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The Translator. Volume 6, Number 2 (2000), 169-182 ISBN 1-900650-31-2
LOUISE BRUNETTE
Concordia University, Montreal, Canada
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Since the time of Cicero and, for the French language, since 1635 when
Claude-Gaspar Bachet de Méziriac presented his Discours de la traduction
to the newly-formed French Academy,1 people have attempted to determine
what constitutes a good translation and to establish means of measuring an
ideal of quality. Over the ages, scholars and practitioners have sought to sys-
tematize their efforts in this respect. Today, determining and measuring
translation quality has come to be known as translation assessment, which
is distinct from translation process evaluation according to such standards as
DIN 2345 and ISO 9000.
The term ‘translation assessment’ has been interpreted in many different
ways depending on the trends and theories espoused by translation scholars
working on evaluation methods. There is nothing unusual about this: every
judgement has a subjective component, as the human sciences have amply
shown, and translation is no exception. Moreover, any attempts to achieve
absolute objectivity could revive old demons and raise the specter of one
1. Assessment procedures
as a result, they do not have to work with the same rigour as didactic revisors.
The aptness of pragmatic revision therefore depends on the knowledge and
competence of the revisor, especially in the case of stylistic changes which
can be based on preference or intuition. So there is an arbitrary component to
pragmatic revision. Didactic revisors, however, must explain all changes they
make and prove that their amendments are superior. While the pragmatic
revisor focuses strictly on the text, the didactic revisor works with both trans-
lation and translator. Didactic revision and pragmatic revision do share certain
characteristics: both are performed on an entire nearly-final text; both are
aimed at improving the translation. However, didactic revision is also in-
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not fill out an assessment grid or assign a rating. At the translator’s request,
the target text can undergo a second check (in the form of an assessment),
with explanations of the corrections made. The purpose of such explanations
is more strategic than didactic; they are most frequently used in cases where
payment is contested.
Quality assurance, in the form of a fresh look at a translation, falls some-
where between didactic revision and quality control. The originality of the
fresh look method is that the revisor regards the translated text almost exclu-
sively from the target audience’s point of view. The revisor tries to determine
how the new text will be received by the target culture.4 Except under rare
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circumstances, the revisor does not refer back to the original text. The trans-
lated text is considered an independent text and assessed according to the
standards of monolingual editing and writing. The procedure therefore goes
beyond a formal language check.
The similarities and differences between the five assessment procedures
can be summarized as follows:
Status of Non-final
Final text Final text Final text Non-final text
targe t te xt text
Portion Sample or
Entire text Sample Entire text Entire text
asse sse d entire text
Comparison
Yes Yes Yes or no No Yes
of ST and TT
This table highlights the specificity of didactic revision and the fresh look:
the interaction between revisor and translator. These two types of revision
differ from the other assessment procedures in terms of their recipient. Both
are specifically intended for the translator. The categories ‘Explanations’ and
‘Aim’ are interrelated and depend directly on the recipient. Why give trans-
lators their revision back unless it is to explain the changes made to their
Louise Brunette 173
and the original are carefully compared to ensure the translation com-
plies with previously defined methodological, theoretical, linguistic,
textual and contextual criteria. The changes made to the translation
are intended to improve the target text and help translators hone their
skills.
NOTE: Some authors (Thaon and Horguelin 1980) use formative
revision to refer to revision in a professional setting and didactic re-
vision to refer to revision in a classroom setting.
Quality control
Management term. Verification to ensure that the product to be de-
livered or already delivered complies with requirements, language
norms and established criteria, with the ultimate goal of saving time
and resources.
NOTE: The quality control of a translation can range from a partial
monolingual reading to a bilingual revision of samples, depending
on the revisor.
Pragmatic revision
Careful comparison of the translated text with the original in order to
improve the translation, without consultation or other contact with
the translator.
Fresh look
Reading of the target text as an independent text to ensure it com-
plies with current writing standards and the explicit or implicit
requirements of the initiator. The person reviewing a text according
to this procedure plays the role of first reader.
174 A Comparison of TQA Practices
2. Assessment criteria
2.1 Logic
The translation quality assessor and pragmatic revisor are interested in the
logic of the target text alone. They review the translation from the point of
view of the target audience and are therefore not concerned with the coher-
ence of the source text. Professionals do not judge a translation on the basis
of the original text and generally recognize that the poor quality of the source
text can never be used to justify the poor quality of a translation.
Logic is the most important criterion. The first step in assessing it con-
sists in checking whether the translation is sufficiently well linked on a
semantic (coherence)7 and formal language (cohesion) level to constitute an
effective text (communication act) for the target language community.
This approach offers a practical advantage: as soon as serious problems
of logic are found in a text, the assessment does not have to go any further. In
fact, an incoherent piece of writing cannot be considered a ‘text’, because
significant discrepancies in logic result in what Horguelin (1985:40) calls
“zero transmission of message”. What would be the purpose of a translation
without comprehensible content? Incongruities in logic can take the form of
nonsense or an obvious break in meaning (anachronism, absurdity, contra-
diction, falsehood). Take the following examples:8
tion from being a viable text, and the revisor does not need to refer back to
the original text to draw this conclusion. Note that this type of assessment
should not be confused with revision, as it does not involve making
corrections.
Obviously, a text being assessed or revised or undergoing quality control
cannot be disqualified on the basis of a single breach in logic. The number of
instances must be considered and the established grid taken into account;
however, the recurrence of discrepancies in coherence is generally a reflec-
tion of the quality of a text.
Logic, coherence and cohesion can be defined as follows:
Logic
Quality of a text rigorously constructed in terms of form and content.
Logic depends on coherence and cohesion.
Coherence
Continuity of the meaning of a text from one idea to another and
plausibility of such meaning.
Cohesion
Linguistic means used to ensure continuity of the form and content
of a text.
2.2 Purpose
Like logic, the criterion of purpose has two components: the intention of
the author and the effect on the reader. Assessors are responsible for measur-
ing a posteriori whether the effect produced by a translation is that intended
by the author of the original: assessors judge on the basis of their own reac-
tions whether the translation serves the same purpose as the original. The
effect of the translation on the assessor is thus the most important measure of
the extent to which the target text fulfils its purpose. This is true both when
the source and target texts have the same purpose and, in relatively rare cases,
when they do not.9 In other words, the persons responsible for judging a
translation generally compare their reaction to the source and target texts and
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draw general conclusions about the intention of the original and the success
of the translation in fulfilling it.10 Consider the following statement in Eng-
lish and its French translation:
Air Canada’s new corporate image shows how the airline has evolved
into a global contender with a strong future.
There are two main discrepancies between the purposes served by the
English and French statements, which are headlines (and therefore have a
prominent position) in an article on the major Canadian airline. Only points
that are not compensated for in the body of the article will be discussed.
The French translation informs the reader of a current fact: Air Canada’s
vitality. The intention of the English is clearly to interest the reader in the
history of the company (how the airline has evolved). This progressive as-
pect has been overlooked in the French version, which does not have the
same catchy effect. The English subtitle draws the reader’s attention to the
scope of a company (global contender) with a very promising future (a strong
future). This gives readers the impression that they are dealing with an inter-
national carrier that is definitely ‘going places’. The French subtitle completely
omits the notion of large-scale company (what happened to global contender?)
and states simply that Air Canada has good future prospects (solides pers-
pectives d’avenir). The French translation suggests that if this vital little
company shows enough dynamism, it will surely carve a niche. The transla-
tion does not reflect the intention of the original and therefore does not produce
the effect which Air Canada desired on the reader. The following definition
clarifies the two components of purpose: intention and effect.
Intention
What is sought by the initiator of the work or the author of the origi-
nal, e.g. to announce, tell, inform, explain, discuss, recommend, show.
It is the ACTION aspect of communication.
Louise Brunette 177
Effect
What the initiator of the translation wishes to produce on the target
audience, e.g. interest, astound, convince, move, as reflected in the
tone. It is the REACTION aspect of communication.
NOTE: Respecting the intention of the original requires taking the
target audience and the use of the text into account; this is an impor-
tant aspect of a faithful translation. The translation must recreate the
effect without explicitly stating the intention.
2.3 Context
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Context, also called ‘text environment’ and ‘situational data’, is by far the
most difficult assessment criterion to pinpoint. It goes beyond language, pur-
pose (except target audience), logic and language norm. For those working
on pragmatic texts, it encompasses the target audience of a translation (their
knowledge and interests, and their relation to the target audience of the origi-
nal), the author (the author’s personality, history, habits and relation to the
target audience), the time and place in which the translation is used, the text
type (prestigious journal, flyer to be thrown away after reading), the socio-
linguistic situation (e.g. official bilingualism), the social backdrop (e.g. nature
of the relationship between the audience of the original and that of the trans-
lation), and ideological (political, religious) circumstances surrounding the
translation as a process and a result. This description does not include field
or subject matter because of the general nature of pragmatic texts, the focus
of this article. Nor does it consider the translator’s command of the languages
involved or competence in a given field, both of which are prerequisites in
professional translation. It should be noted that the various components of
the context are interdependent, which makes it difficult to develop a stable
definition.
To measure the appropriateness of a translation in light of the context, the
assessor analyzes the communication context of the ‘new’ text, since the trans-
lation is considered an original text and not the product of linguistic transfer.
The assessor regards the translated text from the target audience’s point of
view and is therefore less interested in situational data about the statement to
be translated than in the conditions under which the translation is produced –
conditions which the assessor as reader shares.
The application of this criterion to all the factors involved would require
considerable discussion and many more examples than I can provide here.
However, the complexity of context or text environment should in no way
prevent us from including it in graduated assessment scales. As Königs
(1985:39) suggests,
The original English version can be used to examine the reactions of the
‘target society’ and some of the constraints and requirements of translation
in an officially bilingual context. In the translation, neither the sensibility of
the target culture nor the constraints of official bilingualism have been taken
into account. In the light of the sociopolitical context in Canada, an officially
bilingual country, with the tension inherent in that situation, the mention of
dialogues en anglais (English dialogue) in the French translation might not
be perceived as a mere oversight. In fact, the target Francophone audience
might well feel totally disregarded by the author and publisher of the transla-
tion. As indicated above, the translation was prepared by the CBC. The
mandate of the Canadian Broadcasting Corporation includes the legal and
political obligation to ensure equal broadcasting and promotion for the two
main language groups (French and English) in its territory. For the target
audience of the French translation – for whom the translator is invisible – it
is not a translation error, but a failure on the part of a government-owned
corporation to fulfil its mandate.
Given the crucial role of context in determining the quality of translated
texts and the target audience’s receptiveness to such communication, this
criterion must be included in any serious translation assessment grid.
Context (text environment; situational data) can be defined as follows:
Context
Non-linguistic circumstances surrounding the production of the dis-
course to be assessed. For assessors of general or pragmatic texts,
these circumstances include the end user of the target text (in its rela-
tion to that of the source text), the position of the end user, the author
(e.g. personality, experience, habits, relation to end user), the time
and place in which the translation will be used, the life span of the
translated text, the text type, the medium used to disseminate the
Louise Brunette 179
Language norm
The rules and conventions of a language set out in authoritative works
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3. Conclusion
LOUISE BRUNETTE
Concordia University, 1455 De Maisonneuve Boulevard West, Montreal,
Quebec, H3G 3M8, Canada. louiseb@alcor.concordia.ca
Notes
3. Even Ian Mason confuses these concepts. In his discussion of the assessment
of a published translation, he unfortunately put forward a non-numerical
error typology (1987:82). This is difficult to understand, because correction
grids are always weighted, as Kußmaul (1995:134) observes.
4. Obviously, the revisor cannot represent all readers, but there is currently
no scientific method of measuring receptiveness to a text; as Kirsten
Malmkjær (in Schäffner 1998:36) points out, “extensive research on reader
receptions of translations … is a neglected area of translation studies”.
5. Postediting of machine translation is considered a type of revision.
6. For an analysis of the grids, see Brunette (1997:103-127).
7. Kupsch-Losereit (1985:172), also cited by Nord (1997:73), took a similar
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References