L'importanza dell'uomo nella traduzione automatica: Un caso di studio sulla traduzione dall'inglese all'italiano di comunicati stampa di aziende di fast fashion

The widespread use of machine translation (MT) in various sectors is changing traditional translation practices. Despite its widespread adoption, concerns remain about the reliability of MT, particularly with regard to translation errors and accountability issues. This thesis examines the risks associated with MT, emphasising the significance of human intervention in improving translation quality. Corporate press releases serve as a compelling genre for investigating the effectiveness of MT in cross-cultural communication. By focusing on press releases from leading fast fashion companies (ZARA, H&M, and Shein), this thesis aims to analyse their features and compare manually translated versions with those produced by Neural Machine Translation (NMT) software. The thesis is divided into three chapters: Chapter 1 explores the landscape of MT, outlining the risks involved and underscoring the importance of human expertise in translation processes. Chapter 2 provides an in-depth examination of corporate press releases and the fast fashion industry. Finally, Chapter 3 offers practical insights by translating selected press releases from English into Italian: once manually and once using NMT software, followed by a meticulous post-editing.