Verbal, visual, and verbal-visual puns in translation: cognitive multimodal analysis

This paper presents results of cognitive multimodal analysis English to Ukrainian and Russian translations verbal, visual verbal-visual puns found in the American animated tragicomedy sitcom “BoJack Horseman”. We have that translation verbal presupposes overcoming constraints caused by linguacultural specificity pun-producing source-text linguistic expressions (idioms and/or allusions). Translation entails constructing an illuminating context, which facilitates interpretation images. puns, both those incongruous conceptual structures are cued verbally, image dubs text, one incongruent is verbally other triggered visually, demands reconciling with text on top coping specificity. revealed render analyzed translators resort three basic procedures: retention, reduction, replacement. Literal resulting retention a pun leads foreignization target unless recipients can be expected infer due impact cultural globalization. In all cases, failed retain meanings image. Reduction replacement result complete (causing loss pun) compulsory (imposed constraints) domestication. instantiates as choosing target-language expression cues only two engaged using compensates for creating different humorous stimulus. multimodal/multimedial target-text replaced one.