本文選題：詩型廣告　切入點：許淵沖的“美化之藝術(shù)”　出處：《沈陽師范大學(xué)》2013年碩士論文

【摘要】：隨著商品經(jīng)濟的快速發(fā)展，商界越來越重視廣告在營銷活動中的作用。聰明的廣告人從迎合受眾的口味出發(fā)，會創(chuàng)造出一種在視覺、聽覺、聯(lián)覺上與眾不同、足以波動受眾者心弦的“詩型廣告”，即一種富于詩意、具有詩味的文字廣告。與此同時，在全球經(jīng)濟一體化的影響下，我國對外的國際交流與合作領(lǐng)域不斷擴大，商貿(mào)活動也日益頻繁，作為眾多語言交流活動的媒介，翻譯的地位顯得尤為重要。由于詩型廣告既具備詩歌語言藝術(shù)的特征，又具備商業(yè)廣告中音、形并舉奪人耳目的優(yōu)勢，對詩型廣告翻譯的研究便有著特殊的意義，也越來越激起廣大學(xué)者分析和探究的興趣。 本文以許淵沖的“美化之藝術(shù)”原則（即“三美”、“三化”、“三之”）為指導(dǎo)，分別從其本體論、方法論及目的論三個方面探討了詩型廣告翻譯的內(nèi)、外在特征�！叭馈闭摻沂玖嗽娦蛷V告翻譯的本體，形成受眾者喜聞樂見的文本形式；“三化”是對詩型廣告翻譯的可操作性的探究，將以往的翻譯方法依據(jù)其文本特征做一細致的區(qū)分；而“三之”則是基于受眾者最終對廣告譯文文本的接受程度來探究翻譯活動的最終目的是可實現(xiàn)的。 本文主要由以下四個章節(jié)構(gòu)成。第一章，作者首先闡述了本文的研究背景，研究問題及論文的結(jié)構(gòu)。在第二章中，先對詩型廣告的定義、特點及其功能做了簡要介紹，其后詳述了許淵沖翻譯理論體系中“美化之藝術(shù)”原則的內(nèi)容及其與詩型廣告翻譯的相容性。第三章，，作者在前兩章的基礎(chǔ)上，以“美化之藝術(shù)”原則為指導(dǎo)，分別從“三美”、“三化”、“三之”三個不同的角度，以翻譯實例為個案分析，探討了翻譯的本體論，方法論及目的論在詩型廣告翻譯中的應(yīng)用及指導(dǎo)性意義。此外，也針對性地提出了這一特殊文本的獨特性以及對譯者的特殊要求及本領(lǐng)域的發(fā)展藝術(shù)化的趨勢。第四章，陳述了本研究的主要發(fā)現(xiàn)以及本文的不足之處，并對詩型廣告翻譯問題的進一步研究作出了前瞻性的闡述。
[Abstract]:With the rapid development of the commodity economy, the business community is paying more and more attention to the role of advertising in marketing activities. The "poetic advertisement", which can fluctuate the heart of the audience, is a kind of poetic and poetic advertisement. At the same time, under the influence of the global economic integration, the field of international exchange and cooperation of our country's foreign countries is constantly expanding. Commercial activities are also becoming more and more frequent. As a medium of many language communication activities, translation is of particular importance. Since poetic advertisements have the characteristics of poetic language art and commercial advertisements, they have the advantages of striking both ears and eyes. The study of poetic advertising translation is of special significance and arouses more and more scholars' interest in analysis and exploration. Under the guidance of Xu Yuanchong's "Art of beautification" (that is, "three Beauty", "three Modernization" and "three things"), this paper discusses the translation of poetic advertising from three aspects: ontology, methodology and Skopos. The theory of "three beauties" reveals the ontology of the translation of poetic advertisements and forms the text form that audiences like to see, and the "Sanhua" is a probe into the maneuverability of the translation of poetic advertisements. The former translation methods are carefully distinguished according to their text characteristics, while the "three of the three" approach is based on the audience's final acceptance of the target text to explore the ultimate purpose of translation activities. This paper is composed of four chapters. In the first chapter, the author first describes the research background, research problems and the structure of the thesis. In the second chapter, the definition, characteristics and functions of the poetic advertisement are briefly introduced. After that, the author elaborates on the content of the principle of "beautification of Art" in Xu Yuanchong's translation theory system and its compatibility with the translation of poetic advertisements. Chapter three is guided by the principle of "Art of beautification" on the basis of the first two chapters. This paper discusses the application and guiding significance of translation ontology, methodology and Skopos theory in the translation of poetic advertisements from the three different angles of "three Beauty", "three Modernization" and "three of the three", taking the translation examples as a case study, and discusses the application of the ontology, methodology and Skopos theory in the translation of poetic advertisements. It also points out the unique features of this particular text, the special requirements for the translator and the trend of artistry in this field. Chapter four states the main findings of this study and the shortcomings of this study. Furthermore, the further research on the translation of poetic advertisements is discussed in a forward-looking way.
【學(xué)位授予單位】：沈陽師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H059

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