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...Show moreAutomotive 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.Show less
This thesis makes explicit how the viewer’s interpretation of a photograph of the American road trip is affected when the car is used as an explicit impact on the photograph’s frame or blurredness....Show moreThis thesis makes explicit how the viewer’s interpretation of a photograph of the American road trip is affected when the car is used as an explicit impact on the photograph’s frame or blurredness. The thesis focuses on photographs of the American road trip specifically as the road trip carries particular significance in American culture, as do both the car and the road. The research done establishes that the viewer’s relationship with (a) the photographer, and (b) the photograph can be affected by the use of the car. In each case, the photographic styles discussed link the road and the car, as two connecting and connected objects that are important for the American road trip. By using the car to either create an additional frame, or to create two contrasting images within the photograph, the viewer, among others, becomes more aware of the presence of the photographer. By using the car to blur the surface of the photograph, the viewer can no longer look through the photograph, but looks at it before he/she can consider the object photographed, the American road.Show less
