审稿意见：文章通过，但需小修改：1，字体行距格式要完 …

审稿意见：文章通过，但需小修改：1，字体行距格式要完 … Advertisement Translation Revisited: Interdisciplinary Connections Lu Shao School of Foreign Languages for Economics and Trade, Southwestern University of Finance and Economics, Chengdu, China Email: annieshaolu@gmail.com [Abstract] The position this paper takes is that the translation of advertising texts pose many challenges to the teaching of translation and that, while there are no simple and ready-made solutions, such challenges need to be taken on board to fill the current gap between translation pedagogy and translation practice. The paper sees what was written in Advertisement Translation a starting point to encourage educators to rethink their approach to translation pedagogy by envisaging tools and practices that can contribute to preparing students to become professional translators and reflective practitioners who are aware of the subtleties and differences of language use in the Greater China area. [Keywords] advertisement translation; translation pedagogy; the Greater China area; interdisciplinarity; parallel English-Chinese texts Introduction The importance of广告翻译理论与实践[Advertisement Translation: A Theoretical and Practical Approach] to the field is evident in its multiple reprintings since its publication, which indicates that it has been well received among Chinese readers. The publication can be viewed as a combination of theories and applications, a reference book and a textbook, a hands-on manual for translating advertising texts, and an encyclopedia of parallel English-Chinese (E-C) pairs. Five prominent merits of the book attribute to its success in the academia and teaching arenas. Firstly, this book attempts to provide the reader with numerous real-life examples of E-C advertisement translations, information, and hints that come from professional practice, which might help readers recognize some of the main problems with and opportunities afforded by promotional translation. The Chinese translations are drawn from the Greater China Region, including Mainland China, Hong Kong, and Taiwan, with a particular focus on Hong Kong translations. In Torresi (2010), the texts are categorized according to their source, target, context or distribution, and information content, progressing from more informative text types, such as self-promotion to business-to-business (B2B) promotion, institutional promotion (including institution-to-institution [I2I] and institution-to-user [I2U]), and awareness-raising and business-to-consumer (B2C) promotion. Yet to Li (2010), all advertisements share a common primary purpose, which is persuading the reader to buy something, be it a product or a lifestyle; thus, translating advertising texts requires the application of techniques which, although they vary depending on the specific text type, are aimed at preserving that persuasive purpose. Secondly, the book presents a functionalist approach to advertisement translation, which is different from the approaches of presupposition (Cui, 2008), cultural identities (Sidiropoulou, 2008), and adaptations of copy for beauty products (Woodward-Smitha & Eynullaevab, 2009).Thirdly, the book offers a corpus of E-C advertisement translations, the translation data of advertisements, and a pool of parallel bilingual versions of advertisements. Considered a valuable resource for heightening the awareness of divergence in research and educational settings, evidence from divergent genres and styles in E-C translation testifies to conclusions drawn from the parallel advertisement data. Fourthly, the book is well organized and includes an abundance of guiding principles for advertisement translation. The condensed messages of parallel advertisement versions provide extremely rich reflections of the aspects of advertisement translation. In addition, thousands of sample E-C advertisement pairs are found in the concluding remarks at the end of each chapter. Fifthly, the author, Li Kexing, is an ideal researcher on the topic of E-C advertisement translation. Li?s background (he was born in Mainland China, educated in the UK, and worked in the US and later in Hong Kong) contributes to his reflexive thoughts on and concepts of translation. As a leading scholar in Applied and Legal Translation Studies in the Greater China Region, Li once worked as a legal translator in the US for 10 years, and he is currently an Associate Professor in the Department of Chinese and Bilingual Studies at The Hong Kong Polytechnic University. In compiling data for his book, Li scrutinized all the E-C advertisement translations published and those appearing on the Internet, and he chose those that have won commercial success to support his arguments. Laying the Foundations for Advertisement Translation Advertisement Translation is comprised of 12 chapters, which can be separated roughly into four parts according to its functions and contents, along with three appendices. Part I (Chapters 1 through 4) describes from a general perspective the principles and strategies of and assessment criteria for advertisement translation. Part II (Chapters 5 through 9) offers specific translation methods, including sentence analysis, rhetoric, translation of brand names, and the bilingual writing of recruiting advertisements. Part III (Chapters 10 and 11) presents a contrastive and cultural study of advertisement translation in Hong Kong, Taiwan, and Mainland China. Part IV (Chapter 12) focuses on the exact translation process using a case study of an advertisement translation discourse. Li observes that advertisements, in contrast with other genres such as legal documents and scientific and technological files found in applied translation and linguistics, use “creativity” to make translated texts (TT) more readable and accessible to TT readers. Li attacks Yan Fu?s (2004, pp. 69-71) three principles—xin (“faithfulness”, “fidelity”), da (“fluency”, “comprehensibility”) and ya (“elegance”, “polish”)—which were widely accepted as essential criteria for understanding translations ever since their appearance almost a century ago and which have become the fundamental tenets of twentieth-century Chinese translation theory. In addition, Li disagrees with the dominant translation theories of the West, including Nida?s (2004, Nida & Taber, 2004) concepts of formal equivalence and dynamic equivalence and the principle of the equivalent effect and Newmark?s (2001a, 2001b) semantic translation and communicative translation methods. Li also criticizes Western translation theories as being inapplicable to advertisement translation. Features of Advertisement Translation Advertisement Translation begins with a few questions: How can one translate advertisements to make them vivid and unforgettable, and how do translated advertisements exercise an invisible, performative influence on target/TT readers (i.e., would-be customers)? Li questions prevailing translation theories in China and in the West by testing their applicability. In an attempt to answer those questions, two basic principles—the creative translation principle and the functionalist skopos theory principle—are maintained in the book. The creative translation principle is the major, first-level principle, while the functionalist skopos theory principle is the minor, second-level principle. These principles will provide thorough and detailed analyses and evaluations of advertisements and their translations published officially and appearing on the Internet. The characteristics of the principle of creative translation are described as follows: 1. A creative translation should be a translation, rather than simply creative writing. A TT must be equivalent to its source text (ST), both at a sentential level and at a discursive level, with no major changes to style. 2. A TT should be either the same as its ST in terms of the thematic meaning of the advertisement (i.e., the “soul” of an advertisement or a deep structure/association) or better than its ST in terms of ideas or design. 3. Unique or eye-catching stylistic techniques should be employed to make a TT more creative and innovative than its ST. 4. A TT should facilitate sales promotion and publicize a brand name. 5. A TT should give readers a sense of general beauty and it should be easily accepted by the 1target culture (Li, 2010, p. 12). Thinking the Principles of Equivalence After delineating the features of advertisement translation, Chapter 2 goes on to probe the second most applicable principle for advertisement translation. Different from scholarly and literary translation, advertisement translation, as a branch of applied translation for a special purpose, is decisively dependent on patronage, such as the merchants, the market, and the officials of an organization. The utilitarian nature of advertisement translation is self-evident, as Li rightly observes (2010, p. 25): its purpose is to promote products, to serve advertisers, or to promote advertising concepts (e.g., charity advertisements or public service announcements). A successful advertisement translation can be discarded by translation scholars as being useless. Paradoxically, if it succeeds commercially, in Li?s view, it should be considered a “good” translation. This does not lead to the extremist view that all commercially successfully TTs are equal. An ideal TT advertisement must be able to stimulate sales by continually displaying a brand name so that it spreads to target readers who have no choice but to acknowledge the advertisement—seeing the advertisement again and again leads the target audience to take action and that action eventually becomes a lifestyle. Li is especially uncomfortable with the principle of equivalence. In his opinion, functional equivalence is far too conservative (Li, 2010, p. 29). Translation equivalence enhances the translators? flexibility, which makes it possible for cross-cultural translations to be transformed or manipulated. In terms of translation equivalence, with all of these transformations and manipulations, a TT remains essentially the same as its ST, despite all the apparent changes. In addition, a TT must conform to its ST in terms of semantics and style. From the perspective of functional equivalence, no deletions and no innovations (i.e., better ideas or more appropriate stylistic techniques) are allowed in the translation of advertisements. A translator relying on functional equivalence is concerned about the feelings of the author and his or her colleagues? criticisms regarding “unfaithfulness” in translating the advertisement. Undoubtedly, advertisements are largely indispensible within a culture. Many words and expressions used in an advertisement are heavily culture-loaded. A TT is hardly equivalent to its ST, even when this kind of equivalence extends to functional equivalence. Owing to different cultural backgrounds, many advertisement translations are equivalent to their STs on a linguistic or a semantic level, however, they are not equivalent on a pragmatic level. The focus of Chinese translation discourse is on “si” (“similarity”), while the focus of Western translation tradition is on “equivalence.” This so-called equivalence or the equivalent effect is considered more in name than in reality. This type of translation principle first developed in the West, as some European languages share Anglo-Saxon origins and common cultures and derivations, while the Chinese language differs from European languages. In general, Li?s criticisms of translation theories concerning advertising can be listed as follows: (a) Uncomfortable with Nida?s (2004, Nida & Taber, 2004) equivalence principle. Following Lefevere, van den Broeck, Larose, and Hu, Li embarks on criticizing the principle of the equivalent effect and the concept of equivalence from an applied linguistic perspective. Lefevere (1993, p. 7) believes that equivalence is overly concerned with the word level, while van den Broeck (1978, p. 40) and Larose (1989, p.78) consider the equivalent effect (or its response) an impossible concept. Hu discusses the impossibility of achieving the equivalent effect when meaning is tied to form, for example, the effects of word order in Chinese and English, especially in literary works (1993, pp. 455-456). Li (2010, pp. 26-32) further demonstrates the implausibility of the equivalent response in advertisement translation by claiming that Chinese is grammatically free and is culture-bound. In addition, he challenges the concept of equivalence by asking, “What is the significance if a product cannot be sold even when the equivalent effect or its response is maximally achieved, as the chief aim of advertisement translation is to sell products” (Li, 2010, p. 32)? (b) Dissatisfaction with Newmark?s (2001a, 2001b) semantic and communicative translation methods. Li (2010, pp. 32-33) rebukes semantic translation for its obvious irrelevance to advertisement translation. Owing to differences in culture, ideology, religion, and beliefs, a TT advertisement faithful to its ST cannot survive under all circumstances. Li presents a convincing counterargument with a notorious but thought-provoking case of advertisement translation: the Chinese TT for “We do chicken right!” The Chinese translation is a pun in the sense that it can be understood either as “we cook good chicken” or as 2“it is good to become a prostitute.” Li criticizes communicative translation for its attempt to achieve the closest effect for TT readers by sacrificing linguistic implications and semantic components in favor of TT readers? response to and fluency of a TT. (c) Objection to Schleiermarcher?s (1977) dichotomy of alienating and naturalizing and Venuti?s (2004) foreignization and domestication opposites. Schleiermarcher (1977) considers that there are only two options for “true” translators: move the reader towards the writer (i.e., alienate the reader, which Schleiermarcher prefers) or move the writer towards the reader (i.e., acclimatize the reader).This dichotomy was further developed by Venuti (2004) as opposites between foreignization and domestication. Despite Li?s firm stance against Schleiermarcher and Venuti, he used their methods to create an integrated approach by combining the two pairs of binary opposites (Li, 2010, pp. 33-34). (d) Criticism of Reiss and Vermeer?s (1984) functional Skopostheorie. In Li?s (2010, p. 34) view, the premise of the German functionalist skopos theory is that every conscious action of humans is the result of a personal aim or purpose. In this context, since translation activities are connected to humans? conscious actions, for a skopos, or purpose, any strategies and methods can be employed by translators by any means they desire, no matter the outcome. Li points out that although, methodologically, the functionalist skopos theory as a principle is strong in terms of coverage, inclusiveness, and flexibility, these advantages become disadvantages when the theory is viewed as an exact translation strategy. For one thing, it leads to translator confusion. For another, it lacks workability as an applied translation strategy because when translators are confronted with so many varied translation strategies, they have no idea which one to choose (2010, p. 38). Translating Advertising Texts: Sociocultural and Educational Perspectives Translation Strategies for Advertising Texts Chapter 3 explores the strategies for advertisement translation by conducting a contrastive study on numerous ST-TT pairs of advertisements in the Greater China Region, with Hong Kong as its focus. Through a detailed investigation of this “corpora,” Li examines seven translation strategies for advertisements and lists them in order of frequency, high to low: 1. Literal translation. Li?s notion of literal translation seems similar to Newmark?s semantic translation method or Venuti?s foreignization translation method. Li considers literal translation “a traditional way to translate the semantic components of an advertisement” (2010, p. 65). This traditional way, which Li calls “fidelity,” may seem ambiguous and abstract; he contends that when a TT is compared to its ST, an adept bilingual or an experienced translator can easily make appropriate judgments. The longer a sentence, the larger the word count and the higher the level of fidelity a TT has to its ST in terms of semantics. However, the higher the level of fidelity of a TT, the weaker the “flavor” of an advertisement, which leads to the loss of simplicity and beauty and may make the TT prosaic (Li, 2010, pp. 69-70). 2. Free translation/flexible, dynamic, or functional equivalence/communicative translation/domestication translation. Li crystallizes all of these translation strategies into free translation, which he interprets as transferring an advertisement into idiomatic target language (TL) using a flexible translation strategy. 3. Creative translation. Li defines this as instilling creative ideas into a TL advertisement while keeping the linguistic form of the SL advertisement intact. 4. Supplementary translation/over translation. This occurs by inputting more information into a TL advertisement by means of addition, supplementation, amplification, extension, or even association. 5. Condensed translation. Literally, this condenses an advertisement in a TL culture so that the TT is more refined and simplistic. As a translation strategy, it is rare to see condensed translation used in the translation process. However, it can play a vital role in translating a prolonged or information-overloaded ST. To Li, condensed translation may serve as the only appropriate translation strategy when an ST is full of adjunct words and qualifiers. Except for hard information, including a company name, address, price, and expiry date of a privilege, other soft information which may cause confusion or which may not transmit useful information should be deleted. This includes deleting an entire sentence if necessary. Li reminds translators that condensed translation is too important to be neglected in E-C advertisement translation. 1. Zero translation. This is a way of dealing with a sophisticated or untranslatable advertisement by transferring an ST directly to a TT without changing linguistic components. 2. Adaptation. As the rarest of the seven translation strategies, adaptation is always applicable, which gives translators more freedom to employ different methods and approaches for specific purposes. Translation Principles for Advertising Texts After elaborating on the seven translation strategies with extensive examples and detailed analyses, Li puts forward two translation principles, namely, the creative translation principle and the functionalist skopos theory principle. In Chapter 4, Li denounces literal translation, which is popular among translators and translation scholars and theorists in China. He calls for more progressive- and promotion-oriented strategies in an attempt to react against a stiff and rigid style. The emphasis of this chapter is on four assessment criteria for advertisement translation: strong sales promotion, aesthetic values, creativeness, and adaption to culture. These four criteria form an organic unit that cannot be separated. An advertisement with strong sales promotion must be a highly creative advertisement. When an advertisement is lacking in creativity or aesthetic values, it can hardly become widespread or instill a long-lasting influence. Similarly, an advertisement with an inadequate adaption to a TL culture will be neglected or even rejected outright. Whether it is a translation or a creative translation, the more of the four criteria a text possesses, the more successful it will be. Li also mentions taboos in advertisement translation, as all cultures are sensitive to gender issues, racial discrimination, nationality, ethnic matters, or matters concerning politics, ideology, religion, or pornography. After a general and philosophical study of advertisement translation theory, the book offers a more detailed analysis of the translation techniques and methods used in advertisements. Chapter 5 presents a collection of fresh English-Chinese advertisements appearing in the media in Hong Kong and the Anglophone world over the past 10-plus years. This chapter emphasizes the most often used verbs, basic tenses, voice, and sentence patterns and structures. For example, according to Li?s survey, the most frequently used verb in English is “to be,” which forms the most commonly used sentence pattern of an advertisement—a declarative sentence. The goal of most enterprises is to show would-be customers its aim or beliefs in their product in the most simplistic way. Usually, an advertiser chooses an epigram or a simple sentence to express a fact or a truth to tell people what is best or what is most important in life. Moreover, Li makes a list of frequently used verbs in English. For instance, the verbs with the highest frequency are “be” and “make.” The second most frequently used verbs in English are “create,” “get,” “use,” “give,” “have”, “see,” “buy,” “come,” “go,” “know,” and “keep,” to name but a few. The third most frequently used verbs in English are “do,” “set,” “want,” “hear,” “live,” “care,” “help,” “meet,” “save,” “choose,” “last,” and “offer.” In addition to the varied sentence patterns of advertisements in English, Li suggests in Sections 8 and 9 of this chapter a list of sentence patterns and tenses which translators should try to avoid. Out of hundreds of figures of speech in English, the book carefully selects the most common examples of such speech in Chapters 6 and 7, including antithesis, alliteration, end rhyme, beginning-end rhyme, simile, metaphor, pun (e.g., homophonic pun and homographic pun), personification, exaggeration, contrast, antithesis/antithetical parallelism, parody, parallelism/parallel construction, rhyming, and rhetorical questions. Li supports his arguments by offering the Chinese equivalents of these figures of speech in English. To make his arguments more convincing, he concludes Chapter 7 with an insightful counterexample based on a misuse of rhetoric. Echoing Newmark?s (2001a, p. 81) proposition, “[w]hile translation methods relate to whole texts, translation procedures are used for sentences and the smaller units of languages.” For the translation of names of companies and brands, the book advocates five translation methods in Chapter 8. Firstly, it is suggested that the official or the generally accepted Chinese translation of names of companies, products, and brand names with a long history and which are more popular remain in use. Secondly, for those names with a shorter history and which are less popular, additional information is needed and should be inserted in parentheses (i.e., a transliteration and a classifier). Thirdly, if a product or a name of a company is known by its acronym, no matter how long it has enjoyed its history or how great its influence, it may remain in English and extend to its internationalisms (i.e., the acronym stands alone). Fourthly, when a new brand name or a product is offered by a well-established company and it needs to be translated, its name needs no Chinese equivalents. In other words, the TT combines both English and Chinese. Finally, the same is also true of an old company coming into an emerging market. Specifically, the names of both new and old companies which come into a new market normally retain their original English names in the TL. In this case, it is suggested that a translator not translate the names of new companies and new brand names into the TL. Translation Procedures for Advertising Texts Four translation procedures are established with abundant examples in Section 3 of Chapter 8: couplets which combine transliteration and free translation, transliteration, un-naturalization (or useless generic terms or expressions), and warding off cultural taboos. Notably, Li objects to the translation procedure of naturalization, which is favored and defined by Newmark as “[a] procedure that succeeds transference and adapts the SL word first to the normal pronunciation, and then to the normal morphology (word-forms) of the TL” (2001a, p. 81). Li (2010, p. 304) asserts that naturalization as a translation procedure which consists of generic terms may sometimes be a source of ambiguity and confusion. Compared to other books in the field, Advertisement Translation contains an entire chapter (i.e., Chapter 9) on techniques for bilingual writing and translation for recruiting advertisements, including the name of the recruiting unit, a brief introduction to the recruiting unit, the job title being offered, and job responsibilities. All STs were painstakingly screened from recruitment advertisers found in the most widely circulated Hong Kong newspapers, such as the South China Morning Post, Career Times, Ming Pao, and Hong Kong Economic Times, and then were translated by Li. Cultural Appropriateness for Advertisement Translation Cultural appropriateness (cf. Torresi, 2010, pp. 156-162) for advertisement translation is stated in Chapters 10 and 11. Through a contrastive analysis of Chinese language in Hong Kong, Taiwan, and Mainland China, the book explores the profound reasons behind the striking differences of parole of the same language and variations of the same source culture, such as ideology, national characteristics, religious beliefs, consumption psychology, fashion tastes, language developments, thoughts on society, customs, laws, and regulations. Li notes that only with a full and keen perception of these differences can a translator make his or her translated advertisement a re-recreation of cultural appropriateness, and therefore enjoy the same or higher vocative spirit. Chapters 10 and 11 promote a discussion of bilingual advertisements based on cultural appropriateness among Chinese in the Mainland, Hong Kong, and Taiwan. Li maintains that there are two basic characteristics of advertisement language in Mainland China, namely classical allusions, connotations, or boring, conventional patterns and four-character-pattern idioms (or four-character phrases), which is the preferred characteristic. Alternatively, the written form of Cantonese—the Chinese language dialect used in Hong Kong—is characterized by eight-character phrases. There are more zero translations (i.e., leaving an ST or an original text intact) as a method of translating an advertisement in Hong Kong and Taiwan than there are in Mainland China. Ethical issues and taboos in advertisement translation are also meticulously examined and summarized. The book ends with a case study of E-C translations of an advertisement using all of the translation methods, techniques, and procedures put forth previously, in line with the re-expression theory by Delisle (1988)—a representative of the interpretive theory of the Paris School. What coincides with Delisle in this chapter is that “translation is an art of re-expression based on writing techniques and a knowledge of two languages” (Delisle, 1988, p. 3), and that “[i]t is simply not enough to correctly translate each word, sentence, or stylistic effect in a text, for the message must form an organic, living whole” (Delisle, 1988, p. 102; my emphasis). Conclusion Critically, the following might be worth considering if any improvements are to be made. Firstly, arguments may seem more powerful and forceful if supplementary examples are placed in the main body of the chapter in question, along with an analysis, instead of being placed at the end of each chapter. Secondly, since all examples and case studies are translations from English to Chinese, rather than translations from Chinese to English, it may be more appropriate to change the title from Advertisement Translation to English-Chinese Advertisement Translation. Thirdly, imitating sentence structures and idioms (Li, 2010, pp. 243-246) and translating neologisms (Li, 2010, pp. 246-249) and humor (Li, 2010, pp.277-278) can hardly be grouped and treated as rhetorical vehicles. Finally, there are one or two repeated examples, such as the case of “We do chicken right!” (Li, 2010, pp. 33, 334), although the same examples are put to use in different contexts to support different arguments. Nonetheless, many of the examples in Li?s book provide ample guidance and advice for the trainee, and many of the questions he tackles are of important practical relevance to advertisement translation. Advertisement Translation, which has been widely used in translator training courses, combines a wealth of practical examples of theories with practical applications for E-C advertisement translation. This book not only addresses advertisement translation issues for translators but also for in-house marketing and sales personnel in Chinese markets. Notes 1 All of the English translations of the quotations and citations from Advertisement Translation are provided by the author of the review. 2 “Ji” in Chinese can be referred to as chicken or fowl, or a hen, a cock, a rooster, or a prostitute. References Broeck, R. van den. (1978). The concept of equivalence in translation theory: Some critical reflections. In J. S. Homes, J. Lambert, & Broeck, R. van den (Ed.), Literature and translation (pp. 29-47). Leuven: Academic. Cui, Y. (2008). „Rewriting? in advertisement translation: Analysis from the perspective of presupposition. Perspectives: Studies in Translatology, 16(1), 21-38. Delisle, J. (1988). Translation: An interpretive approach. P. Logan, & Creery, M. (tr.), Ottawa: University of Ottawa Press. Hu, Q. (1993). On the implausibility of equivalent response (part IV). Meta, 38 (3), 449-467. Larose, R. (1989). Théories contemporaines de la traduction. 2nd edition. Quebec: Presses de l?Université du Québec. Lefevere, A. (1993). Translating literature: Practice and theory in a comparative literature context. New York: The Modern Language Association for America. Li, K. (2010). 广告翻译理论与实践[Advertisement translation: A theoretical and practical approach]. Beijing: Peking University Press. Newmark, P. (2001a). A textbook of translation. Shanghai: Shanghai Foreign Language Education Press. Newmark, P. (2001b). Approaches to translation. Shanghai: Shanghai Foreign Language Education Press. Nida, E. A. (2004). Toward a science of translating. Shanghai: Shanghai Foreign Language Education Press. Nida, E. A., & Taber, C. R. (2004). The theory and practice of translation. Shanghai: Shanghai Foreign Language Education Press. Reiss, K., & Vermeer, H. J. (1984). Grundlegung einer allgemeinen Translationstheorie. Tübingen: Niemeyer. Schleiermacher, F. (1977). On the different methods of translating. In A. Lefevere (Ed. & tr.), Translating literature: The German tradition from Luther to Rsenzweig (pp. 66-89). Assen &Amsterdam:Van Gorcum. Sidiropoulou, M. (2008). Cultural encounters in advertisement translation. Journal of Modern Greek Studies, 26(2), 337-362. Torresi, I. (2010). Translating promotional and advertising texts. Manchester & Kinderhook: St. Jerome Publishing. Venuti, L. (2004). The translator’s invisibility: A history of translation. Shanghai: Shanghai Foreign Language Education Press. Woodward-Smitha, E., & Eynullaevab, E. (2009). A cross-cultural study of the translation and adaptation of advertisements for beauty products. Perspectives: Studies in Translatology, 17(2), 121-136. Yan, F. (2004) . Preface to Tianyanlun (Evolution and Ethics). In L. Chan (Ed. & tr.), Twentieth-Century Chinese translation theory: Modes, issues and debates (pp. 69-71). Amsterdam & Philadelphia: John Benjamins. Acknowledgements The author wishes to acknowledge support from the Ministry of Education Young Researchers in Humanities and Social Sciences Fund for the project she undertakes “Goldblatt?s Translator Style in Rendering the Nobel Prize Winning Mo Yan” (Project Code: 13YJC740078), and the Sichuan Philosophy and Social Sciences Fund for the project “Contrastive Study of Bilingual Texts of Mo Yan from the Perspective of Cognitive Narratology” (Project Code: SC13WY05) in the writing up of this paper.