电影片名翻译与语境适应论摘要：随着文化交流的扩大，越来越多的国外影片引进中国，受到观众的喜爱，越来越多的中国电影受到外国观众的关注。电影标题作为电影语言的一部分，是电影第一面对受众的部分，其翻译自然是电影推广宣传的关键一环。众所周知，电影标题也是社会语言的一部分，当然会涉及到社会文化形式的各个方面，包括政治，经济，历史，宗教等。如何逾越不同社会文化背景所造成的理解鸿沟，是电影片名翻译首先要解决的问题。语境适应论作为国内语用学范畴探讨的新理论，对如何逾越不同社会文化背景所造成的理解鸿沟有较强的指导性。本文首先从商业、文化、艺术的视角指出了片名的重要性，接着分析了电影片名翻译主要影响因素一社会文化背景差异，然后详细分析了解决这一因素的语境适应论，并根据这一理论探讨指导中外电影片名互译的实用策略，同时指出语境适应理论对片名翻译有制约和延伸的作用。关键词：电影片名：翻译；文化差异；语境适应论；翻译策略ABSTRACT:With the development of culture exchange in the world,more and more Englishfilms have been introduced into our country,which have gained preference of the Chinese people.At the same time,Chinese films are favored by foreign audience.Film title is an important part offilm language,and the first part to be directly confronted with the audiences,whose translationplays a critical role in promotion of the film production in international film market.As we allknow,film title is also a portion of the social language,so it surely relate to aspects of the socialculture,such as politics,economics,history,religion,etc..Therefore,how to bridge thecomprehension gap of the audiences from different cultural background is crucial to film titletranslation.Contextual Adaptation Theory,a hot topics in pragmatics nowadays,mainly talksabout the key to bridge the gap of different contextual backgrounds,so this paper will applycontextual adaptation to the film title translation.Firstly,the importance of the film titletranslation is analyzed from the perspective of commerce,culture and art;then the paper discussesthe main factors of film title translation,that is the difference of the cultural backgrounds;in thefollowing chapter,Contextual Adaptation Theory is introduced in details,for the purpose ofexploring the proper strategies of film title translation.Key words:film title;translation;cultural difference;contextual adaptation;translation strategy1 IntroductionAs we all known,film is an audio-visual art.This glamorous act is a magnificent gem in humanhistory,which creates romantic stories and leads human into a marvelous land we have nevercome before.Looking back to the development history of film,we cannot deny that film reflectsthe society reality and the time spirit.As the cultural exchange between China and overseasbecome booming,film plays an important role as culture envoy.Film was entrusted with themission to let more people from different cultural backgrounds to enjoy the entertainment andshare advanced technology together.This is an unavoidable trend in the world now.As the most popular form of mass communication,film has accompanied human for almost onecentury.In the long history,film industry experiences six serious changes.From the era of film'sfather Liaster brother taking black and white documentary into people's life to the era of talkie,ever-big change of film industry has remarkable significance in human history.Countless famousfilm stars show their charming glamour on the screen and many excellent films are popular withaudience in the whole world.Entering into 21 century,the film industry continues to developrapidly,which is entrusted with the mission to let more people with different cultural backgroundunderstand foreign culture.As the development of society,the trend of film importing andexporting is unavoidable due to the globalism.Since the policy of reform and opening carried out in China at the end of 1970s,an increasingamount of English films have entered Chinese market and the Chinese film industry has developedin the meantime.Both sides need to share the market and spread culture of each other.Therefore,it is curial to be accepted by the audience from other cultural background.Undoubtedly,film titletranslation is an important segment concerted,which is far from being explored.Film title mustersthe essence of the film wholly,and in some sense,a successful film title should be the one that canattract people to the cinema.A good translator should translate the film title in the base of thecontextual adaptation,which reflects the culture surroundings of audience such as society currentsituation,religion and history.Those objective factors are in direct contact with acceptance andcomprehension of audience.Actually,it is high time that film title translation should pay moreattention to the contextual adaptation field.This paper makes a tentative study of Chinese andEnglish film title translation with an attempt to formulate some practical theories and methods toexplore film title translation.The film title musters the essence of the film wholly,and in some sense,a successful film titleshould be the one that can attract people to the cinema and that should become a great box-officehit.The intense rivalry of big film companies impels all film investors to pay careful attention to theinternational market.However,film title translation is a process to master the psychology andacceptance of foreign audiences.Namely,this process is a cruel segment to enter internationalmarket.The aim of translating film title is to inherit,that is to say,the translator should applyaudience-oriented translation skills on the base of referring to film content in order to enter intothe market successfully .The aim of film title translation lay the position of disseminating film.Translation is not just the process of language transferring,but the society phenomenon of cultureexchange.[1]The great mission of film title translation is to incarnate the culture value anddevelop the understanding between different countries.Being a special and significant part of translation,film title translation has been piloted from manyaspects,such as the angle of reception aesthetics,the perspective of skopostheorie and culturalperspective.A great portion of scholars keep their eyes on reception aesthetics which has oftenbeen taken as the theoretical background to analyze film title translation.Based on those theories,typical models are established aiming at providing the theoretical framework to guide film titletranslation.Those fruitful research contribute a lot to the work.However,till now not a singletheory or theoretical frame has been set up to guide the film title translation,which is far frombeing explored in the past years.Contextual adaptation,a newly developed field in China,is adopted as the theoretical backgroundof this paper and an audience-oriented English and Chinese film title translation approach ishighly advocated.The reception process is a kind of Contextual adaptation,and the contextualadaptation significance of a literary work cannot be fully realized without the reader's reception.Contextual adaptation provides us with a new perspective of the relationship between film andaudience.Exploring the sources,types and styles of film title,this paper claims that translatingfilm title is on the base of four-foundation rule:information value principle,culture valueprinciple,aesthetic appreciation principle and business value principle.Accordingly,this paper putforward three basic translating methods with the guidance of contextual adaptation,which areliteral translation,transliterate and adaptation.Then the paper will raise those translatingapproaches with rich examples to elaborate the importance and the way of applying contextualadaptationContextual adaptation serves as the theoretical base of this paper due to its apparent applicabilityof this newly developed field,which is testified as guiding principles.Convincing examples andproper methods have been given.Chapter One gives the importance introduction of film titletranslation,from the angle of social development and the angle of the aim of title translation.Chapter Two sates the definition,content and importance of contextual adaptation.Chapter Threestudies the application of the contextual adaptation in film title translation,which includesfour-foundation rule and three basic translating methods with typical examples of film titletranslation.2 Main Factors In The Translation Of Film TitleThe translator should bear in mind that there are some main factors in the translation of film title.Aesthetic Principle,Ideology,Theme and Style of film are the main points that need carefulconsideration in the process of film title translation.Then,in this chapter,the key factors of filmtitle translation will be analyzed according to rich examples.2.1 Aesthetic Principle And The Translation Of Film TitleChinese aesthetics emphasizes the balance very much,particularly in using the organizationalstructure of the language like a parallel symmetry.Therefore,Four-character phraseology iscommonly used in Chinese film titles and the translated titles of foreign,such translated titles as卢浮魅影，生死时速，完美风暴，一往无前，永不妥协，天使之城，择日而亡，霹雳娇娃，狼犬丹尼，冰河世纪，etc.Westerners'aesthetic concepts is putting more emphasis on analysis and paying more attention tolocal and individual and advocating conciseness which is reflect on the film titles directly.Substantial factors affecting the development of the film plot(such as people,objects,things,location,etc.)or a single term are used as a film title universally,like the net,Saw,the piano,Congo,ghost,the car,cold mountain,King Kong,etc.So now many Chinese films,according tothe appreciating custom and psychology,adopt the translated titles as brief as western films',suchas决战紫禁之颠into the Dual;Jet lee's latest film霍元甲with the name Fearless;.Chen Kaige's blockbuster无极with its translated title the Promise;看上去很美with the Little Red Flower,etc.2.2 Ideology And The Translation Of Film TitleThe concept of ideology has been broadening and its introduction to Translation Studies has