Instituto Superior de Contabilidade e Administração do PORTO

Business Communication
2018 - 2nd Semestre
Translation & New Technologies II (English)

Exame Época Normal

Julho 2018

Time: 120m
Score: 20
Lecturers: Sandra Ribeiro & Teresa Pataco
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Walmart decided to expand to Portugal and has asked its Communication Office translations into
Portuguese in order to reach this new potential target the following:

A. Its home page found at: http://www.walmartstores.com/

B. One of the Associate Stories dissemination videos, available at:

https://www.youtube.com/channel/UCT5JDZ41sV-gaPF5gnRLThA such as:

https://www.youtube.com/watch?v=dU6JlaEei5g

https://www.youtube.com/watch?v=GsvMGxSq604

https://www.youtube.com/watch?v=L2mNptzHk08

https://www.youtube.com/watch?v=XB1REfMapIE

1. Translation: Please choose the most suitable tool/resources to translate the 100 words of
the webpage file.
a. Save the translation Project in a folder called “Walmart” and name it “Walmart_EN-
PT”;
b. Save the target file in a folder called “TT”, with the name “Walmart_PT”.

4 points

2. Localization: After translating the webpage, write down a proposal for a localization or
transcreation strategy of the website’s Home page. Justify your proposal.

a. Take into account the potential Portuguese-speaking target user of the website,
and the reasons why the website is being translated/localized.

b. Your proposal must include the description of any linguistic and/or visual and
graphic alterations (e.g. if changes in colours or icons).

c. Your proposal must also explain clearly and in detail the reasons leading to any
alterations you propose. Your suggested localization strategy should also be
supported in any relevant theory.

6 points

3. Subtitling: Open the video using one of the links above and, using a program of your choice,
subtitle it into Portuguese.

a. Save the subtitles in a suitable file format with an appropriate name to be viewed
in a movie player. The subtitles cannot be embedded in the movie.
5 points

4. Review: Taking into account the tasks of translation/localization/transcreation, revision

and subtitling you carried out, comment on the role and relevance of the tools you used,
focusing on how they may or may not contribute to the effectiveness of translation-
mediated communication. Support your opinion with examples.

5 points

Good Luck!