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What is adaptation exactly?

adaptation versus translation
by

marie leconte

on 4 March 2010

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Transcript of What is adaptation exactly?

Adaptation What is translation? The transfer of a message from one language into another Today
What is adaptation?
How is it different from translation?
A couple examples of the challenge involved. What is adaptation? Fitting or adjusting one thing to another Canadian Oxford Dictionary Adapting: to make fit (as for a specific or new situation) often by modification Merriam-WebsterCanadian Oxford Dictionary Work by which a translator transforms (or modifies) a communication product into his/her mother tongue so that it will act upon the consumer in the same way as the original does. So, what's the difference? Although both the translator and the adaptor rely on their knowledge of language to proceed with the act of translation, the adapter has the added task of transferring cultural concepts and notions. Dealing with such things as: Figuring out the context of the receiving audience: naked bodies in perfume ads
cultural references

High context culture - France
Low context culture - United States A cologne for men pictured a pastoral scene with a man and his dog. Where it was marketed in Islamic North Africa a dog is considered unclean and a sign of bad luck. When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the beautiful baby on the label. Later they learned that in Africa, companies routinely put pictures on the label of what's inside, since most people can't read English Bottom line You have to be able to do this with this...

call upon his or her knowledge of culture,
his or her knowledge of semiotics
as well as develop a sensitivity to everything
The adapter has to go beyond the words and Today we've seen
Adaptation on an international level Next time, we'll see
Adaptation on a more local level... La Presse
The Gazette For next week:
Full transcript