大众文化形态下电影片名的翻译策略

Translating Strategies for Movie Titles from the Mass Cultural Modality

电影具有鲜明的大众文化属性,片名的翻译要以目的市场为导向,切合目的市场的主流意识形态。归化翻译重在拉近与目的语观众的文化距离,而异化翻译故意保留与目的语主流意识形态距离并将此距离包装成为吸引观众的元素。处于弱势地位的中国电影若欲占领海外市场,片名的英译应以归化为主,但精心的异化译名达成"他者"形象的反向利用也会取得良好的市场效果。

Movies have a distinct feature of mass culture. Naturally the translation of the titles should aim at the target market and cater to the mainstream ideology. Domestication highlights the narrowing of the distance with the target audience while foreignization purposefully keeps a certain distance from the mainstream ideology so as to attract the audience. If the immature Chinese film wants to take a share of the oversea market, domestication should be a major translating approach in film title translation. Nevertheless, an elaborate foreignization can also achieve a satisfactory marketing goal by wittingly use of the ＂other＂ image.