Analysis of source text

Communicative situation

The sender of the article is the newspaper Jyllands-Postena, and the article was written by Peter Nyholm and Jens Erik Rasmussen. Looking at the receivers you will find that the article was printed in the business section of the newspaper and therefore the readers will be businessmen, entrepreneurs or other people with an interest for the business section. The source text was brought in a written medium. The article was brought on Tuesday 29 November 2011.

Communicative purpose

The communicative purpose has been to inform readers of Jyllands-Posten about the situation in Grundfos. In addition to this, the purpose is to tell that the present chairman of the board will retreat from his position, and that a new chairman has been recommended. To give the readers some knowledge about this new chairman, he is described very well in the article.

The predominant language function in the source text is informative. We get a lot of information about the situation in Grundfos and about the new chairman. There are also some expressive language functions as we se in the quotations from Jens Moberg’s book.


It is a newspaper article containing byline, date, headline and the names of the journalists who wrote the article. You can say the article has the appeal form ethos since Jyllands-Posten is the sender. Jyllands-Posten has credibility among its readers. In general, you can see the logos appeal different places in the article. Overall, the article is objective and informative and this appeals to the logical sense. However, the fact that the new Chairman Jens Moberg is portrayed this positive and that the good relationship with Niels Due Jensen is mention could show some sign of the appeal form patos, which appeals for to our emotions.


As I said before this article was brought in the newspapers business section and the field of this article is therefore business. The tenor is everyday-language. It is easily read and there not a lot of hard and business oriented words that only businessmen would understand. Overall, it is an article that most people could reed and understand. It is also said before that this article comes from a newspaper and that makes the mode written.

Analysis of target text

The translation is to be attached to the e-mail that is sent out to the executive employees before a meeting the following day. The authors of the source text are included in the target text with a line saying that the article is translated. The translation is professional since the translator is writing on behalf of the CEO.

It is hard to tell whether the receivers are aware that it is a translation they are reading or not. The target text is overt if the readers are aware that they are reading a translation. However, the employees probably won’t care whether the text is a translation or not so perhaps they won’t even notice. If that is the case then the translation is covert. They don’t need to be aware of the fact that it is a translation. In the question whether the source text is known to the target text receiver it is once again hard to tell. Jyllands-Posten is a well-known and well-established Danish newspaper so most of the employees probably know it. However, once again it is not important for this communicative situation that the receivers actually know this.

The medium is a written general-language text that should be easy to understand.

Macro strategy

Before starting the translation you should consider the macro strategies. The translation is a more target text oriented text than source text oriented. The focus has been on the effect, and it was important that the receivers got the correct overall meaning from the article. Therefore, there has not been a lot of focus on the form of the translation but more on how the target text would affect the receivers. The role of the translator is a link between the CEO and the employees in this communicative situation. This target text oriented view corresponds very well with the fact that it is a covert translation. In this context it is simply not important for the meaning that it is a translation.

Micro strategy

The word “Ledelsesguru” is very imagery and creates a certain picture of the new chairman Jens Moberg. I couldn’t seem to find the right word for the translation so I went with the idea of what you can connect a guru with. In this case it was the word “wise”. A guru can be seen as a wise and experienced person and therefore it was suitable to use the word “wise” instead. I used the word “manager” to keep the meaning of the fact that it is about some sort of leader in the company. The micro strategi i have used from “Ledelsesguru” to “wise manager” is an oblique translation. It is not straightforward but it still has the same contextual meaning as the source text. You could also argue that the translation of this is explicitation because the target text item is more explicit than the source text item. You could say that “ledelsesguru” is more implicit that “wise manager” because it creates more open pictures than “wise manager” does.

The next section is translated more or less without problems, and I consider this translation as a direct translation. The target text has the same linguistic meaning as the source text, so you can say that the source text and target text are linguistic equivalents whereas they with an oblique translation are functional equivalents.

Under the section “Punctual care” Jens Moberg’s book is mentioned. I have chosen to write both in Danish and in English. As said before it is a target text oriented translation and therefore it would be nice for the target text receivers to know the name in English so that they can get an idea about the content of the book. The same goes for “Herlufsholm” in the third part of this section. The receivers perhaps don’t know Herlufsholm but in this way they can get an idea of what it is. In this example you can say that I have used addition as a micro strategi. The target text item “A Danish boarding school” adds information to the target text and it has no relation to any source text item.

The last sentence of the translated part is also worth to mention. The Danish saying “at tage fart” could be translated directly to English and still be grammatical. But sometimes you have to consider that even though it is grammatical correct, is it also resulting in idiomatic language? In this case a direct translation would be some like “to take speed” and this would result in unidiomatic target language. Therefore it has been necessary to change this to “take form”. “To take speed” would as said be unidiomatic target language and we call this a calque. Furthermore, I think “to take speed” could be misunderstood in many different ways.

Newly pronounced co-owner at, Anders Holch Poulsen, has made a big investment in the up-and-coming online grocery store and thereby given them a great opportunity to compete with larger players in the supermarket field. However,’s competitors are not flinching yet.

The small store wants to play with the big boys, but the big boys do not experience any competition yet.

This seems to be the picture on the market for groceries after announced their partnership with one of the richest businessmen in Denmark, Anders Holch Povlsen, who has contributed with a large capital investment.

By the economic foundation, the CEO and founder of the relatively small grocery store has had his taste sharpened for more. Stefan Plenge swears that the economic power will enable to fight the big boys.

This statement does not make the business’ big boys flinch. When it comes to online grocery shopping, Dansk Supermarked and Coop do not intend to change their strategy.

CEO, Per Bank, from Dansk Supermarket states: “I wish and other players good luck, but this does not make us change strategy of our own online store.”

The two leading Danish grocery stores Dansk Supermarket and Coop agree about the fact that there is no financial foundation for online grocery shopping – yet. With no demand, no supply.

“In Denmark, selling groceries online continues to be a business niche. The customers are only demanding this opportunity in limited extent, and therefore we have not wanted to enter the market. Instead we have been focusing on selling non-food products online since there is still great potential in doing so”, Per Bank explains.

The recently employed group chief executive for Coop, Michael Løve, who is responsible for the company’s online store, estimates that it is too early to bet on the Internet as a way of distributing.

“It is a rather new/young market and therefore it has a very small profitability. In addition to this, I think it is positive that there are other players to help this market grow”, Michael Løve states. is Coop’s primary online venture and the group chief executive of Coop assures that Coop is ready to go online, if the question should arise.

Analysis of the source text

Communicative situation

Sender(s): Berlingske Business, journalist Signe Ferslev Pedersen

Receiver(s): Readers of the business section (business men, entrepreneurs)

Medium: Written newspaper

Where and when: 30 January 2014 1700, probably in Aarhus

Communicative purpose

Motive: To inform the readers of and the market for online grocery   shopping.

Language functions: Informative, expressive (because of the qotations and the CEOs’ opportunity to express themselves)

Predominant language function: Informative


It is an online newspaper article containing byline, date, headline and links to other articles. The text contains ethos since Berlingske Business is the sender. Berlingske has great credibility among its readers.

There are also logos because the text contains some information.

I hope you are doing well.

As you know I am travelling to the UK for the e-commerce networking meeting on 6 March and in connection to that I would like to confirm our meeting on the 5 March at 3pm. As we previously have discussed, the meeting will take place in the Waitrose head office in Berkshire.

At the meeting I would like for us to discuss the possibilities for expanding our business at I would be pleased if you could share some of your experience from Waitrose with me, since I admire your way of doing business and I am aware of your success.

However, I also know that your business have existed for many years in comparison to which started out in 2010. Currently is the largest online supplier of groceries in Denmark with a wide range of goods. Furthermore, the business has more than 300 employees and has a lot of potential of growing.

To support the development and goals of expanding the business, a Danish investor recently decided to inject capital into This capital gives the opportunity to fulfill the company’s mission of making online grocery shopping as normal as buying groceries in physical stores.

I hope that you could give your opinion on what the best strategy for reaching this mission would be. To give you an insight of the market that operates in, I have enclosed a translation of an article from a Danish business oriented newspaper.

At the meeting, I will provide you with further information but please let me know if you have any questions or require other details before the meeting.

I look forward to seeing you in March.

Yours sincerely,

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