Service oriented approaches to translation include customisation, transcreation, and communication. In this article, we’ll discuss these features and Newmark’s communicative and semantic translation approaches. But what are they, exactly? How do these approaches differ? What do they mean for translation services? And why is this important? Here’s a closer look. What’s behind their success? And what should you look for when selecting a translation company?
Transcreation is a service oriented approach to translation
Today’s global society demands that products and services are available across many different cultures. In order to reach these audiences, they must be translated into several languages. While translation can help brands reach a global audience, it isn’t always enough. Many times, translations alone aren’t enough to successfully connect brands with their target consumers. In these cases, transcreation is the best way to connect with them. Listed below are some of the differences between translation and transcreation.
Newmark’s communicative approach
In 1981, Peter Newmark published Approaches to Translation, a book that quickly gained popularity in the translation studies community. He put forward two theories about translation: semantic and communicative. Both theories provide resourceful insights and useful applications in translation practice. The book presents both theories in a systematic way, allowing readers to determine which one will work best for them. Newmark advocates a word-for-word translation, but he also emphasizes the importance of linguistic and extra-linguistic meaning.
Newmark’s semantic translation approach
The principles behind Newmark’s semantic translation approach are not new. This approach is widely used in translation applications and attaches great importance to translation studies. Semantic translation attempts to reproduce the exact flavor of the original. In communicative translation, thought-processes behind the words are as important as the intended meaning. While the grammar translation approach still retains some of its relevance, it is no longer considered to be a practical tool for language learning.
Case studies of professional translation services
For a Case Study, the director of the service chooses a text to be translated. The selected text should be at least 4,000 words, but may be a group of related texts. The chosen text should represent an area of translation activity, such as scholarly or commercial writing. It can also be a fictional work, such as a novel, or a collection of poems or essays. The director may also add the comments of a Case Study director or other readers. The Director should not submit the Case Study document without the Log.