Marketing and Advertising Translation: Humans vs Machines in the field of cosmetics

This undergraduate thesis focuses on a very specific field of specialized translation: advertising and marketing translation. Indeed, the high degree of specialization involved in this activity provides a testing ground for a reconsideration of the importance of the human translator and a reformulation of their role. The constant development of new technologies creates ever more sophisticated translation programs, which in turn revives the long-standing machine vs human translation debate. The aim of this project is to conduct a practical exercise targeted at verifying whether specialization in translation always requires the supervision of humans equipped with the relevant linguistic knowledge and technical background, or whether, on the contrary, machine translation can at present provide valid enough results and a sufficient level of reliability.El presente Trabajo de Fin de Grado se centra en un campo muy concreto de la traducción especializada: la traducción para la publicidad y la mercadotecnia. De hecho, el alto grado de especialización que implica esta actividad proporciona un campo de pruebas para una reconsideración de la importancia del traductor humano y una reformulación de su papel. El desarrollo creciente e ininterrumpido de las nuevas tecnologías está produciendo programas de traducción cada vez más sofisticados, lo que a su vez reaviva el viejo debate que confronta la traducción humana y la traducción automática. El objetivo de este proyecto es llevar a cabo un ejercicio práctico destinado a verificar si la especialización en la traducción siempre requiere la supervisión de personas con la formación lingüística y los conocimientos técnicos pertinentes, o si, por el contrario, la traducción automática puede en la actualidad proporcionar por si sola resultados suficientes y un nivel suficiente de fiabilidad.Grado en Estudios Inglese

A New Look at Translation: Teaching tools for language and literature

Does translation have a place in the modern language or literature classroom? This article argues that as long as translation is recognized as a distinct skill rather than a path to language acquisition it can and should play a role in language instruction. The rising popularity of Web-based machine translation (WBMT) sites among students points to a need to help foreign language learners better understand the translation process. Along with a discussion of how instructors can minimize inappropriate use of WBMT, the article provides examples of how translation in the proper context can be used productively to teach both language and literature. It also shows that teachers have much to gain by supporting translation and interpretation as professional options for advanced language learners. Examples are given in Spanish

Trialing project-based learning in a new EAP ESP course: A collaborative reflective practice of three college English teachers

Currently in many Chinese universities, the traditional College English course is facing the risk of being ‘marginalized’, replaced or even removed, and many hours previously allocated to the course are now being taken by EAP or ESP. At X University in northern China, a curriculum reform as such is taking place, as a result of which a new course has been created called ‘xue ke’ English. Despite the fact that ‘xue ke’ means subject literally, the course designer has made it clear that subject content is not the target, nor is the course the same as EAP or ESP. This curriculum initiative, while possibly having been justified with a rationale of some kind (e.g. to meet with changing social and/or academic needs of students and/or institutions), this is posing a great challenge for, as well as considerable pressure on, a number of College English teachers who have taught this single course for almost their entire teaching career. In such a context, three teachers formed a peer support group in Semester One this year, to work collaboratively co-tackling the challenge, and they chose Project-Based Learning (PBL) for the new course. This presentation will report on the implementation of this project, including the overall designing, operational procedure, and the teachers’ reflections. Based on discussion, pre-agreement was reached on the purpose and manner of collaboration as offering peer support for more effective teaching and learning and fulfilling and pleasant professional development. A WeChat group was set up as the chief platform for messaging, idea-sharing, and resource-exchanging. Physical meetings were supplementary, with sound agenda but flexible time, and venues. Mosoteach cloud class (lan mo yun ban ke) was established as a tool for virtual learning, employed both in and after class. Discussions were held at the beginning of the semester which determined only brief outlines for PBL implementation and allowed space for everyone to autonomously explore in their own way. Constant further discussions followed, which generated a great deal of opportunities for peer learning and lesson plan modifications. A reflective journal, in a greater or lesser detailed manner, was also kept by each teacher to record the journey of the collaboration. At the end of the semester, it was commonly recognized that, although challenges existed, the collaboration was overall a success and they were all willing to continue with it and endeavor to refine it to be a more professional and productive approach

Introduction to the special issue on cross-language algorithms and applications

With the increasingly global nature of our everyday interactions, the need for multilingual technologies to support efficient and efective information access and communication cannot be overemphasized. Computational modeling of language has been the focus of Natural Language Processing, a subdiscipline of Artificial Intelligence. One of the current challenges for this discipline is to design methodologies and algorithms that are cross-language in order to create multilingual technologies rapidly. The goal of this JAIR special issue on Cross-Language Algorithms and Applications (CLAA) is to present leading research in this area, with emphasis on developing unifying themes that could lead to the development of the science of multi- and cross-lingualism. In this introduction, we provide the reader with the motivation for this special issue and summarize the contributions of the papers that have been included. The selected papers cover a broad range of cross-lingual technologies including machine translation, domain and language adaptation for sentiment analysis, cross-language lexical resources, dependency parsing, information retrieval and knowledge representation. We anticipate that this special issue will serve as an invaluable resource for researchers interested in topics of cross-lingual natural language processing.Postprint (published version

Applying digital content management to support localisation

The retrieval and presentation of digital content such as that on the World Wide Web (WWW) is a substantial area of research. While recent years have seen huge expansion in the size of web-based archives that can be searched efficiently by commercial search engines, the presentation of potentially relevant content is still limited to ranked document lists represented by simple text snippets or image keyframe surrogates. There is expanding interest in techniques to personalise the presentation of content to improve the richness and effectiveness of the user experience. One of the most significant challenges to achieving this is the increasingly multilingual nature of this data, and the need to provide suitably localised responses to users based on this content. The Digital Content Management (DCM) track of the Centre for Next Generation Localisation (CNGL) is seeking to develop technologies to support advanced personalised access and presentation of information by combining elements from the existing research areas of Adaptive Hypermedia and Information Retrieval. The combination of these technologies is intended to produce significant improvements in the way users access information. We review key features of these technologies and introduce early ideas for how these technologies can support localisation and localised content before concluding with some impressions of future directions in DCM

MOTYWACJA I MEDIA ELEKTRONICZNE W NAUCZANIU TŁUMACZEŃ SPECJALISTYCZNYCH

Expansion of IT-media in every field of human activity is one of the essential characteristics of modern time. This paper aims at presenting the role of electronic media in teaching translation in the field of law at the University of Osijek, Croatia, and analysing their impact on the motivation of the target group of students in the teaching process. The paper endeavours to provide some insight into the modern teaching practice and to analyse the interconnectedness of the use of electronic media and student motivation rather than to present some empirical research in the field. In the first part of the paper, a theoretical approach to teaching legal translation today is offered. In the main part, teaching legal translation by using modern media is presented on the examples of the Lifelong Learning Programme for Lawyer-Linguists at the Faculty of Law Osijek, and the course on legal translation within the German Language and Literature Studies at the Faculty of Humanities and Social Sciences of Osijek. The usage of electronic media in translation teaching is discussed with reference to the courses Introduction to the Theory of Legal Translation and Online Translation Tools and EU Vocabulary. Specific types of online materials, translation tools and sources are discussed from the point of view of student motivation. New media are also discussed from the perspective of their efficiency at different stages of translation teaching. In the concluding part, application of modern technologies in teaching legal translation is compared with other teaching methods, approaches and techniques. Finally, the author questions using IT as motivation tools in the higher education teaching discourse and argues for application of “moderate approach” in the teaching of legal translation.Ekspansja mediów informatycznych w każdej dziedzinie życia jest jedną z podstawowych cech współczesnego życia. Niniejszy artykuł ma na celu przedstawienie roli mediów elektronicznych w nauczaniu przekładu prawniczego na Uniwersytecie w Osijek w Chorwacji oraz przeanalizowanie ich wpływu na motywację grupy docelowej studentów w procesie nauczania. Autorka stara się przedstawić nowoczesną praktykę dydaktyczną i przeanalizować wzajemne powiązania korzystania z mediów elektronicznych i motywację studentów. W pierwszej części artykułu zaproponowano teoretyczne podejście do nauczania tłumaczenia prawniczego. Na przykładach programu „Lifelong Learning Programme for Lawyer-Linguists” na Wydziale Prawa Osijek oraz kursu tłumaczenia prawniczego w ramach „German Language and Literature Studies” na Wydziale Nauk Humanistycznych i Społecznych w Osijek autorka prezentuje nauczanie tłumaczenia prawniczego przy użyciu nowoczesnych mediów. Wykorzystanie mediów elektronicznych w nauczaniu tłumaczeń omawia się w odniesieniu do kursów „Wprowadzenie do teorii tłumaczenia prawniczego i narzędzi tłumaczenia online oraz słownictwa UE”. Konkretne rodzaje materiałów online, narzędzi tłumaczeniowych i źródeł omawia się z punktu widzenia motywacji studentów. Nowe media są również analizowane pod kątem ich skuteczności na różnych etapach nauczania przekładu. Podsumowując, zastosowanie nowoczesnych technologii w nauczaniu tłumaczenia prawniczego porównuje się z innymi metodami, podejściami i technikami nauczania. Na koniec autorka kwestionuje zasadność wykorzystania narzędzi IT jako motywatorów w dyskursie dydaktycznym szkolnictwa wyższego i opowiada się za zastosowaniem „umiarkowanego podejścia” w nauczaniu tłumaczenia prawniczego