本文關鍵詞：以目的論為指導的廣告翻譯　出處：《上海外國語大學》2012年碩士論文　論文類型：學位論文

  更多相關文章： 廣告 功能 目的論 翻譯

【摘要】：作為經濟快速發(fā)展的產物,廣告成為人們日常生活的一個重要組成部分。廣告翻譯也得到越來越多的關注和重視。各類學術雜志和翻譯教材中對廣告翻譯有過不少探討,但主要集中在對于翻譯策略的研究,理論研究尚顯薄弱。總的來說,在該領域的研究中需要有一條總體原則來對廣告翻譯進行指導。 廣告是一種商業(yè)價值頗高的應用文體。無論采取何種形式,最終都是為了說服消費者購買廣告所宣傳的商品或服務。廣告翻譯同樣如此。譯者如果在翻譯廣告時按照傳統(tǒng)方式堅持忠實于原文的內容和形式,其譯文可能并不能達到預期說服效果,從而導致該廣告產品在目的語市場不受青睞。為此,掌握更有效的翻譯理論和翻譯方法對廣大譯者來說是當務之急。 由德國的一批學者諸如萊斯、費米爾、諾德等人提出的翻譯功能理論突破了傳統(tǒng)翻譯理論的界限,為現今的廣告翻譯提供了新視野。費米爾的“目的論”指出,等同于其它任何行為,翻譯也具有目的性。翻譯的目的即為其所要遵循的首要原則,而翻譯方法和策略是由目標文本的預期功能和目的決定的。根據目的論的闡述,目的法則應該是決定翻譯行為之第一準則。 廣告人在廣告的設計中一般只考慮該廣告在源語受眾中的接受度,因此語言和文化背景的差異可能會使一則成功的廣告在目的語文化中遭遇滑鐵盧,原本在源語受眾身上體現出的有效說服效應很可能在新的環(huán)境中完全無法實現。為此,在廣告翻譯中必須使廣告詞符合目的語表達習慣,這樣才能吸引目的語受眾的注意力,并幫助他們體會其中的妙處。只有如此才能實現廣告的功能。 在功能目的論的指導下,本文提出幾種有效的翻譯方法并予以例證,希望能
[Abstract]:As the product of rapid economic development. Advertising has become an important part of people's daily life. Advertising translation has been paid more and more attention to. There have been a lot of discussions on advertising translation in various academic magazines and translation textbooks. However, the theoretical study is still weak. In general, there is a need for a general principle to guide advertising translation in this field. Advertising is a kind of applied style with high commercial value, no matter what form it takes. The ultimate purpose is to persuade consumers to buy the goods or services advertised in the advertisement. The same is true of the advertisement translation. If the translator insists on faithful to the content and form of the original text in the traditional way in the translation of the advertisement. The target text may not be able to achieve the desired persuasion effect, which leads to the unpopularity of the advertising product in the target language market. Therefore, it is imperative for the translators to master more effective translation theories and methods. The translation functional theory put forward by a group of German scholars such as Les Fimmel and Nord broke through the limits of traditional translation theory. Fimmel's Skopos Theory points out that translation is tantamount to any other behavior, and translation is also purposeful. The purpose of translation is the primary principle to be followed. However, translation methods and strategies are determined by the expected function and purpose of the target text. According to Skopos theory, Skopos rule should be the first criterion to determine translation behavior. Advertisers generally only consider the acceptance of the advertisement in the target language audience in the design of the advertisement, so the differences between the language and the cultural background may make a successful advertisement encounter Waterloo in the target language culture. The effect of effective persuasion in the source language audience is likely to be completely impossible to achieve in the new environment. Therefore, advertising words must be in line with the target language expression habits in advertising translation. In order to attract the attention of the target language audience and help them understand the beauty of the target language, only in this way can the function of advertising be realized. Under the guidance of functional Skopos Theory, this paper puts forward several effective translation methods and gives some examples.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H315.9

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本文編號：1441095