On C-E Translation Strategies of Trademarks of Special Drinks in Garzê Tibetan Autonomous Prefecture from the Perspective of Memetics

Sichuan Minzu College,Khams Research Institute of Translation on Minority Cultures,Kangding,China Email:616225861@qq.com

[Abstract]As unique historical and cultural memes rooted in Kham-pa Tibetan area,the trademarks of special drinks in Garzê Tibetan Autonomous Prefecture has distinctive regional color.Since memes are basically replicated and transmitted by means of repetition and analogy,the C-E translation strategies for the replication and transmission of trademarks of Garzê special drinks are respectively repetition strategy,analogy strategy and hybrid strategy.In the 21st century,the C-E translation of trademarks with regional culture should take repetition strategy as first priority,hybrid strategy second and analogy strategy last so that the core source meme will be copied as faithfully as possible,its exotic source content will be conveyed to the target language and its cultural meme will get new chances of survival and transmission.

[Keywords]Memetics;special drinks;trademarks;C-E translation strategies

Introduction

Food is the first necessity of the people.Under the background of Chinese culture going global,food culture has been paid more and more attention.In July 2017,“Opinions on Strengthening and Improving Cultural Exchanges between China and Foreign Countries”focuses on supporting representative projects such as food,festivals,folk customs and other intangible cultural heritage to go global,which is,for the first time,to include food culture going out and to strengthen cultural exchanges between Chinese and foreign people as part of serving the national reform and development and foreign strategy.(Central People’s Government of the People’s Republic of China,2017)

Garzê Tibetan Autonomous Prefecture in Sichuan Province(hereinafter referred to as“Garzê”)is a multi-ethnic community with Tibetan as the main ethnic group.Different regional and climatic characteristics,different ethnic customs and different eating habits have created a variety of special cuisines and colorful eating culture(Cao,2015).On C-E translation about Garzê,there are a few researches,mainly on English translation of its scenic spots and names of specialty food or food stores,but few on trademarks of special drinks.

In order to understand more about trademarks of special drinks in Garzê,first,Tibetan library resources,internet resources such as“A Bite of Garzê”and“Garzê Specialties”as well as CNKI resources and other literatures are read and collected.Then,a questionnaire about special drinks is conducted among Tibetan teachers and students and individual interview with some of them is carried out.Last,a field survey of various supermarkets and specialty shops in Kangding and Luding is made to learn more about the type,characteristics and naming culture of each special drink.It is found that,the local special drinks mainly include“德格酥油茶”“炉霍雪域俄色茶”“康定雪茶”“炉霍青稞酒”“康定红”“海螺沟天然冰泉矿泉水”and“藏乡天然苹果醋”.There are also drinks which are introduced from other places and become very popular in Garzê,such as“藏地传奇无糖沙棘果汁”from Ngawa Tibetan and Qiang Autonomous Prefecture.But in addition to“海螺沟天然冰泉矿泉水”and some“雪域俄色茶”,there is almost no relevant English translation literature for other drinks available,let alone C-E translation menu in local large hotels and restaurants and the investigated Tibetan people and local residents are also confused about their English translation.

Then,how to translate the trademarks of local special drinks into English in the context of“Telling Chinese Stories and Spreading Chinese Culture”,this paper will try to translate them into English under the guidance of Memetics based on its naming methods,characteristics and naming culture of each special drink in Garzê.

Memetics and Translation Memetics

The term“meme”derives from the pamphlet of The Selfish Gene published by Dawkins,a zoologist and behavioral ecologist at Oxford University in 1976,in which Dawkins removes the prefix of the Greek root“mimeme”and creates“meme”similar to“gene”both in word formation and pronunciation,meaning the basic unit of human cultural evolution and the cultural equivalent of genes(Dawkins,1976).Genes reproduce through physiological inheritance,while memes are transmitted through imitation.Later,in her bookThe Meme Machine,Blackmore.S,a student of Dawkins,perfected the idea by defining meme as“an information unit that can be copied through a process broadly known as imitation”(Blackmore,1999).In China,Professor He Ziran first introduced this theory and first proposed language meme in China in 2003.He points out that any information can be called meme as long as it can be“copied”through a process broadly known as“imitation”.(He&He,2003)

Chesterman,a Finnish translation theorist,first introduced memetics into translation studies.In his bookMemes of Translation:The Spread of Ideas in Translation Theory,he systematically analyzes the translation thoughts and theories of various periods from the perspective of Memetics and puts forward translation memetics.According to translation memetics,translation is the process of transmitting the source meme to the target meme through the translated text.The translated text is the carrier for memes to be spread across cultural boundaries.(He&Chen,2014)

Memetics and translation Memetics provides a new perspective for the study of translation theory and practice,because memes and cultural heritage of translation,the stage of meme replication and the process of translation,the nature of meme self-replication,the characteristics of strong memes and requirements and mission of translation are closely related.

The Characteristics and C-E translation Process of Trademarks of Garzê Special Drinks from the Perspective of Memetics

On Characteristics of Trademarks of Special Drinks from Memetic Transmission Power

There are three main characteristics for successful memes:copying fidelity,fecundity and longevity.According to these three characteristics,the transmission power of memes can be divided into strong memes and weak memes.Strong memes refer to those with higher fidelity and more opportunities to be copied,wider transmission and longer survival time.Therefore,from the definition and characteristics of memes,Garzê special drinks are not memes from their birth,only when they are constantly repeated and spread,can they become memes,and those trademarks of tea,wine and other drinks that can stand out from many other drinks and pass on from generation to generation can become strong drink memes.

On C-E Translation Process of Trademarks of Special Drinks from Memetic Replication Stage

From the perspective of memetics,the process of translating drink trademarks into English is essentially a crosscultural process of copying and spreading drinks memes to the English world in the form of translated texts.According to meme replication stage discussed by Francis Heylighen,the process of its C-E translation also goes through four stages:assimilation,retention,expression and transmission.

In the stage of assimilation,the Chinese drink trademark is a meme complex containing not only core information such as raw materials,place of origin,taste and drinking methods,but also various cultural information.So,before translating it,the translator should be attracted and infected by it first,then accept it,correctly interpret it and become its new host.

In the stage of retention,the drink trademark as a meme complex stays in the translator’s mind for a period of time.Similar to assimilation,memory is selective,and the length of memory retention is closely related to the translator’s cognitive orientation,attention focus,emotional state,behavioral desire,etc.,as well as the importance and frequency of drinks themselves.The longer the drink meme remains in the mind,the more chances it will get to be spread.

In expression stage,the translator copies the source memes in the target language by decoding and recoding the source language correctly.The translator should not only analyze and understand the naming method and culture of drink trademarks from the source language readers,but also from the target language readers(consumers in English speaking countries),such as their cognitive environment,their expectation,aesthetic taste and acceptance,and skillfully code the source language memes(Luo,2018),striving to make them copied with high fidelity and to stimulate the taste desire of the target readers in the same time.

In transmission stage,the target readers(consumers in English speaking countries,i.e.the new host of memes)are attracted and infected by the translated memes,and spread them in western society through oral or written communication and other ways.

Successful meme translation should enable the new host to decode the new carrier of meme through the translated language,so as to copy and spread the source meme to the maximum extent(Zeng,2007).In order to achieve this goal,translators need to consider whether there are favorable factors for the replication and transmission of drink memes from both content and form,for example,in content,whether the translated trademark is practical,reasonable and fashionable and whether it conforms to the language,culture and customs of the target country,and in form,whether the translated trademark is accurate,concise,vivid and easy for the target reader to remember.

C-E Translation Strategies of Trademarks of Garzê Special Drinks from the Perspective of Memetics

Professor He.Z.R holds that regardless of the form and content of language memes,there are basically two ways for meme replicating and transmitting:repetition and analogy.(He,2008)Enlightened by this,there are three strategies in the C-E translation of drink trademarks:repetition strategy,analogy strategy and hybrid strategy.Repetition strategy is similar to foreignization,including literal translation,transliteration and other translation methods,emphasizing that the translation should retain the characteristics of source drink trademarks in language,culture and style as much as possible,which conforms to the nature of meme:to copy itself to the most degree in its transmission.Analogy strategy belongs to domestication,including free translation,transferred translation and other translation methods,which requires the translation to conform to habits of the target language and cultural traditions and reading habits of the target language readers.Hybrid strategy is a combination of these two strategies,including mixed translation,annotation translation and other translation methods.(Luo,2018)

The above-mentioned three strategies are different means of meme transmission in different periods of cultural exchange,which complement each other.When there are great differences between two cultures or in the early stage of cultural collision,analogy strategy is adopted.When the two cultures are relatively similar or there are some foundation for different cultural penetration and communication,repetition strategy is used.When the translated cultural memes are not accepted by the target readers,hybrid strategy is resorted to.Analogy strategy is the necessary stage of meme transmission,repetition strategy is its requirement and trend in the long run while hybrid strategy is the transition and supplement of them.(Wang,2011)

Application of Repetition Strategy

Sun.Z.L sums up the law of literary translation in China,and thinks that most of literary translation in China in the 20th century is based on domestication,while in the 21st century,literary translation should be based on foreignization(Sun,2002).This viewpoint is mainly for literary translation,but it is also suitable for C-E translation of drink trademarks in ethnic areas because the target readers gradually have the ability and opportunity to decode the cultural memes carried by Chinese drinks and are eager to understand more Chinese culture through Chinese cuisine due to more and more interaction and exchange between China and other English-speaking countries.Repetition strategy presents the drink meme in the original way to the target readers,which not only helps to enrich the meme expression of the target language,but also promotes the integration of different cultures.

(1)德格酥油茶

Butter is extracted from milk of yak or sheep,and it is an indispensable food for every Tibetan people every day.When making“酥油茶”,people add butter,fresh milk,salt and freshly brewed tea into a special bucket.After mixing them,the butter,milk and tea are completely integrated.In Garzê,“德格酥油茶”is most famous.

This trademark is made of“place of origin + secondary ingredient + main ingredient(type),among which,“德格”is a county in Garzê,thus the place name.“酥油茶”mainly includes butter and other ingredients in green tea,among which butter is secondary ingredient,and tea is main ingredient.For this trademark with distinctive regional color,transliteration is used for place of origin and literal translation for ingredient memes,namely:Dege Tea with Butter,considering equivalence of syllable numbers,simplicity of the translated form and habits of the target language,it can be simplified as Dege Buttered Tea.

(2)海螺沟——水源地·贡嘎雪山海螺沟冰泉

The water is from the artesian spring formed by the infiltration and mineralization of the glacier melt water of Minya Konka,which is recognized as the best water in the world for its original ecology and pollution-free in water intake,production and filling.

This trademark is made of“place of origin(also brand)+modifier+main ingredient”,in which 海螺沟is both a palce in Luding county and a scenic spot renowned for its low altitude modern glaciers.Since there is nothing new for the target readers,it can be translated directly into Hailuogou:Natural Glacier Drinking Water from Minya Konka.In view of equivalence of the syllable number,simplicity of the translated form and habit of the translated language,its origin of place can be put in the product description,and the translation is“Hailuogou:Natural Glacier Drinking Water”,enough to highlight its brand,type and geographical characteristics.

(3)藏地传奇——无糖沙棘果汁

Xiaojin County in Ngawa Tibetan and Qiang Autonomous Prefecture,is rich in sea buckthorn.Its“藏地传奇——无糖沙棘果汁”is favored for its rich nutritional and medicinal value.

This trademark is named as“brand+modifier+main ingredient+type”.Here,“藏地传奇”is not only a part of its company name,but also refers to its origin of place:Ngawa Tibetan and Qiang Autonomous Prefecture.If it is directly translated into its corresponding place,the information is very lengthy and remains no mystery.Therefore,it had better be translated into“Tibetan Legend:Sugar Free Sea Buckthorn Juice”,which not only leaves people space to imagine,but also highlights its characteristics and main ingredient.

Application of Analogy Strategy

The use of repetition strategy,that is,the exotic memes in the translated text should be within the comprehension and acceptance of the receptor(target reader).Once beyond the limit,the receptor often refuses to accept the infection because he cannot decode the source language memes,then the translated meme cannot be copied,and its transmission will be terminated.In this condition,the translator needs to adopt analogy strategy to adjust the exotic memes of the source culture,or directly use similar expressions in the target language to replace the source memes,and if necessary,they should abandon the cultural memes in the drink meme complex,and relatively faithfully spread the core ingredient meme,so that the translated meme can be more easily accepted by the receptor and gain chances for survival and development.(Li&Zhu,2017)

(1)康定红

The word“红”of“康定红”is in line with the Chinese pursuit of luck,prosperity,festivity and happiness.This trademark gives people associations and it is impossible to judge its type and other concrete information just from the name alone.But actually,“康定红”is a kind of red wine locally produced in Kangding city.Therefore,the translator should add the omitted meme and translate it as“Kangding Red Wine”to show its place of origin and main ingredient.

(2)“藏乡田园”苹果醋

“藏乡田园”苹果醋is a special product of Xiangcheng County in Garzê,which is a green,natural and healthy plateau product with more than 90% juice content by adopting the original liquid deep fermentation process and technology.

Here,“藏乡田园”is its brand,which is easy to be misunderstood as“Tibetan countryside”at first thought,but in fact,藏乡is its origin of place,referring to Xiangcheng County of Garzê,田园means it is green and pollutionfree and while 苹果醋conveys the main ingredient and type.However,if the translator translate“藏乡田园”directly into the corresponding place,it is very lengthy,considering simplicity of meme form and practicality of its content,it can be translated to“Tibetan Natural”Apple Cider Vinegar,in order to highlight its regional characteristics and main ingredient,while its place of origin can be explained in the product description.

Application of Hybrid Strategy

In specific translation practice,when analogy or repetition strategy alone cannot meet the needs of drink meme transmission,the two strategies can be combined to make up for their shortcomings.When it is difficult for foreigners to understand the real meaning of the translated text by simple literal translation or free translation,the transliteration can be used with some brief explanations or annotation,so that consumers can not only learn the Chinese pronunciation,but also fully understand the main ingredients and cultural connotation contained in its trademark,which is helpful to deepen their understanding of Chinese culture and stimulate them to taste Chinese food.(Luo,2018)

(1)炉霍青稞酒

It is made of highland barley,a main grain produced in Tibet and it’s the favorite drink of Tibetan people which is indispensable for festivals,weddings,giving birth to children,greeting and seeing off relatives and friends.

Its naming method is:place name+secondary ingredient+main ingredient(type),among which 炉霍is a county in Garzê,青稞is secondary ingredient and 酒main ingredient and type,directly highlighting the regional characteristics and regional ingredient.Though 青稞is famous in Tibetan areas,it is relatively rare in foreign countries,so here transliteration and annotation can be used to translate it:Luhuo QingkeWine(Qingke:Highland Barley),in which transliteration is directly used for the drink trademark,and the annotation can be placed in the product description.

(2)炉霍雪域俄色茶

“雪域俄色茶”is produced in horzhanggu area,Luhuo County,Garzê,Sichuan Province on the southeast edge of Qinghai Tibet Plateau.俄色树is a kind of wild tree which grows in the environment without any pollution and it is a unique rare tree species in snow-covered plateau.“雪域俄色茶”has the effect of lowering blood lipid,blood sugar and blood pressure,whose magical medicinal effect has been recorded in the most authoritative Tibetan medical works Four Medical Classics.

(3)康定雪茶

雪茶grows in the snow-covered permafrost region with over 4000 meters above the altitude of Qinghai Tibet Plateau.Its yield is rare and it is difficult to collect.However,it is known as a rare treasure for its unique efficacy on hypertension,neurasthenia,cough,and,heatstroke,etc.

The above two trademarks are:origin of place+modifier+main ingredient(types).The former is from a rare tree grown in the snow-covered plateau of Luhuo county while the latter is a kind of tea grown in the snow-covered plateau of Kangding,both reflecting strong regional characteristics.However,since they are not known to most Chinese people,let alone the target readers,so,to retain their regional cultural memes,and to reduce the difficulty of people’s understanding,it can be translated into:Luhuo E’se Tea(E’se Tea:Tea from E’se Tree in Snow-covered Plateau)and Kangding Snow Tea(Snow Tea:Tea Grown in Snow-covered Plateau).

Conclusion

Translation is a kind of cross-language and cross-cultural meme replicating and transmitting activity.The C-E translation of Garzê drinks is to make the Chinese trademark copied and spread in English culture through language transformation.In its C-E translation,the translator should have a thorough understanding of the naming method and its background culture,choose the translation strategy flexibly,and copy the core factors such as main and secondary ingredients,drinking methods and regional characteristics in the source language as much as possible.In view of the differences between Chinese and English languages and cultures,repetition strategy should be top priority,hybrid strategy and analogy strategy secondary so as to retain the exotic memes in the source culture,to help western readers understand the drink culture of Garzê more accurately and to promote the communication between different cultures.

Acknowledgements

This paper is financially supported by Sichuan provincial projects:A Memetic Study on C-E translation and Customs of Special Drinks in Garzê Tibetan Autonomous Prefecture(CC17G21)and The“memes”Indispensable in Western Minority Areas(18SB0503).