Paper on “Agricultural Rhythms and Rituals: Ancient Maya Solar Observation in Hinterland Blue Creek”

The article of Gregory Zaro and Jon Lohse, â€Å"Agricultural Rhythms and Rituals: Ancient Maya Solar Observation in Hinterland Blue Creek,† mainly discusses the various and highly effective agricultural practices in Mesoamerica during times when sophisticated equipment and instruments were not yet available.The authors mainly focused on the ancient Mayan civilization whose settlements are now collectively known as Latin America.   Basically, it was evident that much of Mesoamerica was highly successful in terms of agricultural production and the planting and growing of crops, among others.However, the authors stressed that it is important to not that the ancient civilizations that lived in the past had little to no knowledge of soil types, regulation and moisture levels, fertility, the growing cycles, and other requirements and that are essential in crop production, yet they still were able to have successful and sustainable agricultural conditions.The authors point out tha t the main reasons behind their success are their ancient rituals, practices and beliefs which mainly focused on the cosmos and are used to mark the passage of time and the seasons relative to their agricultural production.These practices rituals include sacrifices, rituals that are associated with water management and fertility and the civilizations ability to monitor seasonal changes by observing the movements and changes of the celestial bodies in the sky.In addition, these practices, rituals and other agricultural behaviors, according to the authors, are possibly the most overlooked reasons by most archaeologists who are attempting to have a deeper understanding of ancient civilizations.The authors, in their investigations of these ancient races, found their first evidence at the Quincunx site, an architectural complex in Belize. At the site, they discovered an unusual structure which is unlike the Mayan houses and residential patios.It mostly comprises of central masonry room b locks but the most notable structure of the complex, according to the authors, are the four broad, low, circular cobble platforms that are situated intercardinal directions (which means that the four platforms are placed in southeast, southwest, northeast, and northwest each).   Each platform is also located approximately 20 meters from a central structure.The authors noted that initially, it can be surmised that these five-point or quincuncial   structure was designed mainly to monitor the movements of the sun in the sky every year. But upon closer scrutiny, it is actually closely associated with the Mayan civilizations high regard for astronomy and their dependence on agricultural production.In addition, the authors claimed that the evidence which they use to support their claims include ethnographic and ethnohistoric accounts, particularly the Mayan behavior towards astronomy and agriculture;Tthe five-part or quincuncial design of the site; and the solar observations at the s aid site during times of summer solstice on June 21, which are further assessed in relation to architectural elements and features that denote important events in the civilization’s history and way of life.Based on the authors’ accounts, in order to have a better understanding of the Mesoamerican agricultural behaviors and practices, it is first necessary to closely examine symbolisms in their structures, particularly the quincuncial design of the site.Basically, according to historical evidence and studies of Mayan cosmos or their belief in astronomy, the five-part complex mainly represents the universe. Historically, the Mayans believe that universe is composed of four corners and one center, similar to the quincuncial structure.The corners represented what they called the vaxakmen or the race’s standard bearers or spokespersons. In addition, the positioning of these corners also designate and give rise to the center, which more or less represents the Mayan co mmunities themselves.Moreover, the positioning of the quincuncial complex are also closely associated with fertility and famine, which are essential aspects in Mesamerica as these play major roles in determining their way of life.For example, according to the authors, one Mayan Tribe believed that the north is associated with the color white and the god maize/cereal grain, the south is associated with the color and the god of wind, the east is associated with white and the god of rain, and the west is associated with black and the god of death.Meaning to say, the positioning of the quincuncial complex they found may strongly indicate that it is meant to determine their timing in planting crops and other agricultural activities that they Mayan civilization practice during that time.Another example that indicates their strong reverence for astronomy relative to their agricultural production, based on the authors’ article, is the rituals that the civilization practiced. In one r itual, an altar is situated in a center with four corners. In each of the corners, four men sat and imitated the sound of thunder.The entire ceremony is mainly done to pray to the gods to bring rain during times of famine or drought. Moreover, the authors noted that places that are socially significant such as plazas, homesteads, and cornfields also followed the quincuncial rule mainly due to their perception of the universe.Furthermore, the authors also noted that the quincuncial structure is also used in actual agricultural production. Basically, the four corners represent solar events: two zenith passages, in which the sun is directly above the earth, and two summer solstices, in which the sun is either towards or away from the earth, depending on the planet’s tilt.In this regard, quincuncial symbols, especially in places rice in agriculture, help the civilization determine the sun’s position and, in effect, their timing for successful food production.  Finally, i n order to further support and validate their claims, the authors documented a devastated quincuncial architectural site in Belize and recreated it to show the sun’s possible position in the sky and how the Mayan civilization used this to time their agricultural activities.In their excavation, they were able to discover that during the June summer solstice, a person’s shadow was cast from the central structure’s south doorway to the north edge of the southwestern area. From this finding, the authors concluded that the quincuncial structure was indeed crucial to the lives of Mesoamerica as it affects their agricultural production.However, they emphasized that the passage of time has caused a lot of changes in the structures which is why it is hard to assume that all of Mesoamerica used the same quincuncial symbols described above in their lives. But nevertheless, they surmised that all communities in the area shared the same belief that prominent spaces and areas must divided into five parts and four corners in order to represent the universe.

Metaphor and Translation Essay

Abstract Metaphor has been widely discussed within the discipline of Translation Studies, predominantly with respect to translatability and transfer methods. It has been argued that metaphors can become a translation problem, since transferring them from one language and culture to another one may be hampered by linguistic and cultural differences. A number of translation procedures for dealing with this problem have been suggested, e. g.  , substitution (metaphor into different metaphor), paraphrase (metaphor into sense), or deletion. Such procedures have been commented on both in normative models of translation (how to translate metaphors) and in descriptive models (how metaphors have been dealt with in actual translations). After a short overview of how metaphor has been dealt with in the discipline of Translation Studies, this paper discusses some implications of a cognitive approach to metaphors for translation theory and practice. Illustrations from authentic source and target texts (English and German, political discourse) show how translators handled metaphorical expressions, and what effects this had for the text itself, for text reception by the addressees, and for subsequent discursive developments. # 2004 Elsevier B. V. All rights reserved. Keywords: Conceptual metaphor; English; French; German; Metaphorical expression; Translation Studies 1. Introduction Metaphor, as a typical feature of communication, presents a challenge for translation too, both for the practising translator and for its treatment in the discipline of Translation Studies. In the literature on translation, the two main issues have been, ? rstly, the translatability of metaphors, and secondly, the elaboration of potential translation * Tel. : ? 44-121-359-3611Ãâ€"4224; fax: ? 44-121-359-6153. ? E-mail address: c. schaeffner@aston. ac. uk (C. Schaffner). 0378-2166/$ – see front matter # 2004 Elsevier B. V. All rights reserved. doi:10. 1016/j. pragma. 2003. 10. 012 1254 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 procedures. In most cases, the argumentation is based on a traditional understanding of metaphor as a ?  gure of speech, as a linguistic expression which is substituted for another expression (with a literal meaning), and whose main function is the stylistic embellishment of the text. It is only recently that a cognitive approach to metaphor has been applied to Translation Studies. In this article, I want to illustrate on the basis of some examples from the language pair, English and German, what a cognitive approach could offer to the description of metaphors in translation. The discussion proceeds primarily from the perspective of the discipline of Translation Studies. In taking this approach, it is also possible to explore how the cross-linguistic and cross-cultural perspective of translation can contribute to metaphor theory. 2. The treatment of metaphor as a translation problem Translation and interpreting as activities have existed for many centuries, and there is a long tradition of thought and an enormous body of opinion about translation (cf. Delisle and Woodsworth, 1995; Robinson, 1997). But it was not until the second half of this century that Translation Studies developed into a discipline in its own right (cf. Holmes, 1988; Snell-Hornby et al.  , 1992). Although at ? rst conceived as a subdiscipline of applied linguistics, it has taken on concepts and methods of other disciplines, notably text linguistics, communication studies, sociolinguistics, psycholinguistics, pragmatics, comparative literature, and recently, cultural studies. Instead of a uni? ed theory, we have a multiplicity of approaches, each of which focuses on speci? c aspects of translation, looks at the product or the process of translation from a speci? c angle, and uses speci? c ? terminology and research methods (cf. Chesterman, 2000; Gentzler, 1993; Schaffner,  1997b; Stolze, 1994). The phenomenon of metaphor has regularly been of concern to translation scholars who have argued about problems of transferring metaphors from one language and culture to another. The arguments brought forward need to be seen within the context of a heterogeneous discipline, i. e. , with respect to the speci? c model of translation within which the scholars approached their topic. I will therefore begin by giving a brief overview of the most prominent approaches to translation and provide a short account of how metaphor has been dealt with in the discipline of Translation Studies. Linguistics-based approaches de? ne translation as transferring meanings, as substituting source language (SL) signs by equivalent target language (TL) signs (e. g. , Catford, 1965). The source text (ST) is to be reproduced in the TL as closely as possible, both in content and in form. Since the aim of a translation theory has often been seen as determining appropriate translation methods, language systems (as langues) have been studied in order to ? nd the smallest equivalent units (at the lexical and grammatical levels) which can be substituted for each other in an actual text (as parole). Textlinguistic approaches de? ne translation as source text induced target text (TT) production (Neubert, 1985). The text itself is treated as the unit of translation, and it is stressed that a text is always a text in a situation and in a culture. Therefore, consideration needs to be given to situational factors, genre or text-typological conventions, addressees’ knowledge and expectations, and text functions. The central notion of equivalence is now ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 1255 applied to the textual level, and de? ned as communicative equivalence, i. e., a relationship between the target text and the source text in which TT and ST are of equal value in the respective communicative situations in their cultures. Functionalist approaches de? ne translation as a purposeful activity (cf. Nord, 1997), as ? ? transcultural interaction (Holz-Manttari, 1984), as production of a TT which is appropriate for its speci? ed purpose (its skopos) for target addressees in target circumstances (cf. Vermeer’s ‘skopos theory’, e. g. , Vermeer, 1996). The actual form of the TT, its textual– linguistic make-up, is therefore dependent on its intended purpose, and not (exclusively) on the structure of the ST. The yardstick for assessing the quality of the target text is, thus, its appropriateness for its purpose, and not the equivalence to the source text. More modern linguistic approaches acknowledge that translation is not a simple substitution process, but rather the result of a complex text-processing activity. However, they argue that translations need to be set apart from other kinds of derived texts, and that the label ‘translation’ should only be applied to those cases where an equivalence relation obtains between ST and TT (House, 1997; Koller, 1992). Equivalence is probably the most controversial notion in Translation Studies. Some translation scholars reject this notion outright, arguing that by retaining ‘equivalence’ in the vocabulary, translation scholars sidestep the issue that ‘‘it is difference, not sameness or transparency or equality, which is inscribed in the operations of translation’’ (Hermans, 1998: 61). This view is also expressed in current approaches that are inspired by postmodern theories and Cultural Studies, which argue that texts do not have any intrinsically stable meaning that could be repeated elsewhere (e. g. , Arrojo, 1998; Venuti, 1995). For Venuti, the target text should be ‘‘the site where a different culture emerges, where a reader gets a glimpse of a cultural other’’ (Venuti, 1995: 306). In the course of its development, the focus of Translation Studies has, thus, shifted markedly from linguistic towards contextual and cultural factors which affect translation. Major inspiration for the development of the discipline has also come from research conducted within the framework of Descriptive Translation Studies (DTS), aiming at the description of translating and translations ‘‘as they manifest themselves in the world of our experience’’ (Holmes, 1988: 71). Research here includes studying the socio-historical conditions in which translations are produced and received, identifying regularities in translators’ behaviour and linking such regularities to translation norms which operate both in the social event and the cognitive act of translation (cf. Toury, 1995). DTS and postmodern theories thus de? ne translation as norm-governed behaviour (Toury, 1995) and/or a cultural political practice (Venuti, 1996: 197). The contrast between normative models (what a TT should look like) and descriptive models  (what TTs actually do look like) is also evident in the discussions about metaphor translation. Metaphor has traditionally been described as an individual linguistic phenomenon (a metaphorical expression) which can become a translation problem. Most scholars use the same terms as those applied in semantic theories (cf. Goatly, 1997), i. e. , terms like ‘image’ or ‘vehicle’ for the conventional referent, ‘object’ or ‘topic’ for the actual unconventional referent, and ‘sense’, ‘ground’, or ‘tenor’ for the similarities and/or analogies involved. Newmark (1981) explains these terms on the basis of the example rooting out the faults as follows: the object, that is, the item which is described by the metaphor, is faults. The image, that is, the item in terms of which the object is described, 1256 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 is rooting up weeds. The metaphor, that is, the word(s) used in the image, is rooting out, and the sense, which shows in what particular aspects the object and the image are similar, is (a) eliminate; and (b) do so with tremendous personal effort. He argues that in translating this ?  metaphor, a verb such as eliminer in French, or entfernen in German, would not do, ‘‘unless the phrase was of marginal importance in the text’’ (Newmark, 1981: 85). These arguments re? ect the two main concerns in Translation Studies, the translatability of metaphors, and procedures to transfer them from a source language into a target language. In equivalence-based approaches, the underlying assumption is that a metaphor, once identi? ed, should ideally be transferred intact from SL to TL. However, cultural differences between SL and TL have often been mentioned as preventing such an intact transfer. For Dagut (1976: 22), a metaphor is an ‘‘individual ? ash of imaginative insight’’, a creative product of violating the linguistic system, and as such, highly culture speci? c. Its main function is to shock its readers by creating an aesthetic impact. In Dagut’s view, the effect of shock is to be retained in a translation, and if linguistic and cultural factors hinder this effect, then he maintains that the metaphor cannot be translated. For illustration, he uses Hebrew metaphors translated into English, and shows, for example, how Hebrew metaphors are closely connected to Biblical stories and thus culture speci?  c (as in the case of the verb form ne’ekad—‘bound’, i. e. , metaphorically, ‘bound like Isaac for the sacri? ce’). Most authors agree that the image in the ST cannot always be retained in the TT (e. g. , because the image that is attached to the metaphor is unknown in the TL, or the associations triggered by the SL metaphor get lost in the TL), and subsequently several translation procedures have been suggested as alternative solutions to the ideal of reproducing the metaphor intact. For example, van den Broeck (1981: 77) lists the following possibilities. 1. Translation ‘sensu stricto’ (i.e. , transfer of both SL tenor and SL vehicle into TL). 2. Substitution (i. e. , replacement of SL vehicle by a different TL vehicle with more or less the same tenor). 3. Paraphrase (i. e. , rendering a SL metaphor by a non-metaphorical expression in the TL). Van den Broeck provides these modes of metaphor translation as a tentative scheme, i. e. , as theoretical possibilities. By linking them to categories of metaphor (lexicalized, conventional, and private metaphors) and to their use and functions in texts, he presents some hypotheses about translatability. In the tradition of DTS, van den Broeck sees the task of a translation theory not in prescribing how metaphors should be translated, but in describing and explaining identified solutions. He therefore argues that detailed descriptive studies of how metaphors are actually translated would be required to test the suggested modes and his hypotheses. In contrast to van den Broeck’s descriptive framework, Newmark’s translation procedures are presented in a prescriptive way, with the aim of providing principles, restricted rules, and guidelines for translating and translator training. He distinguishes between ? ve ? types of metaphors: dead, cliche, stock, recent, and original. In his discussion of stock metaphors, he proposes seven translation procedures, which have frequently been taken up in the literature. These procedures are arranged in order of preference (Newmark, 1981: ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 1257 87–91). Newmark’s focus is on the linguistic systems, and his arguments can be linked to the substitution theory of metaphor (cf. Goatly, 1997: 116f). (All examples given here for illustration are Newmark’s own examples). 1. Reproducing the same image in the TL, e. g. , golden hair—goldenes Haar. 2. Replacing the image in the SL with a standard TL image which does not clash with the ? TL culture, e. g. , other fish to fry—d’autres chats a fouetter. ? 3. Translating metaphor by simile, retaining the image, e. g. , Ces zones cryptuaire ou s’ ? ? elabore la beaute. —The crypt-like areas where beauty is manufactured. According to Newmark, this procedure can modify the shock of the metaphor. 4. Translating metaphor (or simile) by simile plus sense (or occasionally a metaphor plus ? sense), e. g.  , tout un vocabulaire molieresque—a whole repertoire of medical quackery ` such as Moliere might have used. Newmark suggests the use of this compromise solution in order to avoid comprehension problems; however, it results in a loss of the intended effect. 5. Converting metaphor to sense, e. g. , sein Brot verdienen—to earn one’s living. This procedure is recommended when the TL image is too broad in sense or not appropriate to the register. However, emotive aspects may get lost. 6. Deletion, if the metaphor is redundant. 7. Using the same metaphor combined with sense, in order to enforce the image. Toury (1995: 81ff) points out that these translation procedures start from the metaphor as identified in the ST, and that the identified metaphor (the metaphorical expression) is treated as a unit of translation. He argues that from the perspective of the TT, two additional cases can be identified: the use of a metaphor in the TT for a non-metaphorical expression in the ST (non-metaphor into metaphor), and the addition of a metaphor in the TT without any linguistic motivation in the ST (zero into metaphor). This view deals with metaphor not as a translation problem (of the ST), but as a translation solution. In his descriptive study of ? the translation of verb metaphors (for the language pair Swedish and German), Kjar (1988) included such an inverse analysis as well, but did not go much beyond a presentation of statistical findings. Kurth’s (1995) findings, too, are derived from a descriptive analysis of actual translations. Based on the interaction theory of metaphor (cf. Goatly, 1997: 117ff) and on scenes and frames semantics as applied to translation (Vannerem and Snell-Hornby, 1986), he illustrates how several metaphors interact in the construction of a macro-scene. In German translations of works by Charles Dickens, he shows which TL frames have been chosen for a SL scene (e. g. , ‘humanizing’ objects by anthropomorphical metaphors) and what the consequences are for the effect of the text (e. g. , weakening of an image). 3. Metaphors from the cognitive linguistics perspective: consequences for Translation Studies The cognitive approach to metaphor, largely initiated by Lakoff and Johnson’s Metaphors We Live By (1980), can contribute new insights into translation as well. This approach, however, is only gradually taking root within Translation Studies (e. g. , Al? Harrasi, 2000; Cristofoli et al. , 1998; Schaffner, 1997a, 1998; Stienstra, 1993). The main 1258 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 argument of the cognitive approach is that metaphors are not just decorative elements, but rather, basic resources for thought processes in human society. Metaphors are a means of understanding one domain of experience (a target domain) in terms of another (a source domain). The source domain is mapped onto the target domain, whereby the structural components of the base schema are transferred to the target domain (ontological correspondences), thus also allowing for knowledge-based inferences and entailments (epistemic correspondences). Such models are largely encoded and understood in linguistic terms. In cognitive linguistics, the term ‘metaphor’ is used to refer to this conceptual mapping (e. g. , ANGER IS THE HEAT OF A FLUID IN A CONTAINER),1 and the term ‘metaphorical expression’ is used to refer to an individual linguistic expression that is based on a conceptualization and thus sanctioned by a mapping (e.g. , ‘I gave vent to my anger’). Establishing the conceptualization on which a particular metaphorical expression is based is relevant to translation, too. Such a perspective provides a different answer to the question of the translatability of metaphors. Translatability is no longer a question of the individual metaphorical expression, as identi? ed in the ST, but it becomes linked to the level of conceptual systems in source and target culture. In what follows, some implications of  such a cognitive approach to metaphors for translation theory and practice are illustrated. On the basis of authentic source and target texts, I describe how translators have handled metaphorical expressions. This description is linked to a consideration of the effects of such translation solutions on the text and its reception by the addressees. The examples come from political texts, and the languages involved are primarily English and German. The focus of this paper is the description and explanation of identi? ed translation solutions. It is thus related to DTS, but, in contrast to van den Broeck, for example, I do not pretend to test pre-established translation schemes or hypotheses. My starting point is authentic TT structures for metaphorical expressions in STs. That is, the description is predominantly product-oriented,2 with the explanation being linked to text, discourse, and culture. In my conclusion, I point out some ways in which the discipline of Translation Studies can contribute to metaphor theory. 4. Metaphor and text In the following two examples, we have an identical metaphorical expression in the ? German ST, Brucke (bridge), but it has been handled differently in the TTs (both extracts come from speeches by the former German Chancellor Helmut Kohl): 1 In this metaphor, ontological correspondences are, for instance, ‘the container is the body’, ‘the heat of fluid is the anger’; epistemic correspondences are then, for instance, ‘when the fluid is heated past a certain limit, pressure increases to the point at which the container explodes’ (source) and ‘when anger increases past a ? certain limit, pressure increases to the point at which the person loses control’ (cf. Kovecses, 1986: 17f). 2 A process-oriented analysis, i. e. , an analysis of the actual cognitive processes in the translator’s mind during the translation act, would add valuable insights as well. Moreover, such a perspective would also test the validity of Lakoff and Johnson’s (1980) theory. For example, one could test whether translators, as text receivers and interpreters, actually do access conceptual metaphors when constructing interpretations of metaphorical expressions (cf. Glucksberg, 2001), and how this might influence the decision-making for the TT structure. Research into translation processes (e. g. , most recently Danks et al., 1997; Kussmaul, 2000; Tirkkonen-Condit ? and Jaaskelainen, 2000) has not yet been conducted primarily with metaphors in mind. ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 1259 ? ? Wir wollen die Brucke uber den Atlantik auf allen Gebieten—Politik und Wirtschaft, Wissenschaft und Kultur—festigen und ausbauen. We aim to strengthen and widen the transatlantic bridge in all spheres, in politics and commerce, science and culture. 3 ? So sind die amerikanischen Soldaten ein wichtiger Teil der Freundschaftsbrucke ? uber den Atlantik geworden. (literally: . . . an important component of the translatlantic bridge). The American forces in Germany are thus an important component of transatlantic friendship. (emphasis are mine) How (if at all) can traditional translation procedures account for these different solutions? Applying Newmark’s translation procedures, we could say that in the ? rst case, the procedure is metaphor for metaphor (i. e. , reproduction of the image), whereas in the second case the metaphor has been deleted. These texts would be examples of what Newmark calls ‘authoritative texts’, and in his guidelines to translators he states that in such texts, metaphors should be preserved. As a second criterion to guide the translator’s decision, Newmark suggests the importance of the metaphor in the text. The ? rst extract comes from Kohl’s speech on receiving the Honorary Freedom of the City of London (18 February 1998), the second one from his speech at the ceremony at Tempelhof Airport to commemorate the Berlin Airlift on the occasion of the visit of President Clinton (14 May ? 1998). The Berlin Airlift is known in German as Luftbrucke (literally: ‘bridge in the air’). In the London speech, the 50th anniversary of the Airlift is shortly mentioned, but it is not the ? actual topic of the speech. In the Tempelhof speech, however, the Luftbrucke is the actual topic, and it is used frequently in the short text, thus contributing to the structure of the text. Based on these considerations, Newmark’s recommendation presumably would be: metaphor into same metaphor in the ? rst case, but metaphor into sense in the second case. If we describe this authentic example on the basis of a cognitive approach, ? metaphorical expressions such as Brucke are considered ‘‘in the light of the metaphorical concept of which they are manifestations, and not as individual idioms to be ?tted into the target text as well as they can’’ (Stienstra, 1993: 217). In this case, one and the same historical event was conceptualized in different ways by different cultures, using different metaphors. The source domain of the English ‘airlift’ is a TRANSPORT domain, focusing on the medium (air), the action, and involving a direction (from–to). In the German ? Luftbrucke, the source domain is an ARCHITECTURAL STRUCTURE, focusing on the ? medium and the structural object. As said above, the anniversary of the Luftbrucke is the actual topic of Kohl’s Tempelhof speech; but is the bridge indeed the dominant metaphor in the text as a whole? In other words: what is the underlying conceptual metaphor by which ? the metaphorical expression Freundschaftsbrucke is sanctioned? A closer analysis of the text above shows that the argumentation is structured around the central idea of American–German friendship. In the ? rst ? ve paragraphs, Kohl gives an ? account of the historical event itself and of its political signi? cance. Luftbrucke occurs six 3 Translators are normally not identified by name in the case of translations being produced for the German government. 1260 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 times in these ? rst paragraphs, each time translated as Airlift, since each time it is used as a proper name. Kohl then links the historical aspect to the development of American– German friendship over the last 50 years, both at a personal level and at the governmental ? level. And it is here that he speaks of the Freundschaftsbrucke (exploiting the bridge image as a rhetorical means for the argumentative function of a political speech): [. . . ] in den vergangenen Jahrzehnten haben rund 7 Millionen amerikanische Soldaten bei uns in Deutschland Dienst getan. Gemeinsam mit ihren Familien waren es etwa 15 Millionen Amerikaner, die fernab ihrer Heimat, ihren Beitrag zur ? Erhaltung von Frieden und Freiheit leisteten [. . . ]. Im taglichen Kontakt mit ihren ? ? deutschen Nachbarn haben sie viele personliche Beziehungen geknupft. Diese wurden ? [. . . ] eines der Fundamente der engen Freundschaft zwischen unseren Volkern. Es ? ? ? sind ja nicht zuletzt die alltaglichen Erfahrungen und Eindrucke, die personlichen und menschlichen Begegnungen, die in diesen Jahrzehnten die deutsch-amerikanischen ? Beziehungen mit Leben erfullt haben. So sind die amerikanischen Soldaten ein ? ? wichtiger Teil der Freundschaftsbrucke uber den Atlantik geworden. 4 What we can see from such an analysis is that Kohl’s speech is structured around a metaphorical understanding of friendship: Germany and the USA are friends. Seeing the state metaphorically as a person seeking friendship involves a metaphorical conception of closeness. Thus, all references in Kohl’s speech to Kontakte, Beziehungen, Begegnungen (contacts, a dense network of personal ties, personal encounters) can be described as metaphorical expressions that are sanctioned by the conceptual metaphors A STATE IS A PERSON and INTIMACY IS CLOSENESS (see also Gibbs’ comments on primary metaphors (Gibbs et al., this issue)). One of the means which allows friends who live far apart to experience close personal contact, is a bridge. A bridge links two endpoints, here the USA and Germany (ontological correspondence), thus providing an opportunity for mutual contact (epistemic correspondence). ? From such a conceptual perspective, we can say that rendering Freundschaftsbrucke as transatlantic friendship does not really constitute a case of metaphor deletion. The conceptual metaphors A STATE IS A PERSON and INTIMACY IS CLOSENESS are present in both ST and TT. It is these conceptual metaphors that are relevant for the structure of the text and its overall function as a political speech. At the macro-level, the conceptual metaphors are identical in ST and TT, although at the micro-level a speci? c ? metaphorical expression in the ST (Freundschaftsbrucke) has not been rendered in exactly the same way in the TT. However, transatlantic friendship in the TT can equally be characterized as a metaphorical expression which is justi? ed by the same conceptual metaphors. 4 The authentic English translation of this passage reads as follows: Over the past decades some seven million American servicemen have been stationed in Germany. Together with their families, that makes about 15 million Americans who, in this country far from home, have helped, [. . . ] to safeguard peace and liberty. In their day-to-day contacts with Germans the American community here has built up a dense network of personal ties central to the close friendship between our two nations. It is not least this wealth of personal encounters, these everyday impressions and  experiences which make German–American relations a meaningful part of daily life. The American forces in Germany are thus an important component of transatlantic friendship. ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 1261 If we take a cognitive approach, a ? rst aspect of metaphors in translation can therefore be described as follows: not all individual manifestations of a conceptual metaphor in a source text are accounted for in the target text by using the same metaphorical expression. This argument is in line with one of Stienstra’s (1993) ? ndings. On the basis of several Bible translations into English and Dutch, she illustrates that the conceptual metaphor YHWH IS THE HUSBAND OF HIS PEOPLE, which is a central metaphor of the Old Testament, was preserved at the macro-level, even if speci? c textual manifestations were changed or not accounted for in each individual case. There is another example in Kohl’s Tempelhof speech which provides insights into strategic uses of metaphors and their treatment in translation. In elaborating on German– American partnership in the world of today and tomorrow, Kohl says: ? Unser Ziel, Herr Prasident, ist es, den Bau des Hauses Europa zu vollenden. Dabei wollen wir, da? unsere amerikanischen Freunde in diesem Haus auf Dauer ihre feste Wohnung haben. (literally: [. . . ] We want our American friends to have a permanent apartment in this house. Our goal is to complete the construction of the European house—with a permanent right of residence for our American friends—and enable the family of European nations to live together side by side in lasting peace. (italics are mine) From a cognitive perspective, we can say that the metaphorical expressions Haus Europa, Haus, and feste Wohnung are all sanctioned by the underlying conceptual metaphor EUROPE IS A HOUSE, which is an example of an ontological metaphor (Lakoff and Johnson, 1980). Whereas in the ST, the structural elements have been lexicalized, the TT has made the entailments of the source domain explicit; that is, an apartment ensures a right of residence, and these are epistemic correspondences. Both ST and TT remain within the conceptual metaphor of a house, while the additional information in the TT  (‘‘and enable the family of European nations to live together side by side in lasting peace’’) can be seen as elaborating on this metaphor, thus also providing a conceptual link to the metaphor INTIMACY IS CLOSENESS which structures Kohl’s speech. Identifying metaphors and describing target text pro? les is a legitimate research aim for a translation scholar. An additional question concerns the causes and effects of particular translations (cf. Chesterman, 1998). I will illustrate this ? rst, by reference to the Haus Europa again, and then by commenting on the effects of a speci? c translation solution (fester Kern—hard core). Such an analysis needs to put the text into its historical context, accounting for its function, its addressees, etc. Metaphor is, thus, no longer a translation phenomenon of one particular text, but becomes an intertextual phenomenon. 5. Metaphor as an intertextual phenomenon The metaphorical expression Haus Europa ? gured prominently in the discourse of Helmut Kohl in the 1990s, speci? cally with reference to issues of European integration. Actually, the metaphor of the common European house was introduced into political discourse in the mid-1980s by the then leader of the Soviet Union Mikhail Gorbachev. As a 1262 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 re? ection of the ‘new political thinking’ in the Communist Party under Gorbachev, the conceptual metaphor EUROPE IS A HOUSE was to represent the idea of all European states, East and West of the ‘Iron Curtain’, living and working together in peaceful coexistence. The base schema for Gorbachev’s metaphor was a multi-story apartment block with several entrances, in which several families live, each in their own ? ats (i. e. , the prototypical house in bigger Russian towns). In his own discourse, Gorbachev hardly elaborated on the structural elements of a house, but most frequently stressed the rules and norms for living together in this common house. The rules of the house have to guarantee that every family can live their own lives, without interference from their neighbours, so that the common house is protected and kept in order (cf. Chilton, 1996; ? Schaffner, 1996). The Russian metaphorical expression dom was rendered as house in English5 and as Haus in German political discourse in reporting on Gorbachev’s new political ideas and aims, which were not readily welcomed in Western European countries. But more often than being rejected outright, the metaphor EUROPE IS A HOUSE was taken up and conceptually challenged. In British political discourse (especially in the second half of the 1980s), the structural aspects dominated in the argumentation, determined by features of the prototypical English house. That is, there are references to detached and semi-detached houses, to fences, and to questions such as who is to live in which room or on which ? oor.

Coca Cola Manufacturing

The Coca-Cola Company (KO) is the world's largest beverage company, and it owns or licenses more than 500 nonalcoholic beverage brands. The company owns four of the world's top five nonalcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Fanta and Sprite. The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a drugstore in Columbus, Georgia, by John Pemberton, originally as a coca wine called Pemberton's French Wine Coca. He may have been inspired by the formidable success of Vin Mariani, a European coca wine.In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a nonalcoholic version of French Wine Coca. When launched, Coca-Cola's two key ingredients were cocaine and caffeine. The cocaine was derived from the coca leaf and the caffeine from kola nut, leading to the name Coca-Cola (the â€Å"K† in Kola was replaced with a â€Å"C† for marketing purposes). Coc a – cocaine Pemberton called for five ounces of coca leaf per gallon of syrup, a significant dose; in 1891, Candler claimed his formula (altered extensively from Pemberton's original) contained only a tenth of this amount.Coca-Cola once contained an estimated nine milligrams of cocaine per glass. In 1903, it was removed. After 1904, instead of using fresh leaves, Coca-Cola started using â€Å"spent† leaves – the leftovers of the cocaine-extraction process with trace levels of cocaine. Coca-Cola now uses a cocaine-free coca leaf extract prepared at a Stepan Company plant in Maywood, New Jersey. In the United States, the Stepan Company is the only manufacturing plant authorized by the Federal Government to import and process the coca plant, which it obtains mainly from Peru and, to a lesser extent, Bolivia.Kola nuts – caffeine Kola nuts act as a flavoring and the source of caffeine in Coca-Cola. Kola nuts contain about 2. 0 to 3. 5% caffeine, are of bitter flavor and are commonly used in cola soft drinks. In 1911, the U. S. government initiated United States v. Forty Barrels and Twenty Kegs of Coca-Cola, hoping to force Coca-Cola to remove caffeine from its formula. The case was decided in favor of Coca-Cola. Subsequently, in 1912, the U. S. Pure Food and Drug Act was amended, adding caffeine to the list of â€Å"habit-forming† and deleterious† substances which must be listed on a product's label. Coca-Cola contains 34 mg of caffeine per 12 fluid ounces (9. 8 mg per 100 ml). How is the most widely recognized product in the world made? How are the required quality standards met for every single unit of that product? Coca-Cola's bottlers and canners are concerned with a range of processes involved in transforming resources into the bottles and cans of drink that we are familiar with. The transforming resources are the managers, employees, machinery and equipment used by The Coca-Cola Company and its franchisees.Primarily, C oca-Cola is manufactured by franchisees who are the world's leading bottling and canning companies. This franchise business is strictly controlled by The Coca-Cola Company. The production of Coca-Cola involves two major operations: 1) Creating the packaging material 2) Bottling and canning the finished drink For many years, Coca-Cola was produced in glass bottles. Because of the high cost of distributing bulky bottles, they had to be manufactured close to where the bottling took place. Today, this is no longer so important since new packaging methods have revolutionized the process.Advanced bottling and canning technology makes Coca-Cola cans and bottles very light but extremely strong. The Company has invested a lot of time and money in research and development to ensure the most effective life cycle impact of its packaging. By using the minimum quantities of materials in packaging, the cans and plastic bottles are simple to crush or to reprocess at the end of the initial life cycl e. Cans are delivered in bulk to a canning plant. At this stage the cans are shaped like an open cup ready to receive the liquid drink.They are not fully formed because the ring pull end has still to be fitted. After they have been inspected to check that there are no faults, each can goes through a rinsing machine to make sure it is clean and ready for filling. Coca-Cola consists of a concentrated beverage base and a liquid sweetener which are combined to form the syrup from which the drink is made. The Company ships the concentrate to bottling and canning plants where the franchisees mix it with sugar and local water. The water is passed through a number of filters to make sure it is absolutely pure.Carbon dioxide, which makes it fizzy, is also delivered to the canning plant where it is stored and then piped into the manufacturing process through a carbonator and cooler. The Company specifies what equipment franchisees will use to carry out these processes. Samples are taken regul arly for chemical analysis, and staves make frequent spot checks to ensure that plants are maintaining the Company's standards of cleanliness and quality. The Company provides its franchisees with the most up-to-date technology available and many of them use the latest computer technology and statistical process control methods.The packaging and the finished drink are combined by a rapid filling process. Every minute hundreds of cans pass along an automated production line and are filled with a precise amount of Coca-Cola. As the cans move along the production line, they are seamed to include the ring pull end and produce the finished can. The ends are inspected to make sure they are smooth and do not have any gaps or leaks. An individual code is stamped on the cans so that each one can be traced back to the point and time of production. A date code ensures product freshness.The manufacture of Coca-Cola is carried out by a set of processes called continuous flow production. On a pro duction line, a process is continually repeated and identical products go through the same sequence of operations. Continuous flow production takes this one step further by using computer-controlled automatic equipment to produce goods 24 hours a day. Throughout the production process, quality control personnel monitor the product and take test samples. To guarantee that there are no errors, quality control inspectors take statistically selected samples at the end of the production line.Using chemical analysis, these inspectors can guarantee that the product meets the exact specifications; they also check that there are no faults in the packaging. A ‘fill height detector' uses an electronic eye to ensure that the cans are filled to the right quantity. Cans that are not properly filled are rejected. The canners then prepare the cans for distribution to retailers such as supermarkets, shops and garages. A machine called a case former creates the casing that protects the cans as they are sorted onto pallets.The cans are stored temporarily in a warehouse before they are collected by large distribution trucks. The bottling process, whether in glass or PET (plastic), is very similar. Each plastic bottle starts as test-tube size and is blown up like a balloon into the final bottle shape. Whereas franchisees receive cans that already have the logo and any promotional details on them, bottlers apply the labels from large reels once the bottles have been formed. At the end of the bottling line, bottles are automatically sealed with a cap immediately after they have been filled.

Process Design

Riordan is a leading future 1000 manufacturing company that is an industrial leader in the field of plastic injection molding (Riordan, 2004). Riordan Manufacturing China plant acts as a decentralized unit of Riordan Manufacturing (Riordan, 2004). I have created a proposal package that will address the new process design that focuses on all phases of manufacturing the electric fans from determining the number of parts and components to the materials needed in production. It will include a new process design for manufacturing Riordan electric fans. The proposal will incorporate an analysis of the current production process. This analysis of the process design will provide information to remove bottlenecks. The production forecast will encompass the implementation plan of lean production, which will include a Gantt chart. Finally, a cover letter that details the coordination of aggregate operations planning and TQM processes. Material Requirement Planning (MRP) The Riordan Manufacturing China plant has applied the material requirement planning, which encompasses controls systems from the order entry through scheduling and inventory control. The MRP system is used to schedule materials, parts, and components for raw material that should be ordered or produced. The MRP provides the China plant with information about what is needed to complete a specific number of units during a specific period. The present process of the Riordan Manufacturing electric fans is located primarily at the China plant. Riordan Manufacturing purchases the polymer plastics from local distributors. The China plant uses the material requirement planning to determine the quality and timing of the assembly units. The raw materials are first received at the receiving department. These materials are drawn upon for production in the molding process to produce fan blades and housing. These finished goods are stored in a finished good stockroom. Individual buyers and contracted third parties pull inventory from the finished good stockroom. Trimming from the molding department are used to make other products. Inventory, which has been sold, and ready to be shipped are transferred to the package department. Finally, the shipping department packages the electric fans for distribution. Riordan Manufacturing needs to consider the supply and demand during the electric fan production process. Currently, Riordan is only experiences a 93% customer satisfaction in delivery of the electric fans in a timely manner. New Process Design The current bases for Riordan Manufacturing China plant operation is the quality and quantity of electric fans produced. The inventory based on forecasted production is stored in the finished good stockroom. The forecasted inventory has not been an accurate measure of the stock that Riordan should have on hand to meet the customers demand more than 93% of the time. The new process recommends that Riordan seek out additional manufacturers of electric motors in addition to its current supplier to increase the likelihood of possessing adequate inventory in stock. This new process will increase the efficiency of their scheduling and delivery. The stock on hand will be slightly increased but a reduction in polymer plastics would help offset the cost of increased inventory. The China plant can reduce the polymer plastic because the buyer can obtain it from a local buyer. Supply Chain According to Chase (2005), â€Å"Supply chain is applied to the total system approach to managing the entire flow of information, materials, and services from raw suppliers through warehouses to end users† (Chase et al. , 2005, p. 406). Riordan China plant should reconfigure their supply chain process to be more competitive and marketable. By reconfiguring how they are linked to their suppliers could provide Riordan with the competitive advantages, which have been shown to be the characteristic of successful companies. Like many other companies, Riordan can achieve significant competitive advantage by the way they configure and manage their supply chain operation (Chase et al, 2005). Riordan should consider outsourcing as a one means of improving the supply chain. Outsourcing is an approach to push the responsibility and decision making to other companies, which are a part of several components of the supply chain. Company’s find that outsourcing can provide some relief to a company whom is experiencing a shortage of resources. Outsourcing could allow the company to focus on the core process of the business while providing the flexibility needed during varying demands. Supply chains management concentrate on inventory processes to complete the orders that are requested (Chase, 2005). The movement toward a just-in-time inventory system (JIT) could provide Riordan with continuous improvement in efficiencies to its fan production process. Riordan will take the stance of eliminating all cost that does not add value to the product. The China plant will be able to have their parts arrive at each workstation at the optimal time to complete the process in a more efficient manner. Riordan will establish areas in their production that are linked, which will provide a beneficial balance of flow of material throughout the production process. Production Forecast The production forecast for the China plant accounts for both the electric motors and plastic polymers, which are essential components of the electric fans. The inventory for the electric fan is projected by taking the average sales over the last three years, which is used to project the fourth year. Riordan Manufacturing assumes history will repeat itself within manageable units (Riordan, 2006). Riordan Manufacturing has not forecasted their scheduling, production, and delivery effectively. Riordan should consider the implementation of lean production to establish an optimal price while reducing cost and waste. Implementing a lean production process is ideal for the China plant because the concept states that nothing produced until needed. Developing closer relationships with the suppliers could result in a reduction in the delivery time. The implementation of lean production is considered a good strategy to respond to the market needs. Implementation Plan Riordan will need to begin by developing a production plan that specifies what the customers’ demands are. The forecast of future demands will need to be established. The implementation of the just in time lean production system will be the bases for the forecast. Production planning includes decisions that will affect production and inventory. Riordan current labor force could be affected with implementation of the new process design. Riordan plan implementation will begin with the formation of the project teams. The team will be establishing the tasks and duties. The teams will choose which tactic, tools, and software that could be utilized such just-in-time inventory and MRP software packages. The final task will be troubleshooting and quality control. Riordan will need to identify any problem or bottlenecks in the process that need to be addressed or redesigned to establish the more optimal outcomes. The new process will allow Riordan to achieve its goal of at least 99% customer satisfaction from the current 93% customer satisfaction.

Politics of the Contemporary Middle East Essay Example | Topics and Well Written Essays - 750 words

Politics of the Contemporary Middle East - Essay Example During the early years in the formation of the republic of Israel, several lands were annexed by Israel and most Arabs were shunned by the Israeli administration. Political discrimination of Arabs in Israel is evident by the policies maintained by the Zionist Israeli government because representation of Arabs in the Knesset is small compared to its population. Moreover, the number of Arabs in Israel’s public service constitutes around 6% and notable Arab public servants are nominated from the Druze Arab grouping. On the political front, Israel is fond of banning political parties’ affiliated to Arabs and even in 2006 a MP in the Knesset was questioned for visiting Lebanon (Tucker, 2008). The call by Arab MPs in the Knesset for the recognition of Israel as a nation for all citizens has on many occasions been ignored. Although, Israel’s constitution recognizes all citizens have equal rights, Arabs have been exempted from the compulsory service in the Israel Defence Forces (Rydelnik, 2007). The issue of land which is a major economic factor in production is in the hands of the Jews in Israel. This is because 93% of land in Israel is owned by the ILA (Israel Land Administration) while other lands are owned by the Jewish National Fund which was formed to purchase lands for the Jewish population. There are several economic barriers that Israeli Arabs face in their pursuit of economic prosperity such as lack of financing or equal employment opportunities (Ganim, 2001). These barriers have made it difficult for Arab Israelis to empower themselves financially in Israel. Moreover, Arab Israelis cannot serve in the military and therefore they cannot secure scholarships and housing loans which could allow them to progress economically. As a result, around 53% of impoverished homes belong to the Arabs and the lowest workforce numbers in Israel (Gilbert, 2005). A recent statistic showed that unemployment levels were high in Arab towns in Israel compared to Jewish ones. Moreover, the average minimum wage among Arab Israelis was around 29% lower than their Jewish counterparts. Gender parity in employment among the Arab Israelis is low and Arab Israeli women have the lowest numbers under employment. Socially speaking, Israeli Arabs have poor access to healthcare facilities and in the budgeting process they usually get a raw deal in terms of healthcare plans (Thomas, 2009). For instance, in the 2002 budget Israel budgeted around 0.6% of its total income towards assisting Arab Israelis. The government move and policy only assisted further discrimination of the marginalized Arab Israelis. Education in Israel is funded by the government and in most instances the Arab Israelis learn in deplorable conditions compared to their Jewish counterparts. For instance, a human rights body in 2001 commented that these schools are world apart and that striking difference existed in terms of educational systems. The Israeli government expenditure on ed ucating Israeli Arabs was $ 192 compared to $ 1,100 spent on educating their Jewish counterparts (Parsi, 2007). The language used in teaching at Israeli Arab schools is Arabic while learning Hebrew is mandatory. While, in Jewish schools learning Arabic is a basic knowledge requirement for Jews. Moreover, the Israeli national language is Hebrew and most services are

Develop a framework to summarize the literature in enterprise Essay

Develop a framework to summarize the literature in enterprise architecture - Essay Example This paper introduces three essential domains of the enterprise architecture framework. The domains are: It is oblivious from this definition that Enterprise architecture is not just a group of the component architectures. The interrelationships amongst these architectures and their shared properties are crucial to the enterprise architecture. According to [1], the business architecture describes the basic organization and necessities of the business based on company plan and objectives. It is made of four building blocks business model, process architecture, information architecture and organizational architecture. The business model provides a high level view on the type of the business in terms of goods and services existing in the market, the business partners, the value chain, market channel is used and the combination of property and data for producing value add. The process architecture categorizes and describes all process of the company and their individual value adds. It is the key construction block of the company architecture. The progression architecture is classified in the key business process client relationship management, product life cycle management, supply chain management and the operation and support processes. The application architecture offers a general idea on all applications behind the process of the business with the structure blocks applications, entry and information organization policy, statistics repositories, and EAI Services. The infrastructure or technology architecture is made up of software, hardware and network communications essential for operations of all applications. Infrastructure building blocks are the foundation services, place of work services, storage and server system, and network. Work place services give for presentation and work with facts and for output back up at the work place. They are composed of mobile and permanent

Car Accidents in Saudi Arabia Research Proposal Example | Topics and Well Written Essays - 250 words - 1

Car Accidents in Saudi Arabia - Research Proposal Example   According to the figures by the Saudi health ministry, 598, 300 accidents occurred in Saudi Arabia in 2012(Toumi, 2015). These figures show that an average of 1,614 accidents occurred every single day in Saudi Arabia, and 67 accidents an hour. A look at the history of traffic accidents in Saudi Arabia shows that the problem of traffic accidents is among the greatest causes of death in Saudi Arabia; the history of traffic accidents in Saudi Arabia also shows that the rate of traffic accident in Saudi Arabia has been increasing steadily since 1971 (Ansari, Akhdar, Mandoorah, and Moutaery, 2000). According to the public health statistics, between 1971 and 1997, 564, 762 people died or were injured in traffic accidents in Saudi Arabia. During this period, 66, 914 people were confirmed dead due to road accidents in Saudi Arabia (Ansari, Akhdar, Mandoorah, and Moutaery, 2000). This means that between the years 1971-1997, one person died and four people were injured in every single Houthis high rate of road accidents has been attributed to over speeding and disobeying of traffic rules and regulations by the drivers in Saudi Arabia. A further look at the recent history of road accidents in Saudi Arabia shows that there has been significant increase e in the rate of accidents in Saudi Arabia between 2009- 2012. This increase in the rate of accidents in Saudi Arabia has been caused by chaotic driving culture and blatant violation of traffic regulations by some dishonest drivers.