APG5603 · Translating in global markets

Overview

This unit introduces the theory and practices associated with internationalisation and localisation and discusses the role of the translator in an increasingly globalised world. The focus is on developing practical skills in translation and transcreation, dealing with texts in the fields of public relations, marketing, advertising and tourism. The unit also addresses the translation issues surrounding multimodal text types, which may combine written text with images, audiovisual content and web-based design features.

Areas of study: Interpreting and translation Translation

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. Discuss the processes of internationalisation and localisation as utilised by global businesses, and identify potential roles for translators;
2. Analyse and compare cultural conceptualisations, genre conventions, linguistic and semiotic features of promotional texts such tourism materials and advertisements in source and target markets;
3. Formulate and justify translation/transcreation solutions with reference to theoretical approaches, parallel text analysis and the purpose of the marketing campaign.
4. Identify issues and employ effective strategies to translate multimodal texts;
5. Produce ‘fit-for purpose’ translations of promotional texts at a level of quality appropriate for their stage within the degree.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.