本文選題：廣告翻譯　切入點(diǎn)：目的論　出處：《中南大學(xué)》2006年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著改革開(kāi)放的進(jìn)一步深化，中國(guó)加入世貿(mào)組織的成功以及經(jīng)濟(jì)全球化的影響日趨明顯，被喻為商業(yè)化身的廣告已滲透到了社會(huì)的各個(gè)角落，逐漸成為人們生活中的重要組成部分。再加上網(wǎng)絡(luò)等信息通信技術(shù)的發(fā)展，使國(guó)際廣告的跨文化傳播成為可能。 語(yǔ)言是文化的載體。從廣義上講，語(yǔ)言和廣告都是文化的組成部分。一方面，語(yǔ)言在廣告和廣告翻譯中發(fā)揮著重要的作用。廣告人的最主要的意圖就是通過(guò)語(yǔ)言形式的資料展示并銷售他們的產(chǎn)品或服務(wù)，這就需要譯者對(duì)廣告語(yǔ)言進(jìn)行深入細(xì)致地研究。作者從詞匯，句法和修辭三個(gè)層面簡(jiǎn)要地分析了廣告語(yǔ)言的特征，為進(jìn)一步提出廣告翻譯的策略作了鋪墊；另一方面，廣告語(yǔ)言和廣告翻譯的研究要考慮到文化的因素。廣告語(yǔ)言源于文化。文化是創(chuàng)作和理解廣告的基礎(chǔ)。作為文化的產(chǎn)物，廣告可以更直接地展示語(yǔ)言和文化的關(guān)系，故廣告語(yǔ)言是一門具有濃郁文化色彩與時(shí)代特點(diǎn)的藝術(shù)形式。國(guó)內(nèi)外對(duì)英語(yǔ)廣告的研究可謂方興未艾，但大多數(shù)研究?jī)H停留在單純的語(yǔ)言特征或修辭手段等一些表面特征上。傳統(tǒng)翻譯理論已無(wú)法適應(yīng)廣告翻譯的客觀要求，因?yàn)閺V告的最終目的就是使消費(fèi)者接受它所宣傳的產(chǎn)品或服務(wù)，而不是尋求目標(biāo)語(yǔ)文本與源語(yǔ)文本之間的對(duì)等，這樣一來(lái)，在充分理解中西文化差異的基礎(chǔ)上對(duì)翻譯策略作出適當(dāng)?shù)恼{(diào)整就顯得非常有必要了。 本文從目的論的視角出發(fā)，將目的論、文化因素、廣告翻譯三者相結(jié)合，提出了廣告翻譯要重視翻譯技巧及目標(biāo)文本在其文化中的功能。目的論的最重要的四位陳述者是賴斯、弗米爾、曼塔里和諾德。Skopos是希臘語(yǔ)，它的意思是“目的，意圖”。根據(jù)目的論的觀點(diǎn)，決定翻譯過(guò)程的最主要因素是整體翻譯行為的目的。這符合對(duì)任何行為界定都會(huì)涉及意圖性的道理。在這個(gè)理論中，任何形式的翻譯行為，包括翻譯本身，都看被成是一種行為。任何行為都有一個(gè)目標(biāo)或是一個(gè)目的。Skopos這個(gè)詞在這里專指翻譯的目的。而且，一種行為會(huì)導(dǎo)致一種結(jié)果、一種新的情景、也可能是一個(gè)新的事物。在翻譯中可能存在著以下三種目的：翻譯過(guò)程中譯者的基本目的(可能是“為了謀生”)，目標(biāo)語(yǔ)環(huán)境中目標(biāo)語(yǔ)文本的交際目的(可能是“為了教育讀者”)，和使用特定的翻譯策略或翻譯程序的目的(例如，“為了體現(xiàn)源語(yǔ)結(jié)構(gòu)上的特點(diǎn)而采用直譯”)。Skopos這一術(shù)語(yǔ)通常用來(lái)指譯文的目的。廣告的主要意圖在于使其讀者信服并最終促成購(gòu)買行為。這也就是說(shuō)，一個(gè)好的廣告首先要能引起消費(fèi)者的注意，激發(fā)購(gòu)買欲望，并給他們留下印象，加深記憶，最后促成其購(gòu)買行為。這就是作者選擇目的論來(lái)作為廣告翻譯主導(dǎo)理論的原因，因?yàn)槟康恼撀暦Q決定翻譯目的的最重要因素是譯文預(yù)期的讀者。由于消費(fèi)者的文化背景不同，一個(gè)好的廣告在被翻譯后不一定還能發(fā)揮同樣的作用。這就需要譯者在翻譯的過(guò)程中充分留意到與本族文化有著巨大差異的文化。這種來(lái)自不同背景文化的人們因價(jià)值取向、思維方式和行為等的不同往往難以正確理解他國(guó)廣告內(nèi)容和接受其廣告?zhèn)鞑サ姆绞�。這就使得如何跨越文化障礙，提高跨文化廣告?zhèn)鞑サ男Ч�，成為了迫切需要解決的問(wèn)題。 在翻譯的過(guò)程中不可能存在絕對(duì)的對(duì)等，，也不需要絕對(duì)的對(duì)等，翻譯者必須根據(jù)翻譯的目的來(lái)靈活制定翻譯的策略。把翻譯看作是一種有目的的行為，翻譯活動(dòng)是根據(jù)翻譯目的使目標(biāo)語(yǔ)文本與源語(yǔ)文本之間保持一定聯(lián)系，而非完全對(duì)等的觀點(diǎn)，從更深層次解析中西文化領(lǐng)域廣告互譯的技巧和藝術(shù)，通過(guò)大量的實(shí)例分析歸納了廣告翻譯的基本方法，探討了如何將目的論運(yùn)用到廣告翻譯。
[Abstract]:With the further deepening of reform and opening up, Chinese joined WTO's success and the impact of economic globalization is increasingly clear, has been hailed as the embodiment of commercial advertising has penetrated into every corner of society, has gradually become an important part of people's lives. Coupled with the development of the Internet and information communications technology, make the cross-cultural communication of international advertising possible.
Language is the carrier of culture. In a broad sense, language and advertising is part of the culture. On the one hand, language plays an important role in advertising and advertising translation. Advertising the main intention is through the form of language information display and sell their products or services, which requires the translator study on advertising language. The author from the three aspects of vocabulary, syntax and rhetoric briefly analyzes the features of advertising language, which paves the way for further put forward the strategies of advertising translation; on the other hand, the study of advertising language and advertising translation should take into consideration the cultural factors. Advertising language is rooted in culture and culture. Is the basis of creation and understanding of advertising. As the product of culture, advertisement can show the close relationship between language and culture, so the advertising language is the art form with a rich culture and the characteristics of the times Type. The domestic and foreign research on English advertising is just unfolding, but most of the studies are limited to linguistic or rhetorical features and some other surface features. The traditional translation theory has been unable to adapt to the objective requirements of advertising translation, because the ultimate purpose of advertising is to make consumers accept the advertised products or services, rather than seeking between the target text and source text equivalence, as a result, based on the full understanding of the differences between Chinese and Western culture on translation strategies to make appropriate adjustments is very necessary.
This article from the perspective of Skopos theory, the skopos theory, advertising translation and cultural factors, the combination of the three, the advertisement translation should pay attention to the translation skills and target text in its culture function. The purpose of the four most important presentation is Rice, Vermeer, manttari and Nord.Skopos is Greek. It means "purpose and intention". According to the theory, the main factors of the translation process is the purpose of the overall translation behavior. This conforms to any behavior will involve intentional truth. In this theory, the translation behavior in any form, including translation itself, are viewed as a kind of behavior. Any action has an aim or purpose of a.Skopos is the word here refers to the purpose of translation. Moreover, a kind of behavior will lead to a result, a new situation, may also be a new thing in the process of translation. There may be the following three objectives: the basic purpose of the translator in the translation process (possibly "in order to make a living"), the communicative purpose of the target language and the target language environment (may be "in order to educate the reader"), and the use of specific translation strategies and the purpose of the program (for example, "in order to reflect the structure of the source language the characteristics of the literal translation").Skopos this term is usually used to refer to the purpose of translation. The main purpose is to enable the readers that advertising and ultimately contributed to the purchase behavior. That is to say, a good advertisement must be able to attract the attention of consumers, stimulate the desire to buy, and impress them, enhance memory finally, to promote the purchase. This is why the author chooses skopos theory as leading advertising translation theory, skopos theory claims that because the most important factor determining the purpose of a translation is the expectation of readers. Due to fire Different consumer's cultural background, a good advertisement may not play the same role in translation. This requires the translator to fully aware of the great difference in culture and the native culture. People from different cultural background from the value orientation, thinking mode and behavior etc. it is often difficult to correctly understand him in different ways and acceptance of the content of the advertisement advertisement. This makes how to overcome cultural barriers, improve intercultural advertising communication effect, has become an urgent problem.
There may be no absolute equivalence in the translation process, also do not need absolute equivalence, translators must develop flexible translation strategies according to the purpose of translation. The translation as a purposeful activity, translation is the translation purpose according to the target language and the source language is connected, rather than equivalent point of view, from the skill and art of deeper analysis of cultural field of advertising translation, through the example analysis summarized the basic methods of advertising translation, discusses how to applies Skopostheorie to the translation of advertisements.

【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：H059

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 潘登;羅信陽(yáng);;廣告語(yǔ)言的“硬實(shí)力”——目的論照應(yīng)下的汽車廣告的翻譯[J];湖北科技學(xué)院學(xué)報(bào);2012年11期

相關(guān)碩士學(xué)位論文 前1條

1 吳希茜;從功能翻譯理論分析廣告的翻譯誤差及其對(duì)策[D];南昌航空大學(xué);2011年

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