本文關(guān)鍵詞： 功能對(duì)等理論 語言和文化差異 廣告標(biāo)語翻譯 翻譯策略　出處：《中國(guó)海洋大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 廣告文體,作為一種具有很高商業(yè)價(jià)值的實(shí)用性文體,具有獨(dú)特的藝術(shù)形式和語言特征。廣告的主要目的是提升產(chǎn)品的知名度,促進(jìn)銷售。自20世紀(jì)90年代初期,國(guó)外產(chǎn)品大量涌入中國(guó),廣告已經(jīng)成為其擴(kuò)大營(yíng)銷的一種重要的手段和途徑。隨著中國(guó)加入世界貿(mào)易組織和改革開放的不斷深入,外國(guó)的廣告,尤其是英文廣告在中國(guó)隨處可見。作為潛在的消費(fèi)群體,我們每天都在從各類新聞媒體上獲得各種各樣的產(chǎn)品和服務(wù)的廣告信息,這些媒體包括報(bào)紙、雜志、收音機(jī)、電視、海報(bào)、互聯(lián)網(wǎng)等。這些廣告成為中國(guó)企業(yè)和消費(fèi)者獲得國(guó)外經(jīng)濟(jì)信息的重要來源。 鑒于廣告的普及性,在翻譯領(lǐng)域,研究廣告的翻譯也變的越來越重要了。但是,由于中英語言和文化上的差異使得廣告翻譯在許多方面變的很復(fù)雜。廣告標(biāo)語翻譯是一種比較特殊的翻譯。廣告具有鮮明的地域性和民族性,體現(xiàn)了不同民族的生活方式和價(jià)值觀念,因此在進(jìn)行英文廣告標(biāo)語翻譯時(shí),碰到的問題主要是語言和文化上差異和沖突。 鑒于以上因素,本文研究英漢廣告標(biāo)語翻譯有著很重要的現(xiàn)實(shí)意義。本文主要引入奈達(dá)的功能對(duì)等理論來指導(dǎo)英文廣告標(biāo)語的翻譯,并進(jìn)而歸納出英文廣告標(biāo)語翻譯的翻譯技巧與策略。 本文共包括六章。 第一章,介紹了英文廣告的基本知識(shí),包括:廣告的定義、功能、分類、構(gòu)成及論文研究的目的和現(xiàn)實(shí)意義。 第二章,介紹了奈達(dá)功能對(duì)等理論的主要論點(diǎn),解釋了動(dòng)態(tài)對(duì)等和功能對(duì)等的關(guān)系,論證了引入功能對(duì)等理論指導(dǎo)英文廣告標(biāo)語翻譯的可行性。 第三章,從詞匯、句法、修辭等方面介紹了英文廣告標(biāo)語的特點(diǎn)。 第四章,比較了中英文廣告的語言和文化上的差異,正是這些差異給英文廣告的標(biāo)語翻譯帶來障礙。通過比較差異,總結(jié)出英文廣告標(biāo)語翻譯的三條標(biāo)準(zhǔn):忠實(shí)性、吸引性和可接受性。 第五章,介紹了奈達(dá)的功能對(duì)等理論在英文廣告標(biāo)語翻譯實(shí)踐中的運(yùn)用,從語言和文化兩方面實(shí)現(xiàn)翻譯上的對(duì)等。并進(jìn)而探討了英文廣告標(biāo)語翻譯的策略與方法,總結(jié)出三種翻譯技巧:直接轉(zhuǎn)化、歸化原則和避免文化禁忌的原則。 第六章,綜述了本文所進(jìn)行的研究,客觀評(píng)價(jià)了研究成果,并指出了論文的不足之處和改進(jìn)方向。
[Abstract]:Advertising style, as a practical style with high commercial value, has unique artistic forms and language features. The main purpose of advertising is to promote the popularity of products and promote sales. Since the beginning of 1990s, With the influx of foreign products into China, advertising has become an important means and way to expand its marketing. With China's accession to the World Trade Organization and the deepening of the reform and opening up, foreign advertising, In particular, English advertising is everywhere in China. As a potential consumer, we are getting advertising information about a variety of products and services from all kinds of news media every day, including newspapers, magazines, radio, television, Posters, Internet, etc. These advertisements become an important source of foreign economic information for Chinese enterprises and consumers. In view of the popularity of advertising, the study of advertising translation has become more and more important in the field of translation. Because of the differences between Chinese and English languages and cultures, advertising translation becomes very complicated in many aspects. Advertising slogan translation is a kind of relatively special translation. Advertising has distinct regional and national characteristics. It reflects the life style and values of different ethnic groups, so the main problems encountered in the translation of English advertising slogans are linguistic and cultural differences and conflicts. In view of the above factors, it is of great practical significance to study the translation of English and Chinese advertising slogans. This thesis mainly introduces Nida's functional equivalence theory to guide the translation of English advertising slogans. Furthermore, the translation techniques and strategies of English advertising slogan translation are summed up. This paper consists of six chapters. The first chapter introduces the basic knowledge of English advertising, including: the definition, function, classification, composition, purpose and practical significance of the thesis. Chapter two introduces the main arguments of Nida's functional equivalence theory, explains the relationship between dynamic equivalence and functional equivalence, and demonstrates the feasibility of introducing functional equivalence theory to guide English advertising slogan translation. Chapter three introduces the features of English advertising banners from lexical, syntactic and rhetorical aspects. Chapter 4th compares the linguistic and cultural differences between Chinese and English advertisements, which are the obstacles to the translation of English advertisements. By comparing the differences, the author concludes three criteria for translating English advertising slogans: faithfulness. Attractiveness and acceptability. Chapter 5th introduces the application of Nida's functional equivalence theory in the practice of translating English advertising slogans, realizes translation equivalence in terms of language and culture, and then probes into the strategies and methods of translating English advertising slogans. Three translation techniques are summarized: direct transformation, domestication and avoidance of cultural taboos. Chapter 6th, summarizes the research in this paper, objectively evaluates the research results, and points out the shortcomings and improvement direction of the paper.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：H315.9

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 蘇紅瑞;英語廣告預(yù)設(shè)觸發(fā)語研究[D];西安外國(guó)語大學(xué);2012年

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本文編號(hào)：1505121