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2018-07-06 - Colloque/Présentation - communication orale - Anglais - 17 page(s)

Henry Kevin , "“Alibaba at the Peach Blossom Spring”: On the Assessment of the Translation of Structural Metaphors in Pragmatic Texts from Chinese into English and French" in 6th IATIS Conference "Translation & Cultural Mobility", Hong Kong Baptist University, Hong Kong, China, 2018

  • Codes CREF : Linguistique appliquée (DI5320), Langues et littératures d'Asie du sud et du sud-est, chinois (DI536Q), Linguistique comparée (DI5327), Traduction (DI5326), Enseignement des langues étrangères (DI5328), Linguistique appliquée (DI5323)
  • Unités de recherche UMONS : Communication écrite (T203)
  • Instituts UMONS : Institut de recherche en sciences et technologies du langage (Langage)
Texte intégral :

Abstract(s) :

(Anglais) Recognised early as being a part of the major hindrances translators may face due to their transversal quality breaking the text linearity, “clichés”, “allusions” (Vinay & Darbelnet 1958), “culturemes” (Vermeer & Witte 1990) and “phrasemes” (Mogorrón & al. 2013) have attracted the attraction of translation studies scholars, including in pedagogy. Lakoff & Johnson’s (1980) “conceptual metaphors” had also led to new cognitivist reflections in the field (i.e. Mandelblit 1995, Schäffner 2004). The interest taken in these phenomena at the border of linguistics and cultural studies seems, however, to be less lively when examining more “exotic” languages such as Mandarin Chinese (but see Maalei 2008 for Arabic). The translation impact of these discrete “units” structuring discourse also appears to be somewhat underexplored. In this paper, we will take the Chinese book The Alibaba Way (Lowrey/刘鹰 2015), an apologetic presentation of the Web company Alibaba’s commercial model, as an illustration to show all the intricacies and subtleties that the translator can encounter in a text highly structured by phraseology and culturemes written in a language without any link with the target languages, in this case English and French. We will emphasise how references of Buddhism and Wuxia literature as well as the use of Communist terminology all pertain to building the marketing identity of the described company. From these examples and based on Nord’s (1997) concept of “functional/vertical units” and on the complementarity of rhetorical and systemic analyses advocated by Frœliger (2013), we will postulate the existence of so-called “structuring metaphors” in pragmatic texts and study their implications in translation assessment. Through that means, we will confirm the idea that an addition of microscopic units in pragmatic texts can, as well as in literary texts, form a kind of macroscopic “super-unity” that should be considered as such and dealt with as a whole by the translator to guarantee the success of the linguistic and cultural transfer.


Mots-clés :
  • (Anglais) translation unit
  • (Anglais) pragmatic translation
  • (Anglais) metaphor