The Linguist

The Linguist 53,4

The Linguist is a languages magazine for professional linguists, translators, interpreters, language professionals, language teachers, trainers, students and academics with articles on translation, interpreting, business, government, technology

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34 The Linguist AUGUST/SEPTEMBER INSTITUTE MATTERS Carol Ermakova Carol Ermakova is a freelance translator living in the North Pennines. Her recent publications include The Underground by Hamid Ismailov and The Nomadic Sacrifice by Martino Nicoletti. She has contributed to anthologies and journals such as Squaring the Circle, The London Magazine and Cardinal Points. Specialising in contemporary Russian fiction, Carol also translates from Italian, French and German. See p.7 Alexandra Hecker Alexandra Hecker was born in Germany and discovered her passion for languages during a year at a British boarding school. After achieving a Master's in Translating Popular Culture at City University, she is now employed as a Linguistic Specialist at Deluxe Media Europe. See p.20 Rory Gallagher Rory Gallagher lived in Italy, Japan and France before returning to the UK three years ago to become a secondary school teacher of French and Japanese. He enjoys drawing on his experiences abroad to engage students and to show them the relevance of learning languages. See p.18 Yana Kovalskaya Yana Kovalskaya, a graduate of the Moscow State University, is a Senior Marketing Manager of Glagoslav Publications, an independent British-Dutch press specialising in the publication of English translations of fiction and non-fiction by Russian, Ukrainian and Belarussian authors. See p.10 Anatoly Kudryavitsky Anatoly Kudryavitsky is a Dublin-based Russian/ Irish poet and novelist. Among his published works are three poetry collections, including Capering Moons (2011); A Night in the Nabokov Hotel (2006), an anthology of Russian poetry in English translation; and Disunity, the book of his selected novels. See p.7 Jessica Moore Freelance journalist and editor Jessica Moore is a former Acting Editor of The Linguist. Co-Founder of WM Editorial (, she has worked for several national publications. See p.26 Claire Nevill Claire Nevill is a freelance journalist with an interest in language issues, and Communications and Campaigns Officer at the National Literacy Trust, a charity dedicated to raising literacy levels in the UK. She speaks Spanish. See p.22 Ilaria Parogni Ilaria Parogni is an Italian journalist, editor and social media expert based in London. She edits The Kompass, the official guide to the UK-Russia Year of Culture in the UK, produced by Russia Beyond the Headlines. See p.12 Judith Samuel Judith Samuel MCIL has a BA in History, Law and Ethics, an MA in European Studies, the IoLET Final Diploma in French and the Diploma in Translation. The author of The 'City of Ottawa', she has worked in archive departments and as a teacher of French to adults. See p.22 CONTRIBUTORS At the Translating Division's one-day training event on transcreation in May, Adriana Tortoriello described the work as involving the translation and recreation of a message, usually for advertising purposes. "A transcreation is a translation that pretends not to be one," she explained, and should read like an original. Adriana, a translator, subtitler and transcreator, also stressed the importance of direct client briefing and of getting into a real dialogue with the client. Working in pairs and groups, delegates attempted the transcreation of English slogans and taglines into their chosen target languages, based on an original client brief. The exercises involved not only finding a few alternatives but also providing a back-translation and a rationale with each. Valid alternatives could be anything from literal translations to more creative solutions that stepped much further away from the form and content of the original. Adriana pointed out that it is often not so much the words and their meanings that matter, but rather what they evoke and the reactions they trigger. It was an interactive session, as Adriana encouraged participation and questions. After lunch, we turned to the question 'what makes a good transcreator?' A love of words and good time- keeping, but also the ability to be creative and a sensitivity to image/word relationships. Adriana wrapped up the session with advice on how to find work. Unpaid test translations are a standard request from agencies and should be embraced as an opportunity to shine. There is a growing global market for this kind of work and a few main players: Hogarth, TAG and Translate Media. There is also a LinkedIn group. Following a discussion about online resources and dictionaries (Adriana uses only monolingual dictionaries, thesauruses and an Italian dictionary of collocations), it was agreed that participants would share tips and resources via Creative concerns INGRID DEANE-WILLIAMS & DIANE FROST ON A RECENT 'TRANSCREATION' EVENT DIVISIONS TOP SCORE: As seen during the Brazil-Chile World Cup match, McDonald's Portuguese slogan is not a literal translation of the English 'I'm loving it'

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