MULTIMODAL METAPHORS IN YOGURT ADVERTISEMENTS AND IMPLICATIONS FOR TRANSLATION TRAINING

Tóm tắt

This research analyzes multimodal metaphors used in yogurt TV commercials to shed lights
on more effective training of translation. Forceville’s multimodal metaphor framework and the Skopos
theory are used to determine different modes and meaning of metaphorical expressions, through which
appropriate translation strategies can be found. A successful combination of visual, sonic and verbal
modes was employed to construct metaphorical meaning and captivate the targeted audience. This
presents an enormous challenge for student translators in terms of cultural adaptation, metaphor decoding
and strategy selection across modes. To address these issues, the study proposes a training model that
accentuates metaphor recognition, intersemiotic analysis, and purpose-driven translation technique. The
findings provide useful insights into how multimodal metaphors can be effectively integrated in audiovisual
and in advertising translation curricular.