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Chapter 5: The cogno-cultural dimension of translation

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Jasmina Djordjevic

on 11 March 2014

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Transcript of Chapter 5: The cogno-cultural dimension of translation

The process of translation is more than just transferring words from the SL to the TL!

It is also the transfer of culture and of cognition.

The cogno-cultural approach is an attempt to unite all these aspects!
Chapter 5: The cogno-cultural dimension of translation
What do you think these words mean?

to facepalm

auto-tuned voice

settle for a trade-off
Example:
To facepalm:
To hit one's own forehead with your hand/ palm, and drag it down one's face. Most often done in frustration or agitation. Sometimes forcefully done to others for humour purposes.

Auto-tuned voice
: to correct the pitch of voice by means of a specially designed software. Often used by singers to conceal their lack of singing talent.

Settle for a trade-off:
An exchange of one thing in return for another, especially relinquishment of one benefit or advantage for another regarded as more desirable

Definitions
A few suggestions how to procede:
the conceptual shift from the source
model of conceptualising reality
to
the target model of
conceptualising reality
The cogno-cultural approach to translation is
cold

as

ice

hladno

kao

led
Absolute correspondence
It's
raining
cats and dogs

Lije
k'o iz kabla


Partial correspondence
The company filed for bankruptcy

Protiv društva pokrenut je stečajni postupak
Lack of correspondence
What is translation apart from transferring the meanings of words from one language into the other?
e.g.

The math problem turned out to be so easy, I could facepalm myself.
Component analysis
1. Find the smallest constituent elements in the meaning

act of hitting your face with the palm of your hand
+
you feel you are stupid about something very obvious
2. Translate the constituent elements into the target language

lupiti se po rukom po licu

+

osećati se glupo zato što nešto ne znamo
3. Search for an equivalent online by typing the translation of the key words of the first component into the search browser.

4. In the same manner, search for the second component.

5. Apply idiomatic translation and illustrate the irony.


Došlo mi je da se ošamarim kada sam shvatio da zadatak uopšte nije bio težak.
Result:

Example:
The most frequent culture-based elements in translations
Cognates
: the same original source as a similar word in another language and is therefore related to that word
Collocations
: the way words combine in language to produce natural-sounding speech and writing.
Eponyms
: words that are identical to or derived from a personal name or proper noun and their meanings depend on the base form
False cognates
: pairs of words in two languages that look or sound similar but differ in meaning
Hypotyposis
: form of rhetorical device used to suggest visual effects through words.
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