On Cognitive Translation Of Chinese Ethnic Cultural Publicity Films From The Multimodal Perspective

Chinese ethnic cultural publicity film is an effective multimodal publicity carrier to tell Chinese stories.Its high-quality translation can promote the exchange and mutual learning of human civilization and improve the influence of Chinese ethnic culture.With the extension of the dimensions of language studies,multimodal translation has gradually become a hot research field in translation studies.However,relevant researches are mostly confined to the perspectives of multimodal collaboration or functional grammar.Few cognitive translation studies combine the dual perspectives of multimodality and metaphor.Metaphor,as a common cognitive way of thinking in human society,can influence the effect of cultural transmission and reception imperceptibly in the process of cultural communication.Guided by the State Internet Information Office(“国家互联网信息办公室”in Chinese)and the State Ethnic Affairs Commission(“国家民族事务委员会”in Chinese)and planned and produced by CCTV network,Our Story is a typical multimodal text,which contains a large number of metaphors,leaving a certain space for the study of multimodal metaphor translation.Based on the multimodal metaphor theory and by means of ELAN(EUDICO Linguistic Annotator),this paper aims to explore the multimodal metaphors and their corresponding multimodal metaphor translation strategies in Chinese ethnic cultural publicity films with a combination of quantitative and qualitative methods.Firstly,the multimodal corpus of Our Story is self-built.Secondly,focusing on multimodal discourse metaphors,the classification and organization of multimodal discourse metaphors in the corpus are presented.Finally,through a contrastive analysis of the mechanisms of multimodal discourse metaphor construction between source language and target language,this paper proposes multimodal metaphor translation strategies for Chinese ethnic cultural publicity films.The research findings are listed as follows:(1)There are 114 multimodal discourse metaphors in the self-built multimodal corpus of Our Story,which can be divided into five categories according to the themes constructed by these metaphors.Life multimodal discourse metaphors(56.2%),political multimodal discourse metaphors(24.6%)and economic multimodal discourse metaphors(15.8%)come the first.According to the number of modalities involved,it can be classified into three categories: Dual-modal discourse metaphor(82.5%),Tri-modal discourse metaphor(15.7%),and Complex-modal discourse metaphor(1.8%).(2)Multimodal discourse metaphors’ organizations in the corpus can be divided into two categories: the single-extensive multimodal discourse metaphor and the parallel multimodal discourse metaphor.The single-extensive multimodal discourse metaphor is constructed in depth to promote audiences’ interpretation.The parallel multimodal discourse metaphor maps the conceptual features of the target domain from different perspectives.(3)Restoring the cognitive mechanisms of the source discourse metaphors in the target texts can effectively shorten the cognitive distance between the source texts and the target texts,which improves the translation and communication effect.In the single-extensive type of multimodal discourse metaphor,the relationship between different sub-metaphors is closer.The multimodal metaphor interactive translation strategy should be adopted.In the parallel type of multimodal discourse metaphor,different sub-metaphors are independent of each other.The multimodal metaphor complementary translation strategy is supposed to be adopted.The combination of cognitive linguistics and translation studies is conducive to the interdisciplinary research.According to the multimodal discourse metaphor characteristics of ethnic cultural publicity films,different multimodal metaphor translation strategies can make up for the deficiency of single-modal translation,promoting the international communication of ethnic culture in the multimedia era.At the same time,this study also provides a case study for the translation of Chinese ethnic cultural publicity films,which has certain reference value for the production and translation of Chinese ethnic cultural publicity films.