Class 38

INSTITUTOESPECIALIZADODENIVELSUPERIOR
CENTROCULTURALSALVADOREÑOAMERICANO
Misión Institucional:
Formar profesionales en educación competentes, innovadores, con altos valores éticos y sensibilidad social, a través de la aplicación de procesos académicos y tecnológicos de
calidad que respondan a las exigencias, desafíos actuales y futuros.
Instructor: Lic. Samuel Fernández
Date: Tuesday, May 19th, 2015
Class # 37

Unit 3: Introduction to the translating
process.
Achievement Indicator:
To compare two versions of the same information.

AGENDA
Activity #1: Recalling previous learning
Activity #2: Introduction to the translating process
Activity #3: Wrapping up

Activity 1: Recalling Previous Learning
Purpose of the activity: To describe the importance of
parallelism.
Instructions:
1. Work in pairs.
2. Describe the importance of parallelism when
making a translation.
3. Share the most important information with the
class.

Language functions and structures for activity #1:
1. Word order is important because
___________________________________
2. Accuracy is about
___________________________________
3. Details are identified by answering the questions
___________________________________
4. Quality refers to
___________________________________
5. Parallelism is related to
___________________________________

Activity #2: Introduction to the translating process.
Purpose of the activity: To describe the basics of the
translation process.
Instructions:
1. Work in pairs.
2. Read the information on the next slide.
3. Take notes.
4. Describe the basics of the translating process.
5. Share the most important information with the
class.

Translation Step by Step
Being bilingual is not enough to be a translator.
There are three facts you need to know about translation:
1. Accuracy
2. Quality
3. Details

Accuracy
1. Please watch the video.
2. Take notes
1. When referring to accuracy
we refer to the exact
message to be
transmitted. In order to be
accurate we need to pay
attention to the audience
in order to adapt the
message to their cultural
background.
Taken from: Peter N. (2010) Manual de Traducción. Spain Page 217.

Quality
1. Please read the following
excerpt:
Este calor invita a la pereza.
This heat invites to the lazyness.
In this weather I feel lazy.
1. Quality is basically related
to the elements to be
included in the translation.
This is related to the
structures, lexicon and
intention of the
information to be
translated.

Details
It is important to pay
attention to the details in a
text because details are used
to support the information
presented.
The man standing at the
door.
El hombre que estaba junto
a la puerta.
In order to identify details you
need to look for the answers
to the questions:
When, where, how, why, who,
what.

Word order
English is not a language is not a language noted for the
flexibility of its word order.
A word out of place can easily alter the meaning, or lead to
ambiguity.
This is the reason why we need to be careful when making a
translation.
Let´s study the following examples:

Vocabulary:
Fizzle
Syn: Fall down or fail.

Example No. 1
Niall Quinn, the 6ft 4in Arsenal center-forward, almost scored
within seconds of taking the field in the 79th minute. But the chance
fizzled away off Quinn’s left boot.
The word “almost” is correctly placed; if it had been shifted
slightly forward, the meaning would have been quiet different:
“scored almost within minutes”

Example No. 1
Niall Quinn, the 6ft 4in Arsenal center-forward, almost scored
within seconds of taking the field in the 79th minute. But the chance
fizzled away off Quinn’s left boot.
El arsenal delantero de 6 pies y 4 pulgadas (1.95 m.) Niall Quinn,
casi golea a pocos segundos de ingresar al campo en el minuto 79. Sin
embargo su oportunidad se desvaneció.

Example No. 2
Leisure parks, gardens and wildlife centers were also popular
with tourists to Britain last year, while visits to museums, galleries
and historic buildings slumped. One of the worst places affected by
fewer visitors was the Royal Academy.
In this paragraph, the word “worst” should have come after “places”,
not before.

Example No. 2
Leisure parks, gardens and wildlife centers were also popular
with tourists to Britain last year, while visits to museums, galleries
and historic buildings slumped. One of the worst places affected by
fewer visitors was the Royal Academy.
Los parques de recreo, jardines y las reservas naturales
también fueron frecuentados para los turistas que visitaron Gran
Bretaña el año pasado, mientras que las visitas a museos, galerías y
edificios históricos disminuyó. Uno de los peores lugares afectados
por las bajas visitas fue la Academia Real.

Parallelism
Have you ever been on a flight when an attendant asked you to move
your seat to help balance the aircraft? If the attendants didn't do this,
the plane would probably still fly, but you'd be in for a rough flight.
A sentence without parallel structure is like an imbalanced aircraft; it'll
get you from point A to point B, but no one's going to congratulate the
pilot when it lands.

Karla´s information
• Our body is compounded by 206 bones and each has its own function,
like the ribs as a shield of our lungs, like the skull as a cave of our brain,
and so on. The osseous system produces many components that help
itself to keep everything well.

Examples:
Deep-fried Oreos are delicious but bad nutrition.
Deep-fried oreos are delicious but not nutritious.

Reference and meaning
Thanks to its experience, modernly
equipped plants and expert staff this electronics
firm satisfies the need of both home and foreign
buyers. Its appearance on the world market and
ever more firm business arrangements it
concludes thanks to capital investment make it
ever more prominent.

Reference and meaning
Thanks to its experience, modernly equipped plants and expert staff, this
electronics firm satisfies the need of both home and foreign buyers. Its
appearance on the world market and ever more firm business arrangements it
concludes thanks to capital investment make it ever more prominent.
Gracias a su experiencia, sus plantas modernamente
equipadas, y su grupo de expertos, esta empresa de electrónicos
satisface tanto las necesidades de clientes locales como extranjeros.
Su presencia en el mercado mundial y el logro de más alianzas
empresariales ratifican su prestigio gracias a su inversión de capital.

Exercise No. 5
1. Conservatives, unlike their opponents, welcome opposition which
is good for the democratic system.
2. Peking’s proposals look reasonable enough today, but there can be
no guarantee it will stick to them after sovereignty is transferred.
3. The government makes little effort to tap European Community
Funds for training women because they discriminate against men,
according to the Department of Employment.

Coherence
The situation when the parts
of something fit together in a natural
or reasonable way; each part is
connected to one another.
Example: There was no coherence
between the first and the second
part of the movie.
Taken from: Cambridge Advanced Learner’s Dictionary. IV Edition.
Cohesion
Formally united
parts of a paragraph that
follow a structure.
Basically coherence is related to the sequence of the message,
while cohesion to the grammar structures used to link the text.

Let’s analyze:
Cohesion describes the way in which a text is tied together by linguistic
devices, such as And so we see . . . , Additionally . . . , Therefore . . . ,
However . . . and On the other hand . . .
A text has coherence if its constituent sentences follow on one from the
other in an orderly fashion so that the reader can make sense of the
entire text.
Coherence means that the text is easy to read and understand because
the text follows a certain kind of logical order and the organization of
ideas is systematical and logical.

A text can be cohesive through the use of the following devices:
1. Repetition.
2. Synonymy. If direct repetition is too obvious, use a synonym of the
word you wish to repeat. This strategy is call 'elegant variation.'
3. Antonymy. Using the 'opposite' word, an antonym, can also create
sentence cohesion, since in language antonyms actually share more
elements of meaning than you might imagine.
4. Parallelism. Repeat a sentence structure. This technique is the oldest,
most overlooked, but probably the most elegant method of creating
cohesion.
5. Transitions. Use a conjunction or conjunctive adverb to link sentences
with particular logical relationships.

Exercise No. 6
The Mozart effect
Researchers in the early 1990s conducted an experiment that measured the effect of listening
to Mozart on the IQ of college students. Their research found that the music had a slight positive
impact on IQ, though this increase was temporary. Subsequently, a man named Don Campbell wrote a
book stating that listening to Mozart would make children smarter.
Some argue that the ideas presented in his book overstated the original researchers’ findings.
Even so, the media widely reported on the book’s claims and called it the “Mozart effect”. When
people learned about the Mozart effect, many things happened: some hospitals started giving the
parents of newborns a free classical music CD, and some preschool were required to play classical
music every day.
A few scientists support the idea that listening to music can have an impact on one’s IQ, but
others are skeptical. They say that hearing Mozart while you work may improve your performance on
specific tasks, but only if you enjoy the music. Other researchers have claimed that listening to the
music may actually decrease performance. Even so, you’ll still hear of parents who plan to expose
their babies to classical music as they grow.
Listening to classical music may not improve one’s intelligence in a significant way for the
long-term, but everyone can agree that it helps you to relax. One thing is certain: more research is
needed to find out the truth about the Mozart effect.

Exercise No. 6
The Mozart effect
Researchers in the early 1990s conducted an experiment that
measured the effect of listening to Mozart on the IQ of college students.
Their research found that the music had a slight positive impact on IQ,
though this increase was temporary. Subsequently, a man named Don
Campbell wrote a book stating that listening to Mozart would make children
smarter.
Some argue that the ideas presented in his book overstated the
original researchers’ findings. Even so, the media widely reported on the
book’s claims and called it the “Mozart effect”. When people learned about
the Mozart effect, many things happened: some hospitals started giving the
parents of newborns a free classical music CD, and some preschool were
required to play classical music every day.

Exercise No. 6
The Mozart effect
A few scientists support the idea that listening to music
can have an impact on one’s IQ, but others are skeptical. They say
that hearing Mozart while you work may improve your
performance on specific tasks, but only if you enjoy the music.
Other researchers have claimed that listening to the music may
actually decrease performance. Even so, you’ll still hear of parents
who plan to expose their babies to classical music as they grow.
Listening to classical music may not improve one’s
intelligence in a significant way for the long-term, but everyone can
agree that it helps you to relax. One thing is certain: more research
is needed to find out the truth about the Mozart effect.

Understanding the message
1. Read the text in exercise 6.
2. Paraphrase the information.
3. Write a summary of the information you read.
4. Exchange your notebook with another peer.
5. Analyze your peer’s information.
6. Share your information with the class.

Exercise No. 6The Mozart effect
Researchers in the early 1990s conducted an experiment that measured the effect of listening
to Mozart on the IQ of college students. Their research found that the music had a slight positive
impact on IQ, though this increase was temporary. Subsequently, a man named Don Campbell wrote a
book stating that listening to Mozart would make children smarter.
Some argue that the ideas presented in his book overstated the original researchers’ findings.
Even so, the media widely reported on the book’s claims and called it the “Mozart effect”. When
people learned about the Mozart effect, many things happened: some hospitals started giving the
parents of newborns a free classical music CD, and some preschool were required to play classical
music every day.
A few scientists support the idea that listening to music can have an impact on one’s IQ, but
others are skeptical. They say that hearing Mozart while you work may improve your performance on
specific tasks, but only if you enjoy the music. Other researchers have claimed that listening to the
music may actually decrease performance. Even so, you’ll still hear of parents who plan to expose
their babies to classical music as they grow.
Listening to classical music may not improve one’s intelligence in a significant way for the
long-term, but everyone can agree that it helps you to relax. One thing is certain: more research is
needed to find out the truth about the Mozart effect.

Marketing Strategies

Marketing Strategies
“Free” can mean many things, and that meaning has changed over
the years. It raises suspicious, yet has the power to grab attention like
almost nothing else. It is almost never as simple as it seems, yet it is the
most natural transaction of all. If we are now building an economy around
“free”, we should start by understanding what it is and how it works.
Within the commercial use of “free” there is a wide range of
meanings – and businesses models. Sometimes “free” is NOT really “free”.
“Buy one, get one free” is just another way of saying 50% off when you buy
two. “Free gift inside” really means that the cost of the gift has already
been included in the overall product. “Free shipping” typically means the
price of shipping has been built into the product´s markup.

Of course, sometimes “free” really is free, although it tends to be
part of a wider marketing strategy aimed at encouraging the consumer to
spend and it is hardly a new economic model.
A “free sample” is simply marketing, intended to both introduce a
product and trigger a slight feeling of moral debt that may encourage you
to buy the full price item. “A free trial” may be free, but only for a limited
time, and it may be difficult to opt out before it becomes paid. And “Free
air” at a gas station is what economists call a “complementary good”
intended to reinforce consumer interest in a paid product.
Then there is the world of ad-supported media, from free-to-air
radio and TV to most of the web. Ad-supported free content is a business
model that dates back more than a century: a third party (the advertiser)
pays for a second party (the consumer) to get the content for free.

Finally, sometimes “free” is really “free” and does represent a new
model. Most of this is online, where digital economics, with near-zero
marginal costs, hold sway. Flirck, the photo-sharing service, is actually free for
most of its users (it doesn´t even use advertising). Likewise, most of what
Google offer either is free and without advertising or applies the media ad
model in a new way to software and services (like Gmail), not content. Then
there is the amazing “gift economy” of Wikipedia and the blogosphere,
driven by the non-monetary incentives of reputation, attention, expression,
and the like.
All these can be sorted into four broad kinds of free, two that are old
but evolving and two that are emerging with the digital economy. Before we
get to those, let´s pull back and observe that all forms of “free” boil down to
variations of the same thing: shifting money around from product to product,
person to person, between now and later, or into non-monetary markets and
back out again. Economists call these “cross-subsidies”.

Activity #3: Wrapping up
Purpose of the activity: To describe the translation process step by
step .
Instructions:
1. Work in pairs.
2. Describe what the translation process step by step.
4. Use the language functions and structures provided.
5. Share your ideas with the class.

Language functions and structures for activity #3:
1. The process to make a better translation is
___________________________________
2. The three elements to be considered when
making a translation are
___________________________________
3. What I learned today is
___________________________________

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