The Culture of Alcohol and the Translation of Alcohol
Commercials
酒文化与酒广告翻译
Submitted by Shu Changjian Student number 0805020212 Supervised by Li Yongzhong
Foreign Languages College Jiangxi Normal University
March 2012
The culture of alcohol and the translation of alcohol commercials
Abstract：Edgar Allan Poe is one of the most unique American writers.He is best known for his tales of mystery and the macabre.His horror short stories venture even beyond human’s reason, exploring the vague cro-border field of life and death, dream and reality, conscious and insane.The Black Cat is one of the most claic horror novels which also reveal the dark side of the human being in psychology.The author of this thesis proposes that there exits subconscious evil in human beings.Therefore, the thesis aims to analysis the hero’s personalities in The Black Cat according to Freud’s psychoanalysis, which will help us understand Poe’s other works and his artistic thoughts easily.
Key words：Edgar Allan Poe; Freud’s psychoanalysis; The Black Cat
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以弗洛伊德精神分析理论分析《黑猫》中的叙述者
摘要：埃德加·爱伦·坡是美国作家中最独特的一位，以悬疑、惊悚小说最负盛名。他的恐怖故事极力挑战理性的界限，探索生命与死亡、梦境与现实、清醒与癫狂的晦暗不明的交界地带。《黑猫》是这些恐怖小说中最为经典的一部作品，它同时也揭露了人类精神层次的黑暗面。本论文的作者认为人性中有种罪恶的潜意识。所以，本论文旨在通过弗洛伊德的精神分析理论来分析《黑猫》中主人公的性格，从而帮助我们更容易地理解坡的其他作品和他的创作理念。
关键词：埃德加·爱伦·坡; 弗洛伊德的精神分析; 黑猫
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Contents
Chapter 1 Introduction ......................................................................................................................1 Chapter 2 Psychoanalysis ..................................................................................................................3 2.1 Overview .......................................................................................................................................3 2.2 The Structural Model of Personality ..........................................................................................4 Chapter 3 A Psychoanalytic Interpretation of The Black Cat .......................................................5 3.1 Ego of the Narrator ......................................................................................................................5 3.2 Id of the Narrator .........................................................................................................................6 3.3 Superego of the Narrator ............................................................................................................7 Chapter 4 Conclusion ........................................................................................................................9 Bibliography .....................................................................................................................................10 Acknowledgements...........................................................................................................................11
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Chapter 1 Introduction
Born in Boston, Maachusetts, in January 1809, and died in Baltimore, Maryland, in October 1849, Edgar Allan Poe lived only forty years in this world, but his name brings to mind images of murderers and madmen, premature burials, and mysterious women who return from the dead.His works have been in print since 1827 and include such literary claics as “The Tell-Tale Heart” , “The Raven”, and “The Fall of the House of Usher”.This versatile writer’s oeuvre includes short stories, poetry, a novel, a textbook, a book of scientific theory, and hundreds of eays and book reviews.He is widely acknowledged as the inventor of the modern detective story and an innovator in the science fiction genre, and he made his living as America’s first great literary critic and theoretician.Poe’s reputation today rests primarily on his tales of terror as well as on his haunting lyric poetry.Poe’s short stories are abounded with bloody violence, murder and even supernatural events.And the places where the stories occur are usually dreary and gloomy castles, bleak cellars or churches, and thrilling grave yards.All these are the recurrent and indispensable elements in establishing Poe’s prevalent terror, which is strong enough to shake readers’ interior feelings.Among these stories, Poe can not stop interpreting his “death wish”.“Death” has become one of his constant themes, especially the death of a beautiful woman, and he made aertions in his famous article “The Philosophy of Composition” that this is “the most poetical topic in the world”.Such stories as “Ligeia” “Morella” and “Berenice” are good examples.And personal tragedy was another recurring theme throughout Poe’s life.In his early childhood, his father deserted the family and later his beloved mother died.He was adopted by a wealthy tobacco family but seldom had a good time with them.It is his miserable life experience and his peimistic temperament that led Poe to be obseed with his “death fantasia” and dark romanticism.It is not difficult to find that Poe has an astonishingly strong and meanwhile twisted and weird power of imagination which is quite bewildering, and this is one of the reasons that he isdrawn much attention.Allan Poe himself is also one of the most controversial figures in the American literary history.Although his contributions to the literature have been widely acknowledged at present, he was misunderstood at his time because of his wired character.For example, his literary executor
Rufus Griswold spared no pains, after Allan Poe’s death, to sully his reputation—he painted Poe as a Bohemian, depraved, and demonic, a villain with no virtue at all.Profeor Chang also mentioned that Poe’s own work did at times seem to corroborate the view of Griswold’s and many others that his was an evil genius and thus the legend steadily building up about Poe placed the man in a very unfavorable light; therefore Emerson dismied him in three words “the jingle man” and Mark Twain declared his prose to be unreadable.Henry James made the ruthle statement that “an enthusiasm for Poe is the mark of a decidedly primitive stage of reflection”.And Whitman, who was the only famous literary figure presented at Poe Memorial Ceremony in Baltimore in 1875,had a mixed feeling about Poe: he did admit Poe’s genius, but it was“its narrow range and unhealthy lurid quality”that most impreed him.However, needle to say, the majority of critics today, in America as well as in the world, have recognized the real, unique importance of Poe as a great writer of fiction, a poet of the first rank, and a critic of acumen and insight.His works are read the world over with appreciation and understanding.
Edgar Allan Poe’s works didn’t bring him fame and fortunate before he died.Since the 20th century, with the irrationalism philosophy and Fraud’s psychoanalysis rising and developing, Allan Poe and his works have been wildly accepted.
Freud proposed that the human psyche could be divided into three parts: Id, ego, and super-ego.Id represents human being’s basic desire, impulse and vitality for living.It is the subconsciousne part of human being’s spiritual activities.The super-ego is the moral component of the psyche, which takes into account no special circumstances in which the morally right thing may not be right for a given situation.The rational ego attempts to exact a balance between the impractical hedonism of the id and the equally impractical moralism of the super-ego; it is the part of the psyche that is usually reflected most directly in a person\'s actions.When overburdened or threatened by its tasks, it may employ defense mechanisms including denial, repreion, and displacement.
There are always conflicts between Id and super-ego.If a person keeps balance between both of them, he will be a mental healthy man.If not, he will become anoia.Apparently, the hero in the Black Cat was a twisted-mind person after experiencing a series of spirit change including impulse, crime, guilt and fear.In this thesis, the author analyzes the hero’s personalities in The Black Cat
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behavior.How one behaves is actually the result of the wrestling of the three.Therefore, a healthy personality entails a balance among the three—the id, the ego, and the superego.
Chapter 3 A Psychoanalytic Interpretation of The Black Cat This chapter mainly gives an interpretation of the narrator in the Black Cat from Freudian psychoanalytic perspective.The Black Cat is one of Allen Poe’s finest horror tales.Poe’s horror tales, featured by the psychiatric traits and psychological significance, serve as a good source for the psychoanalysts to understand both Poe and his works.
Traditionally, The Black Cat is taken as a claic horror story permeated with gothic elements such as superstition and murder, yet from Freudian perspective, it can be treated as a case study of a patient who is troubled with psychological problems.And this horror tale can be more vividly compared as a mind-disordered patient’s confeion to a psychology doctor. 3.1 Ego of the Narrator
At the beginning of the narrator’s retrospect, he described what he was like at his young age.
“From my infancy I was noted for the docility and humanity of my disposition.My tenderne of heart was even so conspicuous as to make me the jest of my companions.I was especially fond of animals, and was indulged by my parents with a great variety of pets.With these I spent most of my time, and never was so happy as when feeding and careing them.This peculiar of character grew with my growth, and in my manhood, I derived from it one of my principal sources of pleasure.” (Poe, Tales 161)
From above we can see the narrator was very kind and humane when he was young.This is ego of the narrator.The ego, according to Freud, operates on the basis of the Reality Principle, attempting to satisfy the id’s desires in realistic and socially appropriate ways.During this period, the narrator liked animals and he gained pleasure by feeding and careing them.
What’s more, when the narrator got married early, he felt very happy because his wife also liked animals and had same nice characteristics like him.They raised animals together and the narrator formed firm friendship with a black cat—Pluto, his favorite pet.“I married early, and was happy to find my wife a disposition not uncongenial with my own.Observing my partiality for domestic pets, she lost no opportunity of procuring those of the most agreeable kind.We had birds,
gold-fish, a fine dog, a small monkey, and a cat.”(Poe, Tales 161) The narrator’s ego enables him went on a happy and normal life in realistic and socially appropriate ways.3.2 Id of the Narrator
However, after he became addicted to alcohol, “a disease” what the narrator called, his disposition gradually changed and turned to a villain.He began to ill
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Bibliography 【1】Bloom, Harold.Comprehensive Research and Study Guide—Edgar Allan Poe[M].New York: Chelsea House, 1999.【2】Bonaparte, Marie.The Life and Works of Edgar Allan Poe [M].New York: Prometheus Books, 1980.【3】Freud, Sigmund.Peter Gay, ed.The Freud Reader[M].New York: W.W.Norton & Company, Inc.,1989.【4】Jung C G.\"Psychology and literature\" in 20th Century Literary Criticism [M].Longman, Singapore, Publishers, Pte.ud.19th impreion,1996.【5】爱伦·坡, 爱伦·坡作品精选[M].曹明伦译,长江文艺出版社, 2007.【6】李玲.哥特文学与爱伦·坡［J］.学术界，2006．
【7】王齐建.试论爱伦·坡［C］.中国社会科学院外国文学研究所.外国文学研究集刊: 第6 期.北京: 中国社会科学出版社，1982．
【8】杨波.来自灵魂深处的恐怖[D].湖北：华中师范大学外国语学院，2002.【9】张永怀.爱伦·坡短篇小说的精神心理分析[J].读与写杂志，2009(10)：57-58.【10】朱振武.爱伦坡小说全解[M].上海：学林出版社，2008.【11】朱平珍.黑猫: 病态人格的象征———论爱伦·坡的短篇小说〈黑猫〉［J］.湖南社会科学,2004．-
Acknowledgements I would like to expre my sincere appreciation to my supervisor, Lecturer Xu Junfang, for her patient guidance and valuable comments and advice to my thesis.Furthermore, I appreciate my clamates for their generous encouragement and selfle aistance.Particularly, my thanks also go to Jiangxi Normal University which has provided me with four years of happy university life and a great amount of knowledge.
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