大疆公司官网中英译介传播的多模态协同重构

Multi-modal Discourse Restructuring in the C-E Translation of DJI’s Official Website

本研究利用Kress和van Leeuwen提出的视觉语法分析框架,从多模态分析的视角分析以介绍和推销其无人机摄影产品为主要目的的“大疆(DJI)”公司官方网站的译介活动。DJI处于行业领先地位,具有鲜明的、以创新为主的企业文化,其官网上为每个产品都创立了一个独立的网页,每个网页作为完整的超文本多模态语篇,主题明确、措辞精炼、内涵丰富、创新性及语篇连贯性强。本研究以该公司官网上两个旗舰产品的多模态语篇为例,首先分析该语篇的视觉模态传达出的互动意义,其次分析图文模态的糅合互动,最后剖析并总结文字模态的翻译策略和方法,探讨译者如何通过对文本模态进行“操纵”实现多模态语篇在目的语中的最佳协同重构。

This study utilizes the visual grammar analysis framework proposed by Kress and van Leeuwen and takes the multimodal perspective to analyze the translation of the official website of“DJI”company,which is mainly aimed at introducing and promoting its premium camera drones.DJI,a leading company in the consumer drone industry,has a distinct corporate culture focusing on innovation.Its official website has created an independent webpage for each product.As integrated hypertext multimodal discourses,these webpages are characterized by clarity,conciseness,rich connotation,innovation,and coherence.With two multimodal discourses of two flagship camera drones from the website as cases,this study first analyzes the interactive meaning conveyed by their visual modes,secondly analyzes the close interaction of visual and verbal elements,and finally dissects and summarizes the translation of the verbal modes and explores how translators can“manipulate”text modalities to achieve the optimal visual-verbal collaborative reconstruction in the target language.