Source text / Source Language
Target text / Target Language
Form vs. Meaning (See hand out on Brightspace for more)
Very literal
Literal / Modified Literal
Idiomatic
Unduly Free
Source Language (SL) - The language the interpreter or translator is working from.
Source Text (ST) - The written, spoken, or signed text the interpreter or translator is working from.
Target Language (TL) - The language the interpreter or translator is working into.
Target Text (TT) - The written, spoken, or signed text the interpreter or translator is working into.
Form vs. Meaning (See hand out on Blackboard for more) -
Form - the state or structure of language -- grammatical structure or literal content of a message. GLOSSING reveals the FORM of a message and is VERY LITERAL.
Meaning - The semantic intent of the message
e.g. - the sign "POP-UP" to mean "arrive" in the SL of ASL - We don't want to say in the TL of English, "You can pop up to the party anytime you like". A more idiomatic choice would be to say "You can show up to the party anytime you like."
Should the interpreter abandon the FORM of the original joke and aim to preseve the meaning and semantic intent of the message by telling a joke that WILL connect with the Deaf audience (Target Audience)?
We want the meaning to be conveyed, right? So the interpreter tells a classic Deaf joke instead? Mission accomplished.
But what happens when the Deaf consumer wants to go talk to the speaker after and talk to them about their connection to the Deaf community?
Choosing to change the joke is too far - it's Unduly Free. This is an extreme example.
We can also be Unduly Free anytime we add meaning to a message that was not there. If I personally know that Karyn is out of the office because she's sick, but then when asked, the person I'm interpreting for says just, "Karyn isn't here today." -- But I sign "Karyn not here - sick". That's also Unduly Free.
Unduly Free can also leave key information out of the Target Text -- If the interpreter decides that something isn't relevant or wouldn't be understood in the same way by the Target Audience.
There is a very fine line between EXPANDING the message by unpacking meaning that is implied by the Source Text, and ADDING to the message. This is the line that we will always walk as interpreters/translators and we must continuously check in with our decisions - was that meaning there and I unpacked it and made it explicit? Or did I add to the message and skew the original meaning/intent?
English: "I left my book on the table, do you mind getting it for me?" -- ASL: " MY BOOK, LEFT, TABLE CL-BOOK (on top), MIND GET?" -- We don't want to sign "IT". Be very aware of the need to substitute the concrete noun that is being represented by words like: it, that, who, which, etc
ASL: "INDEX MY FRIEND, TWO-OF-US GO CAMPING. INDEX NOT LIKE OUTSIDE, ME FORCE INDEX JOIN. INDEX CRABBY." -- In English we use gender pronouns and over use of "My friend" becomes awkard. "My friend and I went camping. My friend doesn't like the outdoors, I forced my friend to go with me. My friend was not happy about." If we know from context the gender of the friend we can use he or she - if we don't we can use "they". "My friend and I went camping. They don't like the outdoors, I forced them to go with me. They were not happy about."
The water is running.
There is a run in my hose.
I like to run track.
He's running for President.
I'm now running my own business.
The refrigerator isn't running.
Your nose is running.
The play had a good run.
If you bring up politics in my family it will send everyone running.
Agreeable; acceptable: Was everything OK with your stay?
Satisfactory; good: The meeting was OK.
Not excellent and not poor; mediocre: made an OK presentation.
In proper or satisfactory operational or working order: Is the battery OK?
Correct: That answer is OK.
Uninjured; safe: The skier fell but was OK.
Fairly healthy; well: Thanks to the medicine, the patient was OK.
Can you think of others? Ok, ok, ok! Okaaaaaaaaaaaaay.... OK!!
- We can easily see how ONE FORM can have many different MEANINGS. We must interpret the MEANING, and discard the FORM to be idiomatic. In Idiomatic ASL, each of these meanings would be signed differently. However in SEE, they would sign RUN the same each time - beause they are LITERAL and preserve the FORM over the MEANING.
China translated “Finger Licking Good” (KFC) into a somewhat cannibalistic message. "Eat your fingers off".
Ford made the mistake of not translating the name of the Ford Pinto in Brazil. Pinto is the Brazilian Portuguese word for “small genitals”.
The Coca-Cola name in China was first read as “Kekoukela”, which means “Bite the wax tadpole” or “female horse stuffed with wax” depending on the dialect. Coke then tried to find a phonetic equivalent, eventually settling on “kokou kole”, which translates as “happiness in the mouth”.
Pepsi
Pepsi’s debut of their “Come alive with the Pepsi Generation” was understood in the Chinese translation as “Pepsi brings your ancestors back from the grave.”
When General Motors introduced the Chevy Nova in South America, the company was unaware that the Spanish expression “No Va” means “It won’t go”.
The Honda Jazz “Fitta” kept is name until someone within Honda discovered that “fitta” is a vulgar word that refers to a woman’s genitals in Swedish. The slogan-that-never-was read ‘The all-new Fitta, small on the outside, big on the inside.’
Mc Donald’s Big Mac was initially supposed to be launched as “Gros Mec”, which means “big pimp”.
Hunt-Wesson Foods messed up when it introduced its baked beans in French Canada as “Gros Jos” without realizing it was local slang for “big breasts”. It didn’t hurt sales though.
Mercedes-Benz entered the Chinese market under the brand name “Bensi,” which means “rush to die.”
To advertise their leather seats, American Airlines used the slogan “Fly in Leather”, which translated in Spanish for the market in Mexico as “Fly naked”.
The Spanish word “puta” means prostitute. This didn’t stop Mazda though from launching the “Laputa” minivan, claiming in the ads that “we have designed Laputa to deliver maximum utility in a minimum space while providing a smooth, comfortable ride” and “a lightweight, impact-absorbing body.”
HSBC
HSBC had to undertake a $10 million rebranding campaign after they found that their translation of “Assume Nothing” was interpreted in several countries as “Do Nothing.”
IKEA introduced the “Fartfull workbench”. Although fartfull “fährt” (speed) means “full speed” in Swedish, in the United Kingdom, the product was received with chuckles.
Parker Pen
When Parker Pen expanded to Mexico, they translated their slogan for the Spanish-speaking part of Mexico. “Embarrass” and “embaraza” do sound and look similar, therefore it was probably assumed that these words have the same meaning. However, “embaraza” means “impregnate” in Spanish. “It won’t leak in your pocket and embarrass you” was translated to “It won’t leak in your pocket and impregnate you”.
The original Spanish translation of Perdue’s “It takes a strong man to make a tender chicken” was “It takes an aroused man to make a chicken affectionate.”
American beer maker Coors discovered that slang doesn’t always translate well. When launching its “Turn it loose” campaign in Spain, it appears executives forgot to ensure the translation would resonate with consumers. When translated into Spanish, the tagline used an expression that’s commonly interpreted as “suffer from diarrhea.” While the campaign got a lot of attention, it wasn’t the kind of attention Coors wanted.
Mitsubishi failed as well in not translating their product name by introducing the Pajero to Europe. Pajero means “wanker” in Spanish. (If you speak American English and don’t know what that means, ask your friends from the UK, or ask Ted Lasso).
While the famous “Got Milk?” campaign was remarkably successful among English speakers in the States, Spanish-speaking people wondered why the American Dairy Association would translate their slogan to “Are you lactating?”