本文選題：生態(tài)翻譯學 + 適應選擇��； 參考：《南京農業(yè)大學》2015年碩士論文

【摘要】：隨著經濟與貿易全球化的不斷深化,越來越多的品牌與企業(yè)將觸角伸向海外,跨國公司與海外銷售日益增多。企業(yè)需要通過各類營銷手段不斷向其實際的與潛在的海外市場傳遞自身品牌與產品的價值信息,從而實現產品銷售目的。而廣告,則是吸引消費者,以及向海外消費者傳達產品及品牌信息最直接的方式。近年來,互聯網的飛速發(fā)展拓寬了人們了解海外品牌的渠道,各品牌與企業(yè)也競相建立海外網站,并將銷售搬上了網絡平臺。由于網絡環(huán)境的特殊性,線上廣告語言相較于傳統(tǒng)線下廣告語言有一定區(qū)別。因此,能否準確且生動地翻譯線上廣告文本將直接影響產品在海外消費者心目中的形象與銷售成績。國內目前針對于廣告文本翻譯研究多集中在目的論、順應論、功能對等理論或美學的視角,且都集中在傳統(tǒng)線下廣告文本的翻譯。而近年興起的線上廣告文本翻譯更是研究的盲點。本文試圖從生態(tài)翻譯學的視角,運用適應選擇的理論,結合線上廣告翻譯實例,對此類文本的翻譯作系統(tǒng)性研究,探討線上廣告翻譯的過程以及方法。本文認為,譯者和譯文的長存之道在于對網絡營銷這一翻譯生態(tài)環(huán)境的適應,并根據該生態(tài)環(huán)境中不同要素所產生的要求與限制,進行合理且恰當的適應性選擇。本文指出,線上廣告文本的翻譯需要在三個條件的約束與指導下進行。第一是適應選擇的翻譯原則,第二是適應選擇的翻譯方法,第三是網絡營銷生態(tài)環(huán)境的制約條件。遵循這三個條件,方可優(yōu)化線上廣告文本的翻譯。生態(tài)翻譯學視角下適應選擇論的應用,增進了譯者對網絡營銷生態(tài)環(huán)境的認識,使其在翻譯該類文本的過程中能夠做出適當的選擇。這不僅有助于提升譯者素質,更可以提高譯文質量,對于翻譯理論和方法的研究有一定的積極意義。
[Abstract]:With the deepening of economic and trade globalization, more and more brands and enterprises will reach overseas, and multinational companies and overseas sales will increase day by day. Enterprises need to transmit the value information of their brands and products to their actual and potential overseas markets through all kinds of marketing means, so as to achieve the purpose of product sales. Advertising is the most direct way to attract consumers and convey product and brand information to overseas consumers. In recent years, the rapid development of the Internet has widened people's understanding of overseas brands, brands and enterprises are competing to establish overseas websites, and sales to the Internet platform. Because of the particularity of the network environment, the online advertising language is different from the traditional offline advertising language. Therefore, whether the online advertising text can be translated accurately and vividly will directly affect the image and sales achievement of the product in the eyes of overseas consumers. At present, researches on advertising text translation focus on Skopos theory, adaptation theory, functional equivalence theory or aesthetic perspective, and all focus on the translation of traditional offline advertising texts. In recent years, online advertising text translation is a blind spot. This paper attempts to make a systematic study on the translation of this kind of text from the perspective of ecological translation, using the theory of adaptive choice and the example of online advertising translation, and to explore the process and methods of online advertising translation. This paper argues that the long term survival of the translator and the target text lies in the adaptation to the translation ecological environment of network marketing and the reasonable and appropriate adaptive choice according to the requirements and limitations of the different elements in the ecological environment. This paper points out that the translation of online advertising texts should be carried out under the constraints and guidance of three conditions. The first is the principle of adaptation, the second is the method of adaptation, and the third is the restriction of the ecological environment of network marketing. Following these three conditions, we can optimize the translation of online advertising text. The application of adaptive selection theory from the perspective of ecological translation enhances the translator's understanding of the ecological environment of online marketing and enables him to make appropriate choices in the process of translating such texts. This will not only improve the quality of the translator, but also improve the quality of the translation. It is of positive significance to the study of translation theories and methods.
【學位授予單位】：南京農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：H315.9

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本文編號：1961388