Compare:
French: Un projet de ferry à hydrogène pour les îles du Ponant
English: Nøé: Barillec’s zero emissions vessel
The original focuses on the technology and the ferry service that will use it.
The English focuses on the companies and the aim of the new technology.
Transcreation: Different readership, different approach.
07 March 2017
06 March 2017
Nouvelle édition anglaise de Mer et Marine
Nouvelle édition anglaise de Mer et Marine
La sixième édition de notre newsletter mensuelle en anglais sera diffusée aujourd'hui à la mi-journée. Cette nouvelle parution en ligne traite de sujets liés à l'économie maritime française et internationale, avec notamment un reportage à Saint-Nazaire pour faire le point sur la montée en puissance de STX France dans le domaine des énergies marines.
Distribuée à plusieurs milliers de destinataires anglophones dans le monde entier, la newsletter en anglais est réalisée par la rédaction de Mer et Marine et traduite par une équipe de traducteurs spécialisés dans le secteur maritime. Les articles de l'ensemble des newsletters parues se trouvent sur le site anglophone de Mer et Marine et sont consultables gratuitement.
*****
02 March 2017
Transcreation, examples from an online newsletter, #3
Compare the transcreated version
Retired racing cat to run on wind, sunshine and hydrogen
with the original
Energy Observer: Un ancien catamaran de course reconverti à l'hydrogène
Because the original, first published by Le Télégramme, was written for a general newspaper readership whereas the Mer et Marine monthly newsletter in English targets specialist readers working in the marine/maritime/naval industries who are interested in French innovations.
As the translator (alias transcreator), I felt that the English version's specialist readership deserved some additional technical information. To save them the trouble of Googling for this additional information, I did the work for them then condensed my findings as shown above.
There is lots of confusion out there in the blogosphere and the language service industry about what transcreation means. The examples given here are intended to document and explain my approach to the question in one highly specific work situation. I'd be happy to hear what you think.
Retired racing cat to run on wind, sunshine and hydrogen
with the original
Energy Observer: Un ancien catamaran de course reconverti à l'hydrogène
The passage
À bord du labo-navire, il s'agit de coupler plusieurs énergies : trois sortes de panneaux solaires, répartis sur 130 m² de surface, deux éoliennes à axe vertical, une aile de traction intelligente et deux moteurs électriques réversibles permettent de produire l'hydrogène à bord et, mieux encore, de le stocker.was transcreated (i.e. translated and re-written) to read
The challenge is to combine multiple energy sources, including three types of solar panels covering 130sq.m, two vertical-axis wind turbines, a smart traction kite, two reversible electric motors and, instead of batteries, hydrogen stored in high-pressure tanks. When sufficient electricity is available, it will be used to produce hydrogen from seawater by electrolysis. When there is no sun or wind, stored hydrogen will be converted back into electricity by fuel cells.Why?
Because the original, first published by Le Télégramme, was written for a general newspaper readership whereas the Mer et Marine monthly newsletter in English targets specialist readers working in the marine/maritime/naval industries who are interested in French innovations.
As the translator (alias transcreator), I felt that the English version's specialist readership deserved some additional technical information. To save them the trouble of Googling for this additional information, I did the work for them then condensed my findings as shown above.
There is lots of confusion out there in the blogosphere and the language service industry about what transcreation means. The examples given here are intended to document and explain my approach to the question in one highly specific work situation. I'd be happy to hear what you think.
20 January 2017
Transcreation, examples from an online newsletter, #2
Example from
Le nouveau Figaro à foils sera construit dans une usine dédiée à Nantes
and
New Bénéteau racing monohull with foils.
This contrasts with the Mer et Marine monthly newsletter in English which targets L1* and L2* readers of English working in the marine/maritime/naval industries interested in French innovations.
Hence the need for some periphrases in English to explain technical terms that readers of the French version were assumed not to need.
Le nouveau Figaro à foils sera construit dans une usine dédiée à Nantes
The French headline highlights the type of boat and where it will be built, which is perfectly logical given Le Télégramme's focus.
The English version focuses on the manufacturer's name and the innovation.
[ENG] The new Figaro Bénéteau 3 made a big impression at the Nautic boatshow.
The mockup presented at the Nautic boatshow in Paris on Saturday 3 December attracted a big crowd. The new ‘one-design’ — a yacht built to a standard design for one-design racing, in this case the Solitaire Urgo Le Figaro event — was on display, after what many felt was a long wait.
* L1: mother-tongue
* L2: second-language
To understand the approach taken to the adaptation of this article, it helps to know that the original was first published by Le Télégramme. The newspaper's online tagline is:
Actualité et infos en direct et en continu sur Brest, Lannion, Lorient, Quimper, Rennes, Saint-Brieuc, Saint-Malo, Vannes et les autres communes de Bretagne.The French journalist was writing for a local audience that follows maritime and yachting news closely and is assumped to be familiar with the relevant technical jargon.
This contrasts with the Mer et Marine monthly newsletter in English which targets L1* and L2* readers of English working in the marine/maritime/naval industries interested in French innovations.
Hence the need for some periphrases in English to explain technical terms that readers of the French version were assumed not to need.
First, the headline
Compare:Le nouveau Figaro à foils sera construit dans une usine dédiée à Nantes
and
The French headline highlights the type of boat and where it will be built, which is perfectly logical given Le Télégramme's focus.
The English version focuses on the manufacturer's name and the innovation.
Next the introduction
[FRA] Il y avait foule, samedi 3 décembre, sur la grande scène du Nautic, à Paris, pour la présentation du Figaro 3. Depuis le temps qu'on l'attend ce nouveau monotype ![ENG] The new Figaro Bénéteau 3 made a big impression at the Nautic boatshow.
The mockup presented at the Nautic boatshow in Paris on Saturday 3 December attracted a big crowd. The new ‘one-design’ — a yacht built to a standard design for one-design racing, in this case the Solitaire Urgo Le Figaro event — was on display, after what many felt was a long wait.
* L1: mother-tongue
* L2: second-language
19 January 2017
Transcreation, examples from an online newsletter, #1
On 29 May 2015, under the heading Transcreation, I wrote:
But first I need to explain that much of what is involved in the process of transcreation is based on
(a) explicit information or reasonable assumptions concerning the aims of the original and the target readership, and (b) similar explicit information or reasonable assumptions concerning the aims of the English-language version and the target readership.
The Mer et Marine daily aims are summarised in their presentation statement:
What is transcreation?In this post I will concentrate on one or two aspects of my approach to the transcreation of articles selected from the Mer et Marine daily news page in French for adaptation into English and publication in the Mer et Marine monthly newsletter in English.
It's about adapting a client's document in the source language to a specific communication challenge in a target language. Given that the audiences are different, the aims will differ. The process typically combines high-quality translation with new content as appropriate. Passages of little or no interest to the target audience may be deleted. Transcreation enables clients to convey their messages in a way that is relevant and engaging.
But first I need to explain that much of what is involved in the process of transcreation is based on
(a) explicit information or reasonable assumptions concerning the aims of the original and the target readership, and (b) similar explicit information or reasonable assumptions concerning the aims of the English-language version and the target readership.
The Mer et Marine daily aims are summarised in their presentation statement:
Mer et marine, toute l’actualité maritime.which I have rendered as:
Media leader de l’actualité maritime : construction navale, défense, shipping, ports, offshore…
Maritime news from France and around the world : shipbuilding, naval defence, shipping, ports, offshore and more.
Examples from Amiral Prazuck : « Notre défense commence au large »
Additional information in EN because target readership know less about the subject than Admiral Prazuck
[FRA] La régénération de nos unités qui sont extrêmement sollicitées, bien au-delà des contrats opérationnels définis dans le Livre Blanc.
[ENG] Assets in the highest demand will be refurbished beyond the requirements of the operational contracts listed in the government’s white paper on defence and national security (Livre blanc sur la défense et la sécurité nationale).
[FRA] Pouvez-vous dresser un premier bilan du déménagement de l’état-major à Balard ?
[ENG] Could you also give us a brief report on the move to the Hexagone Balard, the Ministry of Defence’s new joint headquarters?
[FRA] Nous avons quitté une adresse prestigieuse qui nous a hébergés pendant 226 ans à l’Hôtel de la Marine.
[ENG] In July 2015, the naval high command moved out of the Hôtel de la Marine, the imposing classical building overlooking the Place de la Concorde that housed the Navy headquarters for 226 years.
[FRA] Les marins y ont gagné un confort de travail indiscutable.
[ENG] Working conditions in the new HQ, on the southern edge of central Paris, are a huge improvement.
Odd, off-the-cuff term replaced by standard equivalent
[FRA] Enfin leur radar-plaques ouvre de nouvelles perspectives, notamment pour les luttes anti-aérienne et anti-missile.
[ENG] The FTI’s planar array radar will also open up new perspectives, particularly for anti-aircraft and anti-missile warfare.
(The above table is a formatting experiment. My procedure involved several steps. 1) Generate bitext using Terminotix's AlighFactoryLight. 2) Edit bitext using AFL alignment editor. 3) Add explanatory notes in blank cells using AFL alignment editor. 4) Open bitext using browser. 5) Copy & paste browser page into Blogger page. 6) Add character attributes (bold, ital, highlighting) as necessary. 7) Publish.
06 December 2016
25 November 2016
What can translators learn from news agencies?
As mentioned in the header, this blog focuses on a small niche in the language services market, namely the adaptation of technical journalism for clients who seek to influence a clearly definied readership. The following is not directly relevant, but has the merit of directly adressing another aspect of translation work involving journalism.
Translate or not to translate? What can translators learn from news agencies? by Hanna Gembus.
More to come following ITI's May 2017 conference where this paper will be presented.
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