A Corpus-Primarily Based Multimodal Strategy To The Translation Of Restaurant Menus: Perspectives: Vol 27, No 1

Translated restaurant menus facilitate tourism and consumerism, but menu translation remains a peripheral space of skilled translation and translation studies. This has economic consequences, because translations that exclude a dish’s ingredients, Меню перевод cooking methods, or cultural associations may deter shoppers. This article analyses translated menus featuring Chinese language dishes so as to establish the extent to which intersemiotic, picture-primarily based approaches are used to complement written translations; the level of consistency with which ingredients and cooking methods are translated; and the frequency of culturally specific dish names that are challenging to translate. A corpus-based mostly methodology is used to compare 3,000 Chinese language dish names and their translations from China, Taiwan and abroad. The information reveals very restricted intersemiotic translation in present menus, inconsistent translations of substances and cooking strategies, and a high proportion of dishes with culturally specific names. However, these are often omitted in translation, or lack supplementary information concerning their elements. It’s proposed that a multimodal translation method incorporating Jakobson’s tripartite concept can enhance menu translation. Menus that includes Pinyin as an intralingual translation can interact learners of Chinese language who use this technique; interlingual explicitation clarifies a dish’s substances, cooking methods and cultural specificity; and intersemiotic, image-primarily based translation conveys culinary artistry clearly.

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