Varia

V-1 (T, 1:45-2:30pm) - ALL LEVELS
Webvertising That Works: Insider Tips for Effective Internet Marketing
Bjorn Austraat, Austraat Seminars & Consulting, Monterey, California

While most translators use the Internet or Web every day for research or file transfer tasks, many members of the translation community are still missing out on the tremendous value the Web has to offer as an economical marketing tool. This presentation will include design tips for creating a Website that works, getting placed in the five leading search engines, using targeted direct e-mail (not spamming!) for low-cost mailings, building a unique Web identity, and driving traffic to your site.

(T, 2:30-3:15pm) - ALL LEVELS
Translation and Voice Opportunities in the World of Video
Julie Johnson McKee, president, Pacolet International Translation, Inc., Roscoe, Illinois

As companies offer products and services worldwide, the need arises to translate the corresponding instructional and marketing videos. Video producers need bilingual professional announcers who can provide voice talent for these programs for international audiences. However, the U.S. is home to very few persons with that experience. As a result, the door is open to translators wishing to develop this talent. This presentation discusses how to become a voice talent: how to train the voice for professional sound, how to market oneself, and how to produce a demo tape that results in work.

V-2 (F, 10:15-11:45am) - ALL LEVELS
National Geographic's International Editions: Around the World in (at least) Nine Languages Every Month
Camilla Bozzoli Rudolph, translator, National Geographic Magazine, Washington, DC; Scott Brennan, freelance member of the Italian reviewing team, Washington, DC; Bernard Ohanian, editorial director, International Editions, National Geographic Magazine, Washington, DC; and Yukako Seltzer, freelance member of the Japanese reviewing team, Centreville, Virginia

National Geographic magazine's Italian, Japanese, Latin American, Spanish, Hebrew, Greek, German, French, and Polish international editions are produced by licensees or partners of the National Geographic Society working in their home countries. Several more languages are under consideration for launches in 2000 or 2001. All translations are reviewed before publication by teams of translation reviewers and editorial staff based in Washington, DC, whose responsibility it is to ensure that the translated text is 100 percent factually accurate and captures the nuances of the English source text. Concentrating on new developments since last year's well-received presentation, the presenters will discuss the editorial/translation process developed to maintain NGM's rigorous standards on a tight schedule and, relying chiefly on the Italian and Japanese editions for examples, the special translation problems encountered in bringing an American cultural icon to an international audience in one piece.

V-3 (S, 8:30-9:15am) - ALL LEVELS
Translation or Evaluation of Educational Documents?
George Fletcher, president, Globe Language Services, Inc., New York City, New York

This presentation will analyze and explain the difference between the translation of educational documents from one language to another and the evaluation of educational documents to establish U.S. educational equivalents. The natural tendency for a translator is to find what appears to be an equivalent degree and insert this into the translation. However, there is a profession consisting of the evaluation of international education that is totally different from translationtranslations that contain degree equivalents are usually rejected by evaluators at most institutions. This presentation explains how to translate for evaluators, thus increasing a translator's potential client base.

V-4 (S, 10:15-11:45am) - ALL LEVELS
National Language Needs and Capacities
Ray Lane Aldrich, representative, U.S. Army Foreign Language Proponency Office for the Deputy Chief of Staff for Intelligence, Washington, DC; Richard D. Brecht, director, National Foreign Language Center, Washington, DC; Ted Crump, federal translator, National Institutes of Health, Bethesda, Maryland; Everette Jordan, chairman, Foreign Language Committee, Office of the Director of Central Intelligence, Washington, DC; and William P. Rivers, research associate, National Foreign Language Center, Washington, DC

The panel will examine national needs and demand for language services both within the federal government and in the private sector, the relationship of market forces and government policies to the strategic variables of need and capacity, and the effectiveness and prospects of private-sector and government initiatives to improve language services supply and capacity against the background of national and international trends, with particular focus on the National Language Council and an ongoing survey of language needs and capacities throughout the federal agencies.

V-5 (S, 10:15-11:00am) - ALL LEVELS
Language as a Profession: Promoting the Industry
Diane D. Baughn, freelance German>English translator, Milwaukee, Wisconsin

We all know how hard it is to get the recognition we deserve as professionals. It is time to start changing the current view of the language industry. The best way is for language professionals to educate the community about what we do. Young people as well as business professionals need this education. Come to this forum to discuss ideas for promoting our profession. Learn how you can help heighten awareness in your community and among your clients. Be ready to share your insights and experiences.

V-6 (S, 1:45-2:30pm) - ALL LEVELS
How Far Can One Go? Grammar, Language Change, and Readability in Translation
Lyris Wiedemann, director, Portuguese Language Program, Stanford University, Palo Alto, California

This presentation will address some common issues encountered by translators in all languages, such as what is wrong/right in language, the role of grammar, linguistic change, the use of neologisms, and readability. It will offer a linguistic-based view of the dynamic nature and the constraints that characterize languages, and how they affect the act of translating. Examples will be given in English and several Romance languages.

(S, 2:30-3:15pm) - ALL LEVELS
The Translation of Persuasive Communication
Jan Emil Tveit, associate professor, Norwegian School of Economics and Business Administration, Bengen, Norway

Some types of translation pose unique problems. This presentation examines the particular requirements involved in the translation of persuasive communication. As a point of departure, the presenter shall address the characteristics that distinguish emotive and persuasive communication from its rational and logic-driven counterpart, and compare some of the principal advertising media with a view to linguistic differences and translation approaches. Although it is often couched in simple language, persuasive communication can be highly sophisticated and subtle, and very difficult to handle for the translator. The strategies and techniques that can facilitate the translation process with a view to getting the message across and creating an equivalent effect in the target language will be discussed.

V-7 (S, 1:45-2:30pm) - ALL LEVELS
Use of al-Masdar (the Arabic Infinitive or Verbal Noun) in Arabic Translation
Taysir Nashif, chief, Arabic Reporting Section, United Nations, New York City

A question which frequently faces a translator of texts from English (and also from other languages) into Arabic is the use of the "masdar" (the Arabic infinitive or verbal noun). There are two aspects to this question: first, the translator must decide in each case whether the use of the masdar is called for, and secondly, whether it is necessary to use the definite article with it. This presentation will seek to address these issues.

V-8 (S, 1:45-3:15pm) - ALL LEVELS
Challenges of Korean/English Translation
Yun Hyang Lee, Korean program head and assistant professor, Graduate School of Translation and Interpretation, Monterey Institute of International Studies, Monterey, California; and Judith Leng, visiting professor and language program administrator, Graduate School of Translation and Interpretation, Monterey Institute of International Studies, Monterey, California

Language is the most symbolic and epitomized version of a culture. Korean is a language of the East and English is a language of the West. In trying to teach students to translate between Korean and English, we need to identify the sources of the challenge one is bound to encounter. One source lies in the linguistic differences between two languages, which most often manifest themselves as grammatical errors. Another important source is the different rhetorical progression of the two languages. In this workshop, the presenters will help identify these sources in order to help students and translators learn to cope with them and lay a smoother bridge between the two languages.

V-9 (S, 3:30-4:15pm) - ALL LEVELS
History of Translation and Interpretation in Mexico
Georganne Weller, co-director, Center of Applied Linguistics, Mexico City

In general, little attention has been paid to the history of translation and interpretation in Mexico by related professions, academic institutions, and professional associations, with a few notable exceptions such as the Colegio de Interpretes de Mexico's Second National Convention and the new Certificate Program in the Translation of Academic Texts at the Universidad Iberoamericana in Mexico City. This presentation is but a humble attempt to outline and update major historical events in the fields of T&I in Mexico at the turn of the 21st century. Hopefully it will spark the interest of other researchers to do more in-depth research.

(S, 4:15-5:00pm) - ALL LEVELS
Distanciation or Creative Communion?
Olgierda Furmanek, instructor, Wake Forest University, North Carolina

A translator is in a constant dialogue with at least two texts at the same time. Language can be an instrument of a distanciation or it can enhance a creative communion. Are we aware of those dimensions while translating? How does our relationship with the text/enunciation (which is being shaped and redefined all the time during translating activity) affect the quality of our work? This is an invitation to explore the importance of psycholinguistical factors in the translating process.

 

 

For more information, contact ATA,
phone: (703) 683-6100; fax: (703) 683-6122;
or e-mail: conference@atanet.org.