Picture–text congruence in translation: images of the Zen master on book covers and in verbal texts

The study aims to demonstrate how cover pictures and verbal texts are congruent with each other in presenting the Zen master Huineng in two English translations of the Platform Sutra. The focus is on the interpersonal/interactive meanings and the analytical tools adopted are systemic functional linguistics and Kress and van Leeuwen’s visual social semiotics. Results show that the visual techniques employed to depict Huineng on the book covers are in consistency with the verbal choices adopted to present Huineng in the translated texts. While the medium to close shot and eye-level angle complement the choice of speaker-plus “we” as dominant interactive subject person, and qualified statements and polite suggestions/commands in Wong’s translation, the very long shot matches the use of speaker “I” and addressee “you”, and categorical statements and direct commands in Cleary’s translation. In this way a consistent image of Huineng is presented in each translation: friendly and willing to be close to the viewer/audience in Wong’s translation, but authoritative and distant in Cleary’s translation.