A Corpus-Based Multimodal Approach 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 financial consequences, because translations that exclude a dish’s ingredients, cooking methods, or cultural associations might deter shoppers. This article analyses translated menus that includes Chinese dishes so as to establish the extent to which intersemiotic, image-based mostly approaches are used to complement written translations; the level of consistency with which ingredients and cooking strategies are translated; and the frequency of culturally specific dish names which are difficult to translate. A corpus-primarily based methodology is used to match 3,000 Chinese language dish names and their translations from China, Taiwan and abroad. The information reveals very restricted intersemiotic translation in current menus, inconsistent translations of ingredients and Меню перевод cooking methods, and a high share of dishes with culturally specific names. However, these are sometimes omitted in translation, or lack supplementary info concerning their substances. It’s proposed that a multimodal translation strategy incorporating Jakobson’s tripartite concept can improve menu translation. Menus that includes Pinyin as an intralingual translation can engage learners of Chinese language who use this methodology; interlingual explicitation clarifies a dish’s components, cooking methods and cultural specificity; and intersemiotic, image-based translation conveys culinary artistry clearly.

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