History of Translation Studies 6 - Revision history

Root: /* 4.Conclusion */

2021-09-20T11:39:27Z

4.Conclusion

Root: /* Abstract */

2021-09-20T11:35:45Z

Abstract

Gong Yumian: /* 3.1. Definition Of Domestication and Foreignization */

2020-12-21T15:43:17Z

3.1. Definition Of Domestication and Foreignization

Gong Yumian: /* 4.2.4 Omission */

2020-12-21T15:41:09Z

4.2.4 Omission

Gong Yumian: /* 4.2.3 Equivalent Translation */

2020-12-21T15:40:32Z

4.2.3 Equivalent Translation

Gong Yumian: /* 4.2.2 Combination of literal and free translation */

2020-12-21T15:40:01Z

4.2.2 Combination of literal and free translation

Gong Yumian: /* 4.1.2 Literal Translation with Notes */

2020-12-21T15:39:41Z

4.1.2 Literal Translation with Notes

Gong Yumian: /* 4.1.1 Literal Translation */

2020-12-21T15:39:16Z

4.1.1 Literal Translation

Gong Yumian: /* 3.2 Dialectical Analysis of Domestication and Foreignization */

2020-12-21T15:38:47Z

3.2 Dialectical Analysis of Domestication and Foreignization

Gong Yumian: /* 3.1 Definition Of Domestication and Foreignization */

2020-12-21T15:38:26Z

3.1 Definition Of Domestication and Foreignization

@@ Line 1,732: / Line 1,732: @@
 ===4.Conclusion===
-In the age of economic globalization, in order to occupy the international market and attract customers, brand name and its translation are very important. Brand name translation is not only a simple replacement between two languages, but also a cultural combination in two different languages.
+In the age of economic globalization, in order to occupy the international market and attract customers, brand names and their translations are very important. Brand name translation is not only a simple replacement between two languages, but also a cultural combination in two different languages.
-From this thesis, the following conclusions can be reached:
+From this contribution, the following conclusions can be reached:
-First, brand name translation should follow the five principles mentioned in this chapter. If the brand name translation follows the principle of following the target customers' culture, it will be easier for customers to understand the product and buy it. If the brand name translation follows the principle of using concise words and the princple of grasping the characteristic of commodities, it will make consumers impressed. If the brand name translation follows the principle of considering the target consumers’ aesthetic preference and "Three Principles of Beauty", product sales will increase.
+First, brand name translation should follow the five principles mentioned in this chapter. If the brand name translation follows the principle of following the target customers' culture, it will be easier for customers to understand the product and buy it. If the brand name translation follows the principle of using concise words and the principle of grasping the characteristics of commodities, it will impress customers. If the brand name translation follows the principle of considering the target consumers’ aesthetic preference and "Three Principles of Beauty", product sales will increase.
-Second, brand name translation can use the five methods: transliteration, literal translation, free translation, combinative translation, non-translation.
+Second, the following five methods can be applied for brand name translation: transliteration, literal translation, free translation, combinative translation, non-translation.
-Brand name relates to the image of the enterprise and business opportunities, which is vital for the source countries to further explore the international market. Brand name translation is one of intercultural translations. Translators need to stand on a level of intercultural translations and have observant awareness of cross culture. At the same time, they need to respect every ethnic customs and use correct methods and skills of translation to make brand name into customers hearts. Thereby, manufacturers can promote consumption and improve the interests of enterprises.
+Brand name relates to the image of the enterprise and business opportunities, which is vital for the source countries to further explore the international market. Brand name translation is one of intercultural translations. Translators need to stand on a level of intercultural translations and have observant awareness of cross culture. At the same time, they need to respect every ethnic customs and use correct methods and skills of translation to bring the brand names into customers' hearts. Thereby, manufacturers can promote consumption and improve the interests of enterprises.
 ===References===

@@ Line 1,627: / Line 1,627: @@
 ===Abstract===
-With acceleration of economic globalization, more enterprises have been active in the global market. Brand name translation plays a significant role in the international trade. A successful brand name is the direct element to attract the customers’ attention, evoke their desire to buy the products, and is gravely important to the sales volume of commodities. The study of brand name translation is helpful to express the meaning of brand name, reflect its cultural connotation, and promote cultural exchange and  transmission. Based on many convincing examples, this chapter introduces the definition and functions of brand name, states the principles of the its translation, offers the available and useful methods for its translation. I hope this chapter is helpful to the study of brand name translation.
+With acceleration of economic globalization, more enterprises have been active in the global market. Brand name translation plays a significant role in the international trade. A successful brand name is a direct tool to attract the customers’ attention, evoke their desire to buy the products, and is gravely important to the sales volume of commodities. The study of brand name translation is helpful to explore the meaning, reflect its cultural connotations, and promote cultural exchange and transmission. Based on many convincing examples, this chapter introduces the definition and functions of brand name, states the principles of its translation, offers available and useful translation methodsh.
 ===key words===

@@ Line 822: / Line 822: @@
 ====3.1. Definition Of Domestication and Foreignization====
-The terms of domestication and foreignization were first put forward by German philosopher Friedrich Daniel Ernst Schleiermacher. He proposed his famous notion of the translation which “leaves the reader in peace, as much as possible, and moves the author towards him” (Venuti 1995,19-20). Later, this term was introduced into the field of translation by Lawrence Venuti, an American translation theorist. He referred to the first method proposed by Schleiermacher as "domestication", and the second method as "foreignization".  In a word, domestication is s term used by Venuti (1995) to describe the translation strategy in which a transparent, fluent style is adopted in order to minimize the strangeness of the foreign text for TL readers. （Mark Shuttleworth & Moira Cowie 2004, 43-44）
+The terms of domestication and foreignization were first put forward by German philosopher Friedrich Daniel Ernst Schleiermacher. He proposed his famous notion of the translation which “leaves the reader in peace, as much as possible, and moves the author towards him, or keep the reader close to the author without disturbing the author.” (Venuti 1995,19-20). Later, this term was introduced into the field of translation by Lawrence Venuti, an American translation theorist. He referred to the first method proposed by Schleiermacher as "domestication", and the second method as "foreignization".  In a word, domestication is s term used by Venuti (1995) to describe the translation strategy in which a transparent, fluent style is adopted in order to minimize the strangeness of the foreign text for TL readers. （Mark Shuttleworth & Moira Cowie 2004, 43-44）
 Then, foreignization is a term used by Venuti (1995) to designate the type of translation in which a TT is produced which deliberately breaks target conventions by retaining something of the foreignness of the original. (Mark Shuttleworth & Moira Cowie, 2004, 59)Eugene A. Nida, the advocate of the theory, put forward in his linguistic theory of functional equivalence that "cultural equivalence can be achieved by excluding linguistic differences."

@@ Line 918: / Line 918: @@
 When using English idioms to translate Chinese Xiehouyu, we should pay attention to the rhetorical features. If the rhetorical feature of two languages is different, we cannot apply it. For example, "老王卖瓜——自卖自夸" must be translated into “No man cries stinky Fish”, because the former has a positive meaning, while the latter does not. （Ling Li 2004,59）
-====4.2.4 Omission====
+====4.2.4. Omission====
 Omission refers to the deletion of certain words from the original text. It is not to delete the original text, but to leave out the words that are self-evident in the translation, or to leave out words that are too cumbersome or not suitable for English expression. This strategy is especially suitable for the translation of some Chinese Xiehouyu. For example,
 （23）癞蛤蟆想吃天鹅肉——痴心妄想。 (You are like a toad trying to swallow a swan.)

@@ Line 910: / Line 910: @@
 （19）兔子的尾巴——长不了。(The tail of a rabbit can't be long——won't last long.)（Guo Jiangzhong 1996, 12）
-====4.2.3 Equivalent Translation====
+====4.2.3. Equivalent Translation====
 Some English idioms and some Chinese Xiehouyu use the same or similar metaphors to express their metaphorical meanings. In this case,  borrowing English synonym idioms to translate them is proper as well. That is to change the original image of the vehicle in translation and translate it with a metaphor familiar to English readers. That is to say, the target text and the original text adopt different vehicles to create the same image, convey the same spirit and achieve the same effect. For example,
 （20）冰冻三尺——非一日之寒。 (Rome was not built in a day.)

@@ Line 903: / Line 903: @@
 （17）我们校队近年来可是“孔夫子搬家——净是（输）书。”(Our school team has kept losing in the recent years.) (Guo Jianzhong 1996, 13)
-====4.2.2 Combination of literal and free translation====
+====4.2.2. Combination of literal and free translation====
 While the literal translation is adopted to retain the metaphorical image of the original text, free translation is also used, sometimes with some appropriate supplement, so that the translation can convey the meaning of the original text more clearly. The  Chinese Xiehouyu often carries a deep historical and cultural implication. It is very difficult to transfer the loaded cultural information in Chinese Xiehouyu into English. (Gao Yun & Yu Jie 2004, 126)

@@ Line 883: / Line 883: @@
 The above three cases are translated by Yang Xianyi. The translator adopts literal translation to keep the original style of the source language and strive to meet the expectations of the target language readers for heterogeneity. (Qi Dehui 2011, 112)
-====4.1.2  Literal Translation with Notes====
+====4.1.2. Literal Translation with Notes====
 In Chinese, idioms about dog are generally derogatory, such as "狼心狗肺、狗腿子、狗仗人势、狗头军师", and so on. However, in English, the words and sentences about dog are often positive, such as "every dog has its day." Western readers might not understand the differences between the two languages and cultures. Therefore, in the translation with foreignization, literal translation with notes should be adopted to fully express the original meaning and metaphorical meaning of Chinese Xiehouyu. For example, "狗戴帽子——装人" is a taunt. It can be translated as " A dog is wearing a cap —— pretending to be a human being（an insult）." In this way, the English reader would not be misunderstood the meaning. (Zhou Ningqi 2008，153)

@@ Line 873: / Line 873: @@
 There are two translation methods with foreignization in the translation of Chinese Xiehouyu that are analyzed in this chapter.
-====4.1.1 Literal Translation====
+====4.1.1. Literal Translation====
 Most Xiehouyu use vivid metaphors, whose metaphorical meaning is referred as general things or common sense. When the metaphorical relationship is clear, literal translation is generally adopted as long as it does not affect the understanding of the target language readers, that is to say, literal translation is adopted without too much extension and explanation, so as to retain both the content and the form of the source language. It is not only faithful to the original text, but also vivid and easy for the target language readers to read and appreciate. (Qi Dehui 2011, 111)

@@ Line 834: / Line 834: @@
 On the contrary, Foreignization means that the translator should try his best not to disturb the author and let the readers approach the author. In translation, it is to accommodate the language characteristics of foreign culture, absorb foreign language expression, and require the translator to approach the author and adopt the source language expression corresponding to the author to convey the content of the original text, that is, to take the target culture as the destination. The purpose of using foreignization strategy is to consider the differences of national culture, preserve and reflect the characteristics of foreign nationality and language style, and to retain the exotic sentiment for the target readers. (Nie Xiaohua 2002, 3)
-====3.2 Dialectical Analysis of Domestication and Foreignization====
+====3.2. Dialectical Analysis of Domestication and Foreignization====
 Domestication and foreignization have a great difference which is the former requires that the text is close to the reader, while the latter requires that the text is close to the author. Some scholars believe that domestication and foreignization, no matter which one is adopted, must be applied in the whole translation text, and cannot be confused. However, in the actual practice of translation, we can't really do that. (Xu Yanan & Zeng Xianmo 2020, 249)

@@ Line 821: / Line 821: @@
 Domestication and foreignization are essential strategies in translation to deal with differnt language forms and cultural factors.This chapter discusses the definition and dialectical analysis of domestication and foreignization.
-====3.1 Definition Of Domestication and Foreignization====
+====3.1. Definition Of Domestication and Foreignization====
 The terms of domestication and foreignization were first put forward by German philosopher Friedrich Daniel Ernst Schleiermacher. He proposed his famous notion of the translation which “leaves the reader in peace, as much as possible, and moves the author towards him” (Venuti 1995,19-20). Later, this term was introduced into the field of translation by Lawrence Venuti, an American translation theorist. He referred to the first method proposed by Schleiermacher as "domestication", and the second method as "foreignization".  In a word, domestication is s term used by Venuti (1995) to describe the translation strategy in which a transparent, fluent style is adopted in order to minimize the strangeness of the foreign text for TL readers. （Mark Shuttleworth & Moira Cowie 2004, 43-44）