Resumen de La traduction des métaphores au regard de la psychologie cognitive
Cognitive psychology which has thoroughly evolved since its origin in the 60's considers metaphors as "figures of style" no longer as a mannered emphatic style less as a mode of thinking. As a teaching assistant in translation from Greek into French to students of Greek origin, I have often been confronted with problems of translating metaphors. Through this paper, I have tried to determine from an analysis of iconographic ads that metaphors exist without the medium of words: they are a way of thinking intended to impress the reader and to add some wit to an expression. Unfortunately their translation into French poses problems because they do not possess the same vividness from one culture to another and the use of a bilingual dictionary is of little help when metaphors which are brilliant in one language become enigmatic or flat in the target language. A very unrewarding job!
