit www and still get to the site in question This is why the phrase in brackets in 22 is omitted The information is redundant and a more experienced user may even find it offensive since it is generally considered basic knowledge The example in 23 has nothing to do with the reader s skills in AdWords or CIT like in example 22 but it is still quite superfluous and may have the same effect on the reader That is give the reader a sense that AdWords feel the need to be over explicit By omitting the phrases in the TT due to the reasons explained above the translating strategy of adaptation has been used The phrases would not serve their original purpose which is the main
27. ords network 25 Google Advertising Professional Exam Preparation To prepare for the Google Advertising Professional qualification exam study the following lessons at the AdWords Learning Center www google com adwords learningcent er Anvandbara lankar Google AdWords hemsida d r du kan registrera dig eller logga in adwords google com Google AdWords hj lpcenter dar du kan hitta svar pa dina fragor Adwords google com support Google technology www google com technology Endast pa engelska Google s annonsprogram AdWords och AdSense www google com ads Endast pa engelska F rberedelse for Googles certifieringsprov For att forbereda dig till Googles certifieringsprov kan du anv nda dig av de lektioner som finns pa AdWords utbildningscenter www google com adwords learningcent er Lektionerna finns endast pa engelska men information om AdWords utbildningscenter pa svenska hittar du pa www google se adwords professionals edu cation html Lektionerna tar upp foljande punkter 18 In 25 the ST mentions the Google Advertising Professional Exam Preparation and refers to the AdWords learning center which contains lessons that help prepare for the exam The lessons are only available in English This is explained in the TT and a link to a Swedish web page about the exam has been added From this part of the analysis it is clear that Vinay amp Darbelnet s translation strategy adaptation is th
28. seco gt e 3 Linnaeus University School of Language and Literature Advanced level English 4EN31E Supervisor Ibolya Maricic 15 credits 2012 08 22 Examiner Magnus Levin Translating Texts on Information and Communication Technology from English to Swedish A Study on Terminology and Cultural Differences Therese Bernblad Abstract This paper is an analysis of the translation of two texts within the area of Information and Communication Technology ICT The focus of the analysis is terminology and cultural differences Two source texts have been used Analytics manual ST1 and Marketing and Advertising Using Google Targeting Your Advertising to the Right Audience ST2 Terminology posed a big challenge in the translation of STI especially The main challenge when translating ST2 on the other hand was cultural differences Hence focus is on STI in the part on terminology and ST2 in the part on cultural differences The analysis is mainly based on Vinay amp Darbelnet s 1995 and Ingo s 2007 analytical frameworks Ingo is mostly used for terminology and Vinay amp Darbelnet for cultural differences Keywords adaptation cultural differences ICT terminology translation 2 Material d Method 2 i 2 eoretical Background sssmmsesserrereerererrrrrrrreressrrrrrrrrrrserrrsrrrrrrr rs esse sr rr rr rr rr rr ers na iff A I i 4 na VISI Sica ta RNA EEEa Pao RARE Ug alba als siete e doin signings dabei Seales
29. stem developer 2011 Interviewed on December 24 2011 Due to his profession his general knowledge in ICT is very good However he has no specific knowledge on Google Analytics which turned out to be crucial for a translation of this kind Therefore I decided to consult the Swedish version of Google Analytics which led to studsfrekvens being abandoned and avvisningsfrekvens being the term used throughout the text As mentioned in section 3 there is a certain understanding amongst the speakers of a language that leads to the creation of a word When a speaker of Swedish who is familiar with the terms of Google analytics and ICT hears avvisningsfrekvens a connection to its referent is immediately made However such a connection is not made with studsfrekvens because it has no referent in the Swedish language Ingo 2007 87 Rather it is a literal translation which has been used by people not knowing that there already is a corresponding term in Swedish The connection between thought or reference symbol and referent is shown in Ogden s and Richards Semiotic Triangle Ogden amp Richards 1936 10 12 in Ingo 2007 87 as seen in figure 1 in section 3 1 above Since the text is a manual on Google Analytics it is crucial that the terms used in the TT are the same as the terms used in the Swedish version of Google Analytics It is also more likely that these terms have referents in the Swedish language 1 You can also discover pages that
30. t a text published by Google itself but by an independent company offering supplement training material on Google Analytics and is found on the Internet at www analyticsmanual com It is a typical manual with step by step instructions on how to use Google Analytics The reader both of the ST and TT does not need to have any previous knowledge on Google Analytics to understand the manual all terms are explained thoroughly and the instructions are clear However as with any technical 2 text the words and phrases used are very specific and having some previous knowledge in the area of ICT may be useful for the reader ST2 was published by Google in 2007 and has no known author It is a much longer text than the manual therefore only a part of it is used in the translation The part used spans from pages 11 to 30 since before page 11 the text deals mainly with the background of online marketing After page 11 however the focus lies on how to use AdWords to become successful with online marketing This change of focus affects the language used in the two parts and since the language in the part from page 11 and on is more about ICT it is more relevant to the study Even so as stated above this text is not as technical as Analytics Manual however it still contains a fair number of genre specific terms Google AdWords can be used by anyone who runs a website and wants to advertise using the web The target readers of ST2 however are stud
31. t other translations as st r in 12 and finns in 14 also occur When the verb is in its non finite ing form appearing as in 15 it is translated as att synas in the TT In 13 and 15 the strategy of literal translation as explained in section 3 2 has been used The strategy used for 12 and 14 was not as easily identified as in 13 and 15 However since the sense of the words is equivalent to that in the ST I would claim that the strategy used is equivalence Vinay amp Darbelnet 1995 38 as described in section 3 2 St r and finns are not literal translations of appear but in Swedish they have equivalent meanings in the context of the examples 12 and 14 Hence which translation of appear to use where was determined by the context and by which function and meaning the term had in that specific clause or sentence 13 In image 1 5 in ST2 the word snippet is used see 16 This is another example of literal translation see section 3 2 According to The Free Dictionary www thefreedictionary com 2012 snippet is a small scrap or fragment In Norstedts snippet is translated into avklippt bit remsa eller tidningsurklipp In the ST however the word is used as a term meaning the short summary which is shown in the search results after a search query has been entered Hence a scrap or fragment of the webpage that Google has matched to the query In the TT utdrag is used this word also describes the phenomena correctl
32. ts to teach the Swedish user how to use this option As adaptation is used in cases where the situation referred to in the ST is not known or relevant in the source culture Vinay amp Darbelnet 1995 39 this was the strategy used in all these examples tools in different languages e google de e google gr e google co jp e google co uk 20 6 Visit the following Google search HER 21 7 Notice that on the Google search 6 L ngst ner p sidan under page for the United Kingdom sOkknappen finns en knapp d r du google co uk an option appears below kan v lja att endast se sidor fr n the search bar allowing users to view only Sverige V lj detta alternativ och pages from the U K Select this option and skriv in samma s kterm som f rut enter the following search term Google Ser du n gon skillnad i advertising What differences do you resultatlistan notice compared to when you entered the same search term into Google com As shown in 20 some parts in the ST have been omitted because they serve no purpose in the TT Two other examples of this as seen in 22 and 23 are also from Activity 1 1 in the ST They are both in brackets and have been omitted for other reasons than the example shown in 20 16 22 1 Open your web browser and visit 1 ppna din webbl sare och g in p Google com Tip You can omit the www Google se in www google com 23 3 Scroll through the first 10
33. y but in a slightly different way since utdrag is more closely connected to texts and snippet in its original meaning is used more universally 16 Snippets are generated to describe Utdrag skapas f r att beskriva varje each search result s kresultat Two terms which were not used extensively but still caused some trouble when translated are ad display and ad placement 17 Price and other factors also play a part Kostnad och andra faktorer spelar ocks in in ad display vid annonsvisning 18 Ad display and placement are Annonsvisning och annonsplacering determined by relevancy of the keywords best ms genom relevansen p de s kord entered price and other factors som skrivs in pris och andra faktorer It was difficult to find Swedish equivalents that would be perceived in the same way as the terms in the ST Parallel texts were consulted and helpful concerning ad placement Ad display however had very few hits on Google and none of them helped finding a Swedish translation According to The Free Dictionary 2012 the verb display means to present or hold up to view hence the noun means the act of displaying In Swedish one possible translation of display is visa and ad means reklam or annons A Google search was carried out on the compound annonsvisning which had 13 800 hits Whereas the first two hits were links to AdWords online support which establishes that this would be the correct Swedish term
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