Back on Track: Analysing and Solving Translation Problems in Automotive Customer Facing Literature

Leiden Repository

Back on Track: Analysing and Solving Translation Problems in Automotive Customer Facing Literature

Type: Master thesis
Title: Back on Track: Analysing and Solving Translation Problems in Automotive Customer Facing Literature
Author: Gerven, W.J.H. van
Issue Date: 2017-08-31
Keywords: Translation
Car
Automotive
Translation problems
Abstract: Automotive Customer Facing Literature is increasingly responsible for enticing customers to a car brand or car model. Low translation quality in this documentation can have a detrimental effect on the quality perception of the brands by potential customers. This thesis examines the Automotive Customer Facing Literature, such as brochures, specification and price guides, and website texts, for the premium car brands Jaguar and Land Rover (JLR) and can be positioned within the fields of Terminology, Translation and Translation Quality Assessment. Since the involvement of the new communication agency Spark44, two years ago, the translation quality of ACFL texts has decreased due to mistranslations, incorrect language use and polluted translation memories and term bases. This is a serious problem that an increasing number of markets complain about. Therefore, this study has examined the translation process for JLR Nederland and provides a Translation Quality Assessment (TQA) utilizing the Multidoc adaptation of the SAE J2450 model, which was specially designed for assessing automotive translations. Based on the results from both the mathematical and observational TQA, the main problems have been identified and solution/advices for these problems have been presented. The aim of this thesis is to present solutions and advice to the involved companies to help them improve the translation quality of their target texts in the Netherlands and other European markets, and eventually all markets worldwide. This has been done in cooperation with the Dutch Product Manager and the in-house transcreator of Jaguar Land Rover Nederland (JLR NL), who, thanks to extensive translation reviews, is responsible for the high quality of the translated texts for the Dutch market, and the Product Manager of JLR NL. Therefore, this thesis will be presented to the Dutch Product manager of JLR NL, the in-house transcreator of JLR NL, Spark44, and the translation agency responsible for all the translations of Automotive Customer Facing Literature (above the line) for both brands.
Supervisor: Foster, A.A.
Faculty: Faculty of Humanities
Department: Linguistics (Master)
Specialisation: Translation in Theory and Practice
ECTS Credits: 20
Handle: http://hdl.handle.net/1887/52782
 

Files in this item

Description Size View
application/pdf MA Thesis 4.891Mb Under embargo

This item appears in the following Collection(s)