Infopaket

Translation of Media and Promotional Texts (English Language)

ДВС.1.05

Обов’язкова дисципліна для ОП

Second

2023/2024

4 Semester

3

PLO 2. To demonstrate an adequate level of national and foreign language mastery to perform written and spoken communication, namely in the situations of professional and scientific communication; to present the results of their studies in the national and foreign language. PLO 3. To implement the modern methods and techniques, namely informational, in order to perform a successful and effective professional activity and guarantee the quality of research in a specific philological field. PLO 6. To use knowledge on expressive, emotive, logical language means and speech techniques in order to achieve an intended pragmatic result and organize a successful communication. PLO 10. To collect and systematize facts of language and literature and folklore to interpret and translate texts of various styles and genres (depending on the chosen specialization). PLO 28. To know the principles of organization and management of translation projects.

Full-time form

Prerequisites for mastering the academic discipline include: successful completion of the General Theory of Translation, Comparative Stylistics of the English and Ukrainian Languages, Basics of Literary Editing of Translated Texts, Communicative Strategies of Literary Speech (English language) courses; knowledge of the main genres and stylistic features of the English and Ukrainian languages, including its cultural aspect; basic knowledge of the functional approach to translation; basic understanding of the process of localization and translation as a part of it; mastering the skills of pre-translational analysis of the source text and editing of translated texts; skills of written translation of publicist and literary texts.

The course aims to form skills for adequate translation of media and advertising texts based on comprehensive knowledge of the structure, specificity and techniques of their translation, taking into account lexical, grammatic, stylistic, pragmatic and ethnocultural features. The lectures form a system of knowledge on the linguistic, cultural, genre, stylistic, pragmatic characteristics relevant for translation, and the peculiarities of the functioning of media and advertising texts in the relevant discourses of the Ukrainian and English languages. Practical classes train to define appropriate translation strategies for media and advertising materials, as well as to solve various translation difficulties caused by linguistic and extralinguistic factors. Attention is paid to such issues as modern media and technical translation challenges; the role and influence of non-verbal elements; internationalization, localization and "transcreation" of media and advertising content, etc.

1. Pedersen, D. Exploring the Concept of Transcreation: Transcreation as “More than Translation” in Cultus: The Journal of Intercultural Mediation and Communication / ed. by D. Katan and C. Spinzi. Special Issue on Transcreation and the Professions 7. 2014. 57–71 2. Torresi I. Translating Promotional and Advertising Texts. Routledge, 2020. 225 p. 3. The Routledge Handbook of Translation and Media / ed. by E. Bielsa. Routledge, 2021. 566 p. 4. Troqe R., Marchan F. News Translation: Text analysis, fieldwork, survey. In Empirical modelling of translation and interpreting / ed. by S. Hansen-Schirra, O. Czulo, S. Hofmann. Berlin: Language Science Press, 2017. 277-310. 5. Valdes C. Advertising translation and pragmatics in The Routledge Handbook of Translation and Pragmatics. Routledge, 2019. 171-190. 6. Zanettin F. News Media Translation. Cambridge University Press, 2021. 300 p.

Planned educational activities include independent work of students and work in practical classes: implementation of practical tasks according to the topics of classes, preparation and presentation of oral reports, implementation of written, individual and group work and the results presentation, in particular translations of excerpts of texts and samples of English-language media and advertising materials and translation comments. The main teaching methods are the following: thematic and problem-based lectures, educational discussion method, independent work with theoretical materials, the project method, the exercise method, and the competent method.

In the lectures and practical classes the following activities are evaluated: participation in class discussions (11 points), oral answers (12 points), written tasks (18 points), and individual and group tasks (10 points). After the completion of the relevant topics, tests are conducted to determine the level of students' comprehension of relevant theoretical material and practical translation skills (24 points). The final points for the semester are formed with the points received by the student during the thematic blocks "I. Media translation" and "II. Marketing translation" and the final test (25 points).

English, Ukrainian