Microsoft Word Tezisler Tercume 2009 2010 2011. doc

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failure to acknowledge them. They will be entirely lost to the majority of the readers: 
consequently, the translation will be ineffective. As long as there is a problem there 
should be a solution. In my opinion to avoid the oddities of translation at the inter-
national, intercivilizational and intercultural level, all the translators should know 
some important rules. Firstly to be familiar and constantly improve in the study of 
peoples culture and language that you want to translate a given text. Otherwise there 
will be some oddities of translation like this: 
Students of Alabama University have collected the most paradoxical mistakes 
made by American companies due to inaccuracies in translation and misunder-
standing of actualities existing in other countries. 
General Motors attempt to enter the market of Latin America with their new 
car Chevrolet Nova ended in a fiasco. Later it became clear that,”Nova” in Spanish 
meant “won’t budge” or “won’t go”. 
Or manufacturer of baby products Gerber started selling baby food in Africa. 
There was a picture of smiling baby on the box. Later Gerber marketers were surprised 
to learn that it is common in Africa to portray the content of the product on the package 
due to great number of illiterates .For example you will find image of a porridge on 
a package of oat flakes. guess how disoriented were illiterate Africans seeing baby’s 
picture on the box. 
We could also think of English headache medicine advertisement .There were 
three pictures –a man on the left holding his head where its clear that he’s got a 
headache, the next picture –he takes a miracle pill, the last picture –he is well, singing 
a winning song. Then the advertisement was translated into Arabic, for sale in Egypt, 
but the pictures were left the old ones. It was fail- not to know that Arabs are accus-
tomed to read from right to left. 
Besides taking into account very specific cultural realities translator should be 
aware of linguistics and literary techniques to address such translation oddities at 
the following .Here goes the list of oddities: 
In the lobby of a Moscow hotel across from Russian Orthodox monastery: 
You are welcome to visit the cemetery where famous Russian and Soviet com-
posers, artists and writers are buried daily except Thursday. 
On the menu of a Swiss restaurant: 
Our wines leave you nothing to hope for 
Outside a Hong Kong tailor shop: 
Ladies may have a fit upstairs 
From the Soviet weekly: 
There will be a Moscow Exhibition of Arts by 150.000 Soviet Republic painters 
and sculptures.These were executed over the past two years. 
In a Swiss mountain inn: 
Special today- no ice cream. 

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«TƏRCÜMƏŞÜNASLIQ VƏ ONUN MÜASİR DÖVRDƏ ROLU»   IV Respublika tələbə elmi-praktik konfransı 
 
 
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In Tokyo bar: 
Special cocktails for the ladies with nuts 
In a Copenhagen airline ticket office: 
We take your bags and send them in all directions 
In Budapest zoo: 
Please do not feed the animals. If you have any suitable food -give it to the guard 
on duty. 
And the last t and the funniest one: 
In the office of a roman doctor: 
Specialist in woman and other diseases 
The linguistic and literary techniques are those: 
1. Paraphrase – is restatement of a text or passages, using other words. 
2. Omission-purposeful omission is the leaving out of particular nonessential 
details that can be assumed by the reader. According to the context and attitudes/ 
gestures made by the characters in the stories. It allows for the reader to make their 
own abstract representation of the situation at hand. 
3. Compensation- means that one either omit or play down a feature such as 
idiomaticity at the point where it occurs in the target text. 
The third and the most efficient rule which should guide the translator is a self–
development. The translator who wants to succeed in their profession and avoid absurd 
incidents must always evolve. As far as we all know in the internet community has 
long used such words as LOL, OMG, FYI. They have long been a feature of text 
messages and now the abbreviations OMG and LOL have been recognized in the 
Oxford English Dictionary. The abbreviation for Oh My God (OMG) and Laughing 
Out Loud (LOL) are joined by FYI (For Your Information), IMHO (In My Humble 
Opinion) and Wag (Wives and Girlfriends) as new entries on the latest edition of 
the Oxford English Dictionary Online. The dictionary says that the first quotation for 
OMG is from a personal letter from 1917 while LOL was first used 1960 but denoted 
Little Old Lady. The rise of the term Wag follows a report in a newspaper that the 
staff at the England football team’s World Cup training camp referred to the players’ 
wives collectively as Wags. it has since become a popular term used in the media. 
So the conclusion : 
1. to know better the cultural characteristics of the target language country  
2. to use various literature strategies  
3. to be reside in self-development 
Translation is an exacting art. Idiom more than any other feature of language 
demands that the translator be not only accurate but highly sensitive to the rhetorical 
nuances of the language. 

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Materiallar 
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331 
CULTURAL KNOWLEDGE 
Turkan ALIYEVA 
Qafqaz University Translation 3
rd
 Course 
 
It is probably safe to say that there has never been a time when the community of 
translators was unaware of cultural differences and their significance for translation. 
Translation theorists have been cognizant of the problems attendant upon cultural 
knowledge and cultural difference at least since ancient Rome, and translators almost 
certainly knew all about those problems long before theorists before articulated them. 
Some Renaissance proponents of sense-for-sense translation were inclined to accuse 
medieval literal translators of being ignorant of cultural differences; but an impressive 
body of historical research on medieval translation is beginning to show conclusively 
that such was not the case. Medieval literalists were not ignorant of cultural or lin-
guistic difference; due to the hermeneutical traditions in which they worked and the 
audiences for whom they translated, they were simply determined to bracket that 
difference, set it aside, and proceed as if it did not exist. 
Cultural knowledge and cultural difference have been a major focus of translator 
training and translation theory for as long as either has been in existence. Long debates 
have been held over when to paraphrase, when to use the nearest local equivalent, 
when to coin a new word by translating literally and let’s to transcribe some of them: 
Electrolux tried to sell vacuum cleaners in the US with the slogan “Nothing sucks 
like an Electrolux”. 
An American t-shirt maker in Miami printed up shirts for the Hispanic market 
promoting the Pope’s visit. The Spanish translator made o tiny little gender error with 
the definite article, so that, instead of “ I saw the Pope” the shirts read “ I saw the 
Potato”. 
Frank Perdue’s chicken slogan, “it takes a strong man to make a tender chicken“ 
was translated into Spanish as “it takes an aroused man to make a chicken affectionate”. 
3M introduced its scotch tape in Japan with the slogan “it sticks like crazy” > 
The Japanese translator rendered the slogan as “it sticks foolishly”. 
Ford had a series of problems marketing its cars internationally. Its low- cost 
truck the Ftera meant “old ugly woman” in Spanish. Its Caliente in Mexico was found 
to be slang for “streetwalker”. 
Nike made a television ad promoting its shoes, with people from different countries 
saying “Just do it” in their native language. Too late they found out that a Samburu 
African Tribesman was really saying “I don’t want these give me big shoes”. 
Beginning in the late 1970s, several groups of scholars around the world began 
to explore the impact of cultural systems on translation- notably the impact of the 
target-culture system on what gets translated, and why, and how the translation is used. 

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