No abstract

Although metaphor has always been a main concern in TS, little has been done to apply a far-raging cognitive theory of metaphor and metonymy to translation. As a rule, the few authors that have tried to deal with it are eclectic in their cognitive approach and show a prescriptive bias as concerns translation theory. However, thanks to the influence of disciplines like Cognitive Linguistics, among others, Descriptive Translation Studies (DTS) can undertake a more realistic study of metaphor translation which reflects the true nature of metaphor and the underlying regularities of its interlinguistic transfer, including cases excludeda prioriby traditional studies for being ‘unfaithful’, ‘anomalous’ or ‘incorrect’ renderings.

No abstract

Newspaper and advertising texts have traditionally been 'difficult children' for translation studies to deal with, mainly for one thing: they seem to be systematically norm-flouting. In fact, in traditional approaches, they were customaríly quoted as typical examples of 'free translation', 'unfaithfulness' or, insome cases, outrightcreationof anewtext. Althoughitistruethatthese texts present certain translation peculiarities, this is by no means a random process of transfer where translators set their 'wild imagination' to work. Quite on the contrary, it is argued here that it is precisely these texts that demónstrate how systematically translators are capable of forecasting the average target recipient and of adapting the texts to reader expectations by fulfilling pragmatic and semiotic considerations in the process of transfer; these seem to be the two guiding parameters for the occurrence of 'translation incidences' in newspaper binomials. To prove this claim, we present the results obtained from a descriptive study carried out with a selection of semiotic and pragmatic factors on a corpus of newspaper texts publishedby The Guardian and their subsequent translations into Spanish, published by El Mundo.

Although metaphor has always been a main concern in TS, little has been done to apply a far-raging cognitive theory of metaphor and metonymy to translation. As a rule, the few authors that have tried to deal with it are eclectic in their cognitive approach and show a prescriptive bias as concerns translation theory. However, thanks to the influence of disciplines like Cognitive Linguistics, among others, Descriptive Translation Studies (DTS) can undertake a more realistic study of metaphor translation which reflects the true nature of metaphor and the underlying regularities of its interlinguistic transfer, including cases excluded a priori by traditional studies for being ‘unfaithful’, ‘anomalous’ or ‘incorrect’ renderings.