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AN INTRODUCTION
TO DISCOURSE ANALYSIS
AND TRANSLATION STUDIES
Milano 2011
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ISBN: 978-88-8311-768-8
Introduction ..............................................................................7
Chapter 1
The Development of Language Studies .......................................11
1.1.The Beginning of the Twentieth Century..........................11
1.1.1. Saussure................................................................14
1.2.Structuralism...................................................................18
1.2.1. Jakobson ...............................................................23
1.2.2. Peirce....................................................................30
1.2.3. Chomsky...............................................................32
1.2.4. Barthes..................................................................36
1.2.5. Greimas ................................................................46
1.3.Poststructuralism .............................................................48
1.3.1. Derrida .................................................................49
1.4.Recent Developments in Language Studies.......................51
1.4.1. Newmark’s Componential Analysis ........................52
1.5.Discourse Analysis and its Disciplines ..............................56
1.5.1. Ethnography of Speaking .......................................57
1.5.2. Pragmatics ............................................................59
1.5.3. Conversational Analysis .........................................69
1.5.4. Interactional Sociolinguistics..................................73
1.5.5. Critical Discourse Analysis.....................................74
Chapter 2
Discourse and its Defining Elements ...........................................81
2.1.The Context of Situation .................................................82
2.1.1. Registers ...............................................................86
2.1.2. Dialects.................................................................90
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An Introduction to Discourse Analysis and Translation Studies
Chapter 3
An Introduction to Translation Studies .....................................155
3.1.Recent Developments in Translation Studies ..................155
3.1.1. Communicative Translation and
Translation Loss..................................................159
3.1.2. Malone’s Translation Strategies ...........................163
3.1.3. The Cultural Turn ..............................................170
3.2.Culture and the Notion of Cultural Translation..............179
3.2.1. The Development of Cultural Studies ..................184
3.2.2. The Language of Advertising ...............................196
3.3.Features of Spoken Language and Written Language ......224
3.3.1. The Notion of Spoken Grammar ...........................226
3.4.Postcolonial Translation ................................................247
3.4.1. The Development of Postcolonial Studies ............247
3.4.2. The Notion of Colonial Alienation and the Issue
of Intertextuality..................................................251
3.4.3. The Language of Decolonisation..........................258
3.4.4. Translating First Names ......................................306
Conclusions ...........................................................................313
Bibliography .........................................................................315
4
Table of Contents
Appendix
S.P.Q.T.! (Those Translators Are Fool!)
Translation Problems in the Asterix Comics ............................... 353
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Introduction
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An Introduction to Discourse Analysis and Translation Studies
*
Some parts of the present book are re-elaborations of material which first
appeared, either in English or in Italian, in previously published works. In
particular, occasional references are made to:
Canepari, M. 2005. Introducing Translation Studies, Parma, Azzali Editore.
_____ 2006. Translating Postcolonial Texts, Parma, Azzali Editore.
_____ 2008. ‘Aggressività simbolica e forme di deritualizzazione nel
discorso calcistico del ventesimo secolo’, in E. Martines e G. De Rosa (eds).
2008. Angeli e demoni, Parma, Mup editore.
_____ 2008. ‘Think Global, Act Local: traduzione e pubblicità nell’era
della globalizzazione’, Il traduttore visibile, vol. 3, Parma, Mup editore, 2008.
_____ 2008. ‘Infedeltà intersemiotiche alla ricerca di un lieto fine’, La
Torre di Babele, vol. 5, Parma, Mup editore.
I would also like to acknowledge the fact that some of the examples
provided in this book are based on the corpora gathered by some of the
students I’ve had the pleasure to work with throughout the years.
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Introduction
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developed. The belief that the various thinkers who had made
their appearance in the previous years were opening a new age
became widespread (I am thinking for example of Nietzsche,
who during these years published some of his most important
books, Zola and Edison), and several theorists in the different
realms of consciousness and psychology began to emerge. For
example, in 1890 William James introduced for the first time the
phrase ‘stream of consciousness’ which would become famous
thanks to various modernist authors such as James Joyce,
Virginia Woolf and May Sinclair; Freud published his Studies on
Hysteria in 1895, and Bergson’s Matter and Memory saw the
press in 1896.
This was therefore a time of change, distinguished by a strong
sense of transition, various scientific discoveries and the
development of new technologies – as epitomised by Villiers de
l’Isle Adams’s The Future Eve (1886), where Edison builds a
female android. A new kind of sensibility developed, leading to
an increased curiosity in the darker recesses of the self and the
unconscious that Freud was beginning to explore, as testified by
Stevenson’s publication of The Strange Case of Dr Jeckyll and Mr
Hyde (1886).
In the 1890s the interests and themes approached by the arts
constantly diversified, and if the decade could be described as an
age of scientific development and social analysis – during which
also the ambiguity intrinsic in the Imperial mission began to be
addressed – it could be equally referred to as an age of romance.
It was an age marked by a strong sense of contradiction, a
moment of transition whose typical uncertainty found an
expression in a growing sense of sexual ambiguity, as represented
not only in Freud’s theory, but also in the radically changed
representation of the sexes we have in the ‘new woman fiction’ –
expression of the emergent feminist movement – and the (half-
veiled) gay writing produced since the last decade of the nineteen
century.
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1.1.1. Saussure
It was actually Saussure who elaborated some of the dichotomies
such as langue (language as a system) and parole (the linguistic
expression of individual speakers), which would subsequently
become fundamental in linguistics.
In particular, one of the key concepts of Saussure’s theory was
that language is a system in which meaning is the product of a
phonological and graphological difference which distinguishes
one linguistic sign from all other signs available in the system of
language. Thus, we understand the word ‘cat’ as ‘not bat’, ‘not
rat’, ‘not sat’ etc. Similarly, because language, as a cultural
phenomenon, produces meaning by creating a network of
differences (and similarities), we understand the sign ‘girl’ as
‘not-boy’, ‘not-woman’, ‘not-man’, ‘not-animal’, ‘not-deity’ etc.
Moreover, it was Saussure who for the first time posited the
notion that any linguistic sign consists of two sides: the signifier –
that is, the sound-pattern of the word, the hearer’s psychological
impression of a sound – and the signified – broadly speaking the
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stock market crash in 1929 and, in the new decade, by the rise to
power of Stalin in Russia, the Nazi ideology of Hitler in
Germany, Mussolini’s Fascism in Italy and the Spanish Civil
War in 1936. The proletarian fiction produced in this age of
political and historical instability was filled with a sense of
historical, political and psychological crisis, a feeling of anxiety,
precariousness and chaos (often expressed in gothic and
nightmarish visions) from which political commitment and
ideological confrontation seemed initially to offer a way out. In
this age, as totalitarianism arose and a new war of world
proportions appeared increasingly inevitable, the commitment of
literature initially took the form, for example in Orwell, of
historical realism, ending, after the collapse of the Marxist
argument for proletarian realism, in an experimental tendency
towards fantasy, parody and satire through which (as in Beckett’s
novels) the psychosis and absurdity of the world, and the
surreality and threat of history (which earlier writers had tried to
portray realistically) could be expressed. By the end of the
decade, a dark and shadowy mood, brought about by the
outbreak of war and the death of many writers who had shaped
the previous decade, engulfed the intellectual and literary world.
By the end of the war, writers had to face a world which was
geographically, politically, socially, economically and
ideologically shattered; they had to confront the Holocaust, the
dropping of the atomic bomb, the Cold War, and the military
potential of space travel.
It was then felt that the whole intellectual and political world
(crushed under the weight of the war) had to be re-constructed,
and in this now post-modern world, a world in which history was
perceived as dangerous, human nature as unreliable and life as
tragic, many writers felt as though mute, and those who tried to
speak had to confront the inadequacy of literary humanism in
front of the absurdity and the horrors of war.
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1.2.Structuralism
The structuralist and poststructuralist theories which developed
during the second half of the twentieth century pushed into
problematic status the very concepts of reality, culture and, as a
result, translation. In particular, the notion of the ‘death of the
author’ elaborated by Roland Barthes – namely the idea that the
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the world habitable for man again’ (Scholes, 1974, 2). Just like
Marxism, structuralism represented a reaction to the alienation
of modern societies in an attempt to overcome the division that
various sciences and technologies had imposed upon the world.
Structuralism expressed a striving towards the unification of the
incredible amount of new information provided by various new
disciplines, and presented itself as a possible method of
overcoming the compartmentalisation of particular systems in
order to grasp the general structure underlining them and the
general laws according to which the structure of any system
works.
As appears clear from what has been said above, what various
structuralists have in common is the determination to expose the
strong complicity between language and power. This was
actually one of the aims of structuralism in general, which
initially was concerned with exposing the coercive use various
(political, scientific, philosophical and religious) systems have
made of language throughout history in order to have their
version of reality and truth recognised as natural and given. By
trying to bring to consciousness what had been taken as natural
and reveal it as a construction, structuralism fundamentally
aimed at denouncing the claims these systems made to convey
universal truths, warning readers not to take culture for nature,
and urging them to suspect all systems and all language.
As suggested above, the starting point of structuralism
(whether literary or not) was that language is a social system and
that, conversely, every social activity (whether systems of
kinship, the literature produced, the clothes worn or the myths
created), could be intended as different languages (or, as Barthes
would call them, codes). The meanings that cultural and social
phenomena bear, in fact, make them into signs, hence – in the
terms Saussure used to define the system of language – they have
a social dimension and are arbitrary and conventional. As will
appear clear below, the structuralists therefore treated systems
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1.2.1. Jakobson
Jakobson provided the link between Russian formalism – which
could certainly be seen as the predecessor of structuralism, but
not itself precisely structuralism (in so far as it did not conceive
meaning as ‘relational’ or ‘differential’, hence reducible to binary
opposition) – and structuralism proper. As one of the founders
of the Formalist Moscow Linguistic Circle and – after having
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1
The application of this distinction to literary history influenced, for
example, the work of David Lodge who, in 1977, sustained the metaphorical
nature of modernism and symbolism in opposition to the metonymic realism
which links signs mainly by their associations with each other.
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type of disorder, the ‘word’ is the only linguistic unit left intact
by the tendency towards hyper-simplification which brings the
patient to regress to the initial phases of the linguistic
development of the child or even to the pre-linguistic stage
(aphasia universalis). Whereas metaphor is impossible in the
similarity disorder, metonymy is impossible in the contiguity
disorder, in which the patient operates substitutions along the
vertical line of metaphor.
Further to this distinction, Jakobson also provided a
fundamental model of communication which would become
extremely influential. By analysing the fundamental factors of
linguistic communications, Jakobson recognised in fact that
every linguistic act involves a message (which must be
distinguished from the meaning) and five other elements: a
sender (or addresser) and a receiver (or addressee) between
whom the message can pass, a contact (that is a physical
medium which enables the communication), a code in which the
message can be expressed and a context (or referent) to which
the message refers. The relationship among these elements is
variable, and depending on which of these factors is given
emphasis in the act of communication, the act, as we shall see in
Chapter 2, is said to have a different function.
Jakobson’s model therefore emphasises the importance of the
context and the idea that, in order to decode a message correctly
(and re-code it for example in a different language by translating
it), several different elements must be taken into account. This
explains why this notion is at the basis of many recent works in
translation studies, from the contextual models elaborated by
Firth (1950) and Hymes (1972), to the ‘functional grammar’
elaborated by Halliday which, as we shall see in the course of the
volume, has had a great influence on the way scholars approach
translation. Indeed, the relevance that Jakobson’s theories –
which for space reasons are here radically summarised – have in
one of the most recent developments in the field of general
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primitive means such as her voice, her arms and her white dress
(namely her body, that is, the first non-symbolic sign of her
‘self’, 1982, 131), she goes through various levels of
sophistication (for example using a fire to indicate her presence
and project herself, hinting then at the possibility of exploiting
songs and dances in order to attract the gods’ attention, ibid.), in
order to finally reach the stage of writing, building messages with
stones which she piles up and uses to form not only simple
messages but, achieving an even higher level of sophistication,
real poems (1982, 132-3)2.
However, realising that her ugliness could not possibly tempt
the gods to descend to earth and be with her, she tries to exploit
the propagandistic and semi-coercive quality of language, and in
order to persuade them to ‘buy’ the product she is offering, she
publicises herself as ‘Cinderella’ (and not as one of the ugly
sisters she previously identified with), trying to hide her physical
appearance and her age by wearing a large hat (1982, 133). In
the same attempt to present herself as more seductive and
alluring, Magda resorts to ideographs, exemplifying what Roman
Jakobson would define an intersemiotic translation or a
transmutation, through which linguistic signs (namely Magda
herself, understood here as a linguistic subject and as a creature
of the author’s language), are interpreted through non-linguistic
signs. In this case, too, in an attempt to lure the sky gods and
make them take notice of her (1982, 134), Magda depicts herself
as a younger woman, her figure fuller and with her legs parted.
In addition, by claiming ‘it is my commerce with the voices
that has kept me from becoming a beast’ (1982, 125), Magda
2
By spending weeks building messages with stones – ‘weeks filled with
rolling stones about, repainting scratches, climbing up and down the steps to
the loft to make sure my lines were straight’ etc. (1982, 133) – Magda
exemplifies the notion of ‘productive work’ elaborated by Eco, according to
which any communication implies a physical endeavour and a certain amount
of physical work (Eco, 1988, 203).
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3
This word was coined by Julia Kristeva in Séméiotiké (1969, 146) so as to
indicate an author’s insertion of parts of other texts in his/hers, thus re-
elaborating the notion of bricolage Lévi-Strauss introduced in 1958 to
account for the fact that new mythical meanings are simply a reorganisation of
old myths. Also relevant here is the concept of prélévement, another word
Kristeva introduced in the same text (1969, 271) in order to refer to
borrowings made from other authors’ texts without indicating their origin or
authorship. This notion would become fundamental in Barthes’s theory, as it
is at the very basis of his notion of the ‘death of the author’ discussed further
below, and is relevant in contemporary discussions about translation.
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1.2.2. Peirce
Further to his categorisation of signs as icon (a sign which
resembles its object), index (a sign which is somehow connected
to its object, i.e. smoke and fire) and symbol (an arbitrary
substitution of an object with another sign), the American
semiotician C.S. Peirce also described, in 1895, another series of
relations: the sign or representamen (which stands for
something and creates in the mind of the person to whom it is
addressed an equivalent sign), the interpretant (the equivalent
sign or the idea created in the person’s mind by the first sign,
which is thus ‘translated’ into a different sign) and the object
itself which, says Peirce in 1906, could be either dynamic (that
is, an object which determines the sign only in relation to its
representation), or immediate (that is, an object which is
precisely as the sign itself represents it). Because, according to
Peirce, an intepretant is bound to become a sign for another
object, which in turn creates another interpretant in a person’s
mind, this process of signification is virtually infinite, and
eventually replaces ‘man’ himself with a sign.
We can therefore see how this theory can be applied to the
same novel by J.M. Coetzee I briefly introduced above. Given
the premises outlined before, the fact that the section in this
novel which focuses on the sky gods should best demonstrate
Coetzee’s training in linguistics and semiotics does not come as a
surprise. Throughout this section, the author refers not only to
philosophers such as Hegel and Nietzsche – whom he often
quotes anonymously in order to suggest that in South African
society nobody (not even those people who, like Magda, try to
escape strict hierarchies by strong acts of the will) can escape the
logic of master–slave relationships – but also to various theories
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1.2.3. Chomsky
The American Noam Chomsky was one of the most prominent
structural linguists who, in Syntactic Structures (1957), developed
his transformational grammar which, from the superficial
structure of a sentence, works out the fundamental deep
structure which underlies it. It is precisely on this distinction that
translation theorist and practitioner A.K. Ramanujan relies in
order to develop his conceptions of ‘outer’ and ‘inner’ poetic
form. Basing his theory on the notion that in any language the
production of discourse (understood as Saussure’s parole) results
from the use (which is infinite) of certain means (which are
finite), and that the particular means provided by the langue are
characteristic of that language (langage), in his translations of
Indian poetry he tries to make ‘explicit typographical
approximations to what [he] thought was the inner form of the
poem’ (1967, 11). In his work, he therefore tries to translate not
only the words, the sentences and the explicit themes of the
poem, but also the principles which shape the source text, in an
attempt to move from the level of literal significance to that of
structural significance.
In opposition to the behaviourist school (which suggested that
language is simply a form of behaviour acquired by rewarding
the production of correct sentences), Chomsky therefore argued
that language is what makes human beings human and that
which provides a basis for human thought itself. According to
Chomsky’s Reflections on Language (1976), language is in fact a
‘mirror of the mind’, which means that by studying language we
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warning readers not to take culture for nature, or text for truth.
In their attempt to make readers understand the conventions at
work in all institutions, the structuralists revealed that language
is never innocent. As Barthes would acknowledge in his
Mythologies (1957) – and as we shall see in the following chapters
of this book – language is always reduced to a sort of
propaganda, always used to sell something, whether an idea (as
in political discourse and, in a more insidious way, in the
supposedly objective language of science), a feeling (as in a
declaration of love), a product (as in advertisements), or a whole
person (as when we try to be accepted and recognised by
others).
Because structuralism began to perceive all of reality as
language and text, it obviously had a profound effect on the way
actual readers came to view what perhaps can be considered the
‘text’ par excellence, that is literature. For this reason, it may be
appropriate to see structuralism in the context of a series of
theories which tried to clarify the role played by the reader in the
consumption of literature, and although not all the authors I will
briefly discuss in this section cannot be considered structuralists,
it is important to refer, if only superficially, to the fact that with
the end of the New Criticism, the position of the reader has
increasingly become the focus of various theorists.
Translators are, first of all, readers, and it is therefore
important to understand the way in which, as readers, we receive
literary (and other) texts. Not only this but, as translators, we
should attempt, in the words used by Ramanunjan, ‘not only to
translate a text, but [...] (against all odds) to translate a non-
native reader into a native one’ (1989, viii). Theories oriented
toward the receivers of a message are therefore fundamental to
translation studies as well and in particular will form the basis of
the ‘target-oriented’ theory of Gideon Toury, de Campos’s
‘anthropophagic’ theory of translation and the various reader-
oriented theories elaborated on by the Polish theorist Roman
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1.2.4. Barthes
The conception of the reader’s activity outlined above is quite
similar to the description of the interpretative process Roland
Barthes, one of the main figures in the reader-oriented criticism,
offers in S/Z (1970), where he defines the practice of reading as a
tireless process of approximation and revision in which the
reader first finds and names the meanings, then un-names them
in order to re-name them in the light of new elements found in
the text (1970, 562).
As will become clearer later, Barthes had an enormous
influence on many different disciplines, ranging from semiotics
to cultural studies and translation studies. It is therefore
important to assimilate some of his basic theories, which would
orientate intellectual productions of various kinds for years to
come.
Barthes, like various authors mentioned in this chapter,
eventually abandoned his initially rigorous structuralism in order
to become a champion of what would later be called
poststructuralism, and this clearly makes it difficult to decide
under which heading his works should be presented.
This task appears even more arduous when we consider that
the definition of structuralism and poststructuralism as
‘movements’ or ‘schools’ (understood as well-established
communities whose members were all characterised by similar
interests, methods and politics), is itself an artifice used by critics
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4
For reasons of space I cannot discuss this question in detail. On this
subject, see for example Sturrock, J. (ed.). 1979. Structuralism and Since,
Oxford, Oxford UP, and Culler, J. 1983. Barthes, London, Fontana Press.
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5
As defined by Todorov in Introduction to Poetics, literariness is ‘the
abstract property that constitutes the singularity of the literary phenomenon’
(1981, 6).
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the reader that even the most ‘innocent’ and ‘natural’ image
becomes the promoter of bourgeois myths.
Similarly, in Le système de la mode (translated as The System of
Fashion), he applies the semiological method to what he
conceives as the language of fashion, which he equally sees as
promoting bourgeois myths and ideologies.
In spite of his attacks on bourgeois society, however, Barthes
soon realises that both capitalist and revolutionary languages
perpetuate their own myths. Indeed, he finally recognises that it
is impossible to escape bourgeois models, and in Le mythe,
aujourd’hui (1957, translated as Myth Today), he concludes that
‘ideologically, all that is not bourgeois is obliged to borrow from
the bourgeoisie’ (in Oeuvres complètes vol. I, 127), which he
openly demonstrates by substituting, for the bourgeois myths he
wants to unmask, further bourgeois myths.
In a way, then, it is Barthes himself who demonstrates the
failure not only of his ‘scientific’ approach to myth, but also of
his notion of a ‘zero degree’ of writing (or écriture blanche) and of
his science de la littérature. Barthes in fact demonstrates, willingly
or not, that the supposedly scientific metalanguage adopted by
structuralism and by himself in order to talk about myth and,
more generally, any aspect of language, is itself a myth: contrary
to what Robbe-Grillet thought, no language is ever completely
objective, in so far as any use of language and any act of
perception turn, from the very beginning, any objective
description of reality into an interpretation.
Indeed, thanks to the various theories elaborated in the field
of science and the efforts made by various experimental writers
(who began to insert scientific discourse into their narratives,
juxtaposing it with the discourse of fiction), scientific language
was demonstrated to be metaphorical and to be, just like the
poetic language of literature, a way of structuring reality.
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6
The French group was founded by the writer Queneau and the
mathematician François le Lionnais in 1960 with the aim of applying the
principles of mathematics to literature so as to explore the possibilities of
language and narrative organisation.
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1.2.5. Greimas
A similar approach to Barthes’s (and Todorov’s, for that matter)
study of literature was taken by the structural semanticist A.J.
Greimas, who in Sémantique structurale: recherche de méthode
(1966, translated as Structural Semantics: Search for a Method),
re-elaborates the morphology of the Russian folk tales
accomplished by the Formalist Propp in an attempt to develop,
in accordance with structuralism’s totalising tendency, a
universal grammar of narrative.
Instead of Propp’s ‘spheres of actions’ and ‘functions’,
Greimas proposes a more abstract notion, the actant, or basic
role, that is the element which performs a syntactic function in
the sentence at the basis of the narrative and to which the entire
narrative can be reduced: the narrative’s elementary structure of
signification. According to Greimas, a narrative is a signifying
ensemble that can be grasped in terms of the relations among
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1.3.Poststructuralism
It therefore appears clear that, in spite of the fact that
structuralism initially set out to expose the coercive nature of any
inflexible system, in open opposition to its own premises, it
became more and more exposed to the same criticisms it initially
made of other systems and institutions and, while undermining
others’ claims to unveil great truths, it contradictorily proposed
its own (partial) truth as ‘the truth’, thereby falling prey to the
same beast as other thought systems. Structuralism’s over-
systematisation and its obsession with structures finally turned it
into one of the dogmatic and scientistic systems it initially
wanted to expose, and by so doing it opened the way for
poststructuralism, whose aim was to investigate the way in which
the structuralist project to develop a grammar which would
account for the form and the meaning of literary works is
subverted by the works themselves.
This is why it becomes extremely difficult to define a
particular author as structuralist or poststructuralist, as Barthes,
7
For a discussion, see Chapter 2.
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1.3.1. Derrida
It was actually Derrida’s questioning of Western assumptions and
his own deconstruction of the notion of structure that led from
structuralism to poststructuralism. Derrida’s deconstruction, in
fact, posited itself against all dogmatism and aimed at questioning
the naturalness of our received conceptions of truth. In Derrida’s
opinion the deconstructive text should
show how a discourse undermines the philosophy it asserts, or
the hierarchical oppositions on which it relies, by identifying in
the text the rhetorical operations that produce the supposed
ground of argument, the key concept or premise (Culler, 1983,
86).
The central aim of Derrida’s deconstruction was to disrupt the
metaphysics of presence which he saw at the root of all Western
philosophy. It is on this metaphysics of presence that various
oppositions such as meaning/form, soul/body, speech/writing,
conscious/unconscious, normal/pathological, serious/non-serious
language, and man/woman have relied, according a privileged
position to the ‘presence’ intrinsic in the former term and
defining the latter as a lack, a void, an absence.
For Derrida, the aim of deconstruction is to expose the fact
that the ‘presence’ which is considered inherent in the first
element is itself not a given, but a product which, in order to
function, must already possess the qualities which belong to its
opposite. So, Derrida argues, Saussure’s dichotomy between
signified and signifier is based on the metaphysics of presence
and the privileged status granted to ‘speech’ (that is
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b. Humiliating (emotive)
c. Related to a ‘disgrace’ or ‘scandal’ (in war, in social life, in
sexual life etc.; factual)
Secondary/descriptive components
a. Vulgar
b. Loud
c. Dishonourable
d. Infamous
e. Detestable
For sharam, however, we could also have:
Essential/functional components
f. Modest (emotive/factual)
g. Decent (emotive/factual)
h. Related to a ‘moral’ or ‘virtuous’ act
Secondary/descriptive components
i. Courteous
j. Shy
k. Quiet
l. Honest
m. Respectable
The notion of ‘components’ has actually been extremely
productive in various approaches to the study of lexis. Yet, albeit
very useful, componential analysis has been recognised as
incapable of dealing both with grammatical function words such
as ‘of’ or ‘the’, and with the connotational meaning or the
metaphorical uses of many content words. Componential
analysis assumes in fact that features of words are invariable and
does not take into account social and/or cultural factors.
This last observation does obviously raise the question, very
relevant to the study of translation, of the multi-layered aspect of
lexical items. A word has in fact an etymology, a diachronic
history which – if the term is not completely lexicalised – will be
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8
By ‘(meaning) relations’ I clearly intend the relations which a word, once
it has been broken down into components, enters with other words according
to the components they do or do not have in common. For example, words
can be described in terms of synonymy when they are of the same meaning,
or antonym, when they are of opposite meaning (however, as Leech suggests,
because a word can contrast with another on different dimensions at once, it
would probably be better to talk about ‘incompatibility’ or ‘meaning
exclusion’). Words can also be connected by a relation of entailment (‘the
earth goes round the sun’ entails ‘the earth moves’), presupposition (‘Mary’s
son is called Matthew’, presupposes ‘Mary has a son’) or logical
inconsistency (‘the earth moves’ is inconsistent with ‘the earth is
stationary’). Another relationship of meaning is meaning inclusion or
hyponomy, which occurs when a componential formula contains all the
features present in another formula (as with ‘man’ and ‘grown up’), which is
then referred to as superordinate term or supernym. In addition, we could
have a co-hyponym, whereby a term shares with another term some
components of a mutual supernym, but also has distinctive components
which are mutually exclusive with those of the other. As Leech points out
(1974, 99 – 100), we can therefore identify a binary taxonomy (whereby
some expressions will be defined as contradictions, as in ‘the dead animal was
still alive’), or a multiple taxonomy. It must be remembered, however, that
although for practical purposes semanticists talk of taxonomies, many binary
contrasts are best envisaged in terms of a scale running between two extremes.
Another important binary opposition is relation, which involves a contrast of
direction such as ‘up/down’, whereas lexical pairs such as ‘parent and child’
are called converses, while pairs such as ‘still/already’ or ‘all/some’ are called
inverse opposition. Finally, we can talk of cyclic opposition, as for
example the hierarchy to which the days of the week or the months of the year
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9
This kind of analysis and, broadly speaking, the collection of spoken data,
raised the issue of what is normally referred to as ‘The Observer’s Paradox’.
According to this, the very presence of an observer, possibly recording the
spoken language produced by the members of the community selected for
analysis, prevents per se the setting from being completely natural. In turn, this
issue is obviously closely connected to other ethical issues relating to the
possibility of collecting data without community members being aware of the
observer’s presence.
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– Ends (purpose)
– Act sequence (what speech acts and what order)
– Key (that is the tone i.e. serious, joking etc.)
– Instrumentalities (channel or medium)
– Norms of interaction (the rules for producing and
interpreting speech acts)
– Genres
This kind of analysis can be applied to more or less mundane
genres (from religious meetings to domestic chats, village gossip,
arguments in pubs etc.), and its primary purpose may not be to
produce a simple description of speech situations, speech events
and speech acts, but to produce a sophisticated analysis of what
people are doing and what they think they are doing, when they
speak. As Cameron claims, then, the ethnography of speaking
makes some important contributions to thinking about talk as a
culturally embedded activity, a notion which results fundamental
both in language and translation studies.
1.5.2. Pragmatics
Further to the ethnography of speaking, during the same decades
we see the development of pragmatics, which focuses on the way
language is used to do things and mean more than what is
actually said. The term was first introduced by the American
philosopher/linguist C.S. Peirce (1839 – 1914), but it was
actually Charles Morris (1901–1979) who, during the 1930s,
began to apply the term to linguistic behaviours. Although
Morris’s use of the word was very broad, nowadays the term is
used to refer to the study of meanings derived from the contexts
of utterances rather than the meanings contained in the linguistic
forms, which are the focus of semantics. Pragmatics therefore
studies ‘language in use’ and the use that speakers make of
particular words and expressions, which of course might well
differ from the ‘dictionary meaning’ of that particular item. This
discipline stems from a philosophical approach to language, and
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10
For instance, in order to marry or christen someone, the speaker must be
either a representative of the clergy or the captain of a ship. If the ‘felicity
conditions’ required by a particular performative verb are not satisfied, the
speech act can only be void and null, namely ‘infelicitous’.
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11
In tone languages, for example, intonation also has a lexical function, as
the choice of tone results in different words.
12
For example, among the different functions of intonation Tench (1990)
identifies the attitudinal function (used to express our attitudes towards
objects, people, ideas and so forth), the communicative function (falls and
rises in units of intonation are exploited to elicit information and maintain
various kinds of social interchange), the informational function (falls are
used for major information, rises for incomplete and minor information), the
textual function (which creates the structure of the whole discourse and
indicates for example a switch from one topic to another), a stylistic function
(which enables us to recognise and distinguish between different kinds of
languages such as sport commentary, radio report etc.). Similarly, Crystal
classifies the various functions of intonation as follows: emotional (which
expresses attitudinal meaning such as sarcasm or impatience), grammatical
(as such, intonation has a similar function to that of punctuation),
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14
Grice also identifies different categories of implicatures: generalised
conversational implicature (when no special knowledge is required in the
context to calculate the additional conveyed meaning); scalar conversational
implicature (certain information is communicated by choosing a word which
expresses one value from a scale of values i.e. all, most, many, some, few;
always, often, sometimes) and particularised conversational implicature,
which refers to the very specific context in which our conversations take place.
Grice also makes a distinction between conversational implicatures and what
he refers to as conventional implicatures, which are not based on the
cooperative principle or the maxims discussed below, do not have to occur in
conversation and do not depend on special contexts for their interpretation.
Generally speaking, they are associated with specific words and result in
additional conveyed meanings when those words – for example ‘but’
(indicating contrast), ‘even’ (which indicates something that happens contrary
to expectation), ‘next’ (suggesting that the present situation is expected to be
different at a later time) – are used.
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15
Amongst the many examples, we cite: ‘Emma was sorry to have to pay
civilities to a person she did not like through three long months!’ (Austen,
1976, 693).
16
FRANK CHURCHILL: ‘I [Frank] am ordered by Miss Woodhouse to say,
that she waives her right of knowing exactly wjat you may all be thinking of,
and only requires something vert entertaining from each of you, in a general
way [...] she only demands from each of you, either one thing very clever, be it
prose or verse, original or repeated; or two things moderately clever; or three
things very dull indeed; and she engages to laugh heartily at them all’.
MISS BATES: ‘Oh! Very well [...] then I need not be uneasy. ‘Three things
very dull indeed’. That will just do for me, you know. I shall be sure to say
three dull thins as soon as ever I open my mouth, shan’t I? [...]
EMMA: ‘Ah! Ma’am, but there nay be a difficulty. Pardon me, but you will
be limited as to numer – only three at once.’ (Austen, 1976, 795).
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17
For reasons of space we cannot discuss the translation of dramatic texts
and its implications adequately. From a rapid survey of the works published
on the subject, however, the translation of dramatic texts appears to have
been rather neglected. In fact, as Bassnett states, ‘There is very little material
on the special problems of translating dramatic texts and the statements of
individual theatre translators often imply that the methodology used in the
translation process is the same as that used to approach prose texts’ (1991,
120). In spite of this, the translation of dramatic texts clearly presupposes
different difficulties and, as a consequence, calls for different translation
strategies. ‘To begin with’, continues Bassnett, ‘a theatre text is read
differently. It is read as something incomplete, rather than as a fully rounded
unit, since it is only in performance that the full potential of the text is
realized. And this presents the translator with a central problem: whether to
translate the text as a purely literary text, or to try to translate it in its function
as one element in another, more complex system’ (ibid.). Indeed, in theatre,
issues of playability and issues of register become paramount. As a
consequence, in order to be effective, translators of dramatic texts have to
take into consideration these aspects as well, and consider the relationship
between verbal and non-verbal language, stage and off-stage etc.
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18
For instance, conversational analysts noticed that speakers often use
repair initiator devices such as pauses, return questions, mitigated
corrections etc.
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19
For a definition of adjacency pair, see infra.
20
It should however be remembered that in cross-cultural communication
different systems of floor organisation might be operative.
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answer the question himself, and this suggests that he has some
reason to believe that the patient is not going to honour his
obligation and provide an answer to the question.
This, however, is not always the case, in so far as what might
seem an irrelevant answer, might in fact be an insertion
sequence. This is the case with the following exchange:
– Customer: A pint of Guinness please
– Bartender: How old are you?
– Customer: Twenty two
– Bartender: Ok, coming up.
Here, the question the bartender asks is relevant to the exchange,
in so far as he needs that question answered before being able to
answer the question the customer asked in the first place.
As a matter of fact, spoken interaction is often structured
around pairs of adjacent utterances in which the second
utterance is functionally dependent on the first. Generally
speaking, if the first utterance is a question, as in the previous
examples, the following utterance will usually be heard either as
an answer or as a move that has to be made in order to put the
speaker in a position to answer the question. Another example of
adjacency pair is the ‘Greeting – Greeting’ pair. As the
examples above make clear, if the second part of an adjacency
pair is missing, it is noticeable and noticed. Indeed, if the second
pair is missing, it is said to be ‘noticeably absent’, meaning that
the speaker has probably withheld it for some purpose, in order
to send an implicit message to the listener, and it will be up to
the hearer to decode this implicit message and infer what the
speaker wanted to express.
This aspect is again well exemplified by many of the dialogues
we can find in Pinter’s Betrayal, briefly analysed above. Within
this play, silence actually plays a fundamental role in the
characters’ communicative exchanges, and it is often used to
perform different functions. When Emma at last confesses her
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21
For a discussion see Schriffrin, 1980.
22
For instance, Labov analysed the way New Yorkers use language,
focussing in particular on differences of pronunciation, and related the
variations to social differences.
23
For exemple, Maltz and Borker (1982) suggested that women use and
interpret minimal responses such as ‘yes’ and ‘no’ to mean something like
‘I’m listening, go on’, whereas men use and interpret them as ‘I agree’. It was
also suggested that while women are more likely to hear backchannel noises
such as ‘mm...’ as a sign of listening, men are more likely to hear it as a sign of
agreement.
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24
This corresponds to Barthes’s notion of the division and the war of
languages. According to the scholar, in order to have its version recognised as
truthful and natural, one society tries to achieve hegemony over other possible
ways of structuring society by imposing models of intelligibility, and by so
doing, the society in question turns its own language – once ‘acratic’ – into an
‘encratic language’. According to him, then, each day, in a single person,
there accumulate several different languages, each of which tries to exclude
the others. It is precisely this ‘explosion of the listening ability’ (1971, in
Oeuvres complètes, vol. II, 1189) that, according to Barthes, makes the
individual into an alienated being, and forces him/her to struggle in order not
to be completely submerged by the language of Others. We can therefore see
how, in Barthes, the notion of a division of languages is loaded with social and
political connotations, as for him it is the division of bourgeois society which
creates and perpetuates the division of languages in order to maintain its
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power. To the stability society thus achieves there corresponds, in fact, the
repression of all other representations of Reality (which are discredited,
proposed as deviant from the ‘normal/natural’ and made, precisely, into an
acratic language), and it is for this reason that, according to Barthes, the
origin of the individual’s alienation is to be found in our cultural institutions:
‘under this total culture which is proposed to the subject by the institutions, it
is his schizophrenic division which is imposed upon him every day; culture is
in this sense the pathological field par excellence, in which the alienation of
contemporary man is inscribed’ (1971, in Oeuvres complètes, vol. II, 1189).
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25
For a detailed discussion, see Chapter 2.
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Chapter 2
Discourse and its Defining Elements
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1
In her analysis of the German translation of Sean O’ Casey’s play The
End of the Beginning (1977), in which the geographical origin and the social
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2.1.1. Registers
The relevance accorded by House to such variables as
geographical origin, social class, social role relationship and
social attitude amongst others, clearly raises the issue of dialects
and registers.
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2
For instance, the sentences below illustrate how differently the same idea
would be put across according to the different levels of formality:
– ‘Visitors should make their way at once to the upper floor by way of the
staircase’
– ‘Visitors should go up the stairs at once’
– ‘Would you mind going upstairs right way, please?’
– ‘Time you went upstairs, now’
– ‘Up you go, chaps’ (Scaglione, 2004).
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3
In fact, the structures used in the target language (active/passive forms,
for example) will not always match the source language; the level of
formality/informality cannot always be maintained unaltered in source
language and target language, and the target language will not always follow
the same information structure displayed by the source language.
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2.1.2. Dialects
Register, then, which can be identified as a diaphasic variety of
language, is related to, but very different from, those sub-codes
we call dialects, which relate to both the diatopic varieties of
language (that is, geographical dialects, regional variations
and/or languages spoken by ethnolinguistic minorities) and the
diastratic varieties of language, which for example account for
various jargons such as the language of youth or the differences
between language as used by men and language as used by
women. Indeed, whereas registers refer to the way individuals
use language in particular contexts of situation, dialects relate to
characteristics which are inherent in users of language
themselves, and unlike registers they generally differ in
phonetics, phonology, vocabulary and occasionally grammar, but
not in semantics. Dialects can therefore be said to say the same
thing differently, as dialectical features can identify a user of
language in terms of his/her place of birth, class, education,
gender and age. For instance, in English we can identify various
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4
This holds true also in relation to cultural referents which can clearly
change over the years, thus rendering obsolete certain translations.
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5
The translator willing to use a dialect will therefore have to study the
context of situation of the source text in depth (for example, on the basis of
House’s model introduced above), and make a decision as to the most
effective dialect to be used in the target text. The importance of the
translator’s choice is for instance exemplified by D.H. Lawrence’s translation
of Giovanni Verga’s stories and his attempt to convey the flavour of the
Sicilian dialect used by the Italian author by resorting to the Nottinghamshire
dialect. Indeed, Lawrence realised that there were many similarities between
Verga’s Sicilian and Nottinghamshire communities, as in both life seemed for
example based on love, violence and the surrounding physical reality. Thus,
he thought that some peculiar features of the Nottinghamshire idiom might
adequately represent some of the features of the Sicilian language used by
Verga. And in fact, although sometimes Lawerence’s translations reveal the
inadequacy of his knowledge of the Sicilian language and society, he manages
to create, in the words George Hyde used, ‘an idiom, that is rooted in dialect
as Verga’s Italian was rooted in Sicilian peasant speech’ without actually
positing itself as a transcription of any particular dialect (1981, 36). In his
attempt to be as faithful as possible to the source text, then, Lawrence would
render the original ‘Voi ne valete cento delle Lole, e conosco uno che non
guarderebbe la gnà Lola, nè il suo santo, quando ci siete voi’ (Verga, 1942,
181) with ‘You’re worthy twenty Lolas. And I know somebody as wouldn’t
look at Mrs. Lola, nor at the saint she’s named after, if you was by’ (Verga,
1928, 34).
6
Whereas a pidgin remains a contact language to which speakers of
different languages resort in order to communicate, a creole is a pidgin
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7
In Freud’s theory, the determinant factor is that the leading sexual organ
in little girls is the clitoris which, being perceived as a small penis, obliges the
young female to define herself in relation to the larger male penis and to
perceive herself as inferior (1924, 320; 1925, 335–7; 1931, 376).
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see below, adverts where we can find more than one inter or
intra geographical dialect – on the function of our act of
communication.
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8
These can be seen as a re-elaboration of the functions identified by
Jakobson. Indeed, according to him, depending which of the factors he
posited in his Model of communication is given emphasis in the act of
communication, the act will be said to have a different function. The linguistic
act is therefore said to have: an emotive function when emphasis is given to
the sender of the message, which means that this function aims at expressing
the speaker’s/writer’s attitudes towards the topic s/he is talking/writing about;
a conative (or persuasive) function, if it focuses on the receiver in the attempt
to obtain certain results from him/her. Since the conative function is
concerned with interpersonal relationships, its most explicit expression
coincides with the use of the imperative and the vocative forms; a referential
(or informational/denotative) function, when the attention is focused on the
context (that it, the referent or topic of the message). This is clearly a primary
function, in that it is used to exchange information; a poetic function, when
attention is given to the message itself (the form in which it is realised, the
sign). Although the adjective ‘poetic’ clearly brings to mind ‘poetry’ and
‘poems’, the poetic function can characterise prose texts as well, and can, for
instance, be adopted in particular advertisements or other discourses which
emphasise rhythm, musicality, and figurative expressions; a phatic function,
if the focus is on establishing, maintaining or interrupting a contact between
the sender and the receiver of the message. This function refers to all those
expressions the sender uses in order to make sure that the receiver of the
message is either physically able to receive the message (on the telephone or
during a lecture, for instance, we can ask ‘can you hear me?’ or, if we have
sent a fax, we could wonder whether our interlocutor can actually read our
message), or conceptually apt to follow what is being said/written (‘do you
follow me?’, ‘can you understand?’ and similar expressions). In addition, it
refers to all those expressions with which the sender can open or protract the
communicative act (‘Hi’, ‘listen’, ‘look’, ‘are you ok?’, ‘cold, isn’t it?’, ‘always
rushing around, eh?’ etc.); a metalinguistic function, when the focus is on
the code, that is, when we talk about language itself and the way it works.
This is for example the case with language classes and it is typical of verbal
codes, in so far as, in order to talk about themselves, even non-verbal codes
must resort to verbal ones (for example, when we explain a road sign using
verbal language).
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In his discussion, Halliday relates the metafunctions he identified with other
aspects of the grammar of the language used. Thus, according to Halliday, the
ideational function is represented by ‘transitivity’ (which relates to the way
various processes of the surrounding reality are interpreted and expressed)
and has a systemic relationship with ‘field’; the interpersonal function are
represented by ‘mood’ (the speaker’s/writer’s selection of a particular role in
the communicative event and his/her determination of the choice of roles for
the addressee) and modality (the expression of the speaker’s/writer’s
evaluations and predictions), and is connected through a systemic relationship
to ‘tenor’; and the textual function is represented by ‘theme structures’
(which shall be discussed in detail below and which express the way the
message is organised) and is connected to ‘mode’.
10
The term collocation was coined by the British linguist J.R. Firth in
1957 to call attention to the fact that certain words usually go together and
‘indicates the occurrence of two or more words within a short space of each
other’ (Sinclair, 1991, 170). From a psychological point of view, then, a word
acquires certain associations ‘on account of the meanings of words which tend
to occur in its environment’ (Leech, 1974, 20), and the interrelation of these
two kinds of collocation enables readers/speakers to consider a specific
collocation either usual or unusual, although this clearly depends also on
register, style and genre. In fact, according to Firth, we can distinguish
between ‘general’ collocations (which are considered more usual) and more
‘technical or personal’ collocations (as a rule, more restricted) (Firth, 1957,
195). In addition, collocations might be fixed or allow for a certain degree of
variation. Proverbs, sayings, quotations and idioms are, generally speaking,
fixed collocations, although – apart from ‘irreversible binominals’ such as
‘bread and butter’, ‘ups and downs’ etc., there might be a certain level of
internal lexical variation (Sinclair, 1991, 111). At the other end of the
spectrum, on the contrary, we find what Carter calls ‘unrestricted
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2.2.The Co-Text
The notion of collocation and, as a consequence, the broader
notion of the linguistic surrounding of a particular linguistic item
in a given text, can also be defined as a different kind of context,
namely the co-text, that is to say the linguistic context of the
text, that which enables readers to identify all the elements of the
text from a morphosyntactic point of view and to appreciate the
relationship existing between one element of the text and all the
others. Given these premises, it appears therefore evident that
the notion of co-text heavily relies on the idea of cohesion.
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b) Conjunctions/connectives
• Addition connectives (and) – ‘Mary entered the room
and sat at her desk’;
• Opposition connectives (but, yet) – ‘That decision
brought about several problems, but it was worthwhile’;
• Cause connectives (therefore, hence, thus) – ‘John had
been missing for five weeks. As a result of his enquiries, the
Inspector was convinced he had left the country’ (Halliday
and Hasan, 1976, 231).
• Time connectives (then) – ‘O’ Driscoll carried the ball
through the English defence and then scored a try’.
c) Substitution
• Noun substitutes – ‘If only I could remember where it
was that I saw someone putting away the box with those
candles in I could finish the decorations now. – You mean
the little coloured ones?’ (Halliday and Hasan, 1976, 91).
• Verb substitutes – ‘He never really succeeded in his
ambitions. He might have done, one felt, had it not been
for the restlessness of his nature’ (Halliday and Hasan,
1976, 113).
• Clause substitutes – ‘Charlotte seems a very pleasant
young woman’, said Bingley. ‘Oh dear, yeas, but you must
own she is very plain. Lady Lucas herself has said so, and
envied me Jane’s beauty’ (Austen, Pride and Prejudice,
1813)
d) Ellipsis
• Noun ellipsis – ‘Which last longer, the curved rods or the
straight rods? The straight are less likely to break’ (Halliday
and Hasan, 1976, 148).
• Verb ellipsis – ‘John’s arrived, has he? – Not yet; but
Mary has’ (Halliday and Hasan, 1976, 180).
• Clause ellipsis – ‘...being so many different sizes in a day
is very confusing. – No, it isn’t, said the Cartepillar’
(Carroll, Alice in Wonderland, 1934).
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2. Lexical Cohesion
a) Repetition
– Of words – ‘Henry presented her with his own portrait. As
it happened, she had always wanted a portrait of Henry’
(Halliday and Hasan, 1976, 284).
– Of patterns of words – ‘The people of this country know
when newspapers are lying to them. They know when the
government tries and conceal the facts.’
b) Synonyms
– Straightforward synonyms – ‘Yesterday I was fired. As
soon as I arrived at the office my boss gave me an envelope
and told me it was redundancy money – £ 420.’
– Synonyms with word class change – ‘This travel agency
is famous for the breadth of its offers: you will be able to
choose from a very wide range of special vacations.’
c) Semantically related words
– Hyponyms – ‘Jane has bought herself a new skirt. She
really enjoys shopping for clothes’.
– Superordinates – ‘Mary has decided to change the
furniture in her flat. She has bought a new table for her
kitchen’.
– Antonyms – ‘That’s the top and bottom of it’
– Words relating to the same semantic field – ‘The
Forthright Building Society required, apparently, that a
borrower should sign, seal and deliver the mortgage deed in
the presence of a solicitor, so that the solicitor would sign it
as the witness’ (Halliday and Hasan, 1976, 284).
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11
This aspect would later be developed by other scholars such as Crystal
and Davy (1969) and Gustaffsson (1975).
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12
See for example Swales (1981) and Pettinari (1982).
13
Indeed, as Bhatia claims, ‘discourse meaning [...] is not present in a
piece of text ready to be consumed by the reader but is negotiated by the
‘interactive’ endeavour on the part of the participants engaged in the
encounter, giving specifically appropriate values to utterances’ (1993,75). In
this case too, however, analysis, according to Bhatia, does not pay enough
attention to the sociocultural, institutional and organisational constraints and
expectations that shape the written genre in a particular setting, and therefore
do not provide an adequate description of particular varieties of language.
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14
Although ‘text’, according to Halliday, refers to a chunk of language that
might be either spoken or written for the purpose of communication, from
now on the term ‘text’ will be used to refer only to written texts, unless
otherwise stated.
15
As mentioned in the first chapter, as Halliday emphasises in his Spoken
and Written Language, in spoken language the distinction between Given and
New is indicated by intonation, as tonic prominence marks the culmination of
what is new in the particular information unit, thereby pointing to the
grammatical function of intonation. As also Brazil and Crystal suggest, the
speaker’s assumption of shared knowledge will be reflected in the choice of
tone and that the informational function of intonation is used to mark what
the speaker is treating as new).
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16
See also Bloor, T. and Bloor, M. 2004 (2nd edition). The Functional
Analysis of English – A Hallidayan Approach, Arnold ed., London et al., 67-68.
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17
This is also extremely evident for example in commercial adverts, where
the persuasive section is written in an interactional, informal style which
heavily rely on personal pronouns (especially ‘you’ and ‘we’) in theme
position, whereas the small print section displays a more formal style with a
different selection of themes as to discourage any attentive reading for this
section, with obvious advantage for the company.
18
Parataxis indicated that clauses are linked through coordination,
whereas hypotaxis indicates the use of subordinate constructions.
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19
The expressions language planning and language engineering refer
to the standardisation process to which languages are sometimes submitted.
When a particular language comes to be used as a national language of a
nation-state of new constitution (Bulgarian, for instance, or Czech), it clearly
needs a standard form and a certain amount of vocabulary, which have
therefore to be created along a long period of time.
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20
Taylor’s observation: ‘For the moment handicappato remains in Italian,
possibly because, being a calqued expression, it does not have the same
connotations as handicapped. But portatore di handicap is already current’
(1998, 87), seems itself an anachronism, as even in Italian ‘disabili’ represents
nowadays the norm.
21
This, however, has elicited different reactions. To those who felt that the
expression ‘mental handicap’ is a term of insult and should therefore be
replaced by other expressions, the director of Mencap (a British charity
representing mentally-handicapped people) in 1992 answered by stating that
avoiding to talk about ‘mental handicap’ is not going to make any difference
to the problems people face and might not do much for the charity itself, as
‘the general public – the people whose attitudes we need to change – do not
recognise ‘learning difficulty’ as mental handicap’, thereby halving the impact
the charity and its campaigns might have on the public.
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22
As Geis (1982) emphasises in his study of political discourse,
euphemisms are largely used in ‘nukespeak’ (a neologism forged on the model
of the ‘newspeak’ George Orwell introduced in his 1984), in order to subvert
the negative associations generally activated by the discourse of nuclear
weapons. This might actually be best exemplified by Montgomery’s study of
1986, where we find a list of expressions used by politicians and their
‘translations’ into explicit English e.g. ‘strategic nuclear weapon’: large
nuclear bomb of immense destructive power; ‘tactical nuclear weapon’: small
nuclear bomb of immense destructive power; ‘demographic targeting’: killing
the civilian population, etc.).
23
Let us consider, for example, the differences implied by the terms of
address that different newspapers use to refer to the same person, i.e.
Margaret Thatcher’s son:
The Times: ‘Sir Mark’s awful day’; The Sun: ‘Mark’s at mercy of cannibal’;
Daily Mail: ‘The boy Mark’; The Guardian: ‘Mark Thatcher’; The Sun:
‘Maggie torment over son’.
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During the Second World War, the Japanese pioneered the use
of kamikaze planes. The kamikazes sank 34 ships and damaged
hundreds of others. During the battle of Okinawa, they killed
almost 5,000 men. But the attacks yesterday, on a society at
peace in a time of peace, carried out by attackers who took over
civilian aircraft, appeared more sinister,
should be analysed bearing in mind all the intertextual references
activated by the journalist’s linguistic choices.
The headline reported above, followed by a brief extract from
the relative article, appeared in The New York Times the day
following the attack to the Twin Towers on 11th September
2001. When reading the text, we might immediately notice the
opposition between some of the terms which appear in the
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Not American
In interviews for US-funded al-Hurra network and the al-
Arabiya satellite channel, President Bush said: “People in Iraq
must understand that I view those practices as abhorrent”.
“They must also understand that what took place in that prison
does not represent the America that I know”.
In the case of the first extract, then, the term ‘published’ (which
implicitly affirms the real existence of photos) is set in opposition
to ‘alleged’, which is associated with the abuses supposedly
performed by the ‘Americans’ who appear in those pictures. This
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25
Actually, since its origins, when football matches were disputed between
teams of hundreds of men, who engaged in tribal aggressions (an aspect
which obviously posits the issue of identity at the very centre of violent
incidents amongst supporters), football has been associated with aggressive
and violent behaviours, which have often led to the authorities’ attempts to
limit the damages caused by this violence.
26
The same text can obviously be analysed according to these two
different approaches. For instance, when facing a Job Advert, we could focus
either on the general structure of the advert or the individual components of
the advert itself. In the first case, we could for instance emphasise that these
adverts – which share with standard advertising texts a general conative
function, in that they try and sell (if only figuratively) something – are
organised according to moves amongst which we mention: establishing
credentials; introducing the offer (a move which is developed through a series
of sub-moves such as offering the product and indicating the value of the
offer); indicating essential incentives; enclosing documents; soliciting a
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response; using pressure tactics and ending politely. In the second case, we
could comment for example on the linguistic and structural choices of the
body-copy, emphasising for example the use of disjunctive language,
imperatives, interrogative sentences, exclamations etc.
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This was actually the very attitude of the media during the
period when the problem of violence in and around football
reached its climax, namely during the seventies and the eighties
of the twentieth century, when the phenomenon of hooliganism
reached such proportions that British (and other) societies felt
affected by it at more than one level.
Obviously, any involvement in sports should be identified as a
complex social phenomenon, and over the years many
theoreticians have elaborated on the symbolic aggressiveness and
the physical violence which often have characterised the world of
football. However, in spite of the great number of essays, books,
conferences and articles which have tackled this topic, the
borderlines between symbolic aggressiveness and the de-
ritualised forms which enable this aggressiveness to turn into
physical violence are still rather blurry and mainly depend on the
culture of the players and the communities of their supporters.
Similarly, the borderline between what is considered a legitimate
form of violence (which is considered intrinsic to the game itself
and which is therefore tolerated by the participants’ pragmatic
rules), and the violence which, on the contrary, is perceived as
totally illegitimate, cannot be neatly identified.
It is perhaps this problematic identification of neat borderlines
that led to the very different attitudes that writers (from
academic scholars to journalists) have maintained throughout
the years in relation to the issue of violence in football. Indeed,
during the first phase of this field, which posits itself at a
crossroad where different approaches converge, the general trend
was mainly one of tolerance of all forms of disturbance which did
not directly interfere with the game itself. It was precisely this
attitude that led for example to the creation of the myth of the
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27
This aspect was however harshly criticised for example by Hutchinson,
who states that riots, unruly behaviour, violence, assault and vandalism,
appear to have been a well-established, but not necessarily dominant pattern
of crowds behaviour at football matches at least from the 1870s.
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28
Clearly, it is always during these years that racism in football increased
considerably. Indeed, as Andy Dougan recalls in his Dynamo: Triumph and
Tragedy in Nazi-Occupied Kiev, it was very dangerous to win over the
Germans: ‘The defeat represented an affront to all that the German
occupation stood for [...] Some of the players even thought the Germans may
let them get away with victory, but that was never going to happen [...] And
so it was, that some time after the match [between the Germans and Kiev’s
team], the Start players were taken away from the Gestapo for three weeks.
After that they were deported to the death camp at Babi Yar and it was there
the Nazis finally ensured that these men would live on in the collective
consciousness and in folk tales, for at the camp three of the players were killed
[...] they were slaughtered one by one, standing in a line, with no great escape
to save them.’
29
‘The game was played through the friendliest of spirit’ (The Times);
‘Greater than the game was the atmosphere of good fellowship in which it was
played’ (Sporting Life); ‘There was not the slightest disorder. Of course there
was a lot of flag waving but no jarring note to mar a fine afternoon’s
entertainment’ (New Chronicle).
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30
These can be generally identified with counter-culture representatives
such as Mods, Rockers and Skinheads.
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31
In a way, the strategy adopted here recalls the presentation of the
American soldiers involved in the scandal of Iraqi prisoners commented on
supra as a minority group of deviant elements that had nothing to do with
America as a whole.
32
The reaction of Marxist scholar Ian Taylor was immediate: ‘Simply to
employ a psychiatrist for a national government report is to legitimate the idea
in the popular mind that ‘hooliganism’ is explicable in terms of the existence
of essentially unstable and abnormal temperament, individuals who happen,
for some inexplicable reason to have taken soccer as the arena in which to act
out their instabilities. The psychological label adds credibility to the idea that
the hooligans are not really true supporters [...] and that they can be dealt
with by the full force of the law and (on occasions) by psychiatrists.’
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33
See for instance John Clarke’s work (1973, 1978).
34
It is precisely these kinds of attitude, that television (whose development
acquired over the years a fundamental importance in sports, while
perpetuating stereotypes in terms of race and/or gender), ignore. Actually,
scholars such as Barnett (1990) and Whannel (1992) maintain that reporters
often refer to ethnic and racial stereotypes to describe foreign players, while
giving much less visibility to female performers in comparison to their male
counterparts.
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‘Let’s Blitz Fritz’ (Sun, 1996), and ‘Herr We Go’ (Daily Star,
1996), clearly refer back to the war period and can only lead to
intolerance, at least ‘helping’, as MP Kaufman claimed in 1990,
the disorders that broke out in London and Brighton at the time.
Not only this but, as Kevin Young (1992) well demonstrates,
the same paradigms which define newsworthiness emphasise this
tendency, privileging not only negative news, but also
geographically closer episodes. This led for instance to an
unbalanced treatment of a cyclone which, in the same period of
Brussels’ disaster, hit Bangladesh causing the death of thousands
of people, thereby creating the impression that the death of white
people was more newsworthy and significant when compared to
the death of non-whites. As Young describes:
In a remarkably unbalanced treatment of Brussels and
Bangladesh, the press went on to familiarize many of us with
caricatures of soccer hooligans, with complex diagrams and
illustrations of Heysel stadium and the route taken by the
Liverpool ‘mob’ into the ‘Z’ section, while many more
wondered ‘where is Bangladesh anyway?’ No maps were
provided to answer that question [...] Ironically, none of the
British or North American press reacted to the Bangladesh
cyclone, surely a ‘killing field’ of much more devastating
proportions, with such emotionally-charged headlines. (1992,
254, 260).
Yet, neither the media nor the government seemed aware of the
fact. Indeed, it is rather easy to support campaigns against
racism when they focus on pathologically aggressive criminal so
neo-Nazis, but it is much more difficult to identify and tackle in
an adequate way the racism and the violence expressed in the
changing-rooms, on the ground itself, in the administrative sites
etc. Furthermore, the fact that certain trainers and managers
expressed themselves in racist terms, even though in mild and
matter-of-fact tones, defining for example black players as ‘black
antelopes’, praising their speed while simultaneously
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text are constantly imported into the target text with minimal
adaptation. This practice might therefore result in a text in
which the exotic element is either used by target-language users
to construct source-language users as ‘others’ (with all the
implications this entails), or which is exploited by source-
language users to affirm their identity and the legitimacy of their
culture and their language.
Between these two extremes (namely exoticism and cultural
transplantation) however, we have two intermediate degrees:
cultural borrowing and communicative translation. The first
one is particularly insidious for translators, who often think they
can simply adopt the foreign word as a loan, without realising
that the same expression might have more meaning in the source
language than in the target language, or might refer to something
different. Indeed, even the fact that a word is pronounced
differently indicates that a lexical item which is apparently used
identically in one language and the other, in reality does not have
the same value. In addition, although the same words appear in
the two languages, they might take on different meaning, or they
might have more meanings in one language than in the other.
Thus, the Italian word ballerina, which has entered the English
language as a loan word, in Britain always indicates a classical
ballet dancer; conversely, the word drink in Italian indicates an
alcoholic drink, whereas in Britain it might well refer to any type
of drink, regardless of its alcoholic content. It is therefore
essential to take into consideration the fact that even loan words
might be culture-biased and determined by the target culture. As
a result, it might be necessary to translate the loan word into
something different. For instance, the literal translation of
‘spaghetti rings’ (canned pre-cooked pasta produced by Heinz) –
that is, ‘anelli di spaghetti’ – could be identified by Italian
consumers only with difficulty, as ‘spaghetti’ in Italy is long and
straight.
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1
Thus, ‘blue eyes’ should generally be translated in Italian as ‘occhi
azzurri’, and not ‘occhi blu’; ‘actual’ should be translated as ‘effettivo’, and
not ‘attuale’, which means ‘current’; ‘accuracy’ should be rendered with
‘precisione’, and not ‘accuratezza’, which means ‘care’; ‘argument’ would be
‘argomentazione’ or ‘litigio’, and not ‘argomento’, translated as ‘topic’,
‘casual’ is ‘informale’, as ‘casuale’ would be ‘chance’, used as an adjective,
and so on.
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2
In this text, in fact, the translator tries to intervene directly onto those
expressions which point clearly to the responsibility the German population
has had in the Holocaust. As House notes, ‘the constant juxtaposition of the
words German and Jewish (and their various derivations) is of course
destroyed if the word German is deleted’ (1997, 155). As Lorenza Rega
emphasises, ‘scorrendo la versione italiana (D.J. Goldhagen, I volonterosi
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3
During the 1970s, the study of the ‘style’ and behaviour of young
working-class men became an obsession of British cultural studies. It was only
during the 1980s that this narrow perspective broadened as to include women
and blacks.
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4
As we have seen above, the starting point of structuralism was that
language is a social system and that, conversely, any type of social activity may
be thought of as a different language (or, as Barthes would call it, a code).
The meaning taken on by social and cultural phenomena thus makes them
into signs which, on the basis of the definition given by Saussure, have a social
dimension and are arbitrary and conventional. The structuralists were
therefore the first who treated systems which normally would not be
considered as systems of signs as if they were, thereby attempting to shed
some light onto the unconscious conventions they believed determined any
system.
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5
We can therefore see how Lacan’s concept of the Other is fundamental to
cultural studies as well. The Other is thus understood as the entity outside the
‘self’, and while, generally speaking, non-Western cultures are seen as the
Other of, and by, the West, within Western societies, members such as
homosexuals, immigrants and even women are sometimes construed as the
Others.
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6
Indeed, with the election of Margaret Thatcher, British cultural studies
began to migrate to other countries, thus becoming highly diversified. In
America, Canada, Australia, France and South Asia, cultural studies took on
particular characteristics while losing others, and for example concentrated on
the analysis of popular culture while disregarding political issues.
7
This was essentially developed by scholars such as Jerome Revetz (1971)
and Thomas Kuhn (1962), who emphasised the relative and arbitrary nature
of science, suggesting that scientific knowledge is socially and culturally
constructed and not discovered.
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8
Within the field of advertising, we can identify two main categories of
adverts, namely product-ads and non-product ads. As O’ Donnell and
Todd state in their Variety in Contemporary English (1992, 101-102) can resort
either to a technique of hard-sell (a relatively straightforward technique
which urges the consumer to buy a particular product by giving one or more
reasons to do so, and which is generally used for utilitarian products such as
detergents etc.) or to a soft-sell technique, a much subtler and more emotive
technique which exploits the strong relationship existing between language
and ideology, in order to sell luxury items such as chocolates, perfumes, jewels
and so on. The exploitation of this technique enables the advertisement to act
at a more subliminal level, and accounts for the fact that sometimes an advert
is not even immediately recognisable as such. Through the years, hard-sell
techniques have been supplanted by a softer approach. Indeed, the soft-sell
approach has become so popular, that nowadays even utilitarian products
such as detergents and washing-powders are generally advertised through
soft-sell campaigns. Washing-powders, for instance, direct their advertising
campaigns to mothers and strongly suggest that if wives and mothers are
successful, it is, at least in part, because they use that particular washing
powder. This aspect has obviously become increasingly important as women
tend to work more. Thus, campaigns relating to cleaning products, electric
appliances and (frozen or other) foods, emphasise the fact that by using
particular products, working women will not cease to play their traditional
role and will be able to cook, clean and entertain their guests. This is also the
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general idea at the basis of many make-up accessories, which are directed
mainly to those women who do not have enough time to wait around for their
nail-varnish to dry. The different life-style which characterises women
nowadays, is also at the basis of the fact that for example ‘man’ increasingly
appears in advertisements relating to family/home life. The advertisements for
washing-up liquids, for example suggest family harmony and a supportive
partner who does the washing and takes care of the baby while mum is either
working or simply taking a break; while washing-machines are sold by
emphasising the fact that they are so simple to use that even a man could use
it etc.
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9
For example, Talbott suggests that until 1995, what was born as the fast-
food restaurant par excellance, namely McDonald’s, turned into what could be
described as a slow-drink venue in Moscow, where customers could wait a
very long time before receiving their meal and were allowed to stay on the
premises for an equally long time, simply chatting in front of a cup of coffee.
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released in Italy a few years back, where the original advert was
not only translated linguistically (‘red bull gives you wings’ was
thus rendered as ‘red bull ti mette le ali’), but it was also adapted
culturally to the target culture (as such, one of the adverts
represented a young Italian boy who ‘flies’ away from a very
stereotyped Italian mother who invokes, with a very strong
accent from the South, ‘San Gennaro’).
Far from being a simple commercial experience, then,
advertising becomes an example of the strong connection
between language and reality. Clearly enough, the economic and
financial dimensions are fundamental but, as Bassnett (1991, 28-
29) and Séguinot (1995, 57-59) suggest, very few strategies of
international marketing were successful simply by resorting to a
linguistic translation of an advertising campaign. If this so, it is
because selling the same advert in different countries, does not
mean, simply, to sell the same reality with a different linguistic
label. Perhaps the campaign will have to be re-oriented, the
visual elements will have to be changed (a process which clearly
has an important bearing on the translation cost of the text) and
the selling points of the product might need to be changed, so as
to respect the value orientations that characterise the attitude of
the target culture towards notions such as tradition. For
example, as Séguinot suggests, a campaign that focuses on youth
such as this
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It is however important to bear in mind that also when the use of verbal
language is minimal, the English language exploited is characterised by the
same features it displays in longer adverts originally produced in English.
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the young woman clearly refers to the city where the advertised
perfume is produced – namely New York a.k.a. the big apple –
and to the myth of Eve eating the apple, thereby evoking her
sensuality. It is clear that such an advert, at least in Western
societies, will not need any translation process in order to
communicate its message (if anything it might posit ideological
issues in terms of race and gender), in so far as the minimal use
of verbal elements renders it comprehensible for the target
receiver without posing any kind of linguistic problem.
Yet, even though this culture of youth which, Kaynak (1989,
132-3) and Kelly-Holmes (1995, 73) amongst others put
forward, should keep above national cultures, thereby positing
itself as an example of the multicultural society hinted at above,
where English could act as a lingua franca, it is obvious that even
in this instance the cultural context determines the value a
message can assume. Thus, an advert similar to the one above,
might perhaps be tolerated in Saudi Arabia, as it simply shows
the woman’s face, but the allusion to Eve could go lost in a
Muslim culture (as connotation is, as discussed above, totally
culture-bound) or, if it were understood, might very well lead to
the refusal of the advertisement itself, as it suggests the
relationship between the sexes.
The Nike advert, however, symbolised by the famous slogan
‘Just do it’, which was exported all over the world, can pose
problems at more than one level. Besides ideological and
political concerns as to the allged neo-colonisation of American
products, we also have to consider both linguistic and cultural
issues. As an article which appeared in Business Week in 1992
well demonstrates, the Japanese manager in charge of the
translation of the Nike campaign could not find a suitable
semantic and syntactic alternative for the English slogan,
characterised by an extreme but very effective conciseness. As a
consequence, they decided to retain the source language slogan,
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11
Clearly enough, adverts often combine not only different functions
(mainly informative/referential, conative and poetic), but also more than one
technique, using for example a famous person to flatter the consumer as in
the L’Oreal advertisements.
12
The problem-solution model is actually the main model on which
adverts rely, according to which a problem is identified and a solution offered
through the purchase of the product itself. Within this general model, we can
then identify the actantial model which, on the basis of Greimas’s theory
introduced in the first chapter of this book, analyses the different roles played
by the various elements in an advert. In this instance, the potential buyer
usually plays the role of the subject, the product itself that of the helper and
all those things the product is supposed to offer a solution for, that of the
opponent. We can also talk about a before-and-after model, which is often
created through the use of particular patterns of colour. As David Liu and
Lisa Westmoreland have noticed, in fact, the contrast between darker and
brighter tonalities can help consumers to identify the advantages of a
particular product almost instinctively.
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13
The setting can be either interior or exterior, and in both instances, it
can be familiar and real; nostalgic and/or imaginary; fantastic or exotic and
highly improbable. Within the setting, the props can be functional (when the
object is part of the scene); functional and metaphorical (when the object is
part of the scene but also has other meanings); or metaphorical (when the
object simply creates a particular association and suggests further meanings).
Further to various kinds of objects, in an advert we can also have human
beings that, in an analogous fashion to props, are carefully placed within a
particular setting. The distance (shot) at which human beings are depicted in
an advert appears particularly important (for example we can have a close
shot – when we are shown the face, the head and occasionally the shoulders of
a person – a medium close shot – when we see the person from the waist up –
a medium shot – which means that we see the person from the head to the
knees – a medium long shot, when we can see the entire figure – a long shot –
when we can see the entire body of the person and what surrounds him/her –
and a very long shot, when three or four people are presented in the same
setting). In a similar way, the distance which characterises the product
appears particularly important and can be changed in order to put more or
less emphasis on specific elements. As to product distance, we can thus talk
about close distance (when the object is portrayed as if readers were directly
involved in the activities connected to a particular product. In this instance,
the image wants to create an intimate and interactive relationship between the
receiver and the object itself); middle distance (when the object is shown in its
entirety and with no space around it, which suggests a personal relationship);
long distance (in this case the object is shown at a distance and no interaction
is possible, which explains why this distance is usually exploited for luxury
items). In addition, in the depiction of objects, we could adopt different
techniques such as close-ups (if the object is shown in detail); blow-ups (when
a detail is enlarged); cropping (which corresponds to a technique of
fragmentation); focus and depth of vision (which means that some objects
appear clearly in the foreground, while others are placed in the background).
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14
Clearly, one of the most important features of the visual is colour.
According to Sells and Gonzaleg, in fact, colours bear particular symbolic
meanings, and consequently are able to stimulate particular feelings and
suggest specific associations. For example, blue represents freshness (as in the
adverts of mineral waters and/or products intended to cleanse the skin etc.);
red is generally associated with dynamism, energy and, in some instances,
love; yellow (and to some extent orange and brown) is the colour of light and
vitality, and is therefore associated with Summer, a healthy life-style and sun-
tanned skins; green is the colour of Spring and nature, and is therefore
associated with a sense of freshness, vitality, and a life close to nature; pink is
stereotypically associated with woman, and is therefore used in the adverts for
many products typically addressed to a female audience; whereas black is the
colour of sophistication and seduction. Generally speaking, lively colours can
help highlight a product and make it stand out from a darker background.
15
Clearly, each component has a different function. For example, the
visual and the headline – which might relate to each other in terms of
repetition (both elements explain each other), completion (one element
develops and integrates what is said by the other), or opposition (in this
instance the headline and the visual clearly establish a relation of
contradiction) – are meant to draw readers’ attention, giving them something
unexpected, interesting and pleasing. In addition, they summarise in some
way the content of the whole message and stimulate the process of
memorisation. The body-copy explains and develops what is presented in the
headline and the visual, in the attempt to be credible and convincing. The
packshot, the logo, the trademark and the payoff all ‘put a signature’ to the
advert, whereas the standing details try and solicit a response on the part of
the potential buyer.
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16
A nominal group can be defined as a group of words which functions as
though it were a noun. The actual noun of the group is called head, whereas
the items preceding the head are called pre-modifiers, and the items after it
post-modifiers. In these positions, we can find entire clauses and
compounds (embedded noun-groups, as with ‘high fashion knitwear’, ‘the all
purpose garden fertiliser’), embedded adjective groups (‘an easy-to-paint
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have focused on one (or more) elements of the poem to the detriment of the
whole. We can therefore see how the structuralist notion of system is here
fundamental and accounts for Scholes’s emphasis on the notion of system (at
the basis of the polystystemic theory elaborated on more recently) also in the
study of literature, in that: ‘Every literary unit from the individual sentence to
the whole order of words can be seen in relation to the concept of system. In
particular, we can look at individual works, literary genres, and the whole of
literature as related systems, and at literature as a system within the larger
system of human culture’ (1974, 10). In the words Bassnett uses, then, ‘The
failure of many translators to understand that a literary text is made up of a
complex set of systems existing in a dialectical relationship with other sets
outside its boundaries has often led them to focus on particular aspects of a
text at the expense of others. Studying the average reader, Lotman determines
four essential positions of the addressee: 1) Where the reader focuses on the
content as matter, i.e. picks out the prose argument or poetic paraphrase; 2)
Where the reader grasps the complexity of the structure of a work and the way
in which the various levels interact; 3) Where the reader deliberately
extrapolates one level of the work for a specific purpose; 4) Where the reader
discovers elements not basic to the genesis of the text and uses the text for his
own purposes. Clearly, for the purposes of translation, position (1) would be
completely inadequate (although many translators of novels in particular have
focused on content at the expense of the formal structuring of the text),
position (2) would seem an ideal starting point, whilst positions (3) and (4)
might be tenable in certain circumstances. The translator is, after all, first a
reader and then a writer and in the process of reading he or she must take a
position.’ (1991, 77 – 78).
18
In a similar fashion to advertising texts, journalistic texts can be defined
as a particular textual type only if we broaden the definitions of ‘genre’ and
‘specialised text’ discussed in the previous chapter. Indeed, what characterises
the language of newspapers (and, albeit differently, advertising), is the fact
that here is no specific field, as these texts move across different areas
according to the issue dealt with in specific articles or the product advertised
in a particular advertisement (from medical treatments and beauty products
to technological items etc.). Consequently, the language adopted can borrow
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20
By rhetoric I mean here ‘the art of persuasive discourse’ (Cockroft and
Cockcroft, 2005). Amongst the various devices exploited by politicians, it is
also worth mentioning the ‘claptrap’, namely a trick or a device of language
designed to catch applause.
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21
According to Halliday, the preponderant interest in written language,
when compared to spoken language, can be explained in terms of the
common conception of written language as a site of power (as it is used to
write laws etc.). Yet, already in the early Fifties, Firth emphasised the
necessity to study spoken language. More recently, especially with the
development of pragmatics and discourse analysis in general, researchers have
tried to redress the balance, with the result that a plethora of articles and
books have been published on the subject.
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22
Each model is characterised by peculiar features as to the language used and
the general layout of the advertisement itself. For example, the basic advert –
which is generally used by private owners or agencies with tight budgets – consists
of a brief description of the property, an indication of the area, a contact number
and, sometimes the name of the agency and the price (no picture of the property is
however provided). What is generally referred to as the traditional advert –
generally used by agencies – on the contrary provides an image (usually in the
superior part of the advert), a brief description of the property; an indication of the
location, the price, the name and number of the agency (usually in bold). The
descriptive advert, which corresponds to the property profile we find in
specialised magazines, is generally characterised by a larger picture (placed either
on top or on the side of the advert), and a longer text, which is divided in different
paragraphs and where no abbreviations and no disjunctive language are used.
Finally, we can have a standard advert, which is very similar to the commercial
adverts analysed above and whose main function is to attract readers’ attention.
This advert is generally bigger and presents more detailed pictures and
descriptions. A typical feature of this advertisement is the presence of a headline
(which usually summarises the advantages of the property on sale, as with ‘Now
you really can have it all’ or ‘La serenità di vivere in campagna’) and the presence
of human beings in the pictures it presents, clearly exploited so as to suggest
harmony, family life etc.
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23
If Italian abbreviations are fairly comprehensible (as with ‘V.ze stazione’;
‘Camera matrim.’; ‘App.to al 1° piano composto da ingr., ampia cucina abit.’),
English abbreviations can change greatly. Indeed, they can be fairly
comprehensible (as with ‘3 bdrm mid terr’; ‘2 receps, dwnstrs bathrm, sep wc,
d/glazing, elec heating’; ‘extended semi-det hse, 3 beds, off st pkg, front and rr
gardens’), or rather obscure (as with ‘3 bed mid terr hse. GCH, DG, 13’6 lnge,
11’11 kit, bthrm’; ‘2 bed p. built first flr flat. Eco 7 stg htg’; ‘2 bed aptmt pos nr to
Beck June stn, newly fitted mod kit with integ apps, good size rms, gdns plus gge’.
In addition, readers have to face the ambiguity due to the existence of different
abbreviation strategies, which account for the fact that the same abbreviation can
refer to more than one thing (for example, double glazing can be ‘dble gaz’;
‘d/glazing’; ‘DG’; ‘D/G’. Similarly, semi detached can be abbreviated as ‘semi det’;
‘s/det’; ‘semi S/D’; and central heating can be either ‘c/heating’ or ‘CH’).
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Kitchen 8’9 X 8’
Bathroom 8’7 X 5’6
Bedroom One 11’11 X 10’
Bedroom Two 11’10 X 9’
Bedroom Three 8’10 X 8’7
Bathroom 11’11 X 10’
On the contrary, high context cultures rely more on the context
itself. Consequently, they take much information for granted, as
it can be retrived from the context and, as with the Italian
advertisement below, where customers are asked to contact the
agengy directly and fill in a long questionnaire (here shortened
for reasons of space), do not feel it necessary to specify all the
relevant details:
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24
As defined by Gregory Bateson in 1972, the frame is an internal
psychological state and makes up part of our map of the world. As Goffman
(1974), and Tannen (1993), emphasise, frames are culturally determined and
in Wallat’s definition of 1993, refer to the participants’ sense of what s being
done.
25
For business-letter writers in low context cultures writing in English to
readers in high context cultures, for example, Campbell (1998) suggests the
former should remember that their cultures may predispose readers to be
more interested in long-term relations with reliable people than in products
for their own sake. Hence, letters should begin with paragraphs that establish
common ground.
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26
See for instance the contrastive analysis of Kincaid’s text above.
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27
As Hilkka Yli – Jokipii underlines in relation to the business environment
(1998, 121), expert consultants tend to recommend conventional politeness
(achieved for example by fixed formulae), but she emphasises that it must be
very clear that the nature of distance and power affects the way requests are
issued in different languages. It will be therefore up to the mediator to opt for
mitigators such as the use of ‘please’, past modal auxiliaries etc.
28
Obviously, the very concept of smooth interaction is, as Pörings points
out (1998, 217), culture-bound, and different assumptions on the notion of
harmony may lead to evaluations of the partner’s actions that impede efforts
to solve the problems may be reflected in the use of particular turn-taking
strategies, mitigators and/or conflict styles of conversation.
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29
For instance, both are concerned with the ‘transmission of elements
from one culture to another across a cultural and/or linguistic gap’ (Tymoczo,
1999, 23), and both are affected by ‘similar constraints on the process of
relocation’ (ibid.).
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3.4.Postcolonial Translation
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30
Various scholars, however, distinguish between colonial discourse
studies, which focuses on the analysis of texts produced during the period of
colonisation, and postcolonial studies proper, which analyses texts from the
former colonies either after they achieved independence or after the
dissolution of the European Empires. As I hope the present volume makes
clear, however, the two categories cannot be neatly separated, as one
presupposes, interacts with and permeates the other. In spite of this, for
convenience we could operate further categorisations, and divide for instance
the various postcolonial theoretical approaches into different models:
national/regional models, which focus on features of national/regional
history and culture. Examples of this approach could be identified with the
subaltern studies group of which Gayatri Spivak is an important member,
which focuses on Indian history, and different kinds of Caribbean studies,
which highlight the important role the common experiences of deportation
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31
This attitude, however, continued well into the twentieth century, as
Lewis Terman’s The Measurement of Intelligence (1916) demonstrates. Here we
read: ‘[ethnic minority children] are uneducable beyond the nearest
rudiments of training. No amount of school instruction will ever make them
intelligent voters or capable citizens in the sense of the word [...] their dullness
seems to be racial, or at least inherent in the family stock from which they
come [...] They cannot maser abstractions, but they can bemade efficient
workers [...] There is no possibility at present of convincing society that they
should not be allowed to reproduce, although from a eugenic point of view
they constitute a grave problem because of their unusual prolific breeding’
(quoted in W.W. Nobles, 1986).
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32
Originally, this served as a leitmotif for US cultural imperialism as
represented in and by the blockbuster movie Star Wars and was later adopted
as the title of a synoptic book about ‘theory and practice in postcolonial
literatures’.
33
Although Spivak’s essay ‘Can the Subaltern Speak?’ mainly concentrates
on the situation of Asian women, some of her observations could be read as
relating to the colonised subject in general.
34
The novel Banjo: A Story Without a Plot, published by Claude McKay in
1930, does not replace the coloniser’s negative image of black people with an
inverted stereotype of the black man as inherently good. Yet, the realistic
depiction of the black community does not coincide with a confirmation of
the stereotype. For instance, we find intertextual references to the Western
description of blacks as degenerate and idle: ‘They stopped there, drinking
until twilight’ (p. 9); ‘This was the great sport of the boys. They would steal a
march on the watchmen or police, bung out one of the big casks and suck up
all the wine through rubber tubes until they were sweetly soft’ (p. 19);
‘[Ginger] was lying on his back on one of the huge stone blocks of the
breakwater. The waves were lapping softly around it […] He yawned and,
pulling his cap over his eyes, went to sleep. The others also stretched
themselves and slept’ (p. 22). The text is also rich of intertextaul references to
the characters’ black culture: ‘Rough rhythm of darkly-carnal life […] One
movement of the thousand movements of the eternal life-flow […] sweet
dancing thing of primitive joy, perverse pleasure […] many-colored variations
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35
Further to Fanon, other authors have attempted a classification of
postcolonial literature, dividing it in different phases. Most of the time the
categories of different authors correspond, but it is worth mentioning that
‘orature’, that is oral literature, is not always included in the taxonomy.
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Due to the high number of texts mentioned in this section, publication
details shall be provided in the Bibliography only.
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37
Just to give but one example amongst the many, Wide Sargasso Sea (Jean
Rhys, 1966) posits itself as an antecedent to Brontë’s Jane Eyre and analyses
the creole character of Bertha Mason and her relationship with Rochester.
Throughout Brontë’s novel Bertha is introduced as a sort of sub-human Other
in opposition to the Englishman Rochester: ‘I was of a good race […] I had
marked neither modesty, nor benevolence, nor candour, nor refinement in her
mind or manners […] I found her nature wholly alien to mine; her tastes
obnoxious to me; her cast of mind common, low, narrow, and singularly
incapable of being led to anything higher […] what a pigmy intellect she had
(p. 321-3). However, through intertextuality, the alternation between
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them, far more the street, or how other people living’ (Selvon,
1972, 58) appears immediately comprehensible despite the use
of ‘it’ and the verb ‘to have’ (replacing ‘there’ followed by the
verb ‘to be’, as in ‘there are’), and the omission of the auxiliary
‘to be’ with the progressive form38.
In these cases, however, the risk is that translators who do not
have a strong background in cultural studies and are not aware
of the tradition on which the author is drawing, cannot see the
problems and challenges posed by the text, being for example
unable to recognise – let alone convey in their translations –
rhythmic parallelism, the use of pastiche or parody etc.
This is the reason why the translation Adriana Motti
produced of Tutuola’s My Life in the Bush of Ghosts (published
by Adelphi in 1983 as La mia vita nel bosco degli spiriti), is all the
more valuable, as in the hands of this experienced and gifted
translator, Italian words retain some of the expressive force
which Tutuola conveys by drawing on Yoruba culture. As Itala
Vivan notes in her ‘Nota’ to the Italian translation of My Life in
the Bush of Ghosts, Tutuola actually draws on various features of
Yoruba literary repertoire, in particular the folktale, the dilemma
tale, the riddle, the proverb and the panegyric. Furthermore, the
repetition of the leitmotif, the various epithets, and the
dialogues, from which the interaction between the
performer/conteur and his audience originates, are all
characteristic of Yoruba oral tradition. The language Tutuola
uses in his works, then, is a sort of English-Yoruba, an extremely
innovative language rich of neologisms, calques and analogies,
which while replicating the sounds of standard English,
maintains the structures of the native language.
This is, fundamentally, the process Rushdie would describe in
his Imaginary Homelands, where he suggests that, by mastering
38
For a detailed discussion, see Talib (2002).
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year Miners’ Strike (which lasted from 10th March 1984 to 5th
March 1985), and more pressing tensions with the IRA.
However, because of the decrease of unemployment and lower
taxes, in 1987 Thatcher was re-elected. During the following
years, the infamous poll tax (according to which every adult
citizen had to pay equal taxes for equal services, something
which in 1990 caused violent revolts in London), the economic
crisis caused by the reappearance of inflation and the crash of the
Stock Market in 1989, the initial refusal to enter the European
Union, the problems she experienced with teachers and
physicians (caused by the Education Reform Act of 1988, which
enacted a marked centralisation of education, now seen in purely
utilitarian terms, and an Act involving the National Health
Service in 1989), led Thatcher to resign.
By that time, however, British society had been deeply
marked by the experience, and both the conservative John Major
(Prime Minister from 1990 to 1995) and the Labour Prime
Minister Tony Blair, while not changing its fundamental
principles, would try to get Britain out the ideological and
cultural fragmentation brought about by the authoritarian
centralism of her government.
Writing in the 1990s, then, Hall encouraged his readers to
recognise the differences between cultures and accept the fact
that cultures are not always mutually intelligible.
After all, as Glissant stated in his ‘Introduction’ to Poétique du
divers (1996), it is not always necessary to understand Others,
certainly it is not even advisable to re-connect them to our
image, but it is sufficient to acknowledge their existence and
their differences.
The differences Hall talked about, were the differences that
had been deleted by the history of slavery and transportation
common to all ‘Blacks’ which, this history being a translation,
could not constitute a common origin. As Hall underlines in his
‘Cultural Identity and the Diaspora’, in fact, we cannot speak for
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long about one experience and one identity (the true, essential
Caribbeanness), as the Caribbean’s uniqueness is constituted,
precisely, by the raptures and the discontinuities which
characterise individual experiences.
It therefore appears obvious that the notion of cultural
identity as a construction which Hall introduces in this essay, is
shared by different groups which are now forced to face the same
loss of identity, displacement and alienation that has
characterised the Blacks’ experience under colonialism. It is not
by chance, then, that Hall should symptomatically begin his
‘Minimal Selves’ by welcoming his (postmodern) audience to
‘migranthood’ and the sense of dispersion he has since long
experienced, insisting that it is now necessary to recognise the
extraordinary diversity of the subject positions, the social
experiences, the cultural identities and the linguistic
distinctiveness which compose the category ‘black’.
In fact, whereas early post-independence writers tended to
identify with nationalist causes and to endorse the need for
communal solidarity, in the 1980s and the 1990s many writers’
geographic and cultural affiliations have become more divided
and uncertain. The cosmopolitan rootlessness and the condition
of migranthood and dispersal which developed in urban pockets
at the time of modernism, has in a sense gone global. Novels link
streets of London to ‘third world’ slums; narrative dialogues
criss-cross registers high and low, and mix in variegated pidgins
from around the world. What began as the creolisation of the
English language has become a process of mass literary
migration, transplantation and cross-fertilisation, a process that
is changing the nature of what was once called English literature,
language and, ultimately, society.
In the 1990s, the generic postcolonial writer is more likely to
be a cultural traveller, or an extra-territorial, than a national.
Consequently, often retracing the biographical paths of their
authors, literary works by, amongst others, Derek Walcott,
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39
As with most labels, ‘black’, a term which in the 1970s and 1980s was
used to encompass the experience of marginalisation of very heterogeneous
members of society, it was later criticised as homogenising. However, for
practical reason, we shall keep using the term, being nonetheless aware of the
importance of diversifying and individualising the various authors addressed
and their experiences. Indeed, ‘black’ emphasises the heterogeneous and
unstable nature of the diaspora, leading to the displacement of the very
concept of ‘nation’ entailed by the notion of ‘Black Britishness’.
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old woman with one leg. In fact, the medicine itself was called
agadi-nwayi, or old woman (Achebe, 1988, 24).
In addition, he immediately gives the translation into English of
words such as ndichie (‘the elders’, ibid.), and obi (‘hut’, Achebe,
1988, 25), and explains that agbala, ‘was not only another name
for a woman, it could also mean a man who had taken no title’
(ibid.). By so doing the author – who, as Walder rightly observes
in his Post-Colonial Literatures in English clearly wanted to address
both a local and an overseas audience (Walder, 1998, 11) –
simplifies the reader’s (and, the translator being fundamentally
identified with a reader, the translator’s) job, as the translator
can simply rely on the author’s strategy and translate his/her
explanation word for word, while leaving (perhaps in italics), the
words and expressions in other languages as they appear in the
original. And in fact, the words which appear in italics in the
original text are left unaltered in translation, in so far as their
meaning is clarified by the rest of the sentence.
Thus, the translator, who on this occasion appears respectful
of the author’s choices, renders the second extract as:
Il suo incantesimo di guerra più potente era vecchio quanto il
clan stesso. Nessuno sapeva quanto. Ma su un punto tutti erano
d’accordo: il principio attivo di quell’incantesimo era stata una
vecchia donna con una sola gamba. Infatti l’incantesimo stesso
veniva chiamato agadi-nwayi, cioè vecchia donna (Achebe,
1994, 12).
The Italian text, equally proceeds by clarifying that the ndichie
are ‘gli anziani’ (Achebe, 1994, 13), that obi is ‘la capanna’
(Achebe, 1994, 14), and that agbala ‘non era soltanto un altro
modo di dire donna, ma poteva indicare anche un uomo che non
aveva preso titoli’ (Achebe, 1994, 13).
Hence, if the author him/herself adopts a strategy of either
overt or covert cushioning, the translators’ job is clearly
simplified. However, when no indication is supplied by the
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40
Having included ‘yam’ in his Glossary, throughout his translation of
Okara’s text, Fissore however leaves the word in the original language,
without italianicising it. As a result, readers are not reminded that they might
find an explanation of the term in the initial Glossary. In this case, while still
effective, the impact of the strategy adopted by the translator is therefore
lessened.
41
Translators should however carefully maintain throughout the text a
certain degree of consistency, identifying with precision their target audience.
For instance, it is not at all clear why in Coetzee’s Gioventù, the translator felt
it necessary to insert in her text a footnote that reads ‘Pac: Pan-Africanist
Congress, partito antirazzista sudafricano nato nel 1959’ (Coetzee, 2002, 41),
when immediately afterwards she refers to the Anc without further elucidating
readers about its meaning (‘da una scissione dell’Anc e messo al bando,
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Haroun and Rashid are both named after the legendary Caliph
of Baghdad, Haroun al-rashid, who features in many Arabian
Nights tales. Their surname, Khalifa, actually means
‘Caliph’[...]
(Rushdie, 1990, 217-8).
42
Amongst the other strategies translators have at their disposal when
translating titles, we mention: faithful transfer (that is a literal translation, as
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44
And yet, the translation is not completely satisfactory. For example
‘Piglet’ is translated as Pimpi, therefore obliterating the reference to the animal
itself, which is not even immediately retrievable from the illustrations within
the text. This is also what happens with ‘Rabbit’ (substituted in the Italian
version with Tappo), and ‘Owl’, translated as Uffa, thereby adding a meaning
which was left implicit in the source text.
45
This strategy of non-translation is also adopted in the case of ‘Draco
Malfoy’, whose surname, of Latin origin, immediately suggests the French mal
foi and the Italian mala fede. Similarly, the first name Draco is immediately
associated with the noun drago and the adjective draconiano, thereby giving an
adequate indication of the character’s personality.
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An Introduction to Discourse Analysis and Translation Studies
310
Chapter 3 – An Introduction to Translation Studies
46
Clearly enough, sometimes the strategy of substitution is selected in
order to avoid cultural problems of reference. This is for example the case
with the sentence uttered by Lisa while she is talking to Barth and states: ‘I
think you need Skinner [...] Sherlock Holmes had his Dr Moriatry, Mountain
Dew has its Mellow Yellow, even Meggie has that baby with the one
eyebrow’, which where translated as ‘Credo tu abbia bisogno di Skinner [...]
Sherlock Holmes aveva il suo Dottor Moriatry, Beep Beep ha il suo Willy il
Coyote, anche Maggie ha quel bebè con un unico sopracciglio’, where
Mountain Dew and Mellow Yellow (two soft drinks hardly known in Italy) are
substituted with a more famous couple of ‘enemies’ from cartoons. Similarly,
the reference to Elliott Gould in Marge’s sentence ‘I wouldn’t go if you were
Elliott Gould’ is substituted with a reference to an actor who, while being
foreign, is well known in Italy as well, and the sentence is translated as ‘Non
verrei al ballo con te neanche se fossi Sean Connery’.
311
An Introduction to Discourse Analysis and Translation Studies
312
Conclusions
All through this book, the emphasis has been laid on the
fundamental notions at the very basis of discourse analysis and
translation theory. However, as anticipated in the opening
section, because of the introductory nature of this volume many
discussions have not received adequate treatment. In spite of
this, I hope the path delineated by An Introduction to Discourse
Analysis and Translation Studies, the attempted systematisation of
all the information introduced in the three main chapters and the
many examples of analysis provided – in particular the paper by
Enrico Martines on the translation strategies adopted in the
Italian and British versions of Asterix – will prove useful.
As with the remaining of the book, the bibliography section is
divided into different categories, covering the main areas taken
into consideration within each chapter of this volume. This was
done in an attempt to make readers’ consultation easier, even
though it proved rather difficult. If this is so, it is because
categories very often overlap and texts which might be
categorised under one heading, in actual fact might make their
appearance also under a different category. In spite of this, I
hope the many references supplied in this section, might prove
useful, stimulate readers’ interest and suggest possible areas of
further analysis.
313
Bibliography
315
An Introduction to Discourse Analysis and Translation Studies
____ 1995. More and More False Friends, Bugs & Bugbears:
dizionario di ambigue affinità e tranelli nella traduzione fra inglese
e italiano, Bologna, Zanichelli.
Campbell, C. 1998. ‘Rhetorical Ethos: A Bridge between High-
Context and Low-Context Cultures?’, in Niemeier, S.,
Campell, C. and Driven, R. (eds.). 1998. The Cultural Context
in Business Communication, Philadelphia, John Benjamins.
Canepari, M. 2008. ‘Think Global, Act Local: traduzione e
pubblicità nell’era della globalizzazione’, Il traduttore visibile,
vol. 3, Parma, Mup editore.
Davis, K. 2001. Deconstruction and Translation, Manchester, St.
Jerome Publishing.
Duff, A. 1992. Translation, Oxford, Oxford UP.
Eco, U. 1995. ‘Riflessioni teorico-pratiche sulla traduzione’, in
S. Nergaard (ed.). 1995, Teorie contemporanee della traduzione,
Milano, Bompiani.
____ 2003. Dire quasi la stessa cosa. Esperienze di traduzione,
Milano, Bompiani.
Even-Zohar, I. 1987. ‘La posizione della letteratura tradotta
all’interno del polisistema letterario’, in S. Nergaard (ed.).
1995. Teorie contemporanee della traduzione, Milano, Bompiani.
____ 1990. ‘Polysystem Studies’, Poetics Today, 11, 1, special
issue.
Ewbank, I.S. 2003. ‘Open to Encounters’: Some Thoughts on
Translation as Criticism and Creation’, Kunapipi, 25, 1.
Fruttero and Lucentini. 2003. I ferri del mestiere, Torino,
Einaudi.
Garzone, G. 2002. ‘The cultural turn: traduttologia,
interculturalità e mediazione linguistica’, Culture, 16.
Geertz, C. 1973. The Interpretation of Cultures, New York, Basic
Books.
Giambagli, A. 1992. ‘Un aspetto particolare della traduzione
tecnica: la traduzione presso la Comunità Europea. Studio di
un caso’, Rivista internazionale di tecnica della traduzione.
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318
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320
Bibliography
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322
Bibliography
323
An Introduction to Discourse Analysis and Translation Studies
324
Bibliography
325
An Introduction to Discourse Analysis and Translation Studies
326
Bibliography
327
An Introduction to Discourse Analysis and Translation Studies
328
Bibliography
On Language Studies
Anon. ‘When Dynamo Kiev Defied the Nazis’, available at
www.setanta.com/portal/content/WhenDynamodefiedtheNazi
s, last accessed 2nd May 2006.
Attili, G. and Benigni, L. 1979. ‘Interazione sociale, ruolo
sessuale e comportamento verbale: lo stile retorico naturale
del linguaggio femminile nell’interazione faccia a faccia’, in F.
Albano Leoni, (ed.). 1980. I dialetti e le lingue delle minoranze
di fronte all’italiano, proceedings of the 11th international
conference of the Società di Linguistica Italiana, Roma,
Bulzoni.
Austin, J. 1962. How to Do Things with Words, Oxford, Oxford
UP.
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Fillmore, C.J. 1968. ‘The Case for Case’, in E. Bach and R.T.
Harms, (eds). 1968. Universals in Linguistic Theory, New York,
Holt, Rinehart and Winston.
Firth, J.R. 1957. Papers in Linguistics 1934 – 1957, London,
Oxford UP.
____ 1959. Papers in Linguistics 1934 – 1951, London, Oxford
UP.
Fish, S. 1982. Is there a Text in this Class? The Authority of
Interpretive Communities, USA, Harvard UP.
Geis, M.J. 1982. The Language of Television Advertising, New
York, Academic Press.
Gervais, D. 1993. Literary Englands: Versions of Englishness in
Modern Writing, Cambridge, Cambridge UP.
Glickman, L. (ed.). 1999. Consumer Society in American History:
A Reader, Ithaca, Cornell.
Goffman, E. 1974. Frame Analysis, New York, Harper and Row.
Gran, L. and Taylor. C. (eds). 1990. Aspects of Applied and
Experimental Research in Conference Interpretation, Udine,
Campanotto.
Greimas, A. J. 1966. Sémantique structurale. recherche de méthode,
Paris, Larousse.
____ 1970. Du Sens. essais sémiotiques, Paris, Du Seuil.
Grice, H.P. 1975. ‘Logic and Conversation’, in P. Cole and J.
Morgan (eds). 1975. Speech Acts, New York, Academic Press.
Gustaffsson, M. 1975. Some Syntactic Properties of English Law
Language, Turku, University of Turku.
Halliday, M.A.K., McIntosh, A. et al. 1964. The Linguistic
Sciences and Language Teaching, London, The English
Language Book Society and Longman Group.
Halliday, M.A.K. and Hasan, R. 1975. Cohesion in English,
London, Longman.
____ 1985. Language, Context and Text, Oxford, Oxford UP.
____ 1985. Spoken and Written Language, Deakin, Deakin UP.
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346
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347
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348
Bibliography
349
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350
Bibliography
351
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352
Appendix
S.P.Q.T.! (Those Translators Are Fool!)
1
1
Adapted from the Italian rendition of Obelix’s famous catchphrase ‘Ils
sont fous ces romains’, which is obviously translated as ‘Sono Pazzi Questi
Romani’ (see infra). In this case the initialism stands for: ‘Sono Pazzi Questi
Traduttori!’, meaning ‘Those Translators are Fool!’.
353
An Introduction to Discourse Analysis and Translation Studies
2
See Nardin, Giorgia, La traduction italienne d’Astérix: à la recherche d’une
possible équivalence, Tesi di Laurea Specialistica in Lingue straniere per la
comunicazione internazionale, Università degli Studi di Padova, pp. 17-18. In
this article we use a different system of bibliographic reference: since the
bibliography is mostly consisting of internet pages, many of them without
author and year of publication, the Author-Year system adopted in the rest of
the volume is not very helpful, so a footnote style of reference is preferred.
354
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
The term is used to label all those genres which are not generally
considered as ‘literary fiction’ by mainstream literary standards
and conveyed by mass media. Therefore, paraliterature is
defined as something that is opposed to literature. Its
characteristics are not found in the set of values that allows to
identify a work of art as literary. Paraliterature is about the
expression of a different dimension of writing, one connected
with pure entertainment and leisure time; hence, it is strictly
linked with the system and the ideology of an advanced
industrial society.
Comics are a particular type of paraliterature, since the stories
are told in a progressive sequence of cartoons, in which the
authors add elements of phonetic writing. Consequently, in
comic books we find the combination of verbal and iconic
elements. This kind of joint expression is a popular and
widespread phenomenon, because any reader can understand
the story, thanks to the communicative effectiveness of the
images.
Though newspapers and magazines first established and
popularised comics in the late 1890s, narrative illustration has
existed for many centuries, a clear and illustrious example of this
being the Trajan Column3. In spite of this, it was only in the
19th century that the modern model of comics began to take
form among European and American artists. Comics as a real
mass medium started to emerge in the United States in the early
20th century with the newspaper comic strip, where its form
began to be standardised (image-driven, speech balloons etc).
Comic strips were soon gathered into cheap booklets and
reprinted as comic books. Original comic books soon followed.
Today, comics are found in newspapers, magazines, comic
books, graphic novels and on the web.
3
See Comics, available at http://en.wikipedia.org/wiki/Comics, last accessed
st
1 April 2010.
355
An Introduction to Discourse Analysis and Translation Studies
4
Ibidem.
5
Eisner, Will, Graphic Storytelling, Poorhouse Press, 1996.
6
Eisner, Will, Comics & Sequential Art, Poorhouse Press, 1990 (Expanded
Edition, reprinted 2001).
7
McCloud, Scott, Understanding Comics, Harper, 1994, p. 7-9.
356
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
8
Spurgeon, Tom et al., 1999, ‘Top 100 (English Language) Comics of the
Century’, The Comics Journal 210.
9
Varnum, Robin & Gibbons, Christina T. editors, The Language of Comics:
Word and Image. University Press Mississippi, 2001, p. 76.
357
An Introduction to Discourse Analysis and Translation Studies
10
Driest, Joris, ‘Subjective Narration in Comics’, Retrieved May 26, 2005,
PDF.
11
See Nardin, Giorgia, op. cit, p. 7.
12
See Nardin, Giorgia, op. cit., p. 45-52.
358
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
13
See Nardin, Giorgia, op. cit., p. 9-10.
359
An Introduction to Discourse Analysis and Translation Studies
360
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
from the original, some of them may be lost, some others may be
newly created by the translator, because the aim of her/his work
should not be restricted to the punctual rendition of one single
pun but to the recreation of a whole expressive system. In fact,
one can say that wordplays are untranslatable, and most of the
time this is no lie. But it would be a paradox not to try and
reproduce them in another language (and a different cultural
context), since every language can assume a metalinguistic
function and use its codes as objects to reflect upon and to create
different effects.
The first restriction that affects the translation of a wordplay is
language itself. Source language and target language may be
somehow similar, have lexical and syntactical correspondences,
but the main issues are related to their cultural systems, their
inclination to the ludic function of language, their written
tradition. These and other factors make reproducing a pun into
another language an easier or more difficult task. Translators’
choices are obviously influenced by the resources of both the
source and the target language (generally her/his mother
tongue), and by the affinity of the two cultures.
Another important and double factor which must be taken
into account by translators of comics is the function of the
original text and the intended effect on readers. A good
translation of a pun should render its motivation, its purpose
within the text and the aimed reaction of readers to it. To
reproduce this means to respect the function of the text, its inner
coherence and its very nature. The need to aim at reproducing
the functional and pragmatic equivalence of both source and
target texts could also be a guide to find the best possible
translating solutions.
A third parameter to be considered by translators is the
context, one of the fundamental elements that could help them
to find a good equivalent to the original wordplay. Context must
be considered at different levels: it could be a verbal context (the
361
An Introduction to Discourse Analysis and Translation Studies
16
See Nardin, Giorgia, op. cit., p. 72.
362
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
363
An Introduction to Discourse Analysis and Translation Studies
364
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
17
Le Combat des chefs, first published in serial form in Pilote magazine,
issues 261-302 in 1964, then edited as the seventh volume of the book series
in 1966. It was finally and properly translated into English in 1971.
18
A verse from the famous patriotic song Rule Britannia!.
19
This name was taken from a patriotic equivalent of Asterix’s character,
the protagonist of the book Beric the Briton, A Story of the Roman Invasion
(1893), written by British author G.A. Henty, which tells of the Roman
invasion of Britain through the eyes of a ‘half Romanised’ Briton named
Beric.
20
‘Boudica (also spelled Boudicca), formerly known as Boadicea and
known in Welsh as ‘Buddug’ (d. AD 60 or 61) was a queen of the Brittonic Iceni
tribe of what is now known as East Anglia in England, who led an uprising of the
tribes against the occupying forces of the Roman Empire’. (From Wikipedia article
Boudica, available at http://en.wikipedia.org/wiki/Boudica. Last accessed 15th April
2010).
21
First published in 1963 in serial form in Pilote magazine, issues 215-257,
then printed as the sixth volume of the series in 1965. Officially translated by
Anthea Bell and Derek Hockridge in 1969.
365
An Introduction to Discourse Analysis and Translation Studies
22
See Cut and Paste Translation, available at http: // tvtropes.org / pmwiki /
pmwiki.php/Main/CutAndPasteTranslation, last accessed 11th March 2010.
23
See Asterix International! Asterix in Germany, available at
http://www.asterix-international.de/asterix/germany.shtml (last accessed 15th
April 2010).
366
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
24
Bell, Anthea, Asterix, What’s in a Name, available at http: //
www.literarytranslation.com/workshops/asterix/, last accessed 7th March 2010,
p. 2.
25
The stories are Asterix the Gladiator, Asterix and Cleopatra, Asterix and the
Great Crossing, Asterix and the Big Fight and Asterix in Spain.
26
See English translations of Asterix available at http: // en.wikipedia.org / wiki /
English_translations_of_asterix (last accessed 7th March 2010).
367
An Introduction to Discourse Analysis and Translation Studies
27
Bjørklid Finn, (translated in English by Nicolai Langfeldt), A Celtic Gaul
named Asterix available at http://heim.ifi.uio.no/~janl/ts/asterix-article.html
(last accessed 7th March 2010).
368
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
369
An Introduction to Discourse Analysis and Translation Studies
28
Bell, Anthea, Asterix, my love, in Electronic Telegraph, Thursday 25th
February 1999, available at http://www.asterix-international.de / asterix /
mirror/asterix_my_love.htm, last accessed 7 th March 2010.
29
Pauli, Michelle, Asterix and the golden jubilee, in The Guardian, Thursday
th
29 October 2009, available at http://www.guardian.co.uk / books / 2009 /
oct/29/asterix-golden-jubilee, last accessed 7 th March 2010.
370
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
371
An Introduction to Discourse Analysis and Translation Studies
30
Hockridge said about it: ‘I’d like to feel the level of punning is about the
same as the French, so if you groan that seems about right’ (Kessler, Peter,
The Complete Guide to Asterix, London, Hodder Children’s Books, 1997, p.
61).
31
Idem, p. 59-60.
32
Bell, Anthea, Asterix, What’s in a Name, cit., p. 2.
372
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
33
Idem, p. 4.
34
Bell, Anthea, Asterix, my love, cit. Peter Kessler wrote about it (op. cit., p.
61): ‘Fortunately English, with a lexicon twice the size of any other European
language, is arguably the language of puns. And sure enough, Hockridge and
Bell have always delivered’.
35
Asterix’s albums have been translated in Italian by Marcello Marchesi (3
albums), Luciana Marconcini (17), Alba Avesini (12), Carlo Manzoni (1),
Fedora Dei (1), Natalina Compiacente (1), Tito Faraci and Sergio Rossi (1).
373
An Introduction to Discourse Analysis and Translation Studies
36
An initialism from the Latin phrase ‘Senatus Popolusque Romanus’,
which means ‘The Senate and the People of Rome’. Both the graphic aspect
of this catchphrase and the dialect characterisation of the Roman soldiers
374
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
were introduced in the first album of the series, Asterix il Gallico, translated by
Marcello Marchesi in 1968.
37
See, Bjørklid Finn, art. cit.
375
An Introduction to Discourse Analysis and Translation Studies
Translating Names
Puns are not just an essential part of the comics dialogues, in
so far as, in actual fact, they begin with names. Names play an
38
Bell, Anthea, Asterix, What’s in a Name, cit., p. 5.
376
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
essential role in Asterix’s humour and they are the very first
elements that contribute to the comic depiction of a character.39
Some names are funny because they are simply absurd and do
not even refer to a character’s quality, but most of the time they
introduce a humorous comment on the central trait of its
personality. In any case, names are puns and they have to be
translated into an equivalent that could have the same effect on
target readers, so as to maintain the spirit and the flow of the
story. The names of the two leading characters have not posed
any problem for the English translators, as Asterix (from the
French ‘astérisque’, rendered in English as ‘asterisk’) and Obelix
(from the French ‘obélisque’, ‘obelisk’ in English) can be easily
retained in the target language, because the two words upon
which the names are created have the same Greek etymology in
both French and English (as well as in Italian), so the wordplay
works in both cases and there is no need for a translation. Maybe
Goscinny and Uderzo purposely chose two names with a classic
origin, so that they could be maintained in most European
languages without any loss of meaning, thinking about the
international distribution of their series. Anyway, it is a very
fortunate circumstance that the implication of the name of the
hero that gives the title to the whole series can be understood by
most readers. Obviously, the same applies to the name of his big
fellow. Anthea Bell dedicates a comprehensive paragraph of her
article Asterix, What’s in a Name to the problems faced in this
delicate task:
Names: the books to date contain some four hundred proper
names of people (and some place names), nearly all of which
have had to be changed in translation, since they are not really
names, but comic spoofs on names made up out of French
words in the original. For instance the village bard
39
See English Translations of Asterix, available at http://en.wikipedia.org /
wiki/English_translations_of_asterix, last accessed 7 th March 2010.
377
An Introduction to Discourse Analysis and Translation Studies
378
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
the English versions, Gaulish and Roman alike, end in the usual
feminine -a (the chieftain’s wife becomes Impedimenta). 40
This testimony by Bell raises many interesting questions. She
refers to the names of some of the recurring characters of the
series. Most translators obviously chose to create new names
with new jokes that may produce a comic effect in the target
language. But, for example, Italian translators, made a
different choice. Their editions tend to maintain the original
names even if the wordplays are completely lost and the
characters’ monikers result quite difficult to read and
understand for an Italian reader. Think about an Italian boy
reading ‘Assurancetourix’ or ‘Abraracourcix’: if the boy is not
studying French, the original pun is missing and so is the
correct pronunciation. Coming back to the English versions,
we have already referred to the fact that in the American
editions most of the characters’ names were changed, to adapt
them to an American audience or even for copyright reasons,
as with Robert Steven Caron’s translations. Here is an
interesting table41 that lists the names of the major characters,
comparing the French source text to the English and
American versions; a column with the Italian names has been
added here:
Original Meaning Descript Italian British Ameri- American
name ion name name can name name
(French) (Newspap (Album)
er)
Astérix asterisk Gaulish Asterix Asterix Asterix Asterix
(because he is warrior
the star), also
40
Bell, Anthea, Asterix, What’s in a Name, cit., p. 3. For the wife of the
fishmonger, the translators prefer to create a new name with the feminine
ending in –a, Bacteria, rather than keeping the unmotivated homage to the
Beatles’ song Yellow Submarine, which is implicit in the original French,
Iélosubmarine (see table above).
41
From the Wikipedia article, English translations of Asterix, cit.
379
An Introduction to Discourse Analysis and Translation Studies
the medical
term asterixis
refers to a
periodic loss of
muscle tone,
the opposite of
what Astérix
displays when
he drinks the
magic potion
Obélix obelisk (An Menhir Obelix Obelix Obelix Obelix
obelisk is delivery
similar to a man
menhir; and the
obelisk symbol
† often follows
the asterisk.)
Idéfix idée fixe (theme Obelix’s Idefix Dogmatix Dogmatix Dogmatix
or obsession) dog
Panoramix Panorama Druid Panoramix Getafix Readymix Magigimmi
(wide view) x
Abraracour à bras Village Abraracour Vitalstatisti Vitalstatis Macroecon
cix raccourcis: (hit, Chief cix x tix omix
lambast)
violently
Bonemine Bonne mine Chief’s Beniamina Impedime n/a Belladonna
(healthy look) Wife o Mimina nta
Agecanonix âge canonique Village Matusalemi Geriatrix Geriatrix Arthritix
(canonical age) elder x
Assuranceto Assurance tous Bard Assuranceto Cacofonix Cacofonix Malacoustix
urix risques urix
(comprehensive
insurance)
Cétautomat c’est Blacksmit Automatix Fulliautom
ix automatique h atix
(it’s automatic)
Ordralfabé- ordre Fishmong Ordinalfabe Unhygieni Fishtix Epidemix
tix alphabétique er tix x
(alphabetical
order)
Iélosubmari Yellow Wife of Ielosubmari Bacteria
ne Submarine Fishmong ne
er
380
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
381
An Introduction to Discourse Analysis and Translation Studies
42
Bell, Anthea, Asterix, What’s in a Name, cit., p. 4.
43
These are characters from Asterix the Gladiator, and their names form a
sentence from the British national anthem, God Save the Queen (‘Send her
victorious, happy and glorious’). Note that the second name ingeniously
relates also to the Roman road known as the Appian Way. In the original
French, the couple is named Ziguépus and Rictus.
44
Anthea Bell in Kessler, Peter, op. cit., p. 63.
382
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
45
In the American translations, one of these camps is named
Nohappimedium.
383
An Introduction to Discourse Analysis and Translation Studies
(Astérix aux Jeux Olympiques, a book written for the 1968 games
and translated into English Asterix at the Olympic Games on the
occasion of the Munich games four years later), Belgium (Astérix
chez les Belges, 1979 / Asterix in Belgium, 1980), even India
(Astérix chez Rahazade, 1987 / Asterix and the Magic Carpet,
1988), America (La Grande Traversée, 1975 / Asterix and the
Great Crossing, 1977, although they do not know it is a real New
World and believe they are in some Roman colony, maybe Crete
or Thrace), and in a more recent book (La Galère d’Obélix, 1996
/ Asterix and Obelix All At Sea, 1996) the fabled continent of
Atlantis. They also visit several times ancient Rome and their
historical enemy, Julius Caesar, whom they treat with cheerful
disrespect. In another story, Astérix et les Normands (1966,
translated as Asterix and the Normans in 1978) they do not travel
but they receive the ‘visit’ of a foreign people, actually Vikings
from the North of Europe.
These contacts with their close neighbours represent an
important reason for Asterix’s European success. Indeed, our
heroes sometimes have a direct influence on crucial historical
events or peculiar habits to these countries. For instance, in this
fictional re-writing of history, Asterix teaches Spaniards bull
fighting, the Swiss mountain climbing, he takes part in the
Olympic Games in Greece, causes a civil war in Germany, drops
by Rome a couple of times, follows the route of the Tour de
France, gifts the British with their first tea.46 Indeed, a very
particular level of humour in Asterix corresponds to the retelling
of historical facts, which is another way to create humour using
anachronism. The authors defy the authority of history and make
jokes on it. There is also a nationalistic perspective to this kind of
humour: Goscinny and Uderzo are describing the French as the
initiators of habits and ideas that would then become a strong
part of other countries’ traditions. But this is obviously a joke
46
See Bjørklid Finn, art. cit.
384
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
47
See Kessler, Peter, op. cit., p. 84.
48
See Humour in Asterix, available at http://en.wikipedia.org /
wiki/Humour_in_Asterix (last accessed 7 th March 2010).
385
An Introduction to Discourse Analysis and Translation Studies
49
For example, in 1983, the Council of the North London Borough of
Brent removed all Asterix books from the library shelves because Asterix was
seen as racist, but after a public controversy and some well-reasoned
newspaper articles the books were reinstated (see Kessler, Peter, op. cit., p.
87).
50
Bell, Anthea, Asterix, What’s in a Name, cit., p. 5.
51
Kessler, Peter, op. cit., p. 73.
386
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
52
Quoted in Pauli, Michelle, Asterix and the golden jubilee, in The Guardian,
Thursday 29th October 2009, available at http://www.guardian.co.uk / books /
2009/oct/29/asterix-golden-jubilee (last accessed 7th March 2010).
387
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53
See Humour in Asterix, cit.
388
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quiet and the life of their inhabitants quite dull, because the
Romans were busy trying to conquer Britain, which they actually
managed to do. But, as for Gaul, there was a little village in
Cantium (Kent) still resisting the invaders. A cousin of Asterix
named, in the English version, Anticlimax, being aware of the
prodigies of the magic potion brewed by the druid Getafix,
decides to leave Cantium, his home-village, and go to Gaul to
ask for support in the struggle against the common enemy.
Anticlimax’s request is very well received by Asterix and Obelix,
always in search of a good scuffle with the Romans, who are then
sent to Britain by chief Vitalstatistix, taking a barrel of magic
potion with them.
In this story, most of the humour is based on making fun of
British culture and habits. People from across the Channel are
presented as being very close to the Gauls. In fact, as the
narrator states at the beginning of page two, ‘Britain had often
helped Gaul fight the Romans’ and ‘The Britons were rather like
the Gauls, many of them being descended from Gaulish tribes
who had settled in Britain’. Goscinny and Uderzo fool around
the historical love-hate relationship between France and Britain54
and reproduce all the relatively unflattering stereotypes that
French people share about British culture.
54
For a comprehensive study on this subject, see Tombs, Robert, Tombs,
Isabelle, That Sweet Enemy: Britain and France, The History of a Love-Hate
Relationship, Vintage, 2008.
389
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55
See infra for a comment on the wordplay created between ‘boar’ and
‘bore’.
390
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Gaul!’, clearly referring to the fact that France is now one of the
strongholds for rugby in Europe.
In the original French version of the story, Anticlimax says
that the match is part of a Five Tribes tournament (‘Une
rencontre comptant pour le Tournoi des Cinq Tribus’),
obviously a hint to the Five Nations rugby tournament, held
between England, Scotland, Wales, Ireland and France from
1910 to 1931 and from 1940 to 199956.
Many other elements of British culture and society are
evoked, most of the time making fun of them: for instance,
Asterix and Anticlimax engage in a dispute in an attempt to
decide on which side of the road it is ‘correct’ to drive (as people
in Britain drive on the left, whereas in other European countries,
they drive on the right). However, at Julius Caesar’s time, this
debate would be anachronistic, because in those days both
Britain and Gaul used to drive on the left side of the road57, as
the habit of driving on the right side of the road comes from
Napoleonic times. After this debate, on one of the panels seven
pages later on, we have a double-decker chariot driving on the
right side of the road, as in Continental Europe (obviously an
Uderzo’s mistake).
At some point, Asterix’s cousin speaks about building an
underwater tunnel from Dover to France and says that it’s a
dream project which he hopes he will achieve some day. This is
an allusion to the modern channel tunnel (which hadn’t been
built yet at the time the album was published).
There are also references to the measuring systems peculiar to
the British: the British pre-decimal currency system (in use in
56
From 2000, after the admittance of Italy, the tournament is known as
Six Nations. Before the inclusion of France, the tournament was played
among the four British Home Nations between 1883 and 1909 and afterward,
between 1932 and 1939.
57
See Asterix in Britain, available at http://en.wikipedia.org / wiki /
Asterix_in_Britain (last accessed 7 th March 2010).
392
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At the end of the book, when the Romans are beaten in battle,
Anticlimax exclaims ‘Victory’, while making the V sign, a clear
reference to Winston Churchill, whose face we can recognise
caricatured in the character of the Britons’ chief (with a
moustache added).
The building where Obelix and Dipsomaniax are incarcerated
clearly reminds us of the Tower of London. Furthermore, when
our friends are in Londinium (Latin name for the British
capital), they see four bards that can easily be identified as
caricatures of the Beatles, the famous pop band who reached the
58
Anticlimax explains the currency system to Asterix as being ‘really
awfully simple, old boy… we have iron ingots weighing a pound which are
worth three and a half sestertii each, and five new bronze coins which are
worth twelve old bronze coins. Sestertii are each worth twelve bronze coins
and…’. Awfully simple indeed, for a British of course! Obelix’s reaction is
illustrated next.
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394
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59
Kessler, Peter, op. cit., p. 34.
60
Bell, Anthea, Asterix, my love, cit.
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61
See Asterix in Britain, cit.
396
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397
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62
See Rivière, Stéphane, Astérix chez les Bretons: dossier. My tailor is rich:
l’anglais selon Goscinny available at http://www.mage.fst.uha.fr / asterix /
bretons/anglais.html (last accessed 29 th April 2010).
63
Bell, Anthea, Asterix, What’s in a Name, cit., p. 5.
398
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64
Bell, Anthea, Asterix, my love, cit.
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65
Actually, this story – which represents the very first Italian publication of
Asterix comics – previously appeared, at the hands of a different translator, in
the 1967 Asterlinus supplement to Linus Magazine. This anonymous
translation is very faithful to the original French, but lacks the creativity that
characterises Manzoni’s version, which we shall discuss shortly.
400
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Scene First appearance of Briton characters in the story. Two Briton soldiers watch,
from Dover’s cliff, the Roman Fleet approaching the island’s coast.
FR Narrator: ‘Les Bretons ressemblaient aux Gaulois et beaucoup d’entre
eux étaient les descendants des tribus venues des Gaule pour s’installer en
Bretagne. Ils parlaient la même langue que les Gaulois, mais avaient une
façon un peu spéciale de s’exprimer’.
Briton 1: ‘Bonté gracieuse! Ce spectacle est surprenant!’. Briton 2: ‘Il est,
n’est-il pas?...’.
UK Narrator: ‘The Britons were rather like the Gauls, many of them being
descended from Gaulish tribes who had settled in Britain. They spoke the
same language, but with some peculiar expression of their own...’.
Briton 1: ‘Goodness gracious! This is a jolly rum thing. Eh, what?’. Briton
2: ‘I say, rather, old fruit!’.
USA Narrator: ‘The Britons resembled the Gauls. In fact, many of them were
the descendants of Gaulish tribes that had settled in Britain. They spoke
the same language as the Gauls, but had a peculiar way of expressing
themselves...’.
Briton 1: ‘Goodness gracious! This spectacle is ever so astonishing!’.
Briton 2: ‘It is indeed’.
ITA Narrator: ‘I Britanni somigliavano molto ai Galli perché molti di essi
erano oriundi. Tribù galle si erano trasferite in Britannia poi non se ne
erano più andate. Parlavano la stessa lingua dei Galli ma avevano un
modo un po’ particolare d’esprimersi...’.
Briton 1: ‘Del cielo numi! Questo spettacolo è sorprendente!’. Briton 2:
‘Lo è, esso è nevvero?’.
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402
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403
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68
The names of the two characters that star in this panel are different in
the four versions analysed here: the chief of the Briton’s village is Zebigbos in
the French source text and in the Italian target text, Mykingdomforanos in the
British version and Unionjax in the American version. Asterix’s cousin is
Jolitorax in the French original, Anticlimax in the British version, Brasstax in
the American version and Beltorax in the Italian version. We will comment on
the translators’ choices of these names later on.
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UK Anticlimax: ‘What strength! I suppose you get it from the magic potion,
what?’. Anticlimax: ‘Actually, cousin Asterix, your magic potion is just
what we need to help us fight the Romans, what!’. Obelix: ‘What do you
keep on saying what for?’. Anticlimax: ‘I say, sir, don’t you know what’s
what, what?’.
USA Brasstax: ‘What strength! Do you get it from the magic potion?’. Brasstax:
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‘Precisely, cousin Asterix, we need some of that magic potion to fight the
Roman armies’. Obelix: ‘How come you talk so funny?’. Brasstax: ‘I beg
your pardon?’.
ITA Beltorax: ‘Che forza! Vi viene essa forse dallo magico pozione?’. Beltorax:
‘A proposito, Asterix cugino, abbiamo bisogno dello magico pozione per
combattere le romane armate’. Obelix: ‘Ma si può sapere perché avete
parlato a rovescio?’. Beltorax: ‘Io domando il vostro perdono?’.
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FR Astérix: ‘En attendant viens chez moi, Jolitorax’. Jolitorax: ‘Je serai ravi,
j’en suis sûr, d’aller dans la vôtre maison!’. Obélix: ‘Vous avez vu mon
chien petit?’.
UK Asterix: ‘Come and see round my house and garden while we’re waiting,
Anticlimax’. Anticlimax: ‘A garden is a lovesome thing, god wot!’. Obelix:
‘What’s wot, what?’.
USA Asterix: ‘In the meantime, do you want to see where I live, Brasstax?’.
Brasstax: ‘I should be delighted. There’s no place like home sweet
home!’. Obelix: ‘Want to see my little dog?’.
ITA Asterix: ‘Intanto vieni con me, Beltorax’. Beltorax: ‘Sarò incantato, ne
sono certo, di venire nella casa, la vostra!’. Obelix: ‘Voi avete visto il mio
cane piccolo?’.
In the French source text, we have the pronoun form ‘la vôtre’
instead of the correct adjective ‘votre’, which represents a
common mistake made by foreigners speaking French. Obelix
seems to get confused by Jolitorax’s way of speaking and inverts
the correct sequence ‘mon petit chien’.
English translators add jokes and other cultural references to
maintain the original spirit and compensate some translation
losses: for example, having renounced reproducing the ‘pronoun
vs. adjective’ trait, they make Anticlimax say ‘A Garden is a
lovesome thing, god wot!’, quoting the first line of a famous 19th
century poem by Thomas Edward Brown called My Garden; to
make this utterance coherent, they also introduce the reference
to the garden in Asterix’s invitation. In the English version, the
subsequent question posed by Obelix refers to Anticlimax’s line,
rather than to the dog, and it is a reprise of the ‘what’ issue
between Obelix and Anticlimax, which opened a few strips above
and which becomes a characterising trait in Bell and Hockridge’s
version. Maybe, the T.E. Brown’s verse was purposely chosen to
replace the linguistic mistake of the French original, in that the
archaic verbal form ‘wot’ – namely the third person singular of
the present tense of ‘wit’ – allowed the wordplay with the much
repeated ‘what’.
The American version of Brasstax’s utterance is clearly
characterised by a typical English style of language. Obelix’s turn
408
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410
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In this quick and haughty exchange between the two Britons, the
Italian translator makes some changes: in the first utterance, he
chooses the rather colloquial ‘scocciatura’ for ‘ennuyeux’
(‘annoying’), when a more severe word like ‘seccatura’ could
have been more appropriate to the Britons’ tone; then, he
replaces the quite sober ‘Assez’ with a calqued expression from
the English form ‘in fact it is’; ‘Plutôt’, so far duly translated
with ‘Piuttosto’, is replaced with ‘Vero’; the typical ‘Je dis’,
generally rendered as ‘Dico’, is put in the conditional mode
(‘direi’) and accompanied by the irregular superlative form of the
noun chosen for the first utterance. Moreover, the exclamation
mark is always used, while in the original French it only
appeared in the first sentence: a punctuation which is not
perfectly adequate to the phlegmatic (and very British) tone of
this dialogue.
Scene At dawn, our heroes try and get back the barrel of potion, confiscated by the
Romans with all the others barrels of wine.
FR Jolitorax: ‘Allons essayer de récupérer la magique potion’s tonneau. Relax
nous prête sa charrette. C’est un joyeux bon garçon’.
UK Anticlimax : ‘Now try and get back the barrel of potion, what!
Dipsomaniax will lend us his cart. He’s a jolly good chap, don’t you
know!’.
USA Brasstax: ‘Let’s try and find the cask of magic potion. Relax has lent us
his cart. He’s such a good chap, eh, what?’.
ITA Beltorax: ‘Cerchiamo di recuperare la magico pozione’s botte. Relax ci
presta il suo carro. Egli è un gran caro ragazzo’.
69
The name of the Briton publican is changed in the British version. In the
other three editions we take in exam it is Relax.
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413
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414
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USA Relax: ‘I’m taking you to see my cousin Surtax. He runs a pub like me.
Perhaps he can help us’. Brasstax: ‘Jolly good idea’.
ITA Relax: ‘Vi porto da un mio cugino che fa l’oste come me. Si chiama
Supertax. Forse ci potrà aiutare. Beltorax: ‘Felice buona idea: non è
buona?’.
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70
The names of this two characters change in the other editions: they are
originally Mac Anoterapix and O’Torinolaringologix and become Mac
Alomaniax and O’Torhinolaryngologix in the American version, Mac
Anoterapix (as in French) and O’Torinolaringoiatrix in the Italian one.
416
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UK Asterix: ‘I’m Asterix’. Anticlimax: ‘Oh, I say what a bit of luck! I’m
Anticlimax. Let’s shake hands, old boy’. Asterix: ‘Anticlimax! My first
cousin once removed!’. ‘And this is my best friend Obelix!’. Anticlimax:
‘Any friend of Asterix is a friend of mine! Sir, I should be very proud if
you would shake me by the hand!’. Obelix: ‘Right!’. Asterix: ‘Obelix!’.
Obelix: ‘But he’s been removed once anyway, and he asked me to...’.
Asterix: ‘He’s my first cousin once removed from Britain, and they don’t
talk quite the same as us!’. Anticlimax: ‘Jolly good show, what!’
USA Asterix: ‘Asterix? Why, that’s me’. Brasstax: ‘I say. What a bit of luck! I’m
Brasstax! Let’s shake hands!’. Asterix: ‘Brasstax! My cousin!’. Asterix:
‘And this is Obelix, my best friend!’. Brasstax: ‘Shake!’. Obelix: ‘All
right!’. Asterix: ‘Obelix!’. Obelix: ‘But he told me to shake...’. Asterix:
‘He’s a Briton and they sometimes have a problem expressing
themselves!’. Brasstax: ‘Splendid! Splendid!’.
ITA Asterix: ‘Asterix sono io’. Beltorax: ‘Dico, questo è un pezzo di fortuna!
Io sono Beltorax! Scuotiamoci le mani!’. Asterix: ‘Beltorax! Il mio cugino
germano!’. Asterix: ‘Questo è Obelix, il mio migliore amico’. Beltorax:
420
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The English version does not refer to the pace (passus), namely
the ancient Roman unit of measurement, but to the modern
metre (one passus equals 1.48 metres). So, the subject of the
sentence is not the third person plural ‘The Romans’, but the
second person plural ‘You’, meaning ‘you, who are not Briton’.
Then, instead of translating the equivalence between feet and
metres, as the French source text does for feet and paces, Bell
and Hockridge attribute to Anticlimax a generic remark,
expressed from a point of view of a Briton (or a modern British,
we should say) who is convinced that, sooner or later, everybody
will adopt that system of measurement.
Also the American translator refers to metres (or ‘meters’, as
they spell it) rather than to paces. Still, the point of view of
Brasstax’s final utterance is reversed, and a new pun is added:
while in the British version the Briton character is sure that their
system of measurement is quite simple for a foreigner, in the
American version Brasstax assumes it might actually change and
implicitly recognises British difference as a symptom of
backwardness. In fact, ‘to drag one’s feet’ means ‘to act or work
with intentional slowness; delay’. Italian version is identical to
the original French.
Scene In order to discover where the magic potion is, Roman soldiers must have a taste
of all the confiscated barrels of wine. They inevitably end up getting drunk and
sing in general disorder.
FR ‘ Vive la Rome, vive la Rome, vive l’aroooome du bon vin! ’.
UK ‘ Roll out the barrel ’.
USA ‘Barrel of wine, fruit of the vine!’.
ITA ‘ Viva la Roma, viva la Roma, viva l’aroma del buon vin! ’.
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version lacks the musical notes in the balloon, so the soldiers are
not presumably singing the rhyme created by the translator.
Scene Our heroes are passing by the streets of Londinium and notice some
characterising elements of its urban landscape.
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71
Bell, Anthea, Asterix, my love, cit.
426
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428
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Bell and Hockridge perfectly adapt to Latin the expression ‘to hit
the bull’s eye’ which is the English equivalent to the French
‘Faire mouche’, meaning ‘to be right on target’. Robert Steve
Caron prefers a more modern expression, while Carlo Manzoni
repeats the French version even though it has no meaning in
Italian.
Scene After the sinking, our heroes swim to the shore. Asterix’s cousin comments on
the Roman’s behaviour.
FR Jolitorax: ‘Ils n’ont pas été franc jeu!’.
UK Anticlimax: ‘I say, that’s not cricket!’.
USA Brasstax: ‘Rather unsporting of them, what?’.
ITA Beltorax: È stato un gioco sleale!’
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430
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72
See Chandrasekharan, Sudhakar Thaths, Dippold, Ron, Asterix
Annotations, English and American Translation, Version 4, available at
http://asterix.openscroll.org/ (last accessed 7 th March 2010).
73
Kessler, Peter, op. cit., pp. 63-64.
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74
Idem, p. 64.
432
Appendix – S.P.Q.T.! (Those Translators Are Fool!)
75
See footnote 20.
433
Asterix – Bibliography
435
An Introduction to Discourse Analysis and Translation Studies
http://www.asterix.co.nz/review/englishpublishing/index.html
(Last accessed 7th March 2010).
Asterix International! Asterix in Germany, available at
http://www.asterix-international.de/asterix/germany.shtml
(Last accessed 15th April 2010).
Asterix International! English, available at http://www.asterix-
international.de/asterix/languages/english.shtml (Last accessed
7th March 2010).
Beric the Briton, A Story of the Roman Invasion, available at
http://en.wikipedia.org/wiki/Beric_the_Briton,_A_Story_of_the
_Roman_Invasion (Last accessed 15th April 2010)
Boudica, available at http://en.wikipedia.org/wiki/Boudica (Last
accessed 15 th April 2010).
Comics, available at http://en.wikipedia.org/wiki/Comics, Last
accessed 1st April 2010.
Comics vocabulary, available at http: // en.wikipedia.org / wiki /
Comics_vocabulary, Last accessed 1st April 2010.
Cut and Paste Translation, available at http: // tvtropes.org /
pmwiki / pmwiki.php / Main / CutAndPasteTranslation
(Last accessed 11 th March 2010).
English translations of Asterix available at http:// en.wikipedia.org/
wiki/English_translations_of_asterix (Last accessed 7th March
2010).
Humour in Asterix, available at http:// en.wikipedia.org / wiki /
Humour_in_Asterix (Last accessed 7th March 2010).
Mistakes: Asterix in Britain, available at http:// www.asterix.co.nz
/mistakes/britain/index.html (Last accessed 7th March 2010).
Nationalities in the Asterix books, available at http://
www.asterix.co.nz/review/cultures/index.htm (Last accessed 7th
March 2010).
Ranger (magazine), available at http:// en.wikipedia.org / wiki /
Ranger_(magazine) (Last accessed 7 th March 2010).
Rule, Britannia!, available at http://en.wikipedia.org/wiki/
Rule,_Britannia! (Last accessed 15th April 2010).
436
Asterix – Bibliography
Authors
Bell, Anthea 1999. Asterix, my love, in Electronic Telegraph,
Thursday 25 February 1999, available at http://www.asterix-
international.de / asterix / mirror /asterix_my_love.htm (Last
accessed 7th March 2010).
Bell, Anthea. Asterix, What’s in a Name, available at
http://www.literarytranslation.com/workshops/asterix/ (Last
th
accessed 7 March 2010).
Bjørklid, Finn (translated in English by Nicolai Langfeldt). A
Celtic Gaul named Asterix available at http:// heim.ifi.uio.no
/~janl/ts/asterix-article.html (Last accessed 7 th March 2010).
Chandrasekharan, Sudhakar Thaths and Dippold, Ron. Asterix
Annotations, English and American Translation, Version 4,
available at http://asterix.openscroll.org/ (Last accessed 7th
March 2010).
Corbetta, Giorgio 1976. La traduzione (from Asterix al Cinema,
Vallecchi Editore, 1976), available at http:// www.iafol.org/
schede/asterix/Traduzioni.html (Last accessed 7th March
2010).
Driest, Joris 2005. ‘Subjective Narration in Comics’, available at
http://www.secretacres.com/ce/snicthree1.html (Last accessed
15th July 2010)
Eisner, Will 1990 (Expanded Edition, reprinted 2001). Comics
& Sequential Art, Tamarac, Poorhouse Press.
_____ 1996. Graphic Storytelling, Tamarac, Poorhouse Press.
Goscinny, René and Uderzo, Albert 1966. Astérix chez les
Bretons, Paris, Editions Hachette.
_____ 1969. Asterix e i Britanni, Milano, Arnoldo Mondadori
Editore.
_____ 1970. Asterix in Britain, London, Hodder Dargaud,.
_____ 1995. Asterix in Britain, Greenwich, Dargaud Publishing
International Ltd.
437
An Introduction to Discourse Analysis and Translation Studies
438
finito di stampare
nel mese di marzo 2011
presso la LITOGRAFIA SOLARI
Peschiera Borromeo (MI)