Microsoft Word Revised Syllabus Ver doc

Translation or Transcreation 
Translation is a combination of words (Trans+lation) meaning to take away while 
Transcreation (Trans+creation) is to transform creatively from one language to another. Both 
are basically linguistic processes which enrich us by providing various literatures and 
knowledge of different Cultures, Traditions, Politics, Philosophies, Economics Religion, 
Education, Medicine, Trade and Commerce, Tourism, Agriculture, Telecommunication and a 
host of other things. That is why translation has become the need of the hour. It is the only 
medium of exchanging our ideas and to update us in every field. Although everyone feels its 
essentiality and necessity, still translation has been strangely considered second grade work. 
As language planners the translators have never quite gained recognition. 
Theories of Translation 
There are basically three different translation theories. First, there is the paraphrase 
method, in which the translator freely rewords the original language to convey in modern 
English what he takes to be the basic sense of the passage. This method produces an English 
text that is easy to read and understand, however, it invariably requires the translator to 
interpret a given passage for the reader. There are different degrees of paraphrase, some 
reflecting much more interpretation of the meaning of the text than others. Second, there is 
the dynamic equivalence method. This a more recent theory of translation developed by Dr. 
Eugene Nida of the American Bible Society. The object is to produce for the modern reader 
the closest equivalent meaning of the original text. This does not necessarily require a word-
for-word or literal rendering. Finally, there is the literal or compete equivalence method. It 
requires the closest possible correspondence between the original language words and their 
consistent English translation. 

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Even though, the essential meaning of the work seems to come through by all three 
theories, most believe that the literal method is far superior, when compared with the other 
two. Other important translation feature is the attempt to be as consistent as possible with the 
rendering of original language words. It is true that in any language a single word can have 
more than one meaning. However, there is no good reason to arbitrarily translate a key 
original language word with dozens of different English words, when a single consistent 
meaning is perfectly clear and adequate. 
The translation or, transcreation creates ontological strength and the literary fragrance 
of original text without making any changes in the information units. Communication is 
basically a transfer or transportation of fixed message shows up in any disguises, under 
several different but related metaphors. One such metaphor involved is “the bucket theory” 
of meaning. 
“Words, like little buckets, are assumed to pick up their loads of meaning in one 
person’s mind, carry them across the intervening space, and dump them into the mind of 
another” (Charles Osgood) 
Accurately translating a dry piece of text designed to communicate straightforward 
instructions requires less creative input on the translator’s behalf. But there are times when 
style is just as important as content. In advertising, direct translation can lead to all sorts of 
problems (a few years ago, the classic “come alive with Pepsi’, became ‘Pepsi brings your 
ancestors back from the grave’ in mainland China!).