Positive Evaluation in the Translation of Online Promotional Discourse in the Cheese Industry

IF 1.6 2区 文学 Q2 COMMUNICATION
Belén Labrador;Noelia Ramón
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Abstract

Background: The bulk of international trade has led to increasing demand for specialized professional communication texts in multilingual contexts. Persuasive language is required in promotional discourse to sell products. When transactions are carried out with foreign countries, translation becomes essential for successful commercial exchange. Literature review: Persuasion requires the use of positive evaluation to describe products. This article addresses the need to contrast the expression of positive evaluation in English and Spanish online promotional cheese descriptions. Research questions: 1. What are the linguistic resources used to express positive evaluation in English and Spanish in online promotional texts of the cheese industry? 2. What is the distribution across parts of speech and semantic categories and subcategories between these two languages? 3. How can semantic tags in bilingual comparable corpora provide useful information for translation practice? Methodology: Empirical data have been extracted from Online Cheese Descriptions (OCD), a semantically tagged English-Spanish corpus, and classified using the Appraisal Framework into the subcategories of appreciation, judgment, affect, and graduation. Results and discussion: Tests of statistical significance have revealed cross-linguistic differences, mainly in appreciation, thus leading to a qualitative analysis. The findings also include a large inventory of all evaluative items that express appreciation for cheeses in both languages and general guidelines for translators. Conclusions: This multilayer corpus-based analysis has yielded relevant data that can be used to enhance the second-language writing and translation processes required for marketing cheese in English and Spanish, thus supporting international professionals in their communication in multilingual contexts.
奶酪行业在线促销话语翻译中的积极评价
背景:随着国际贸易的迅猛发展,对多语言环境下的专业交流文本的需求日益增加。在推销产品的宣传话语中需要有说服力的语言。在与外国进行交易时,翻译对成功的商业交流至关重要。文献回顾:说服需要使用正面评价来描述产品。本文旨在对比英语和西班牙语在线促销奶酪描述中积极评价的表达方式。研究问题1.在奶酪行业的在线宣传文本中,用英语和西班牙语表达积极评价的语言资源是什么?2.这两种语言在语篇和语义类别及子类别中的分布情况如何?3.双语可比语料库中的语义标签如何为翻译实践提供有用信息?翻译方法:从在线奶酪描述(OCD)--一个带有语义标签的英语-西班牙语语料库--中提取经验数据,并使用评价框架将其分为欣赏、判断、情感和毕业等子类别。结果与讨论统计显著性测试显示了跨语言差异,主要是在欣赏方面,因此导致了定性分析。研究结果还包括用两种语言表达对奶酪赞赏的所有评价项目的大量清单,以及翻译人员的一般指南。结论:这种基于多层语料库的分析产生了相关数据,可用于加强用英语和西班牙语推销奶酪所需的第二语言写作和翻译过程,从而为国际专业人员在多语言环境中的交流提供支持。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
3.20
自引率
11.80%
发文量
45
期刊介绍: The IEEE Transactions on Professional Communication is a peer-reviewed journal devoted to applied research on professional communication—including but not limited to technical and business communication. Papers should address the research interests and needs of technical communicators, engineers, scientists, information designers, editors, linguists, translators, managers, business professionals, and others from around the globe who practice, conduct research on, and teach others about effective professional communication. The Transactions publishes original, empirical research that addresses one of these contexts: The communication practices of technical professionals, such as engineers and scientists The practices of professional communicators who work in technical or business environments Evidence-based methods for teaching and practicing professional and technical communication.
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