可比語料庫於行銷宣傳文件之應用

李佳陵

doi:10.6342/NTU201701567

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College of Liberal Arts > Graduate Program in Translation and Interpretation

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可比語料庫於行銷宣傳文件之應用

Applications of Comparable Corpora in Promotional Translations

李佳陵 , Masters　　Advisor：高照明　　

英文 DOI： 10.6342/NTU201701567

可比語料庫；行銷宣傳文件；機器翻譯；電腦輔助翻譯軟體； comparable corpora ； promotional translation ； MT ； CAT software

Abstract │ Reference (95) │ Altmetrics

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This study aims to explore a technically simple method to leverage comparable corpora in promotional translations. Nowadays considerable demand of translation is driven by multinational corporations’ need of localization of manuals, software and advertising contents. Compared to technical documents, promotional texts especially require more creativity, which more too often makes promotional translation a difficult work. Arduous such a task may be, yet translators have scarce resources to count on as computational resources are generally believed to be merely supportive for technical documents with fixed expressions. Nevertheless, this study upholds that computational resources are also helpful for promotional translations and the requirements for translators' programming knowledge can be low.

In the designed methodology, comparable corpora are built with various open source software (OSS) from the texts available online. The basic steps are as follows: (1) Identify keywords in a source text with search engine optimization analyzers. (2) Collect corpora from the web with the identified keywords used as search seeds. (3) Submit the corpora to a machine translation (MT) system. (4) By mapping the collected corpora and the MT, comparable corpora are created.

The proposed methodology is proven to be feasible for promotional translations of different product categories, such as IT products, food and cosmetics. In the case of a promotional webpage of a branded gaming motherboard, this method created 1,135 translation pairs of terms and effective translation memory (TM) references within 20 minutes for about 30% of the texts, 15.9% of which are highly-similar matches. Starting with a source text, this method allows translators to acquire a TM and a term base as translation aids within reasonable time and efforts.

Reference ( 95 ) 〈TOP〉

Aston, G. (1999). Corpus use and learning to translate. Textus Online Only, 12(2), 1000–1025.
連結：
Baker, M., & Saldanha, G. (2009). Routledge encyclopedia of translation studies. Routledge.
連結：
Biber, D., Conrad, S., & Reppen, R. (1998). Corpus linguistics: Investigating language structure and use. Cambridge University Press.
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Connor, D. E. O. (2006). Encyclopedia of the Global Economy: A Guide For Students And Researchers. Academic Foundation.
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Cronin, M. (2003). Translation and globalization. London: Psychology Press.
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