本文關(guān)鍵詞： 英文商業(yè)廣告 委婉語 漢語翻譯 翻譯策略　出處：《遼寧師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：廣告語言的最終目的在于提高產(chǎn)品知名度,在競爭激烈的市場中脫穎而出,通過影響消費(fèi)者的態(tài)度和偏好,促使他們購買產(chǎn)品或服務(wù)。為了達(dá)到促銷產(chǎn)品的目的,廣告語言要盡量能充滿說服力和誘惑力來喚起受眾各種愉快聯(lián)想,廣告設(shè)計(jì)者通常會使用委婉修辭來激發(fā)消費(fèi)者對廣告的多層次理解,使廣告既能傳達(dá)商業(yè)企圖,又傳遞語言藝術(shù)的美好感受。 本文將以委婉語的相關(guān)研究成果為視角,從英語商業(yè)廣告中的委婉語入手,舉實(shí)例來定性分析委婉語在英語商業(yè)廣告中委婉語的語用特點(diǎn)及表現(xiàn)形式,并探討英語商業(yè)廣告中委婉語的翻譯策略。通過研究實(shí)例分析,本文得出結(jié)論：人們出于提高語言交際效果的目的,通常使用委婉語來達(dá)到美化,避諱和表示禮貌尊重的積極效果。英文商業(yè)廣告中的委婉語的表現(xiàn)形式主要為含糊詞,替代詞,夸張性詞匯,帶前后綴詞匯或使用修辭格；委婉語在商業(yè)廣告中的語用特點(diǎn)主要有美化和提升,避免禁忌,避免粗俗,表示禮貌尊重以及掩蓋掩飾。當(dāng)要將包含委婉語的英文商業(yè)廣告翻譯成中文時(shí),實(shí)踐中譯者通常會針對不同委婉風(fēng)格的廣告制定特定的翻譯策略。
[Abstract]:The ultimate goal of advertising language is to improve the popularity of products, stand out in a competitive market, through the impact of consumer attitudes and preferences. Encourage them to buy products or services. In order to achieve the purpose of promoting products, advertising language should be as persuasive and alluring as possible to arouse the audience's various pleasant associations. Advertising designers usually use euphemism to stimulate consumers' multi-level understanding of advertising, so that advertising can not only convey commercial intentions, but also convey the beautiful feelings of language art. From the perspective of the relevant research results of euphemism, this paper starts with euphemism in English commercial advertisements and gives examples to qualitatively analyze the pragmatic characteristics and forms of euphemism in English commercial advertisements. This paper also discusses the translation strategies of euphemism in English commercial advertisements. Through the analysis of examples, this paper concludes that euphemism is usually used to beautify English commercial advertisements for the purpose of improving the communicative effect of the language. The main forms of euphemism in English commercial advertisements are vague words, substitution words, exaggerated words, affixed words or rhetorical devices. The pragmatic features of euphemism in commercial advertisements include beautification and promotion, avoiding taboos, avoiding vulgarity, expressing polite respect and concealing. When the English commercial advertisements containing euphemism are translated into Chinese. In practice, translators usually formulate specific translation strategies for advertisements with different euphemism styles.
【學(xué)位授予單位】：遼寧師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H315.9

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