STRATEGY FOR ADAPTING A FILM’S TITLE WHEN TRANSLATING IT FROM CHINESE INTO RUSSIAN

Abstract

The article actualizes a problem of choosing the strategy for adapting the translation of the film name from Chinese into Russian. The author approaches the solution of this problem by analyzing the potential of various adaptation strategies involving linguistic and cultural, linguophilosophical, social and ethnic knowledge, as well as historical, national, cultural values of the target language and the original, taking into account their linguistic and cultural consonance. The author uses formalization, domestication strategies involving the mechanism of bilingual reciprocal inverse translation reception, as well as the “golden mean” strategy as a strategy that allows preserving the cultural values of the original and adapting the text to the cultural values of the target language. The article pays considerable attention to the etymological analysis of translation language lexemes.