MANAGING HUMAN-TO-HUMAN APPROACH WITH NO HUMANS PRESENT
MANAGING HUMAN-TO-HUMAN APPROACH WITH NO HUMANS PRESENT
A LOOK INTO POLITE FORMS OF ADDRESS IN SOFTWARE LOCALIZATION
Author(s): Tanja ParezanovićSubject(s): Language and Literature Studies, Theoretical Linguistics, Pragmatics, Translation Studies
Published by: Editura Politehnica
Keywords: software localization; translation; automobile industry; politeness; human touch approach; first and second person;
Summary/Abstract: Using examples extracted from the author’s work on software localization in the field of automobile industry (English translated into Serbian-Serbia locale), this presentation centres on the issue of polite forms of address. Since software localization relies on the resources from linguistics, business and marketing, and information technologies, politeness is considered in relation to all three aspects: 1) as an important element of human-to-human approach to marketing, whereby 2) the use of personal pronouns has to be taken into account considering the differences between English and Serbian, and contextualized within 3) the largely impersonal process of localization itself. The analysis of the examples aims at defining certain patterns which could potentially facilitate practical work in this branch of translation studies.
Journal: Professional Communication and Translation Studies
- Issue Year: 2017
- Issue No: 10
- Page Range: 137-144
- Page Count: 8
- Language: English
