商务多模态话语的翻译策略——基于苹果公司的个案研究
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摘要
商务多模态话语的翻译策略可以分为异化与归化两类。考察苹果公司119个全球官网中图文型多模态话语发现,其翻译既有国际统一要求,又有国别个性关怀:图片和图文协同意义的翻译主要采用统一的异化策略,保持让读者靠近作者,以高度"忠实"的形式实现产品信息和企业文化的全球传播;文字的翻译则发挥异化归化优势,适时采用,并在细微之处频繁使用归化策略,以适当的"不忠实"呈现出贴心的国别读者关怀。该策略模式具有较好的适用性和经济性特征,对国内企业走出去具有重要的启发意义。
The translation strategy of business multi-modal discourse could be divided into two kinds of foreignization and domestication. After examining the translation of image-text type multi-modal discourse in 119 global official websites of Apple Company, this paper finds out that Apple adopts a strategy model of combining the unified international requirements and the localized individual requirements. Foreignization strategy is unitarily adopted in the translation of product image and the relationship between image and text in order to move the reader toward the author and transmit product information and company culture globally with high degree of loyalty. Both foreignization and domestication strategies are adopted in text translation according to their respective advantages, and domestication strategy is frequently used in specific semiotic field to show considerate reader cares, with certain degree of disloyalty. Apple's strategy model is economical with sound applicability, which provides important enlightenment for China's export-oriented companies.
The translation strategy of business multi-modal discourse could be divided into two kinds of foreignization and domestication. After examining the translation of image-text type multi-modal discourse in 119 global official websites of Apple Company, this paper finds out that Apple adopts a strategy model of combining the unified international requirements and the localized individual requirements. Foreignization strategy is unitarily adopted in the translation of product image and the relationship between image and text in order to move the reader toward the author and transmit product information and company culture globally with high degree of loyalty. Both foreignization and domestication strategies are adopted in text translation according to their respective advantages, and domestication strategy is frequently used in specific semiotic field to show considerate reader cares, with certain degree of disloyalty. Apple's strategy model is economical with sound applicability, which provides important enlightenment for China's export-oriented companies.
引文
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[2]张德禄.多模态话语分析综合理论框架探索[J].中国外语,2009,(1):24-30.
[3]Venuti,L.The Translator’s Invisibility[M].London and New York:Routledge,1995:310.
[4]王东风.归化与异化:矛与盾的交锋?[J].中国翻译,2002,(5):24-26.
[5]韩江洪.国内翻译策略研究述评[J].外语与外语教学,2015,(1):75-80.
[6]熊兵.翻译研究中的概念混淆——以“翻译策略”、“翻译方法”和“翻译技巧”为例[J].中国翻译,2014,(3):82-88.
[7]Schuttleworth&Cowie. Dictionary of Translation Studies[Z].STJE Rome Publisher,Manchester, UK,1997:43-44,59.
[8]郭建中.翻译中的文化因素:异化与归化[J].外国语,1998,(2):12-19.
[9]黄勤.归化与异化相得益彰——评张爱玲译《海上花列传》[J].外语与外语教学,2007,(8):54-57.
[10]潘小波.翻译模因论的发展、存在的问题及研究展望[J].浙江外国语学院学报,2011,(6):51-57.
[11]王仁强.论异化与归化的连续体关系[J].现代外语,2004,(1):49-55.
[12]姚达兑.插图翻译和基督教的本色化:晚清汉译《天路历程》的插图研究[A].王宏志.翻译史研究[M].上海:复旦大学出版社,2013:173.
[13]黄艳春,黄振定.简论异化与归化的运用原则[J].外语教学,2010,(2):101-104.
[14]Barthes, R. Image-Music-Text[M]. London:Fontana,1977:25-38.
[15]刘成科.多模态语篇中的图文关系[J].宁夏社会科学,2014,(1):144-148.
[16]Munday, J. Introducing Translation Studies:Theories and Applications[M].上海:上海外语教育出版社,2010:5.