ABSTRACT
This study is focusing on the facts that Azerbaijani translators find difficult to translate media articles from Azerbaijani into English or vice-versa. This article is specifically dealing with not only problems concerning whole article translations, but the headline translations as well as the ways they should be translated in order to make the audience understand clearly with as much getting away from the original meaning as possible. In the article also mulled over are some subjects causing obstacles for the translators, at the same time whole lot difficulty for those reading the translated article, even in turn causing much more problems in global scale. Besides all the afore-mentioned here discussed are direct translation techniques which always help in great deal for those mainly involved with article, newsletter and other media translations.
Key Words: Translation, direct translation techniques.
This is beyond the shed of doubt that while translating article mistakes are imminent, as it is when literally said, converting from one language to another. But if we are talking here about translating the articles for the audience which is not aware of the situation, which is culturally different from the source language audience, where social norms likely cause some misunderstanding or even culture shock and at this very moment translation inaccuracy is highly probable.
As media translations can be of numerous types of topics relating different structural, economic, religious, social background, direct translation is widely used here to get the full meaning into the target language. Direct translation techniques are used when structurally the sentences can be translated as well as transposed into target language. The techniques included in Direct Translations are borrowing, calque, literal translation. Borrowing is directly taking the word from original language to target language with no translation at all. Just having a slight look at English language is enough to come to conceivable understanding that many words in the language are borrowed, such as resume, café, passé and so forth. Also from Azerbaijani into English translations there are words of the type that can not be translated, such as dolma, kebap and the like. These words when translated into English are not transposed and they are just written in italic, to larger extent the explanation about the word whether it is related to culture, cuisine, religion and etc can be mentioned in the brackets directly after the word to give much brighter horizon about the words for readers specially when they are from completely different background unaware of the culture.
Calque, sometimes called loan translation, means word-for-word when translated literally. You would always see them in specialized or internationalized fields for instance quality assurance, law, medicine, science and the like. Some calques relating some the above-mentioned majors are status quo, carte blanche or blue-blood. For example, the English phrase “blue blood” is a calques of the Spanish phrase sangre azul (sangre means “blood” and azul means “blue”), which at one time apparently referred to the visible veins of fair-skinned people. Similarly, the Spanish rascacielo is a calque of the English “skyscraper” (rascal means “it scrapes” and cielo means “sky”.)
The third and last technique in direct translations is Literal Translation. Word-for-word translations can be applied in some language but not others depending on their structures. And in the language if one sentence is easily translated literally doesn’t mean in this language all sentences are possible to be translated in this way. In Azerbaijan especially Russian-speaking people find it easy to do Russian-English translations, while the structures are more resembling compared with Azerbaijani-English language structural differences.
To summarize it should be stated that while translating the media texts from Azerbaijani into English, the thing worth paying attention is headlines which are not written in English the way they are highlighted in Azerbaijani. If the sentence is in past tense, headline is translated in present simple in English, even “s” after the third personal singular is omitted sometimes. Future tense is usually avoided in English language headlines, so while translating you have to write it in infinitive; for example Dövlət başçıları Fransada tədbirdə iştirak edəcəklər- Heads of States to participate at the event in France. Furthermore, some words are written short when headlined; for instance organization- org, international- int’l, cooperate- co-op and so forth.
Suggestions
First, a translator should read all the article at least two or three times to understand the context
Second, a translator should take into account the audience who will the article be exposed to.
Third, a translator must have clear knowledge of the target language as well as the resource language.

Fourth, a translator must fully understand, distancing from any type misunderstanding specially in cases involving political nuances or twitches of global scale. Sixth, a translator should not shorten the sentence, nor under any circumstances should s/he change the meaning. by Polad Poladov