Université Aristote de Thessalonique, Département de Langue et de Littérature Francaises
Doi
Abstract
The main purpose of this paper is to describe and analyze the techniques that are chosen for the translation of verbal metaphors within the context of international corporate website localization towards the English, the French and the Greek locale. In order to analyze our corpus, we adopt a conceptual approach to the metaphorical figure of speech which has been developed by Lakoff and Johnson (1980). According to this approach, the metaphorical unit is relocated from single propositions to metaphorical concepts. Furthermore, Sperber and Wilson’s (1995, 2004) Relevance Theory is integrated into our analysis as it is expected to allow for a deeper understanding of the way conceptual metaphors function persuasively within a corporate website. The application of the above-mentioned theoretical framework along with the concept of the translational strategy of loyalty (Grammenidis 2009) in specific examples of localized websites are expected to reveal the defining role cultural differences play in the use of verbal metaphors on an interlingual level
