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2011/2 Provisional Module Catalogue - UNDER CONSTRUCTION & SUBJECT TO CHANGE
 Module Code: TRA3030 Module Title: TRANSLATION OF PERSUASIVE TEXTS
Module Provider: Language & Translation Studies Short Name: TRA3030
Level: HE3 Module Co-ordinator: ASIMAKOULAS D Dr (Lang & Trans)
Number of credits: 15 Number of ECTS credits: 7.5
 
Module Availability
Semester 1
Assessment Pattern
Unit(s) of Assessment (SITS MAB)
Weighting Towards Module Mark( %)
Essay 1 (2000 words)
50%
Essay 2 (2000 words)
50%
Qualifying Condition(s) 
A weighted aggregate mark of 40% is required to pass the module.
Module Overview
This is a Level 3 module, taught in Semester 1, with two contact hours per teaching week. Attendance is compulsory.
Prerequisites/Co-requisites
Successful completion of HE2 or equivalent.
Module Aims
This module is designed to offer students an overview of issues of discursive organisation in texts whose aim is to alter the cognitive environment and behaviour of recipients. The central question addressed is the way in which information can be (re)framed or (totally) recontextualised in order to secure a similar/equivalent response on the part of the TL addressees. Throughout the semester, the analytical usefulness of various conceptual tools will be examined from the angle of creativity and problem-solving.
Learning Outcomes
On successful completion of this module, students will have:
  • a knowledge and understanding of the hybridity of text purposes and the persuasive function of segments in seemingly uniform texts;
  • a knowledge of the basic principles of how discourse is organised both in terms of content and form;
  • an awareness of the strategic interaction of pictorial and linguistic elements;
  • an awareness of wider contextualisation issues, ranging from linguistic/cognitive cues to the cultural specificities underpinning instances of the given text type;
  • the ability to practise problem-solving and priority-setting skills which will be useful for their future employment in the translation world.
Module Content
The following areas are indicative of topics to be covered: 
  • Introduction to key concepts pertaining to pragmatic and semiotic aspects in translation;
  • Practice in applying these concepts to their respective source text-target text language pairs; practical ST analysis exercises;
  • Exploration of the transformative synthesis of micro-level features, macro-level organisation and pictorial elements in specific samples;
  • Integration of cultural considerations and aspects of rhetorical organisation in translation;
  • Audience design;
  • Exploration of issues pertaining to inference and emotion manipulation.
Methods of Teaching/Learning
2 hours per week for 1 semester. Interactive language seminars (in English) including practical tasks; lesson materials will focus on translating into or from English, so they will be accessible to students of varied language backgrounds.
Selected Texts/Journals
Passages/Images for analysis and relevant case-studies are provided by the lecturer.
 
Essential Reading:
Adab, Beverly and Christina Valdés (eds) (2004) The Translator Special Issue: Key Debates in the Translation of Advertising Material 10(2).
Cook, Guy (2001) Discourse of Advertising. Florence, KY, USA: Routledge.
Torresi, Ira (2010) Translating Promotional and Advertising Texts. Manchester: St Jerome Publishing.
 
Recommended Reading:
Forceville, Charles (1996) Pictorial Metaphor in Advertising. London: Routledge.
Gorlée, Dinda (1994) Semiotics and the Problem of Translation. With Special Reference to the Semiotics of Charles S. Peirce. Amsterdam: Rodopi.
Hatim, Basil and Ian Mason (1990) Discourse and the Translator, London and New York: Longman.
Hatim, Basil and Ian Mason (1997) The Translator as Communicator, London and New York: Longman.
Kress, Gunther and Theo van Leeuwen (1996) Reading Images. The Grammar of Visual Design. London and New York: Routledge.
Trosborg, Anna (ed.) (1997). Text Typology and Translation. Amsterdam/Philadelphia: John Benjamins Publishing.
 
Background Reading:
Anderman, Gunilla and Margaret Rogers (eds) Word, Text, Translation. Clevedon: Multilingual Matters.
Hickey, Leo (ed.) (1998) The Pragmatics of Translation. Clevedon: Multilingual Matters.
Kress, Gunther (2001) Multimodal Discourse: The Modes and Media of Contemporary Communication. London: Arnold.
Leech, Geoffrey N. (1966) English in Advertising: a Linguistic Study of Advertisement in Great Britain. Harlow: Longman.

Tanaka, Keiko (1994) Advertising Language. A Pragmatic Approach to Advertisements in Britain and Japan. London and New York: Routledge.
Last Updated
15.4.11