發(fā)布時間：2018-03-03 21:30

  本文選題：廣告翻譯　切入點：功能對等　出處：《吉林大學(xué)》2004年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國加入世界貿(mào)易組織，全球化已經(jīng)影響了廣告領(lǐng)域。公司和企業(yè)不再局限于占領(lǐng)國內(nèi)市場，同時更加注重國際市場的開拓。作為國際經(jīng)濟交流的產(chǎn)物，廣告翻譯越來越受到翻譯者的重視而成為一個新的值得研究的領(lǐng)域。 通過分析，作者注意到國內(nèi)廣告翻譯實踐中存在兩種不同的現(xiàn)象：一、英語廣告漢譯的優(yōu)秀成功范例；二、漢語廣告英譯的錯誤頻出。 基于發(fā)現(xiàn)問題和解決問題的原則，本文致力于漢語廣告英譯的研究。作者將從語言和文化兩個角度對現(xiàn)存漢語廣告英譯領(lǐng)域出現(xiàn)的問題進行分析，并通過引入奈達功能對等理論來指導(dǎo)漢語廣告英譯實踐。 本文共包括五章： 第一章，簡述了論文的研究目的及現(xiàn)實意義；為了增加論文的可信度和可讀性，本章還介紹了論文所引用實例的來源。 第二章，介紹了奈達功能對等理論的主要論點，解釋了動態(tài)對等和功能對等的關(guān)系，論證了引入奈達功能對等理論指導(dǎo)漢語廣告英譯實踐的可行性，并闡釋了文化因素在翻譯中的影響。 第三章，從語言和文化兩個角度對現(xiàn)存漢語廣告英譯領(lǐng)域的問題進行了分析。譯者對英語廣告語言在詞匯、句法和修辭等方面特點的忽視是現(xiàn)存漢語廣告英譯語言錯誤的根源；同一詞匯在中西方文化中的不同文化內(nèi)涵，源語的文化缺省，及中西方廣告文化本身存在的差異也給譯者造成了難度。 第四章，按照兩條主線給出了具體的漢語廣告英譯方法。首先，根據(jù)影響漢語廣告英譯的兩個因素，按照奈達功能對等理論中以譯語語言和譯語文化為中心的原則，給出了相應(yīng)的翻譯方法：基于譯語語言中心原則，譯者進行漢語廣告英譯時要遵循譯語在詞法、句法及修辭上的要求；基于譯語文化中心原則，譯者 WP=5 在進行漢語廣告英譯時要注意詞和短語在不同文化中的內(nèi)涵，，補償源語中的文化缺省，并使譯語符合西方廣告文化。其次，語言因素和文化因素通常共存于廣告語言中，因此廣告翻譯一般會同時涉及這兩個方面。根據(jù)奈達功能對等理論中的歸化策略，本文提出了三種歸化翻譯方法：直接轉(zhuǎn)換，部分歸化和完全歸化。具體方法的選擇取決于源語和譯語在語言和文化上的差異程度，及這種差異給譯語讀者理解上造成的困難度。 第五章，綜述了本文所進行的研究，客觀評價了研究成果，并指出了論文的不足之處和改進方向。
[Abstract]:With China's accession to the World Trade Organization, globalization has affected the advertising field. Companies and enterprises are no longer confined to occupying the domestic market, and are paying more attention to the development of the international market as a product of international economic exchanges. Advertising translation has been paid more and more attention to by translators and has become a new field worthy of study. Based on the analysis, the author points out that there are two different phenomena in the practice of advertising translation in China: first, the excellent examples of English advertising translation from Chinese to English; second, the frequency of errors in the translation of Chinese advertisements into English. Based on the principles of problem finding and problem solving, this paper is devoted to the study of the translation of Chinese advertisements into English. The author will analyze the problems existing in the field of translation of Chinese advertisements from the perspective of language and culture. Nida's functional equivalence theory is introduced to guide the practice of translating Chinese advertisements into English. This paper consists of five chapters:. In the first chapter, the purpose and practical significance of the thesis are briefly introduced, and the source of the cited examples is also introduced in order to increase the reliability and readability of the paper. The second chapter introduces the main points of Nida functional equivalence theory, explains the relationship between dynamic equivalence and functional equivalence, and demonstrates the feasibility of introducing Nida functional equivalence theory to guide the practice of translating Chinese advertisements into English. It also explains the influence of cultural factors on translation. Chapter three analyzes the problems existing in the field of English translation of Chinese advertisements from the perspective of language and culture. The translator's neglect of the features of English advertising language in terms of vocabulary, syntax and rhetoric is the root of the errors in the translation of Chinese advertisements into English. The different cultural connotations of the same word in Chinese and western cultures, the cultural default of the source language, and the differences between the Chinese and western advertising cultures also make it difficult for the translator. Chapter 4th, according to two main lines, gives the specific methods of translating Chinese advertisements into English. Firstly, according to the two factors that affect the translation of Chinese advertisements, according to the principle of Nida's functional equivalence theory, which focuses on the target language and the target language culture, The corresponding translation methods are given as follows: based on the principle of linguistic center in the target language, the translator should comply with the lexical, syntactic and rhetorical requirements of the target language when translating Chinese advertisements into English, and on the basis of the culture-centered principle of the target language, the translator should follow the requirements of lexical, syntactic and rhetoric. WP=5. When translating Chinese advertisements into English, we should pay attention to the connotation of words and phrases in different cultures, compensate for the cultural default in the source language, and make the target language conform to the western advertising culture. Secondly, linguistic and cultural factors usually coexist in the advertising language. Therefore, advertising translation generally involves these two aspects. According to the domestication strategy in Nida's functional equivalence theory, this paper proposes three domestication translation methods: direct conversion. The choice of specific methods depends on the degree of linguistic and cultural differences between the source language and the target language, and the difficulties caused by this difference to the readers of the target language. Chapter 5th, 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】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2004
【分類號】：H315.9

【引證文獻】

相關(guān)碩士學(xué)位論文 前4條

1 王娟;從關(guān)聯(lián)理論視角下研究廣告翻譯[D];國防科學(xué)技術(shù)大學(xué);2005年

2 潘曉倩;變譯在外宣英譯中的應(yīng)用研究[D];青島科技大學(xué);2007年

3 時勇;從功能對等角度研究保羅·懷特譯作《菜根譚》[D];鄭州大學(xué);2012年

4 楊靜;從尤金奈達的功能對等理論看《圍城》中心理描寫的翻譯[D];鄭州大學(xué);2013年

本文編號：1562765