2.6.2　Modification of Cultural Image

As audiences come from highly contrasting cultural backgrounds and possess various levels of knowledge compared with other countries,film translators have the task of helping the audience to better understand the films they translate by using techniques that specifically reconcile language with the history,culture,customs and religion at the centre of the source material.The rationale behind the modification of cultural image,then,is to make the cultural phenomena in the source language acceptable to the target audience by adding,for instance,some kind of contextual explanation,or adopting similar meanings of expression.

For example,some American films make reference to “Camp David” in their screenplays.As such,translators will likely consider adding a short explanation to help the average Chinese audience member know that this is the holiday retreat for the incumbent President of the United States.Not every Chinese people knows that and,therefore,including additional information of this kind will ensure that the cultural image of Camp David is understood by a Chinese audience.(https://www.daowen.com)

Western films often make reference to religion; for example,in everyday dialogue,references are made to Biblical figures for comparative or reference purposes.If the translator neglects these points,the audience may be confused if they lack an understanding of the relative cultural knowledge.Therefore,translators are advised to link the term “Bible” with the names or personalities referred to in order to help the target audience understand the reference.Moreover,if audience members are interested in knowing more after watching the film,they can read the Bible itself.Modification of the cultural image can render the expression within the source language clear and easily understood,and help the target audience become more acquainted with the cultural background of the source language.