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A Study on the English Translation of ICH Promotional Videos from the Perspective of Multimodal Discourse Analysis

Author(s)

Juan Wu

Affiliation(s)

School of Foreign Languages, University of Sanya, Sanya, Hainan, China

Abstract

The English translation of intangible cultural heritage (ICH) promotional videos has become especially significant in the context of cultural inheritance and international dissemination of ICH. The theory of multimodal discourse analysis provides a multi-layered framework for the translation of ICH promotional videos and serves as a powerful tool for analyzing their translation. This theory highlights the integration of various communication modes such as language, images, and sound, and their crucial role in cross-cultural communication. When translating ICH promotional videos, translators need to keenly capture and balance the different modalities—language, images, and sound—by adjusting the relationships between them to preserve the essence of the original content as much as possible. This paper, based on the theory of multimodal discourse analysis, conducts an in-depth analysis of how multimodal synergy is leveraged in the translation process to enhance the overall effect of ICH promotional video translations. The aim is to offer insights for translating ICH promotional videos, thereby improving the effectiveness of ICH cultural transmission in cross-cultural communication and promoting mutual learning and integration among different cultures.

Keywords

Intangible Cultural Heritage; ICH; Promotional Videos; Translation; Multimodal Discourse Analysis

References

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