REPRESENTATION OF THE STRATEGY OF PERSUASION IN THE TRANSLATION OF ENGLISH ADVERTISING TEXTS OF THE BEAUTY INDUSTRY INTO THE UKRAINIAN LANGUAGE

The article is dedicated to the problem of the interdisciplinary character which is also urgent for psycholinguistics and translation studies. In the focus of the analysis there are linguistic means of representing persuasion strategy in English advertising texts in beauty-industry and the key translation strategies, tactics and devices. It has been concluded that the dominant ones are the strategy of re-addressing and of tertiary translation, while the most widely occurred tactics are the tactic of rendering relevant information, the tactic correct presentation and the tactic of linguistic and cultural adaptation. The analysis of the translation devices has revealed the predominance of such simple devices as transplantation, transcoding, different types of replacements (contextual replacement, concretization, functional replacement). On the level of complex translation transformations there has been resumed that the most widely used are descriptive translation, antonymous translation and the technique of semantic development. The research is perspective and its findings may be employed as a means of translation optimization in the field of beauty industry.

Adopting and Adapting Hermeneutic Method Within Translation Studies

The present study focuses on the application of the hermeneutic method within translation process. The examination of the issue draws on the already established concepts of translational hermeneutics, which consider this method as a part of the initial phase of the translation activity. However, the study presents the approach according to which hermeneuticactivity is present throughout whole translation process. The author thus examines deployment of Ricoeur’s hermeneutic concept of interpretation and understanding of the complex translation activity. Finally, a new hermeneutic-pragmalinguistic conceptualization method is introduced applying the hermeneutic approach within the complex translation process. It is noted that on a semantic level the person who pronounces the word I, which is associated with a specific name, forms personal identity. At the pragmatic level, the meaning of the word I become contextually dependent on the discourse in which it is constantly formed. On the borderline between semantics and pragmatics, a person becomes a reflexive Self, capable of hermeneutical activity of understanding. The author focuses on Ricoeur's research, which defines language as an objective system and / or code and discourse. He also argues that language as a code is collective in that it exists as a set of parallel rules (synchronous system) and is anonymous in the sense that it is not theresult of any intention. The language is not conscious in terms of structural or cultural unconsciousness. The author focuses on the stages of hermeneutic activity. This indicates that the first stepreveals the essence of interpretation as an important part of the hermeneutical method, which is a dynamic process that includes a non-methodological moment of understanding and a methodological moment of explanation. Characterizes the second stage of hermeneutic activity it is the stage of configuration. That is, the stage of conceptualizing meaning in language. The third stage, that is, the stage of refiguration, is a complete understanding of the discourse and its interpretation. Hermeneutic activity is fully realized in reading, which represents the space between pragmatics and semantic structure. This phenomenon is described as the stage where a person operates with all their knowledge, pragmatic language and experience, not yet structured to solve one particular cognitive-reflexive task. With regard to the thematic and non-thematic cognitive abilities of each person, the translator, as a professional user of at least two languages, has a cognitive-reflexive knowledge in which at least two language cultures interrelate and intersect. It is vaccinated that, at the interlingual and interlingual levels of hermeneutic activity (in interpretation and understanding), an individual not only uses language but also changes andtransforms it.

Rethinking the quality of children’s bilingual story books

Books are one of the learning media for children, in this case, specifically, bilingual books were discussed. Bilingual books are used to introduce children to the world of Indonesian and English as well, where the book is used by teachers or parents to read stories for children. Bilingual books are numerous and easily found in various bookstores and online stores. However, the quality of the books is questionable whether the English translation used in the book is correct. In this short article, the author takes the example of 7 children's bilingual story books with 376 sentences in them. The author found that the majority of translations used were word-by-word translation and with complex translation because of the use of sentences that are too long and the vocabulary was not appropriate to use in that context. In fact, story books should be books that were easily read and understood by both those who read and those who listen. With the complexity of these books, it will be difficult for teachers and parents to read and understand, let alone convey them to children. The author suggested publishers and the government to pay more attention to the quality of books by selecting competent writers in their fields.

Use of lexical transformations in translating scientific texts

The article considers the main peculiarities of the use of lexical transformations on the example of the translation of scientific texts. During the course of the work, the material of more than 30,000 printed signs, presented in public on the https://www.britannica. com/ website, was analyzed. The authors dwell on the reasons behind lexical transformations, features characteristic of scientific style and give a brief description of each lexical transformation they use. At the end of the article, it is concluded that complex translation transformations should be applied in practice, as this contributes to the achievement of adequacy in translation. However, at the present stage of the development of society, it is desirable that the interpreter has knowledge in the professional sphere, which makes the training of translators in the field of professional communication relevant.

Profil Berpikir Kritis Mahasiswa PGMI dalam Memecahkan Masalah Matematika Dasar

Abstrak Tujuan penelitian ini adalah untuk mendeskripsikan profil berpikir kritis mahasiswa PGMI UIN Sunan Kalijaga Yogyakarta dalam memecahkan masalah matematika dasar. Pemecahan masalah merupakan proses mental tingkat tinggi dan memerlukan proses berpikir yang lebih kompleks termasuk berpikir kritis. Pemecahan masalah juga mempunyai hubungan timbal balik dengan berpikir kritis. Berpikir kritis pada penelitian ini mengacu pada berpikir kritis dengan kriteria FRISCO. Jenis penelitian ini adalah penelitian deskriptif dengan pendekatan kualitatif. Pada penelitian ini diambil 9 subjek penelitian, yaitu 3 subjek pada kemampuan matematika dasar tinggi, sedang, dan rendah. Pengumpulan data dilakukan dengan pemberian soal pemecahan masalah dan wawancara. Ada 5 tipe masalah yang digunakan dalam soal pemecahan masalah yaitu: simple translation problem, complex translation problem, process problem, applied problem, dan puzzle problem. Profil berpikir kritis mahasiswa dalam memecahkan masalah matematika dasar menurut kriteria FRISCO pada setiap langkah pemecahan Polya sebagai berikut: a) Mahasiswa dengan KPM tinggi mengetahui fokus, alasan, situasi dan kejelasan dalam setiap tahap pemecahan masalah juga menjelaskan inferensinya pada setiap tahap pemecahan masalah Polya pada simple translation problem, complex translation problem, dan applied problem, tetapi belum dapat untuk 2 masalah lainnya; b) Mahasiswa dengan KPM sedang, mengetahui fokus, alasan, situasi dan kejelasan dalam setiap tahap pemecahan masalah juga menjelaskan inferensinya pada setiap tahap pemecahan masalah Polya pada simple translation problem dan applied problem tetapi belum dapat untuk 3 masalah lainnya; dan c) Mahasiswa dengan KPM rendah, mengetahui fokus, alasan, inferensi, situasi, klarifikasi dan memeriksa kembali pada setiap langkah pemecahan masalah Polya pada masalah simple translation problem, dan belum dapat pada puzzle problem, sedangkan untuk 3 masalah lainnya mengetahui fokus dan alasan hanya sampai pada langkah melaksanakan strategi, tetapi belum dapat mengetahui inferensinya. Kata kunci: berpikir kritis, pemecahan masalah, kemampuan matematika dasar Abstract The purpose of this research is to describe the critical thinking profile of PGMI UIN Sunan Kalijaga Yogyakarta students in solving basic mathematics problems. Problem solving is a high level mental process and requires a more complex thinking process including critical thinking. Problem solving also has a reciprocal relationship with critical thinking. Critical thinking in this study refers to critical thinking with the FRISCO criteria. The type of this research is descriptive research with qualitative approach. In this study, 9 subjects taken, that is 3 subject to the ability of high-basic mathematic, medium, and low. Data was collected by way of tests and interviews. There are 5 types of problems used in problem solving tests: simple translation problem, complex translation problem, problem process, applied problem, and puzzle problem. The profile of critical thinking of students in solving basic mathematics problems according to FRISCO criteria at each polya solving step as follows: a) Students with high problem solving abilitys know the focus, reason, situation and clarity in every problem solving step also explain the inferences at each stage of solving Polya problem on simple translation problem, complex translation problem, and applied problem, but not yet for 2 other problems; b) Students with medium problem solving abilitys know the focus, reason, situation and clarity in each stage of problem solving also explain the inferences at each stage of polya problem solving on simple translation problem and applied problem but not yet for the other 3 problems; and c) Students with low problem solving abilitys know the focus, reason, inference, situation, clarification and re-examine each step Polya problem solving on the problem of simple translation problem, and not yet in the puzzle problem, while for 3 other problems know the focus and reason only to the step of implementing the strategy, but not yet know the inferences. Keywords: critical thinking, problem solving, basic math ability

Las notas al pie en la traducción de Fifty Shades (Footnotes in the Translation of Fifty Shades)

Se analiza el recurso de las notas a pie de página insertas en la traducción independiente de literatura comercial en versión digital, de la trilogía Fifty Shades of Grey, Fifty Shades Darker y Fifty Shades Freed, de E. L. James. Se examina el grado de influencia de esos elementos extratextuales, y se concluye que todos ellos, organizados en un complejo proceso de traducción, en especial los del contexto de llegada, condicionan la estrategia traductológica. Abstract This study examines the use of footnotes as a translation strategy in the independent translation of commercial literature in digital format, based on the trilogy written by E. L. James, Fifty Shades of Grey, Fifty Shades Darker and Fifty Shades Freed. The analysis measures the influence of these extratextual elements within the complex translation process, specifically those of the target language context, and it is concluded that they condition the translation strategies used.

Encountering Olonkho

This introductory chapter includes the author’s personal narrative of encounter with the songs and stories of olonkho during the years she lived in the coldest inhabited city on earth. The reader becomes acquainted with the Republic of Sakha (Yakutia), its relationship to Russia, and its largest group of indigenous people, the Sakha (sometimes called “Yakut”). In addition to exploring a few of the complex translation issues for Russian-language terms in the book—Center, nation, and epic sreda—the chapter foregrounds Sakha voices as they reflect on the changes undergone by olonkho during pre-Soviet, Soviet, and post-Soviet periods and give their opinions about revitalization efforts for olonkho.

Lawrence Venuti kodustamise ja võõrapärastamise dihhotoomia metafooride tõlkemeetodite uurimise instrumendina eesti-vene tõlkes

Eesti-vene meediatõlge on Eesti kultuuriruumis väga tähtsal kohal, kuid samas on seda tõlkesuunda Eesti tõlketraditsioonis siiamaani vähe uuritud. Üks instrumente, mis võib aidata tõlkijal võimalike lahenduste mitmekesisuses orienteeruda, on Ameerika tõlkeuurija Lawrence Venuti kodustava ja võõrapärastava tõlke dihhotoomia, mis seostab tõlkemeetodi valiku tõlke kultuurikontekstiga. Venuti dihhotoomiat kasutatakse tänapäeva tõlketeaduses erinevate tekstielementide tõlke uurimiseks. Nende hulgas on ka metafoor, mis on oma märkimisväärse kultuurilise varieerumise tõttu üks keerulisemaid tõlkeobjekte. Artikkel käsitleb Venuti kodustamise ja võõrapärastamise dihhotoomia kasutamise võimalust metafooride tõlkemeetodite uurimisel eesti-vene tõlkes telesaate “Pealtnägija” näitel. Kuigi “Pealtnägija” eesti-vene tõlkes on eelistatav tõlkemeetod kodustamine, on võõrapärastamist laialt kasutatud mittekonventsionaalsete, kontekstisidusate ja laenmetafooride tõlkimisel.Abstract. Ekaterina Kornilitsina, Ingrid Rummo: Lawrence Venuti’s dichotomy of domestication and foreignization as a research instrument for translation methods of metaphor in Estonian-Russian translation. Estonian-Russian media translation occupies an important place in the cultural space of Estonia, although there are only a few studies on this translation direction. One of the instruments that may help a translator to choose between possible solutions is the translation dichotomy of domestication and foreignization by the American translation theorist Lawrence Venuti. This opposition connects the choice of a translation method with the cultural context of the translated text. Venuti’s dichotomy is used in contemporary translation research to study various text elements, among them metaphor. Metaphor is considered to be one of the most complex translation objects due to its remarkable cross-cultural variation. This article discusses the use of Venuti’s dichotomy for researching the translation methods of metaphors in the Estonian-Russian translation of the TV programme “Pealtnägija” (“Spectator”). Although the preferred translation method was domestication, foreignization was also widely used for unconventional, context-related and borrowed metaphors.Keywords: domestication; foreignization; media translation; Estonian- Russian translation; Lawrence Venuti; metaphor; translation method

Bild-Text-Beziehungen beim Filmübersetzen

By analysing some scenes of translated (dubbed and subtitled) feature films, I want to show what kind of relationships we find between the text and images and how important it is for the translator to respect them in order to provide an appropriate translation. In a second step, I will show that many translation errors are not so much due to the translator, but to the complex translation processes of dubbing and subtitling, where the persons involved are not always aware of the incoherences produced by a translation that does not sufficiently take into account the relationships between the text and images.