Functionalist Translation Theory Research Articles

Analysis of Cultural Differences in Chinese and English Food Advertising Language

Abstract: This research explores the cultural differences in Chinese and English advertising languages, with a particular focus on food advertisements. In the context of globalization, understanding how cultural values shape advertising strategies is crucial for effective cross-cultural communication. Advertisements not only reflect the product being promoted but also embody the cultural norms and consumer expectations of their target audience. The study aims to investigate the linguistic features, cultural values, and persuasive strategies embedded in food advertisements, comparing the differences between Chinese and English contexts. The research employs a content analysis method, examining a total of 100 food advertisements, with 50 from Chinese markets and 50 from English-speaking markets. Both linguistic and semiotic elements, including persuasive language, imagery, and cultural symbols, are analyzed. Functionalist translation theory serves as the main analytical framework, as it emphasizes the role of cultural context in shaping meaning and the communicative purpose of the advertisements. The results reveal significant differences in the use of persuasive language, cultural symbols, and rhetorical devices. For instance, Chinese advertisements often emphasize collective values and tradition, while English advertisements lean towards individualism and innovation. These findings suggest that advertisers and translators need to adopt tailored approaches when targeting different cultural markets. By recognizing and adapting to cultural norms, advertisers can create more resonant and effective campaigns in cross-cultural environments.

Dali Ancient City Tourism Industry Culture and Tourism Publicity Text Translation Characteristics

With the continuous development of tourism in Dali, more and more tourists are attracted to visit Dali, including a large number of overseas tourists. Therefore, in order to help overseas tourists better understand the local folk customs and promote the better development of tourism in Dali, this paper, from the perspective of tourism translation texts in Dali and the German functional theory, compares and analyzes the English Translation Materials of tourism texts in Dali. Based on the principles of English-Chinese translation, this paper summarizes the characteristics of tourism text translation in Dali Ancient City from three aspects: vocabulary, grammar and tense. The theoretical basis of this thesis is that the German functional theory can play a useful role in translation practice, especially in non-literary translation and tourism translation. On the one hand, it provides evidence for functional translation theory. On the other hand, it provides some constructive suggestions for English translation of tourism culture materials in Dali. Thus draw the distance between tourists and the propaganda text, so that tourists can not only enjoy the beautiful scenery, but also feel the charm of Dali culture.

Characteristics and Optimization of University English Translation from a Cross-cultural Perspective-Based on Functional Translation Theory

Abstract Drawing on the theoretical framework of functional translation, this study presents a multifaceted exploration of university English translation through functional, constructive, evolutionary, and cultural lenses. Positioned within a cross-cultural context, the paper categorizes university English translation into three primary attributes: the frontier nature of translation, linguistic and cultural divergences, and the professionalism required in translation activities. Utilizing Super Decision software, these attributes serve as input variables to construct a Network Hierarchical Analysis model. This model is further integrated with the Interpretive Structural Modeling (ISM) recursive structure to assess the influence of various factors on translation quality. The study employs a multidimensional approach to dissect the impact of cultural and professional variances on the quality of university English translation. The results reveal that 54 out of 65 cultural dimensions (83.08%) significantly affect translation quality. In the realm of professional characteristics, four out of six dimensions (66.67%) are found to have a considerable influence on translation quality. Based on these comprehensive findings, the paper proposes four strategic optimizations aimed at enhancing the quality of university English translation, thereby offering valuable insights and practical recommendations for the field.

A Study on the External Translation Strategies of Financial News from the Perspective of Functional Translation Theory —Taking a Well-Known Chinese Website as an Example

A Study on the External Translation Strategies of Financial News from the Perspective of Functional Translation Theory —Taking a Well-Known Chinese Website as an Example

An Analysis of Translation Strategies Used in External Publicity News from China Daily Based on Functional Equivalence Theory

As one of Chinas most influential news media, China Daily is also an important window for people worldwide to know about the country. This research aims to select four news reports from China Daily and their corresponding English translations, all of which are economic topics, to compare the Chinese and English discourses. At the same time, the research analyzes the translation strategies used during the translation process based on Eugene Nidas functional equivalence translation theory, analyzes the logical differences between Chinese and English languages and corresponding solution strategies, and summarizes the strategies for external news translation. In so doing, the results can better guide the practice of external publicity translation. Research has found that in bilingual news translation, retranslation, including addition, subtraction, and part-of-speech conversion, are commonly used as translation strategies. These strategies ensure that the translator can give full play to his subjective initiative in the translation process and is not limited to the original text. Considering things from the perspective of the target language readers, the translator can also make the translation more in line with the expression habits of the target language. Meanwhile, the translator cannot blindly adapt to the readers and thus damage the information of the original text.

Intercultural Translation Criticism of the LXX Nomos

Using intercultural translation criticism combined with the functional equivalence translation theory, the present article argues that the LXX nomos (law, instruction, statute) with its derivative nomimos (law, ordinance) serves as a better functional equivalent for the Hebrew counterparts tōrâ/ḥûqqâ/ḥoq (law, ordinance, statute). Moreover, the Latin Vulgate and the Kiswahili Union Version echo a similar functional equivalence in their rendering of tōrâ/ḥûqqâ (Exod 12:43–49) with religio (ritual) / lex (law) or amri (commandment) / sheria (law), respectively. Consequently, the findings of this study invite LXX scholars, literary translation theorists, and practitioners to join hands and share their inputs for an improved understanding of LXX translation techniques and better translation practices.

Strategii perevoda s anglijskogo yazyka s pozicii funkcional'noj teorii perevoda

Based on the analysis of functional translation theory, this article studies the strategies of functional translation in English translation, so as to improve the effectiveness of functional translation and fully display the value of functional translation.

Analysis of the Subtitle Translation of My people, My country from the Perspective of Skopos Theory

With the development of cross-cultural communication, subtitle translation has gradually become an important part of translation in various countries. My people, My country is a masterpiece jointly directed by seven directors to celebrate the 70th anniversary of the founding of China in 2019. The film contains four stories and tell the history of China's gradual prosperity and strength since its founding to domestic audiences. It also shows the strength of China to foreign audiences. Skopos theory is the most important theory in functionalist translation theory. It was founded by Vermeer, a German translation theorist, in the 1970s as an external study of translation. It focuses on the choice of various purposes in the process of translation and adds a new research perspective to the multi-disciplinary study of translation. This thesis will discuss and analyze the subtitle translation of My people, My country from the perspective of Skopos theory, and will use the three principles of Skopos Theory and the combination of literal translation, free translation, omission, amplification, conversation to analysis and discussion the subtitles in the film. By studying the translation methods and techniques of this film, more translators can pay more attention to the subtitle translation of China's excellent films, promote the international cultural communication of China's excellent films to a certain extent, and enable foreign viewers to have a better experience and make a better evaluation of China's excellent films.

On the Translation of English Euphemism from the Perspective of Skopostheorie

As a kind of figurative use of language, Euphemism is a language phenomenon as well as a cultural phenomenon. In people’s daily communication, euphemism is often used. Euphemism is just like a lubricant in people’s daily communication and closely connected to people’s life. In people’s daily life, they often encounter many unpleasant taboos. In order to make language more polite and pleasant, people use metaphors to suggest and dilute the taboos in an indirect way. For example, people call death as passing away, funeral as something happened afterwards. The translation of euphemism not only brings a huge amount of new vocabularies to the target language, but also shows different cultures so as to narrow differences and promote the further communication of different cultures. Skopostheorie is formally proposed by Hans J. Vermeer in the 1970s. The birth of German functional translation theory pioneers a new perspective for the research on the translation theories. Skopostheorie indicates that translation strategy must be based on the purpose of translation. The reference in the translator’s translation process should be the desired communication function in the target language environment. The same euphemism has different translation versions in different contexts when facing various people. This thesis will summarize the translation strategy of euphemism under the guidance of skopostheorie. Keywords: Euphemism, Skopostheorie, Taboo, Translation strategy DOI: 10.7176/JLLL/97-03 Publication date: March 31 st 2023

The Linguistic Characteristics of English Translation of Business Contracts under Functional Equivalence Translation Theory

With the continuous acceleration of the globalization process and the continuous improvement of China’s international status, an open China holding high the banner of win-win cooperation is actively participating in international economic and trade activities. Business contracts provide guarantees for maintaining business relationships and conducting business activities. Therefore, drafting, negotiating and signing commercial contracts have become an indispensable link. English business contracts have their own unique stylistic characteristics - contract body, which belongs to legal texts. Accurate translation of business contracts is the key to reducing trade risks, reducing legal disputes, and ensuring that property and other interests are not infringed. In short, the translator needs to consider the problem mainly from the perspective of communicative function in the translation process. From the perspective of “functional parity” translation theory, this thesis analyzes the linguistic characteristics of English-Chinese business contracts, combines the examples of English business contract Chinese translation, discusses the guiding significance and specific application of “functional parity” translation theory in business contract translation activities, and on this basis, puts forward translation strategies of English business contract translation, in order to provide reference for the accuracy and professionalism of English business contract translation.

An Analysis of the Transmission of Cultural Information in the English Version of Fortress Besieged Based on Functional Translation Theory

An Analysis of the Transmission of Cultural Information in the English Version of Fortress Besieged Based on Functional Translation Theory

On Subtitle Translation of Documentary Seasons of China——from the Perspective of Skopos Theory

Seasons of China is an epic documentary series produced by CNC, which focuses on the 24 solar terms in China and traditional Chinese culture. With both Chinese and English dialogues and subtitles, the documentary clearly presents the long history and unique customs of China, which is favored by audiences at home and abroad. Skopos Theory is the core of functionalist translation theory, emphasizing that translation purpose determines translation strategies and specific translation methods. According to Skopos Theory, translation should follow three rules: skopos rule, coherence rule and fidelity rule. Based on Skopos Theory, in order to help the audience under different cultural backgrounds better understand traditional Chinese culture and promote the exchange and development of Chinese and foreign cultures, this paper adopts the method of text analysis, discussing and analyzing the methods and skills of subtitle translation in the documentary Seasons of China.

구글 번역기와 네이버 파파고 번역기의 스페인어-한국어 기사 번역 오류 유형 분석

Machine translations(MT) such as Google Translate and Naver Papago are widely used in Korea as translation tools. Although both translators apply the data-based Neural based MT (NMT) method, the translation results are not yet satisfactory compared to skilled human translators. In this paper, the Spanish-Korean translation errors made by these machines translators were analyzed qualitatively based on the Skopos theory, which is a functionalist translation theory. Some macroscopic errors are observed in word recognition, punctuation, spacing, phrase, sentence recognition, and sentential ending style. Microscopic errors in lexical, syntactic, and pragmatic aspects were analyzed by applying eight oblique translation procedures. The only procedure applied well in both translators is transposition and the majority of oblique procedures such as modulation, adaptation, amplification, explicitation, omission, and compensation are not properly applied. We expect that this study will be used as basic data for reference when applying a machine translator in the educational field or when a developer wants to improve the performance of both translators.

Translating English Film Titles into Chinese - from the Perspective of Functionalist Translation Theory

Translating English Film Titles into Chinese - from the Perspective of Functionalist Translation Theory

How Much “Translation” Is in Localization and Global Adaptation?

The aim of this article is to contribute to the discourse by clarifying the extent to which complex intersemiotic action can still be regarded as translation. This will be shown by two of its major representatives (i.e., localization and [global] adaptation), both of which constitute contested issues in translation studies research with regard to their conceptual belonging. Functional translation theory will be employed to achieve this aim. Employing functional translation theory will show that the decisive criterion for the conceptual affiliation of any intersemiotic action to translation is whether or not it constitutes a predominantly language-based text-to-text transfer. Finally, given its successful implementation, this paper proposes functionalist skopos theory as one possible interdisciplinary methodological tool for intersemiotic action that is not only useful for translation studies but could also be useful, if accordingly adapted, for other neighboring disciplines, such as, for example, adaptation studies.

Phraseology and the Implementation of Cognitive Grammar in Translation Didactics

This paper aims to instrumentalize cognitive grammar for translation didactics and to demonstrate its importance for translation trainees as a tool for fostering their cultural competence in and between their working cultures and, thus, for improving their overall translation competence. Methodologically, this will be realized as evidenced by the implementation of cognitive grammar on one particular Greek phraseological unit. In this context, the overarching theoretical point of reference for any translational purvey is functional translation theory. It will be shown that cognitive grammar constitutes a useful conceptual tool to assist and foster translation didactics in dealing with culture-specific elements of the translation trainees’ working languages.

Normative Study on Website Translation of Cross-Border E-Commerce in China under the Belt and Road Initiative

By analyzing website translation of cross-border e-commerce in China under the Belt and Road Initiative, this paper points out some internal factors that affect the whole translation process and also attaches great importance to the external factors. Those problems require translators not only to focus on the source text itself, but also to choose suitable translation strategies considering cultural factors. Solutions are given in accordance with functional translation theory and cultural studies, which aims at making full use of translator’s subjectivity during the translating process. By doing so can website translation of cross-border e-commerce in China make further progress, which will contribute to the development in this field and national economy.

A Study of Translation in Japanese-Chinese Translation of <i>Takeda Pharmaceutical</i> from the Perspective of Functional Equivalence Theory

First of all, this paper briefly reviews Nida’s “functional equivalence” theory, and clarifies the core element of functional translation theory, that is, the response degree of the target readers to the translated text is roughly the same as that of the source language readers; Secondly, it introduces the characteristics and translation of popular science texts; Finally, the vocabulary, sentence and chapter of the popular science text of Takeda Pharmaceutical are selected to explain the translation practice in detail, so as to provide some reference for the development of popular science text translation.

On Chinese Translation of English Financial News Based on Functional Translation Theory

On Chinese Translation of English Financial News Based on Functional Translation Theory

Förderung von Perspektivenübernahme und Zielrezipientenorientierung im Translationsunterricht (deutsch – spanisch): kinderliterarische Ausgangstexte als didaktisches Instrument

Abstract This paper will focus on the role that source texts from early reader children’s literature can play in beginners’ translation classes helping students to develop culturally sensitive concepts of translator role and responsibility and encouraging them to use reader-oriented translation strategies. In accordance with Functionalist Translation Theory, the translator’s ability to take into consideration culturally different perspectives is regarded as a basic component of his/her expert intercultural competence. It will be argued that students’ empathy and ability to take others’ perspectives can be fostered through source texts that enable them to connect both with the fictional world (“text world”) and the target recipient’s situation (“real world”).