ALLUSION QUEST FOR TRANSLATORS: TO TRANSLATE OR NOT TO TRANSLATE

Abstract

Research purpose. The research aims at identifying and revealing the tendencies of translating allusions from English (as the source language) into Lithuanian (as the target language) in the texts of The Economist and their correspondences in the magazine IQ.
 Methodological approach. The paper suggests the theoretical background of the concept of allusion and the main strategies of its translation. The practical analysis is based on 54 examples found in the 28 articles of the source language with their corresponding translations into the target language. The descriptive contrastive linguistic method has been applied for processing the data selected.
 Findings. The analysis of the cases of allusion transference reveals the fact that the most common allusion translation strategies from the source language into the target one involves the direct translation and the direct translation with minimum changes complying with the rules of the Lithuanian language system, which allow a translator to remain faithful to the source text and convey the initial intention to well-educated and literate audiences. The ways of translation by adding extra allusive guidance and translator’s notes, using a more familiar substitution, or eliminating the allusion in the target language have been fewer in number, but with a skilful application accommodate the needs of the source language audiences. 
 Value and practical implications. The texts of contemporary mass media demonstrate the presence of a variety of historical, religious, cultural, and literary references that usually pose a real challenge to a translator intending to convey the author’s original intention and, at the same time, make the message comprehensible for the target readership. A well-chosen strategy for allusion translation in the texts of mass media can attract larger audiences and help to avoid confusion and misunderstanding.