Geneviève Tréguer-Felten, In Jullion, M.-C. et Cattani, P., eds., Le Lingue, le culture e la traduzione per la mediazione : Prospettive didattiche e di ricerca / Les langues, les cultures et la traduction pour la médiation : perspectives d’enseignement et de recherche (2014), Torino, Paris, L’Harmattan Italia, L’Harmattan, p. 48-63.
Corporate communication documents serve a persuasive function. As such they pose a translation problem which this article tackles. Translators whose task consists in making the source text accessible to the target text readers face a challenge: how to transpose a rhetoric in adequacy with the initial audience to a public that evolves in a culturally different environment, when the organizations concerned, unaware that languages are not « simple interchangeable tools » (Oustinoff et al.), believe they are implementing a global strategy and displaying their global image? Two corpora that were translated according to two opposed modes are examined, leading to the conclusion that the challenge lies with the organizations themselves. Should they endanger a persuasive enterprise that turns out to be at odds with the new culture or accept to let a somewhat different image emerge from the translated text?
You can also be interested in reading :
Bhatia, V. K. et Lung, J. (2006). Corporate Identity and Generic Integrity in Business Discourse, dans Palmer-Silveira, J. C., Ruiz-Garrido, M. F. et Fortanet-Gómez, I., éds., Intercultural and International Business Communication. Berne, Berlin, Bruxelles: Peter Lang: 265-285.
Choremi, T. et Bothorel-Witz, A. (2011). Les rapports aux normes et à la traduction dans les entreprises. SCOLIA, 25: 289-305.
Halliburton, C. et Ziegfeld, A. (2009). How do major European companies communicate their corporate identity across countries? An empirical investigation of corporate internet communications. Journal of Marketing Management, 25: 909-925.