Introductory comments:The identification and validation of disease-modifying proteins are fundamental aspects in drug development.However,the m ultifactority of n eurodegen era tive diseases poses a real challenge for...Introductory comments:The identification and validation of disease-modifying proteins are fundamental aspects in drug development.However,the m ultifactority of n eurodegen era tive diseases poses a real challenge for targeted therapies.Furthermore,the behavior of individually(over-)expressed to rget proteins in vitro is likely to differ from their actual functional behavior when embedded in cascades and pathways in vivo.展开更多
In recent years,the Red Tourism in Central Plains has gradually become a new type of thematic tourism form,which is an important carrier to carry out patriotism and revolutionary traditional education and carry forwar...In recent years,the Red Tourism in Central Plains has gradually become a new type of thematic tourism form,which is an important carrier to carry out patriotism and revolutionary traditional education and carry forward the national spirit.The translation of red tourism publicity is an important window for spreading Chinese culture,and the translation of professional terms is an important link in the red tourism publicity.How to spread the red culture of the Central Plains,glow the charm of the Central Plains culture,enhance the influence of the Central Plains culture,and spread the Central Plains culture to the world has become the mission of every child of the Central Plains.This paper adopts the case analysis method,combined with the specific and typical cases in“Red Central Plains”,and uses different translation strategies and methods to explore the difficulties and solutions of the translation of terms in the red tourism text.展开更多
This article conducts an analysis and exploration of the English subtitles translation of the domestic animated film Chang’an from the perspective of eco-translatology.Taking three-dimensional transformation as the e...This article conducts an analysis and exploration of the English subtitles translation of the domestic animated film Chang’an from the perspective of eco-translatology.Taking three-dimensional transformation as the entry point,it analyzes the adaptation and selection of subtitle translators in the translation process from the dimensions of language,culture,and communication in Chang’an,aiming to enrich the practical analysis of eco-translatology and provide valuable insights and references for the theoretical construction and practical application of eco-translatology.This article enriches the practical analysis of eco-translatology and also validates to a certain extent the applicability of“three-dimensional”transformation.展开更多
Translation of specialized documents in optometry presents unique challenges,requiring a deep understanding of the professional context,terminology,and adherence to specific translation styles.This paper delves into t...Translation of specialized documents in optometry presents unique challenges,requiring a deep understanding of the professional context,terminology,and adherence to specific translation styles.This paper delves into the translation theory and techniques employed in the English-to-Chinese translation of the“Optoform 80 Installation and Maintenance Manual”,serving as a case study.Emphasizing Nida’s theory of functional equivalence,the paper explores the complexities of translating professional optometry literature,focusing on key points and common issues in translating installation and maintenance manuals for optometric devices.Special attention is given to the translation of professional terminology,employing methods such as addition,omission,conversion,and repetition.The translation process aims to meet specific requirements,ensuring accuracy and coherence while aligning with Chinese language conventions.The paper also analyzes translation methods and techniques concerning terminology,prepositions,conjunctions,and handling parallel elements based on practical insights from the Optoform 80 Manual.展开更多
Modern hermeneutics centers on the relationship between the“author,text,and reader”in interpretation.Various schools emphasize different aspects,shifting perspectives in translation studies from the author’s origin...Modern hermeneutics centers on the relationship between the“author,text,and reader”in interpretation.Various schools emphasize different aspects,shifting perspectives in translation studies from the author’s original intention to the reader’s experience,acknowledging translator subjectivity,and focusing on textual analysis.Traditional standards of“faithfulness”and“equivalence”have evolved into diverse standards advocating individual differences,promoting tolerance and plurality in translation.展开更多
For more than 60 years,Mr.Xu Yuanchong has been devoted to education.He has not only made remarkable achievements in translating from and into Chinese,English,French and other languages,but has also developed his own ...For more than 60 years,Mr.Xu Yuanchong has been devoted to education.He has not only made remarkable achievements in translating from and into Chinese,English,French and other languages,but has also developed his own unique concept of translation.Since 1950,he has always adhered to the“Three Beauties Theory”,believing that translation should not only rely on the original text,but also realize the“beauty of meaning”,“beauty of sound”,and“beauty of form”.Based on Xu Yuanchong’s“Three Beauties Theory”,this paper takes Zheng Zhenduo’s and Feng Tang’s Chinese translations of Stray Birds as an example to explore in depth the specifics of poetry translation theory.The study summarizes the similarities and differences between these two translations in embodying the“three beauties”,providing insights into the Chinese translation techniques of philosophical prose poems.This endeavor seeks to offer valuable insights for the comparative study of Stray Birds translations。展开更多
drawn from ancient classics are the treasures of traditional Chinese culture.The allusions used in Xi Jinping:The Governance of China illustrate a distinctive feature of political discourse,and the publication of its ...drawn from ancient classics are the treasures of traditional Chinese culture.The allusions used in Xi Jinping:The Governance of China illustrate a distinctive feature of political discourse,and the publication of its English version provides a valuable opportunity for the study of allusions in translated political discourse.With the English translations of 241 allusions collected from two volumes of the book,we classified these allusions into three categories of history,culture,and literature based on their original sources.Then we analyzed the strategies used in translating the allusions,and provided typical examples to illustrate the use of such translation strategies for each category.Finally,we tried to account for the use of these strategies in light of the intertextuality theory.展开更多
Rainfall is a common trigger for landslide reactivation,as it raises groundwater levels and reduces bedrock or soil shear resistance.This study focuses on the Kualiangzi landslide in the southern region of Sichuan Pro...Rainfall is a common trigger for landslide reactivation,as it raises groundwater levels and reduces bedrock or soil shear resistance.This study focuses on the Kualiangzi landslide in the southern region of Sichuan Province,China.Real-time monitoring of groundwater levels and rainfall from July 2013 to September 2016 is analyzed.Groundwater table increments,considering groundwater drainage rate,were calculated using the water-table fluctuation and master recession curve method and the response time of the groundwater table to rainfall events was estimated using the cross-correlation function.Results reveal that groundwater level declines from tension troughs to landslide fronts in the rainy season,with a significant positive correlation between the groundwater level in the tension trough and landslide surface displacement.Evaluated spring elevations for groundwater discharge range from 410 m to 440 m,which is in agreement with the actual spring elevations(390-423 m).Lag times of groundwater response to rainfall decreases with cumulative rainfall of the rainy periods.In the middle part of the landslide,two responses between rainfall and groundwater levels indicate two water movement pathways:Vertical cracks or fractures resulting from the slow landslide movement,and matrix pore space in unconsolidated sediment.Variations in peak values of the cross-correlation function suggest early dominance of the uniform matrix flow and later dominance of preferential flow during the rainy period.展开更多
The renowned translator Yang Yi passed away in 2023.Many scholars argue that,influenced by their biological gender,female translators often employ translation methods in adherence to feminist translation or reflect ch...The renowned translator Yang Yi passed away in 2023.Many scholars argue that,influenced by their biological gender,female translators often employ translation methods in adherence to feminist translation or reflect characteristics typical of female translators.This study examines the translation of Wuthering Heights by Yang Yi,focusing on whether there is a definite influence of gender on translator behavior.While existing literature primarily analyzes Yang Yi’s work through a feminist lens,this research takes a broader approach.By considering the translator’s social background and translation practice,this paper challenges the assumption that her work strictly aligns with feminist translation theories.Instead,this study emphasizes the importance of considering diverse factors when interpreting translated works,moving beyond a singular gender-based standpoint.展开更多
From the perspective of analysis-synthesis translation mode,this paper discusses the translator’s responsibility and the translator’s role in the translation of historiography,based on the case of Ko Kung-chen’s Hi...From the perspective of analysis-synthesis translation mode,this paper discusses the translator’s responsibility and the translator’s role in the translation of historiography,based on the case of Ko Kung-chen’s History of Chinese Journalism.Missionary J.S.Roberts believed that translation is the logical combination of two processes of analysis and synthesis.The analysis process is characterized by understanding,emphasizing accurate understanding and professional analysis of the source text,while the synthesis process focuses on the transformation of language and culture.The two processes are dependent,forming the whole process of translation altogether.As the indisputable subject of translation,the translator should assume his own subjective responsibility in the two processes.The translator should be responsible for the fact and professional academics in the analysis process,and language and culture and translation itself in the synthesis process,playing the role of a reviewer,disseminator and translator to ensure that the translation text would be correct,accurate and professional so as to realize the value of himself and translation.展开更多
Reporting is essential in language use,including the re-expression of other people’s or self’s words,opinions,psychological activities,etc.Grasping the translation methods of reported speech in German academic paper...Reporting is essential in language use,including the re-expression of other people’s or self’s words,opinions,psychological activities,etc.Grasping the translation methods of reported speech in German academic papers is very important to improve the accuracy of academic paper translation.This study takes the translation of“Internationalization of German Universities”(Die Internationalisierung der deutschen Hochschulen),an academic paper of higher education,as an example to explore the translation methods of reported speech in German academic papers.It is found that the use of word order conversion,part of speech conversion and split translation methods can make the translation more accurate and fluent.This paper helps to grasp the rules and characteristics of the translation of reported speech in German academic papers,and also provides a reference for improving the quality of German-Chinese translation.展开更多
Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly...Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.展开更多
This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustra...This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.展开更多
This article hopes to explore a question:in the era of artificial intelligence,do we still need traditional translation of canonical texts,and how is such translation possible?Artificial intelligence has an all-round ...This article hopes to explore a question:in the era of artificial intelligence,do we still need traditional translation of canonical texts,and how is such translation possible?Artificial intelligence has an all-round impact on the world’s productivity,and translation is the first area to be challenged.With the increasing accuracy and optimization of big data computing,daily translation,business translation,simultaneous interpretation and even general academic translation are gradually being replaced by machine translation.In this context,whether the canon translation by scholars is still meaningful has become a question that must be asked.This article believes that translation of canonical texts will never be out of date,and it is precisely in this era that the canon translation with academic standards and humanistic spirit are more needed by academia and society.The contemporary task of canon translation is not only translation and introduction,but more importantly,the inheritance and construction of its own academic history and humanistic thoughts,as well as the understanding and cultivation of human history,civilization and humanistic spirit.展开更多
The renowned masterpiece“Li Sao”by Qu Yuan contains numerous plant images for“expressing emotions and aspirations.”Exploring methods of translating plant imagery has greatly assisted in disseminating Chinese class...The renowned masterpiece“Li Sao”by Qu Yuan contains numerous plant images for“expressing emotions and aspirations.”Exploring methods of translating plant imagery has greatly assisted in disseminating Chinese classical culture and facilitating cross-cultural communication.This study conducts a comparative analysis of three translations of“Li Sao”by Xu Yuanchong,Yang Xianyi,and Hawkes,aiming to understand the different approaches to translating plant imagery and explore variations in translation effectiveness.Through data collection,comparative analysis,and case studies,this research reveals that Xu Yuanchong emphasizes free translation,Yang Xianyi tends towards literal translation,and Hawkes adopts a combination of literal,free,and phonetic translation methods.展开更多
In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisem...In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.展开更多
It has been acknowledged by Chinese translators that in translating English puns the center should be put on the thorough comprehension of the original expression that more often than not has more than one meanings an...It has been acknowledged by Chinese translators that in translating English puns the center should be put on the thorough comprehension of the original expression that more often than not has more than one meanings and the flexible handling of conversion from the native language to the target one. Literal translation will often be impossible, annotation redundant, and the restructuring and remaking of new ways that create and maintain balance or similarity in function and value will be more preferred as a possible way-out for pun-translation. Examples attached are from the writer of this article who is also the translator of a published historical book where punning can be found.展开更多
This article employs the theory of conceptual metaphor to conduct a thorough analysis and exploration of translation strategies for the metaphors in Song Ci. Ci, a treasure in ancient Chinese literature, makes frequen...This article employs the theory of conceptual metaphor to conduct a thorough analysis and exploration of translation strategies for the metaphors in Song Ci. Ci, a treasure in ancient Chinese literature, makes frequent use of metaphor. Its unique form of expression and abundant artistic effects often create difficulties in translation. This study selects some representative metaphor examples from Song Ci to explore the patterns and strategies in the translation process. The study reveals that in face of the metaphors in Song Ci, translators need to comprehensively apply strategies such as retaining the metaphor, replacing the metaphor, and translating the literal meaning to ensure the quality of translation while restoring the aesthetic charm of the original metaphor.展开更多
The Chinese classical novel Jin Ping Mei abounds with a large number of slangs,which correspondingly leads to the difficulty of the novel’s English translation and also gives rise to the emergence of diversified Engl...The Chinese classical novel Jin Ping Mei abounds with a large number of slangs,which correspondingly leads to the difficulty of the novel’s English translation and also gives rise to the emergence of diversified English versions.The two English translators,Clement Egerton and David Roy,adopted completely different translation strategies when dealing with Chinese slangs in the novel.Their different translation purposes account for the significant disparity concerning the slang translation.Clement Egerton pays more attention to the novel’s plot in his English version The Golden Lotus,rather than the unique expressions of the original language,so that in the concrete translation process,a domestication strategy is adopted for the sake of the target language readers’understanding,resulting in distortion and omission of the slang expressions in the translated text.By contrast,the translation purpose which guides David Roy’translation The Plum in the Golden Vase is to convey the complexity and literariness of the original Chinese text,and hence the foreignization strategy is employed concerning slang translation,which aims to accurately reproduce the unique expressions of slangs in the original text.Comparatively speaking,David Roy’s translation succeeds in preserving the Chinese slangs to the greatest extent both in form and meaning,and can shed light for the slang translation in other Chinese literary works.展开更多
This paper explores the ethical challenges encountered by business English interpreters using Chesterman’s Model of Translation Ethics,set against the context of economic globalization and the“Belt and Road”initiat...This paper explores the ethical challenges encountered by business English interpreters using Chesterman’s Model of Translation Ethics,set against the context of economic globalization and the“Belt and Road”initiative.With the increasing demand for interpreters,the paper delves into the ongoing discussion about the role of AI in translation and its limitations,especially concerning cultural subtleties and ethical issues.It highlights the importance of human interpreters’cross-cultural understanding and the ethical principles that inform their work,such as the Ethics of Representation,Service,Communication,Norm-based Ethics,and Commitment.Moreover,the paper examines how these ethical models are applied in practical business situations,including business banquets,business negotiations,business talks and business visits,etc.,and investigates the cultural misunderstandings that may occur during these interactions.The study concludes that although AI provides efficiency and cost savings,human interpreters are essential for their capacity to handle the intricacies of cross-cultural communication with cultural awareness and ethical discernment.展开更多
基金supported by the Walter Benjamin and Research Grant Programs of the German Research Foundation(Deutsche Forschungsgemeinschaft,DFG,Germany,#446812474,#504079349[PANABC])(to SMS),the DFG(#437446827)the Research Program of the University Medical Center Gottingen(to MR)。
文摘Introductory comments:The identification and validation of disease-modifying proteins are fundamental aspects in drug development.However,the m ultifactority of n eurodegen era tive diseases poses a real challenge for targeted therapies.Furthermore,the behavior of individually(over-)expressed to rget proteins in vitro is likely to differ from their actual functional behavior when embedded in cascades and pathways in vivo.
文摘In recent years,the Red Tourism in Central Plains has gradually become a new type of thematic tourism form,which is an important carrier to carry out patriotism and revolutionary traditional education and carry forward the national spirit.The translation of red tourism publicity is an important window for spreading Chinese culture,and the translation of professional terms is an important link in the red tourism publicity.How to spread the red culture of the Central Plains,glow the charm of the Central Plains culture,enhance the influence of the Central Plains culture,and spread the Central Plains culture to the world has become the mission of every child of the Central Plains.This paper adopts the case analysis method,combined with the specific and typical cases in“Red Central Plains”,and uses different translation strategies and methods to explore the difficulties and solutions of the translation of terms in the red tourism text.
文摘This article conducts an analysis and exploration of the English subtitles translation of the domestic animated film Chang’an from the perspective of eco-translatology.Taking three-dimensional transformation as the entry point,it analyzes the adaptation and selection of subtitle translators in the translation process from the dimensions of language,culture,and communication in Chang’an,aiming to enrich the practical analysis of eco-translatology and provide valuable insights and references for the theoretical construction and practical application of eco-translatology.This article enriches the practical analysis of eco-translatology and also validates to a certain extent the applicability of“three-dimensional”transformation.
文摘Translation of specialized documents in optometry presents unique challenges,requiring a deep understanding of the professional context,terminology,and adherence to specific translation styles.This paper delves into the translation theory and techniques employed in the English-to-Chinese translation of the“Optoform 80 Installation and Maintenance Manual”,serving as a case study.Emphasizing Nida’s theory of functional equivalence,the paper explores the complexities of translating professional optometry literature,focusing on key points and common issues in translating installation and maintenance manuals for optometric devices.Special attention is given to the translation of professional terminology,employing methods such as addition,omission,conversion,and repetition.The translation process aims to meet specific requirements,ensuring accuracy and coherence while aligning with Chinese language conventions.The paper also analyzes translation methods and techniques concerning terminology,prepositions,conjunctions,and handling parallel elements based on practical insights from the Optoform 80 Manual.
文摘Modern hermeneutics centers on the relationship between the“author,text,and reader”in interpretation.Various schools emphasize different aspects,shifting perspectives in translation studies from the author’s original intention to the reader’s experience,acknowledging translator subjectivity,and focusing on textual analysis.Traditional standards of“faithfulness”and“equivalence”have evolved into diverse standards advocating individual differences,promoting tolerance and plurality in translation.
文摘For more than 60 years,Mr.Xu Yuanchong has been devoted to education.He has not only made remarkable achievements in translating from and into Chinese,English,French and other languages,but has also developed his own unique concept of translation.Since 1950,he has always adhered to the“Three Beauties Theory”,believing that translation should not only rely on the original text,but also realize the“beauty of meaning”,“beauty of sound”,and“beauty of form”.Based on Xu Yuanchong’s“Three Beauties Theory”,this paper takes Zheng Zhenduo’s and Feng Tang’s Chinese translations of Stray Birds as an example to explore in depth the specifics of poetry translation theory.The study summarizes the similarities and differences between these two translations in embodying the“three beauties”,providing insights into the Chinese translation techniques of philosophical prose poems.This endeavor seeks to offer valuable insights for the comparative study of Stray Birds translations。
基金the University-Industry Collaborative Education Program of the Ministry of Education(No.230713065107241)the Advanced English Reading Three-Entry Model Course Construction Project of Zhejiang International Studies University.
文摘drawn from ancient classics are the treasures of traditional Chinese culture.The allusions used in Xi Jinping:The Governance of China illustrate a distinctive feature of political discourse,and the publication of its English version provides a valuable opportunity for the study of allusions in translated political discourse.With the English translations of 241 allusions collected from two volumes of the book,we classified these allusions into three categories of history,culture,and literature based on their original sources.Then we analyzed the strategies used in translating the allusions,and provided typical examples to illustrate the use of such translation strategies for each category.Finally,we tried to account for the use of these strategies in light of the intertextuality theory.
基金This research is part of the"Survey and warning zonation of huge geological hazards in Southwestern China"project(No.12120113010100)which is supported by the China Geological Survey,and the"Application of electrical resistivity tomography to evaluate the temporal and spatial variation in matric suction of landslide"project(No.41402268)+1 种基金which is supported by the National Natural Science Foundation of Chinathe State Key Laboratory of Geohazard Prevention and Geoenvironment Protection(Chengdu University of Technology)(No.2007DA810083)。
文摘Rainfall is a common trigger for landslide reactivation,as it raises groundwater levels and reduces bedrock or soil shear resistance.This study focuses on the Kualiangzi landslide in the southern region of Sichuan Province,China.Real-time monitoring of groundwater levels and rainfall from July 2013 to September 2016 is analyzed.Groundwater table increments,considering groundwater drainage rate,were calculated using the water-table fluctuation and master recession curve method and the response time of the groundwater table to rainfall events was estimated using the cross-correlation function.Results reveal that groundwater level declines from tension troughs to landslide fronts in the rainy season,with a significant positive correlation between the groundwater level in the tension trough and landslide surface displacement.Evaluated spring elevations for groundwater discharge range from 410 m to 440 m,which is in agreement with the actual spring elevations(390-423 m).Lag times of groundwater response to rainfall decreases with cumulative rainfall of the rainy periods.In the middle part of the landslide,two responses between rainfall and groundwater levels indicate two water movement pathways:Vertical cracks or fractures resulting from the slow landslide movement,and matrix pore space in unconsolidated sediment.Variations in peak values of the cross-correlation function suggest early dominance of the uniform matrix flow and later dominance of preferential flow during the rainy period.
文摘The renowned translator Yang Yi passed away in 2023.Many scholars argue that,influenced by their biological gender,female translators often employ translation methods in adherence to feminist translation or reflect characteristics typical of female translators.This study examines the translation of Wuthering Heights by Yang Yi,focusing on whether there is a definite influence of gender on translator behavior.While existing literature primarily analyzes Yang Yi’s work through a feminist lens,this research takes a broader approach.By considering the translator’s social background and translation practice,this paper challenges the assumption that her work strictly aligns with feminist translation theories.Instead,this study emphasizes the importance of considering diverse factors when interpreting translated works,moving beyond a singular gender-based standpoint.
基金the research result of the provincial quality engineering project“Teaching and Research Section Construction of Applied College English Courses Group”in 2021(Project Number:Guangdong Higher Education[2021]29).
文摘From the perspective of analysis-synthesis translation mode,this paper discusses the translator’s responsibility and the translator’s role in the translation of historiography,based on the case of Ko Kung-chen’s History of Chinese Journalism.Missionary J.S.Roberts believed that translation is the logical combination of two processes of analysis and synthesis.The analysis process is characterized by understanding,emphasizing accurate understanding and professional analysis of the source text,while the synthesis process focuses on the transformation of language and culture.The two processes are dependent,forming the whole process of translation altogether.As the indisputable subject of translation,the translator should assume his own subjective responsibility in the two processes.The translator should be responsible for the fact and professional academics in the analysis process,and language and culture and translation itself in the synthesis process,playing the role of a reviewer,disseminator and translator to ensure that the translation text would be correct,accurate and professional so as to realize the value of himself and translation.
文摘Reporting is essential in language use,including the re-expression of other people’s or self’s words,opinions,psychological activities,etc.Grasping the translation methods of reported speech in German academic papers is very important to improve the accuracy of academic paper translation.This study takes the translation of“Internationalization of German Universities”(Die Internationalisierung der deutschen Hochschulen),an academic paper of higher education,as an example to explore the translation methods of reported speech in German academic papers.It is found that the use of word order conversion,part of speech conversion and split translation methods can make the translation more accurate and fluent.This paper helps to grasp the rules and characteristics of the translation of reported speech in German academic papers,and also provides a reference for improving the quality of German-Chinese translation.
文摘Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.
文摘This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.
基金supported by Major Program of The National Social Science Fund of China,"Translation and Study of Literary Classics in the Hellenistic Period",No.22&ZD293.
文摘This article hopes to explore a question:in the era of artificial intelligence,do we still need traditional translation of canonical texts,and how is such translation possible?Artificial intelligence has an all-round impact on the world’s productivity,and translation is the first area to be challenged.With the increasing accuracy and optimization of big data computing,daily translation,business translation,simultaneous interpretation and even general academic translation are gradually being replaced by machine translation.In this context,whether the canon translation by scholars is still meaningful has become a question that must be asked.This article believes that translation of canonical texts will never be out of date,and it is precisely in this era that the canon translation with academic standards and humanistic spirit are more needed by academia and society.The contemporary task of canon translation is not only translation and introduction,but more importantly,the inheritance and construction of its own academic history and humanistic thoughts,as well as the understanding and cultivation of human history,civilization and humanistic spirit.
基金the Innovative Training Program for College Students by Nanjing University of Aeronautics and Astronautics,which Number is:2023CX012017.
文摘The renowned masterpiece“Li Sao”by Qu Yuan contains numerous plant images for“expressing emotions and aspirations.”Exploring methods of translating plant imagery has greatly assisted in disseminating Chinese classical culture and facilitating cross-cultural communication.This study conducts a comparative analysis of three translations of“Li Sao”by Xu Yuanchong,Yang Xianyi,and Hawkes,aiming to understand the different approaches to translating plant imagery and explore variations in translation effectiveness.Through data collection,comparative analysis,and case studies,this research reveals that Xu Yuanchong emphasizes free translation,Yang Xianyi tends towards literal translation,and Hawkes adopts a combination of literal,free,and phonetic translation methods.
文摘In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.
文摘It has been acknowledged by Chinese translators that in translating English puns the center should be put on the thorough comprehension of the original expression that more often than not has more than one meanings and the flexible handling of conversion from the native language to the target one. Literal translation will often be impossible, annotation redundant, and the restructuring and remaking of new ways that create and maintain balance or similarity in function and value will be more preferred as a possible way-out for pun-translation. Examples attached are from the writer of this article who is also the translator of a published historical book where punning can be found.
文摘This article employs the theory of conceptual metaphor to conduct a thorough analysis and exploration of translation strategies for the metaphors in Song Ci. Ci, a treasure in ancient Chinese literature, makes frequent use of metaphor. Its unique form of expression and abundant artistic effects often create difficulties in translation. This study selects some representative metaphor examples from Song Ci to explore the patterns and strategies in the translation process. The study reveals that in face of the metaphors in Song Ci, translators need to comprehensively apply strategies such as retaining the metaphor, replacing the metaphor, and translating the literal meaning to ensure the quality of translation while restoring the aesthetic charm of the original metaphor.
基金Teaching Reform Project in Shaanxi Normal University:“On the Talents Cultivation Modes for Chinese Classics Translation under the Context of Chinese Culture’s‘Going Global’”(22JG40).
文摘The Chinese classical novel Jin Ping Mei abounds with a large number of slangs,which correspondingly leads to the difficulty of the novel’s English translation and also gives rise to the emergence of diversified English versions.The two English translators,Clement Egerton and David Roy,adopted completely different translation strategies when dealing with Chinese slangs in the novel.Their different translation purposes account for the significant disparity concerning the slang translation.Clement Egerton pays more attention to the novel’s plot in his English version The Golden Lotus,rather than the unique expressions of the original language,so that in the concrete translation process,a domestication strategy is adopted for the sake of the target language readers’understanding,resulting in distortion and omission of the slang expressions in the translated text.By contrast,the translation purpose which guides David Roy’translation The Plum in the Golden Vase is to convey the complexity and literariness of the original Chinese text,and hence the foreignization strategy is employed concerning slang translation,which aims to accurately reproduce the unique expressions of slangs in the original text.Comparatively speaking,David Roy’s translation succeeds in preserving the Chinese slangs to the greatest extent both in form and meaning,and can shed light for the slang translation in other Chinese literary works.
基金this paper is funded by Project:Teaching and Research Section of Business English Translation Course,Guangzhou Institute of Business and Technology,Quality Engineering Project (ZL 20211121).
文摘This paper explores the ethical challenges encountered by business English interpreters using Chesterman’s Model of Translation Ethics,set against the context of economic globalization and the“Belt and Road”initiative.With the increasing demand for interpreters,the paper delves into the ongoing discussion about the role of AI in translation and its limitations,especially concerning cultural subtleties and ethical issues.It highlights the importance of human interpreters’cross-cultural understanding and the ethical principles that inform their work,such as the Ethics of Representation,Service,Communication,Norm-based Ethics,and Commitment.Moreover,the paper examines how these ethical models are applied in practical business situations,including business banquets,business negotiations,business talks and business visits,etc.,and investigates the cultural misunderstandings that may occur during these interactions.The study concludes that although AI provides efficiency and cost savings,human interpreters are essential for their capacity to handle the intricacies of cross-cultural communication with cultural awareness and ethical discernment.