МЕТАФОРА И НЕКОТОРЫЕ ПРОБЛЕМЫ ЕЕ ПЕРЕВОДА В ТЕКСТАХ ПО ЭКОНОМИКЕ

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<nr^ónLú nLunLÚúшuf^pLlnLÚ t лúлbuшqf^лшL|шú qpш|шúnLßJшú ú»2 Фпёш-pbpnLßJшú oqлшqnpónLÚ[' !^ршоЬ[пЦ 3. Lш|nф|l U 0. Snúunúfi (19B0ß.) шошршр-Цшó dшúшúш|ш||g лbunLßjnLÚ[: Фn[uшpbpnLßjnLÚ[ ßшл hшáш|u t oqлшqnpÓL^nLÚ лúлbuшq|лnLßJшú úbg, ^úfi np шjú oqúmú t ЦbpшgшL|шú bpUnLjpúbp[ (р!рш[иш-jlú ïÇpnLjp) hшuL|шúш[ шл, ЦnúL|pbл bpLmjpúbpl úlgngnl (b[шL|bлшj|ú ïÇpnLjp): UéШ2шpL|LlnLÚ t ЦbpшgшL|шú лúлbuшq|лшL|шú qшqшфшpúbpf^ú ш^1пг[ hшul|ш-gnLßШJ|ú фnflJшpbpnLßJnLÚúbp| ¿шúш¿nqшL|шú ЦbplnLÓnLßJnLÚ: Фn|uшpbpшL|шú шр-лшhшJлnLßJnLÚúbpú [úлpLlbl bú U rшuшL|шpqLlbl ' biúbinl Ipbúg b[шL|bлшjf^ú ïÇ-pnLJßúbp|g: fiúúшpL|LlnLÚ bú úшL шл шpлшhшJлnLßJnLÚúbp| шúqlbpbúf^g hшJbpbú L|шлшpLlnq ßшpqúшúnLßJnLÚúbp| npnß hшpgbp:

JEL: A2, A20

ФnËшpbpnLßJnLÙ bpUnijß[ шЦЬ[| pmCi bp|ni hmqmpmújm| ¿шр^йш^й t úúm[ Ф^^пФы^р! U ïûïbumqbïûbp| nißmrpnipjmü |b^pnúniú: Obé шйл|| 2P2múniú ^^лплЬ^ muniú tp. «<Uúbúlg |шpLnpú t húлnpЬú oqïlbi úbлшфnpúbp|^g: änbq|^шj|^ pninp qt¡¡t¡g|nißjniúút¡p|^g ú|^шjú гш t, np unlnpbi ! Шр»! Ujú Çu^ujbu лшr¡шúr|^ Ú2ШÚ t, ùшú|^ np qлúbl púш-Шú úbлшфnpúbp, ú2шúш|niú t púnißjшú úbg ú|шлЬl шßшp|шúЬp|^ úúш-

1

ÙnipjniÙQ»: 20-p^ ^pÇ íbpgnLÚ фnËШpbpnLpJШÛ nLUnLÚÛШUÇpnL-

pjnLÙp pûnLpшqpЦnLÚ t npшïшщbu ùnp ùшïшpгшïÇ шûgnLÚnЦ: ^^тйш^шй-ùbpÇ nL2Ш^pnLpJШû Ïbùmpnùmù фnËшpbpnLpJШù n¿шpшùшïшù Ïbp^Çù фnËшpÇùnLÙ bù ^ш ¿шйш^ш^шй U ÇùшumшJÇù qnp^énLjpùbpù nL hûшpшЦnpnLpJnLÛûbpp: ПLunLÙùшuÇpnLpJnLÙùbpp gnLjg bù тш^, np фп-ËшpbpnLpJnLÛp ^jùnpbù ïÇpшßЦnLÚ t n¿ ÙÇШJÙ qb^шpЦbumшïшû n^nLÙ, ШJ[U hpшщшpшïшËnuшïшû, Ënuшïgшïшù U •^тш^шй n^bpnLÙ: Uju^bu, dшùшùшïшïÇg [bqЦшpшûnLpJШû mbuшùÏJnLÙÇg фnËшpbpnLpJnLÙp h^ùrçbu t •ш^ n¿ ù^jù np^bu h^pnLum, qnLÙbrç Ënuù umbrçôb[nL h^p, ШJ[U np-^bu ÇùшumшJÇù ùnp ^énLjgùbp ïbpmb[nL U h^rçnp^ïgnLÙù шЦЬ[^ шpгJnL-ùшЦbm ^pÔùb[nL ùÇçng: 0bp dшùшùшïùbpnLÙ фnËшpbpnLpJnLÙù oqùnLÙ t ùшprçnLÙ Çp qÇmшhbmшqnmшïшù, ¿шùш¿nrçшïшù qnpánLÙbnLpJШù ùbç U ËpшùnLÙ ïÇpшßшïшù [bqЦшpшùnLpJШù qшpqшgnLÙp: ФnËшpbpшïшùшg-ùшù hÇùùÇ Цpш umbrçô^ô mbpùÇùùbpp (pшßbqp, bqpnLjp) шгсшЦЬ[ ïbùunL-йш^ bù, ^ÙÇ np фnËшpbpnLJpù ÇùpùÇù щшpnLÙшïnLÙ t шqqшJÇù ùmшán-^nLpJШù ùbç шùpшqpЦшá ÇùшumшJÇù ùppbpшùqùbp: ФnËшpbpшïшùшgùшù шp^JnLÙùnLÙ mbpùÇùшpшùшïшù qnp^rcnLpjnLÙ Ôbé£ pbpшá [bqЦшpшùш-^ù ù^inpùbpp ^éùmù bù hшùшщшmшuËшù mbpùÇùшpшùшïшù hш-ùшïшpqÇ mшppbp U mbpùÇùшhшùшïшpqÇ ùÇшЦnpùbpÇ hbm ùmùmù

bù ÇùшumшJÇù U ÔUшpшùшïшù ùnp hшpшpbpnLpJnLÙùbpÇ ùbç:

0bp ^b^pnLÙ' mùmbuшqÇmnLpJШù ùbç, mbpùÇùшumbrçáùшù фnËшpb-pшïшù ùÇçngp b^b[ U ùùnLÙ t ¿шфшqшùg ïbùunLÙшï, ^ÙÇ np mùmbuш-qÇmnLpJШù pùшqшЦшßp, ùшuùшЦnpшщbu, ùnp ùÇшЦnpùbpnЦ ШJù щшppb-pшpшp hшùш[pb[nL щшЬ^зо U qÇmшïшù hшuïшgnLpJnLÙùbpù шùЦшùb[nL hшùшp mbpùÇùшpшùшïшù ùnp ù^inpùbpÇ umbrçáùшù шùhpшdb2mnLpJnL-ùp ùbpïшJШùnLÙ bù ÇppU шùuшhùшùшфшï qnpápùpшgùbp:

^jmùÇ t, np фnËшpbpnLpJnLÙp ¿^4np4nLÙ t unЦnpшïшùÇ U шùun-ÎnpÇ ùÇçU qnjnLpjnLù nLÙbgnrç hшïшгpnLpJШù hÇùшù Цpш, npÇ шp^JnLÙùnLÙ фnËшpbpшïшù ÇùшumnЦ qnp^ô^ô pшßp h^jmùinLÙ t n¿ unЦnpшïшù hшùшmbùumnLÙ: bpb ùшpгp, hÇùù4b[n4 npn2ШÏÇ [bqЦшpшùшïшù шЦш^ rçnLjpÇ Цpш, oqmшqnpánLÙ t hù^jmùùbp, pшßbp, pùrnLÙ^ô hшùшmbùu-mnLÙ, шщш ËnupÇ фnËшpbpшïшù pù^[nLÙp mb^Ç t nLùbùnLÙ шЦшù^nLJ-pÇg hbßшùш[nL ^b^pnLÙ: Ъùшù hшpgbpnЦ qpш^Цn^ [bqЦшpшùùbpp ifinfuiu-pb¡pnißJniÙù mbpùÇùÇ ïÇpшßùшù hшùшmbùumÇ pù^[ШJÙnLÙp nL^^шïÇnpbù ÏшщnLÙ bù [bqiÇ ùшuÇù qÇmnLpJШù ùbç ùшp^шïbùmpnù hшpшgnLJgÇ bpUшù qш[nL hbm:

0шp^nL U Ш2ËшphÇ ùÇçU Ïшùqùшá t [bqnLÙ, ÙÇ bpUnLjp, npp hшùqbg-ùnLÙ t mшppbp mbuшïÇ ùùшùnLpJnLÙùbpÇ hшJmùЦb[nLÙ, umb^áíb[ní Ïbù-^шùÇ фnpÔÇ hшùшùùшùnLpJШùp, qnjnLpjnLù nLÙbgn^ ùùшùnLpJnLÙùbpÇ U mшppbpnLpJnLÙùbpÇ шp^JnLÙùnLÙ: Ünp qÇmшïшù фnËшpbpnLpJnLÙùbpp Ш2-ËnLdшgùnLÙ bù ùbßшá, ^шuшïшù [bqmùbpÇg фп^шрЦш0 hшuïшgnLpJnLÙ-ùbpp' шp^JnLÙùnLÙ umbrçôb[n4 ùnp pшßbp U mbpùÇùùbp: Uh^^uÇï, 18-p^ г^шpnLÙ U. Uiù/ipp' dшùшùшïшïÇg mùmbuшqÇmnLpJШù hÇùùш^Çpp, РШ2»0 «шùmbuшùb[Ç ÔbépÇ» (the InvIsIble hand) qшrçшфшpp: SùmbuшqÇ-mnLpJШù ùbç hшЦшùшpшp гш фnËшpbpnLpJШù oqmшqnpáùшù шùbùшшßш-çÇù rçb^ùù tp: Ъш pшgшmpnLÙ tp, pb Çù^^bu t 2nLÏШJÇ «шùmbuшùb[Ç Ôbrc-

1 Uphumnmbl, en.wIkIpedIa.org/wIkI/Metaphor:

pp» Lmp^bmnpbO LmpqminpnLl qObpp, np^buql hlmnpbO pm2^| ura^m um^mL RbunLpuObpp' ^pmOp hmlm^mmmu^mObgObinL qnjnLpjmO nLObgn^ u^mrcn^mLmO Om^m^mminLpjnLOObp|O L mpmu^pm^mO 6m^ubp|O:

1982 p. hmjmO| mOmbumqbm hl. <bOOr}bipunOOp |p «On^mpbpnLpjnLO L mOmbumqfimnLpjnLO» (Metaphor and Economics) qppnLl mbum^mOnpbO pOOmp^nLl t /n^mpbpnLpjmO oqmmqnpdmlp mOmbumqlmm^mO mbpumb-pnLl: UjOnLhbmL 1. ULUpinulOO |p «SOmbumq|mnLpjmO ¿mpmmumOnL-pjnLO» (The Rhetoric of Economics) qppnLl LmpLnpnLl t /in^mpbpnLpjmO oq-mmqnpdlmO O2mOmLnLpjnLOp mOmbum^mO hmlmmbpumnLl: 0mLpinuL|O O2nLl t, np mOmbumq|mnLpjnLOO |p pOnLjpni /in^mpbpmLmO t: bm ^|mmp-LnLl t /n^mpbpnLpjnLOp np^bu mOmbumqfimmLmO ¿mpmmumOnLpjmO mlbOmLmpLnp op|OmL, npO tm^mO t mOmbum^mO ImmdbimLbp^l hmlmp: bm ImuOmLnpm^bu O2nLl t. «Uubi, np 2nLLjuOObpp CibpL/ujugLlud bO uwui-gupl L LyLuhLuOpLupl Lnpni, OLjLuq i/infuwpbpwLuO ¿t, pmO Luutbi, np LupLtimjiuOO puHfiO U2OuO 2nLQtQ t»: bm OmL O2nLl t, np mOmbumqfimnL-pjmO Ibj ImpblmmlLmLmO hm2impLObpO nL pmgmmpnLpjnLOObpp, mOmb-um^mO In^b[minpnLlp /in^mpbpmLmO bO: bnLjO|uL qdmqpbpnLl L qpmlObpnLl ^mmLbpLmd qdbpp, Lbmbpp, Lnpbpp /in^mpbpmLmOnpbO bO ObpLmjmgOnLl mOmbunLpjnLOO nL mOmbum^mO /n/in^mLmOObpp: bm bq-pmLmgOnLl t, np mOmbumq|mnLpjnLOp hmqbgmd t /in^mpbpnLpjnLOObpni, L ^m mp^bO /npdnL hmummmLmd Ipn^nLpjnLO t: 0. 0pnLqiIwOp OnLjO^bu O2nLl t, np mOmbumqlmm^mO qm^m/impObpO mpmmhmjmbilu /n^mpb-pnLpjnLOp qjnLmm^mO (tnLplumm^mO) ^bp t LmmmpnLl mOmbumqfimnLpjmO In^bimLnplmO Ibj: 0. PfipifibpliOO O2nLl t, pb |O£^bu mpmm^pnLpjmO, 2p2mOmRnLpjmO L pmp|pObp| pm2^ImO hmpmpbpnLpjnLOObpp Lmpn^ bO ObpLmjmgLbi Imp^nL ImpIO| Imubpl IljL qnjnLpjnLO nLObgn^ hmpmpbpnL-pjnLOObpni: bm bOpm^pnLl t, np «^pml| 2p2mOmrcnLpjnLO» (circulation of money) mpmmhmjmnLpjnLOp bpLmO t »L»i 4. LpLjbjfi «mpjmO 2p2mOmrcnL-pjmO» pmgmhmjmnLl|g hbmn4:

Uju^|unL Lmpbil t bqpmLmgObi, np |O¿^bu ibqLmpmOObpp, mjO^bu tl mOmbumqbmObpp nLunLlOmu|pbi bO /n^mpbpnLpjmO oqmmqnpdmlp mOmbumqlmm^mO hmlmmbpumbpnLl: hpbOg m2^mmmOpObpnLl OpmOp

2 "To say that markets are represented by supply and demand "curve" is no less a metaphor than to say that the west wind is the "breath of autumn being". (McCloskey, The Rhetoric of Economics, Economic Literature XXI, 1983, p.502).

3 Sbu Krugman P., Development, Geography and Economic Theory, London, Cambridge MA, 1995

4 Sbu Bicchieri C., Should a Scientist Abstain from Metaphor? Cambridge, Cambridge University Press, 1988:

5 Sbu Marshal A., The Principle of Economics, London, Macmillan and Co.Ltd., 1920, t2 56:

6 Sbu Ormerod P., The Death of Economics, Wiley John & Sons, London: Father and Faber, 1997:

pn[npù t[ hwùwùÇm bù, np ^nËwpbpnLpjnLùp ù2wùwQw[Çg rçbp t Ëw^nLÙ LLbpwgwQwù mùmbuwqÇmwQwù mbunLpjnLùùbpp L pwprç mùmbuwQwù bpLnLjpùbpp hwuQwùw[nL hwùwp:

SùmbuwqÇmnLpjwù ùbç oqmwqnpôLnrç ^nËwpbpnLpjnLùùbpp Qwpnrç bù wprçbù Ënpw^bu hwumwmLwô [Çùb[ ùwprçQwùg ùmwônrçnLpjwù ùbç' ÔLw-inpbini hwuQwgnLpwjÇù QwRnLgLwôùÇ (conceptual framework) pw^QwgnL-gÇ£p: Ujù^ÇuÇ mùmbuwqÇmwQwù ^nËwpbpnLpjnLùùbp, Çù£^ÇuÇp bù' w2-Ëwmnqùbpp ûmp^ïmjÇù ïrn^Çmmi bù (employees are human capital), mp-dbpqpbpÇ pù^bpuùbpù pùïùnLÛ bù (equity indexes fall), pwdùbmnùubpÇ qùÇ ÎbpwQwùqùnLÙ (the rebound in stocks), ppwgibip m^mpiDbp (liquid assets), wprçbù wumÇ^wùwpwp ùbppw^wùgb[ bù ùwprçQwùg ùmwôb[wQbp^:

UwuùwqÇmwQwù, mùmbuwqÇmwQwù pwéwpwùùbpp mw[Çu bù cash flow' ïwùËhÏ ^pmûp hnup mbpùÇùÇ uwhùwùmùp' ¿ù2b[ni n^ ÙÇ hnùwùÇ2: Um iïmjnLÙ t wjù ùwuÇù, np ¿Qw npLt wj[ ^wjùwùwQwù ùÇçng wju hwu-QwgnLpjnLùù wpmwhwjmb[nL hwùwp, L ^nËwpbpnLpjnLùù t [pwgùmù mùmb-uwqÇmnLpjwù mbpùÇùwpwQwù hwùwQwpqnLÙ qnjnLpjnLù nLùbgnrç wju pwgp: UwprçÇQ W2Ëwphp ¿wùw^nLÛ bù' Çpbùg Qbùuw^npÔÇ Lpw hÇùùLb[nL: Uéopjw ïjwùpnLÛ ùpwùù hwuQwùnLÙ bù pwprç L wùpùpéùb[Ç qwrçw^wpùbpù nL mbunLpjnLùùbpp' iïwjwïn^b[ni Çpbùg 2p2w^wmnrç mbuwùb[Ç, pùpéùb[Ç, ÇpwQwùnLpjwù ùbç qnjnLpjnLù nLùbgnrç Çpbpù nL qwrçw^wpùbpp: Uw ù2w-ùwQnLÙ t, np npn2WÏÇ bpLnLjpùbpÇ pùpéùmùp mb^Ç t nLùbùmù wji mÇpnLjp-ùbpnLÛ qmùLnrç bpLnLjpùbpÇ oqùnLpjwùp: Swppbp mÇpnLjpùbpÇ hwpwpbpw-ÏwùwgnLÛp ÇpwïwùwginLÙ t ^n^wpbpnLpjwù ùbËwùÇqùÇ ùÇçngnL: On-ËwpbpnLpjnLùù ÇùpùÇù ùnp qwrçw^wpùbp wéwç ¿Ç pw2nLÙ, uwQwjù wjù odwùrçwQnLÙ t, np wrçnmù nL wùnpn2p rçwraùwù pw^wùgÇQ L pùpéùb[Ç:

3. LinQn^u L 0. SnûunûQ wùqibpbùmù wéwùâùwgpbi bù hwuQwgnLpw-jÇù ^nËwpbpnLpjnLùùbpÇ ÙÇ hwùwQwpq, npp hÇùùLwô t wju Qwù wjù ù2w-ùwQnLpjwùp opjbQmùbpÇ Lpw7: <wuQwgnLpwjÇù ^nËwpbpnLpjnLùùbpp b[w-QbmwjÇù (source domain) L pÇpwËwjÇù (target domain) mÇpnLjpùbpÇ ùÇçL QwjnLù hwùw^wmwuËwùnLpjnLùùbp bù, npnùp hwumwmLb[ bù hwuwpw-QnLpjwù ùbpunLÙ qnjnLpjnLù nLùbgnrç ibqiwQwù L Ù2wQnLpwjÇù wiwùrçnLjp-ùbpÇ 2ùnphÇi8: Liùwù hwùw^wmwuËwùnLpjnLùùbpp wpmwuwhùwùjwù [bq-ÎwpwùnLpjwù Ùbç hw^wË ïn£ÎnLÙ bù «wpmw^wmQbpnLÙ» (mapping): ^bp-çÇùu pnLj[ t mw[Çu pÇpwËwjÇù mÇpnLjpÇ ùwuÇù rçwmbf oqmib[ni b[wQb-mwjÇù mÇpnLjpÇ ùwuÇù wp^bù qnjnLpjnLù nLùbgn^ ^wmn^nLpjnLùùbpÇg: <b-mLwpwp, Çù¿^bu ù2nLÙ t 3.. ënLjbbup, ^nËwpbpnLpjnLùp, ^wumnpbù, hwu-QwgnLpwjÇù mÇpnLjpùbpnLÙ wrQw wpmw^wmQbpnLÙùbpÇ ÙÇ 2^pw t9:

Ûwùw¿n^wïwù [bqiwpwùnLpjwù ùbç wéwùâùwgùnLÙ bù ^nËwpbpnL-

pjnLùùbpÇ bpbù mbuwQ' Qn^ùùnpn2n^ (orientational), ïwénLgiwôùwjÇù

10

(structural), qnjwpwùwQwù (ontological) :

Înqûûnpfynii ifinluuipbpnLpjnLÛCi oqmwqnpôinLÙ t, bpp b[wQbmwjÇù mÇpnLjpÇ ^wpq, mwpwôwQwù QwénLjgp wpmw^wmQbpinLÙ t pwprç, n¿

7 Sb'u Lakoff G., Johnson M., Metaphors We Live By, Chicago, University of Chicago Press, 2003, t2 117-118:

8 Sb'u DnLjD mb^Q, t2 14:

9 Sb'u Kovecses Z., Metaphor: A Practical Introduction, Oxford< Oxford University Press, 2000, t2 24:

10 Sb'u Lakoff G., Johnson M., Metaphor We Live By, Chicago University of Chicago Press, 1980:

mmnmöm^mü luRnLjgnLÜ: Üüuü InUupbpnLpjnLüübpp hfüüuluünLÜ lu^-4uö bü 4bpL-übppL, mßmj-hbm, übpu-^mpu L wj[ In^üünpnßtoübpf hbm, npnüß lujünpbü oqmmqnpöinLÜ bü ibpuguluü qm^m^mpübpp huulu-üw[nL huüup: Opfüul'

Happy is up; Sad is down. Conscious is up; Unconscious is down. More is up; Less is down. High status is up; Low status is down. Ujumb^ happy, conscious, more, high status purcbpp ^puluü füuum nLÜbü L ^w^iwö bü «ibpL» In^üünpnß^f hbm, üfü^brc sad, unconscious, less, low status pwrcbpp pwgwuw^wü bü ^fmimü' lu^iuö «übpßL» In^üünpnß^f hbm11:

UujonLgiluidpujjliü ifinluuipbpnLffluiü ^b^pmü ibpuguluü, n^ ßnßulbif pfpuUujfü mfpnLjpp huuluüuif t ^urcünLÜ Inülpbm, ßnßulbif biulbmu-jfü mfpnLjpf 4wßnLgЦwöß| üf2ngni: 4bpgübüß Time is a resource (duüu-üulp rcbumpu t) ln|rnpbpnLpjnLüp, npmb^ üup^fl uüßnßulibif «ärnürnürn-lp» füuumuinpnLÜ bü ßnßulbif, fpbüfg updbp übp^ujugün^ «ßbumpuf» ü|2ngni:

Qnjuipuiüuil/uiü ifinluuipbpnLßjnLüübpfr ^b^pnLÜ Inülpbm bpLnLjpp up-mu^umlbpinLÜ t n^ Inülpbm, ibpuguluü bpLnLjpf üf2ngni: UüÖüuin-pnLÜp qnJwpwüwlwü lnUwpbpnLpJwü ÖL t, npmb^ üup^lujfü humluüfß-übpp InluüginLÜ bü n^ üup^lujfü bpLnLjpübpfü: Inflation devours our profit (hü^ijugfuü UdrcnLÜ t übp ßuhnLjpp). fü^ijugfuü üup^ ¿t, uulujü üpuü ibpuqpinLÜ t üup^nL' nLmb[nL, ujü tl' wqwhwpwp nLmb[nL humluüfßp: Ujumb^ wüäüwЦnpnLÜü oqmuqnpönLÜ t übp nLübguö wübüwlwЦ biulbmu-jfü mfpnLjpübpfg üblp' übq: ^üuäujü Q. ßnib^buf' üup^luüg üf2ngni n^

üup^luüg rnüdiürninp^ni' übüß lupn^ büß uj^ qw^wlwpübpp uibif iui

12

huuluüui :

UßUumuügnLÜ ibpinLÖnLpjuü bü büpuplinLÜ <äS<-nLÜ «Uuuüuqf-muluü omup [bqnL» ^uupüpugf ü»2 pü^qpliuö äbrcüuplübpnLÜ (U. QwlwpJwü, Q. 4wp^wÜJwü - Economics, 2005 p., U . QwlwpJwü, Q. 4up^uü-juü - Finance, 2013 p., U . QwlwpJwü - Global Marketing, 2015 p., U. Quiup-juü, L. <wpnLpJnLÜJwü, U. Qpfqnpjuü - Economics, 2016 p., U. QwlwpJwü, U. Qpfqnpjuü - English for Managers, 2018 p.), fü^bu üuL The Economist L Financial Times ^wppbpwlwüübpnLÜ mb^ qmuö lnUwpbpwlwü füuumni oqmuqnpöiuö wpmwhwJmnLpJnLÜübpp:

<n^4uöf ü^umulü t nLunLÜüuufpbi uüqibpbüf mümbuwqfmnLpJwü ^lu^nLpunLÜ (UnunLjpnLÜ) lnUwpbpnLpJwü oqmuqnpönLÜp' Ifpurabini 3. LulintyfL 0. 3nüüunüüf, fü^bu üuL uji ibqiupuüübpf' ß. Srnfi13, U. öuuüf-uf14, ü.-t. ßuipijfüüff15, 0. 4. Ubüüfinlh L 4. 0. OufiujniiLujfi16 lmyü\\g urcu-

11 Sbu, Lakoff G., Johnson M., Metaphor We Live By, Chicago University of Chicago Press, 1980, t2 23:

12 Sbu Kovecses Z., Metaphor: A Practical Introduction, Oxford, Oxford University Press, 2000, t2 23:

13 Sbu Jue X., Economic Metaphors in English Newspapers, Kristianstad University College, The School of Teacher Education/English, 2009:

14 Sbu Pamies A. & Ruiz R., Metaphors of Economy and Economy of Metaphors, University of Granada, Spain, 2017:

jm^pimd hmulmgnLpmjhO ^n^mpbpmpjmO mbunLpjnLOp L hbmmqnmb|, pb hO^bu bO ^n^mpbpmlmO h^mum rnObgn^ mpmmhmjmnLpjnLOObpO oqmm-qnpdinLd mOmbumqhmmpjmO mwppbp hmtimmbpumbprnd' umb^6b|n4 On-pmOnp mbpdhOObp, npnOg qqm|h dmup hh^Oimd t ^in^mpbpnLpjmO ipm, npO ¿1 hp hbpphO Iw^4w6 t |bq4mlmO mj|mpmOnLpjnLOObph, n^m^mO 6Lbph hbm L ImpLnp, hm^np^mlgmlmO ^bp t ^m^md dmuOwq^mw^wO mb^b-InLjph ^in^mOgdmO pOpmgpnLd: SOmbumqhmmlmO pOmqhp mbpumbphg ibpgimd ophOm^Obpp gnLjg bO mm|hu, pb hO^bu t ^ln^wpbpwlwOwgnLdp oqmmqnpdinLd mOmbum^mO hpnLjpObph hmulmgnLpmjhO ^m2mh 6Lm4np-i5mO pOpmgpnLd: SOmbumqhmmpjmO dbj wdbOwmwpwдЦwд hmu^mgnLpm-jhO ^in^mpbpnLpjnLOObpp, Iw^4w6 b|mlbmmjhO mhpnLjpObphg, mjuhOpO' qnjnLpjnLO rnObgn^ hmpmpbpnLpjnLOObph ib^mnphg, lmpb|h t ^dpm4npb| hbmLjm| hh^Om^mO Im^m^mpObph dbj:

1. Economy is a human body (SOmbunLpjnLOp dmp^lmjhO opqmOhqd t:) - the heart of global economy, the backbone of the economy, market power, supply behavior, financial markets tremble, the misery of manufacturing, to realize market's decision, to be at the mercy of the marketplace, market power, healthy economy, no remedy will be enough for the economy, to cause headache for the economy, in the pursuit of a cure for the country's economic illnesses, weak economy, healthy growth, product life circle, mature economy, political and economic myopia, ... the European Central Bank is only in its infancy L mj[O: Economy and human body ^m^m^mpp hmO^bu t qm[hu np^bu b[m^bmmjhO mhpnLjp' O^mpmqpb[ni dmp^mjhO opqmOhq^h qnpdnL-ObnLpjnLOp: SOmbunLpjnLOp Obp^mjmOnLd t np^bu IbO^mOh opqm-Ohqd' hp tibj mb^h nLObgn^ ^in^n^mpjnLOObpni, hhimO^mpjnLO-Obpni, mrcn^mgdmO qnpdpOpmgObpni: Uj^ ^dphO ^mm^mOn^ ^n-^mpbpm^mOnpbO oqmmqnpdimd mpmmhmjmnLpjnLOObpnLd «mOmb-unLpjnLO», «^nLlm^nLlmjmmb^h» pmrcbpO mO^Ominpimd bO' ^puLn-pb[ni dmp^mO, Opm opqmOhq^hO pOnpn2 hmmlmOh2Obp:

2. Economy & Zoology (mOmbunLpjnLO L IbO^mOmpmOnLpjnLO) -monetary/currency snake (bipn^m^mO mpdnLpmjhO hmdmlmpq' umb^dimd 1979 p., nph dbj dfiminpibghO 2mm bipn^m^mO bplpObp' hpbOg mqqmjhO mpdnLjpObph mmmmOnLdObpp, 2,25%-hg mib[h LhOb[nL ^b^pnLd, ^mh^mOb[nL hmdmp), a shark watcher (phq-Obu ^nphp^mmm, npO oqOnLd t pO^bpnLpjnLOObphO' pmgmhmjmb[ L lmO^b| mOgmOlm|h l|mOnLdObpp), galloping inflation, the financial flames engulfed the banks, vulture fund (mOq^ Obp^pmdmjhO $nO^, npp gmdp qObpni qOnLd t pOlbpnLpjnLOObph pmdObmndubpp' hbmmqmjnLd mib|h pmpdp qObpni im^mrcbinL, hbmLmpmp' 2mhnLjp ummOm[nL hmdmp), bear, bull, stag L mj[O: Uju Im^m^mph dbj pO^-qpl4md ^n^mpbpnLpjnLOObph ^tiphO ibpmqpimd bO IbO^mOfiObphO pOnpn2 hmm^mOh2Obp (ophOml' to engulf O2mOm^nLd t «|m^ib|, fudrcb|, lnL| mm|», qnpdn^mpjnLO, npp pOnpn2 t IbO^mOhObphO): Pnp-

15 Sb'u Cardini F.-E., Analysing English Metaphors of the Economic Crisis, University of Genoa, 2014:

16 Sb'u Мельничук М.В., Осипова В.М., Метафора в англоязычном бизнес-дискурсе, Научный диалог, N11 (47), 2015, ¿2 31-41:

umjnLd qnpdn^ dh2Onp^ObphO mOimOnLd bO bears' «mpjbp», npnOg m2^mmnLd bO qObph mO^dmO ipm (mpjp pmph hmpimdni t qnhhO mm^m|nLd qbmOhO), bulls' «gnL|bp», npnOp hbmmppgpimd bO qObph pmp^pmgdmdp (gnL|p hp ^nqbpni t hmpdmlinLd' p2OmdnLO ibp pmp6pmgOb|n4), stags' «mpnL b^bpnLObp», npnOp pnpumjnLd mpmq qOnLd L ibpmim^mRnLd bO Onp h hmjm b^md pO^bpnLpjnLOObph pmdObmndubpp:

3. Economy & Botany (mOmbunLpjnLO L pnLumpmOnLpjnLO) - green shoots, to ripe the fruits, economic blossoming, to reap the benefits/satisfaction, the roots of economy, the seeds of development, the branch of economy, economic fruits, the roots of poverty L mj|O: Uju ^dph hmulmgnLpmjhO ^in^mpbpnLpjnLOObph b|mlbmmjhO mhpnLjp-ObpnLd pnLjubpp, 6h|bpp, ubpdbpp, dpqbpO nL mpdmmObpp ^in^m-pbpmlmOnpbO bO oqmmqnpdinLd' Olmpmqpb|nL hmdmp mqqmjhO mOmbunLpjnLOObph, mOmbum^mO Imqdmlbp^nLpjnLOObph qmpqm-gnLdp pOnpn2n^ ^nL|bpp' ulhqp, im^md, m^, mimpm: PnLjubph dm-ubpO t| mju^huni hwdw^wmwu^wOnLd bO pmp^ mOmbum^mO hm-dmlmpqbph dmubphO (ophOml' the branch/roots of economy): bpp pnLjup hmunLOmOnLd t, mjO ¿m^md t L pbpp t mm|hu: Om^ldmO (blossom) qm^m^impp ^n^mOgimd t' mOmbum^mO mRm2pOpmgO nL qmpqmgnLdp Olmpmqpb|nL hmdmp, hul economic fruits mpmmhmj-mnLpjnLOp bOpm^prnd t hmjn^ mOmbum^mO qnpdnLObnLpjmO ^pm-lmO mp^jnLOpObp L Oim^mdObp, green shoots' «^mOm^ ¿h|bp» mbp-dhOp mOmbumlmO mO^nL^hg, hmjn^imd ¿b^OmplnL^hg hbmn ^pm-lmO mb^m2mpd, pmpb|minLd t pOmprnqprnd: <mdm^mjO Q. 0nib-¿bu|V mjumb^ ^in^mpbpnLpjmO wpmw^wmlbpdwO hh^Om^mO pm-^m^ph^p pnLjubph ibpmpbpjm| dbp nLObgmd hmpnLum qhmb|hpO t, npp ibpmqpinLd t pmp^ mOmbum^mO qm^m^impObph L hmdm^mp-

17

qbph ibpmgmlmO qmpqmgdmOp :

4. Nature & natural catastrophes (pOnLpjnLO L pOm^mO m^bmObp) -economic earthquake, to flood the market, monetary storm, devastating deflation, hurricane, to calm the storm, turbulence, flood of imports/immigrants, a wave of mergers, the credit drought L mj|O: POnLpjmO L hmm^m^bu pOm^mO m^bmObph hbm Im^imd ^in-^mpbpnLpjnLOObph ^dpnLd wr^w t «pwgwuwlwO» mmppp, npp «pOmlmO m^bmObp» b|mlbmmjhO mhpnLjph pwgwuwlwO |hOb|nL hmmlmOh2p ^n^mOgmd t phpm^mjhO mhpnLjphO' hm^np^b|n4 OpmO ¿qOmdmdmjhO hpmih^mlh hdmummjhO OppbpmOq:

5. Economy & a machine (mOmbunLpjnLO L dbpbOm/umppminpnLd) -price mechanism, trade balance, equilibrium, elasticity of demand, job machine, monetary flexibility, to run out of steam, to put on the brakes, to take the foot off the accelerator, sinking banks, a hard landing, to fuel the economy, a well functioning economy, ... in macroeconomics we observe that the car goes faster when the accelerator is depressed and that it slows when the brake is applied L mj|O: UbpbOmO hp pmqdmphi

17 Sb'u Kovecses Z., Metaphor: A Practical Introduction, Oxford, Oxford University Press, 2000, t2 133:

7. Economy is a building (mOmbunLpjnLOp 2bOp/2|OnLpjnLO/LmRnLjg t) -the structure of the economy, to lay the ground for a huge growth, monetary base, tax ceiling, tax floor, price stability, to destabilize the economy, to construct the market supply/demand curve, to rebuild the economy, best-designed markets L mjiO: 0nfmpbpnLpjnLOObp| mju fnLIpp 2mm hm^mf t np^bu bimLbmmj|O m|pnLjp oqmmqnpdinLI, pmO| np mjO mOhpmdb2m t Imp^nL LjmOpl, OpmO |p OjnLpm^mO ^m-hmO2InLOpObp|g Ib^nL' dmd^nL m^mhnibinL hmImp: SOmbum^mO hmImmbpumbpnLI «2bOp/2|OnLpjnLO» pmRbpp hmOqbgOnLI bO I| 2mpp /nfmpbpmLmO mpmmhmjmnLpjnLOObpl' Lm^Lmd 2bOp| Lm-

pnLgimdph L mdpnLpjmO hbm: POmlmO t, np bpb 2bOpp |mi t lm-rcnLgimd, m^m mjO lmjnLO L mdnLp lihOh, hmlmrcml ^b^pnLd' mjO lllhOh bpbpnLO L ^rnqdmO bOpmlm: SOmbumlmO hmdmlmpqp OnLjO ¿Lni IgOgih L l^|mq4h, bpb mdnLp ¿t: hpmlmO ljmOpnLd 2bOph hhdpp i^pnpn2 t 2bOph ImjnLOnLpjmO hmdmp: SOmbunLpjmO «ImjnL-OnLpjmO» ^n^mpbpmlmOnpbO wpmw^wmlbpЦwд mju qm^m^impp pmgmmpnLd t, pb hO^nL t jnLpmpmO^jnLp bplhp ImpLnpnLd hbOmlb-mmjhO wp^JnLOwpbpnLpJwO L bOpmlmRnLgimdpObph umb^ddmO hmpgp, pmOh np mOmbunLpjmO L mOmbumlmO hmdmlmpqbph qmp-qmgdmO hmdmp mdnLp, lmjnLO hhdp t mOhpmdb2m: Ud^in^ib|n4 2wpw^p4w6p' lmpb|h t bqpmlmgOb|, np 2™p2 jnp mh^h b|mlbmmjhO mhpnLjpObp bO oqmmqnpdinLd mOmbumlmO ^n^mpbpmpjnLO-Obph wpmw^wmlbpdwO ^b^prnd' mmppbp ln^dbphg Olmpmqpb|n4 L |nL-umpmOb|ni mOmbumqhmnLpjmO mhpnLjpp: ^bpmgmlmO mOmbumqhmmlmO qm^m^mpObpO nL hmdmlmpqbpp lmpb|h t hmulmOm| dmp^lmOg lbOum-^npahg ibpgimd lnOlpbm qm^m^impObph dhjngni: UmlmjO mOmbumqhmmlmO mbpumbpnLd ^n^mpbpnLpjmOp unul OlwpwqpwlwO L pmgmmpm-lmO qnpdmrcnLjp ¿h hpmlmOmgOnLd, ^n^mpbOp, hO^bu O2nLd bO 0. 0ml-

18 19 20

PinulhO , Rl. <bO^bpunOp L !>. Pnbpup, mjO ^mp6b| t mOmbumqhmmlmO mbpumbphg mOpmdmOb|h' dmRmjbini np^bu mOhpmdb2m ¿wOw¿n^wlwO db^mOhqd L ¿Lminpb|ni dmp^lmOg hmulmgnLpmjhO lmrcnLgimdph hhdOm-lmO dmup:

On^mpbpnLpjnLOObph pmpqdmOnLpjnLOp (dbp ^b^pnLd' mOq|bpbOhg hm-jbpbO) lmpn^ t ^dimpnLpjnLOObph hmOqbgOb|, pbL, 2Onphhi hpbOg ^mmlb-pminp wpmwhwJm¿wlwOnLpJwO, mj^huhp |mi bO ObplmjmgOnLd bpLnLjp-Obph tnLpjnLOp: OdimpnLpjnLOO mjO t, np pmRmpmOObpnLd mpimd pmgmm-pnLpjnLOObpp lmpn^ bO mmpmmbuml |hOb|, L mijm| hdmump hmulmOm|nL hmdmp ^bmp t mrcmjhO hbpphO hhdOib| hmdmmbpumh, hO^^bu OmL dmu-OmqhmmlmO qpwlwOnLpJwO ipm: LmimqnLjO mmppbpmlp qnjnLpjnLO nLOb-gn^ hmjbpbO hmdmpdbph pOmpnLpjnLOO t, hO^^bu hbmLjm| ophOmlObpnLd' market failure - 2nLlmjh ¿m^n^md, floating exchange rate - |n^mgn^ ^n^mp-dbp, to go through hard times - ^dimp dmdmOmlObpnLd m^pb|/^d4mp opbp mbuOb|, to fall in poverty - pOlOb| m^pmmnLpjmO dbj, money does not grow on trees - ^n^p dmrch 4pm ¿h mrinLti, to be rolling in money - ^n^h dbj |n^m|, financial ruin - $hOmOumlmO hmdmlmpqh ^|mqnLd, the sun would never set on American economy - Udbphlmjh mOmbunLpjnLOp bppbp dmjpmdnLm' ¿qOm-dmd ¿tp mbuOh, it acted as a brake for the economy's development - mjO ^n-¿pO^nmbg, mpqb|mlbg mOmbunLpjmO qmpqmgnLdp, his efforts bore fruit - Opm jmOpbpO wp^wpwgwO/Ow mbumi hp 2wOpbph/w2^wmwOph ^mnL^Obpp, mp^jmOpp, Om hmjn^nLpjmO hmumi, market supply/demand - 2nLlwJwlwO wRW2wpl/^whwO2wpl L mj|O:

18 Sb'u McCloskey D.N., The Rhetoric of Economics, Economic Literature, XXI, 1983:

19 Sb'u Henderson W., Metaphor in Economics (Winter), 18, 1982, ¿2 147-153:

20 Sb'u Boers F., Demecheleer M., A Few Metaphorical Models in Economic Discourse, ESP Journal, 1997:

рш^шй pmpqlrnbnLpjmb' to be on easy street - ршрЬйщшит ^rnjlmbbbprnl [|йЬ[, to own the ballpark - тЬрр [|йЬ[, liquid assets - ^ршдЦЬ^р

ш^тЩйЬр, the rate of unemployment picked up steam - qnp6шqp4nLpJшй тЬйщЬрр йЬдшдшЬ, the economy ran out of steam - mbmbunLpjnLbp шй^ш-pn^ Ь^шЦ й| ршй шйЬ[, the burden of the poor - Ьшишрш^тр}шй ш^ршш [ишфй uшmшpЬ[nL to take a free ride on somebody's market

purchase - шйЦ^шр oqrni^ |&£-np 2nL^jnLtf ^штшршб q&nLtf|g,

Hpn2 ^ЬщрЬртй й^й й4шpшqpш4шй pшpqйшйnLpJnLйй t ЩршгсЦшй: Ujb^|u| Фп^шрЬрш^шЬ тЬрй|ййЬр, Ьй' monetary snake, a shark

watcher, vulture fund, йшЬпр Ьй й|ш}й йЬ^ йшuйшqЬmйЬp|й (ршgшmpnL-PJnLййЬpp трЦшд Ьй Economy and Zoology Ь^тЦшбтй):

Чшй йши ^ЬщрЬр, Ьрр шйq[ЬpЬйnLй шгс^ш фnËшрЬpш4шйшgйшй тшррр ршgш4шJnLй t hшJЬpЬй Ь^йшрдЬртй, ор|йш^' a slice of the profit pie - й| ^up, market driven economy - mйmЬunLpJnLй

L ШJ[й: <ШJЬpЬй щшpqшщЬu ^^¿тй ^шр^шй^ш^! й| ^rnnpp»

^шй «2nL^jn4 ЦШРЦП^/ШРШЗЬПР^ЦП^ mйmЬunLpJnLй»:

ШФпФЬ[пЦ' Ьйр Ь^йшртй й2Ь[, np фnËшрЬpnLpJnLйp, йЬррш-

фшйgЬ[nЦ йЬр йmш6n^nLpJnLй, ^п^шЦпрЬ[пЦ L фnËшйgЬ[nЦ mЬ^Ь4nLJp, бLшЦnpnLй t [Ьцф hшu4шgnLpшJ|й ^Ш2тр: ФnËшрЬpnLpJnLйp РЬПРП2 ¿t й|шJй qЬ^шpЦЬumш4шй ^¿^u ЬpLnLй t рЬрЦшд ор^йш^йЬр^,

Oqmmqnpdimd •ршЦшйш.адш.й

1. UphumnmЬ[, en.wikipedia.org/wiki/Metaphor:

2. Мельничук М.В., Осипова В.М., Метафора в англоязычном бизнес-дискурсе, Научный диалог, N11 (47), 2015.

3. Bicchieri C., Should a Scientist Abstain from Metaphor? Cambridge, Cambridge University Press, 1988.

4. Boers F., Demecheleer M., A Few Metaphorical Models in Economic Discourse, ESP Journal, 1997.

5. Cardini F.-E., Analysing English Metaphors of the Economic Crisis, University of Genoa, 2014.

6. Henderson W., Metaphor in Economics (Winter), 18, 1982.

7. Jue X., Economic Metaphors in English Newspapers, Kristianstad University College, The School of Teacher Education/English, 2009.

8. Kovecses Z., Metaphor: A Practical Introduction, Oxford, Oxford University Press, 2000.

iНе можете найти то, что вам нужно? Попробуйте сервис подбора литературы.

9. Krugman P., Development, Geography and Economic Theory, London, Cambridge MA, 1995.

10. Lakoff G., Johnson M., Metaphor We Live By, Chicago University of Chicago Press, 1980.

11. Lakoff G., Johnson M., Metaphors We Live By, Chicago, University of Chicago Press, 2003.

12. Marshal A., The Principle of Economics, London, Macmillan and Co.Ltd., 1920.

13. McCloskey D.N., The Rhetoric of Economics, Economic Literature, XXI, 1983.

14. Ormerod P., The Death of Economics, Wiley John & Sons, London: Father and Faber, 1997.

15. Pamies A. & Ruiz R., Metaphors of Economy and Economy of Metaphors, University of Granada, Spain, 2017.

СУСАННА ЧАЛАБЯН

Доцент кафедры языков АГЭУ, кандидат филологических наук

Метафора и некоторые проблемы ее перевода в текстах по экономике.- В статье делается попытка применить современную теорию метафоры, предложенную Лакоффом и Джонсоном (1980 г.) и изучить ее употребление в экономической литературе. Метафора в экономике широко распространное явление, т.к. она помогает понять одно явление (целевая сфера) посредством другово явления (сферы источника). Предлагается когнитивный анализ концептуальных метафор, относящихся к абстрактным экономическим концепциям. Выделенные метафорические выражения, которые классифируются в группы в соответствии с различными сферам источника, к которым они принадлежат. Также рассматриваются некоторые вопросы, свазан-ные с переводом метафорических выражений с английского на армянский.

Ключевые слова: метафора, концептуальная метафора, экономика, сфера источник, целевая сфера, методы перевода. JEL: A2, A20

SUSANNA CHALABYAN

Associate Professor at the Chair of Languages at ASUE, PhD in Linguistics

Metaphor and Some Issues of Its Translation in Texts on Economics.- This paper attempts to apply the contemporary theory of metaphor proposed by Lakoff and Johnson (1980) to investigate its use in economic literature. Metaphor in economics is quite widespread as it helps understand one kind of thing (the target domain) in terms of another (the source domain). A cognitive analysis of conceptual metaphors dealing with abstract economic concepts is offered. Metaphorical expressions are selected and classified into groups in accordance with their different source domains they belong to. Some issues connected with the translation of metaphorical expressions from English into Armenian have also been taken into consideration.

Key words: metaphor, conceptual metaphors, economics, source domain, target domain, methods of translation. JEL: A2, A20

МЕТАФОРА И НЕКОТОРЫЕ ПРОБЛЕМЫ ЕЕ ПЕРЕВОДА В ТЕКСТАХ ПО ЭКОНОМИКЕ Текст научной статьи по специальности «Экономика и бизнес»

Аннотация научной статьи по экономике и бизнесу, автор научной работы — Чалабян Сусанна

Похожие темы научных работ по экономике и бизнесу , автор научной работы — Чалабян Сусанна

METAPHOR AND SOME ISSUES OF ITS TRANSLATION IN TEXTS ON ECONOMICS

Текст научной работы на тему «МЕТАФОРА И НЕКОТОРЫЕ ПРОБЛЕМЫ ЕЕ ПЕРЕВОДА В ТЕКСТАХ ПО ЭКОНОМИКЕ»