Edited By Marcin Walczynski, Piotr Czajka and Michał Szawerna
This book explores a range of topics situated in the overlapping areas of theoretical linguistics, applied linguistics and translation studies. The first part of the book comprises five original contributions on topics ranging from general linguistics to applied linguistics while the second part comprises eleven original contributions exploring selected aspects of theoretical, descriptive and applied translation studies.
This book also initiates the publishing activity of the Department of Translation Studies, established at the Institute of English Studies, University of Wrocław, Poland.
Metaphorical Structure in the Translation of Popular Business Discourse: A Comparative Analysis of Polish and English Business Texts
Abstract: In the wake of a worldwide financial scare, international businesses have nevertheless continued to thrive. This upward trend can also be observed in business journalism, which has proliferated in recent years. The increasing economic literacy and the spread of popular business discourse have created a new frontier for discourse analysis and translation studies. However, translation strategies based on the traditional idea of equivalence (vide Van Den Broeck 1981, Nida & Taber 1982, Newmark 1988) prove to be inadequate in dealing with all of the intricacies of popular business discourse, as they ignore the pervasive and conceptually rich metaphorical structure that underpins popular business discourse (cf. Bratož 2004). This paper will attempt to investigate the role of metaphors in popular business discourse, considering the implications for translation that arise from their conceptual nature and communicative function (Lakoff and Johnson 1980; Steen 2008). By analyzing the qualitative and quantitative differences in the metaphorical expressions found in Polish and English popular business texts, the study will aim to reconstruct the metaphorical structures of the respective discourses and to establish the notion of metaphorical equivalence (based on Mandelblit’s 1995 cognitive equivalence, and Hejwowski’s 2004 cognitive-communicative theory of translation), examining the points where the metaphorical structures converge and where they clash. To provide a uniform frame of reference for the statistical analysis presented herein and to allow further replication of the results, the corpus used in the study will be tagged for metaphoricity using the Metaphor Identification Procedure (Praggllejaz Group 2007).
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