3.3 Considerations and Challenges for English to C...
I am concerned with how the film polysystem is affected by social,cultural,moral,religious and other semiotics that,in turn,reflect,for instance,the film genre,the artistic input,the distinctive features of the source story,scheduling constraints,marketing strategies,the demographic range of the audience,and the audience’s literacy.Reflecting on the selection of 15 popular animation films,which form my case study,I am able to make the following observations that will inform my pursuit of effective AVT strategies in E-C translation:
Language Particularity
The source language (English) in each movie is not cognate to the target language (Chinese).More precisely,English is an alphabetbased language while Chinese is a hieroglyphic language.
Culture and Morality(https://www.daowen.com)
Before being exported to the Chinese market,each movie was originally created for a Western market,with regionally specific cultural practices and beliefs that are very different,and potentially incomprehensible,to a Chinese audience.
Social Demographics
The increasing burden of rapid societal developments that impacts on young and old people in their daily life encourages them to seek out escapist forms of entertainment.In particular it is reasonable to presume that each movie has been targeted at both children and adults.While children may be attracted by the charm of uncomplicated characters,happy-endings and whimsical music,there is also ironic and occasionally satirical material that is aimed at a more adult audience.