本文選題：廣告翻譯 + 功能對(duì)等��； 參考：《天津理工大學(xué)》2008年碩士論文

【摘要】： 語(yǔ)言是傳遞信息和交流情感的手段,翻譯則是眾多語(yǔ)言活動(dòng)中的一種,它是將一種語(yǔ)言用另一種語(yǔ)言重新表達(dá)出來(lái)的語(yǔ)言實(shí)踐活動(dòng)。在我國(guó),隨著經(jīng)濟(jì)的高速發(fā)展中國(guó)加入世界貿(mào)易組織以及全球經(jīng)濟(jì)一體化進(jìn)程加快,我們的國(guó)際交流與合作領(lǐng)域不斷擴(kuò)大,對(duì)外商貿(mào)活動(dòng)也日益增加,而語(yǔ)言是做好商貿(mào)工作的基本條件,我們要讓外國(guó)了解中國(guó),了解中國(guó)的產(chǎn)品,于是,廣告便成了我國(guó)一門(mén)新興的產(chǎn)業(yè),如今廣告作為產(chǎn)品的一種主要促銷手段,已經(jīng)深入到社會(huì)的各個(gè)角落,成為人們?nèi)粘Ｉ畈豢扇鄙俚牟糠�。每�?dāng)你打開(kāi)一張報(bào)紙,翻開(kāi)一本雜志,打開(kāi)電視機(jī)或者走在大街上都會(huì)有廣告映入你的眼簾,廣告無(wú)處不在,無(wú)時(shí)不有。 廣告作為一種特殊的應(yīng)用文體,其最終的目的是吸引讀者的注意力,促使讀者采取行動(dòng)購(gòu)買宣傳的產(chǎn)品或者服務(wù)。于是對(duì)于廣告的翻譯,應(yīng)當(dāng)采用的理論依據(jù),不同的學(xué)派持有不同的觀點(diǎn)。本文認(rèn)為,美國(guó)的翻譯學(xué)家尤金奈達(dá)大力提倡的“功能對(duì)等”理論,可以突出翻譯的交際功能,是廣告翻譯的指導(dǎo)理論。 本文分為五部分,試用尤金奈達(dá)的“功能對(duì)等”理論分析廣告語(yǔ)言的翻譯。在翻譯廣告文字時(shí),無(wú)論是英譯漢還是漢譯英,都必須突出廣告的功能,即,吸引消費(fèi)者的注意,促使他們?nèi)ベ?gòu)買廣告中宣傳的產(chǎn)品或服務(wù)。不能只滿足于字面上的翻譯,必須是語(yǔ)言翻譯得精準(zhǔn)又地道,尤其是把原文中的“潛臺(tái)詞”或言外之意表達(dá)出來(lái),奈達(dá)的理論中提到“目的語(yǔ)讀者對(duì)對(duì)目的語(yǔ)的反應(yīng)與原語(yǔ)讀者對(duì)原語(yǔ)的反應(yīng)在一定程度上是一樣的”,此外再利用些技巧和手段把廣告的個(gè)性表現(xiàn)出來(lái)。由此可以看出,奈達(dá)的理論指導(dǎo)廣告的翻譯最為合適。本文中闡述廣告的翻譯不僅僅是語(yǔ)言的翻譯而且也是不同文化的轉(zhuǎn)換,由于不同國(guó)家的文化存在著不同程度的差異,各自的廣告設(shè)計(jì)也有各自的特色,在廣告為翻譯的同時(shí),必須考慮到對(duì)方廣告的語(yǔ)言和文化特色,以及對(duì)方消費(fèi)者的文化習(xí)慣和思想意識(shí)。在翻譯的過(guò)程中,譯者當(dāng)作再創(chuàng)造和研究的過(guò)程,投入大量的心血和勞動(dòng)。只有這樣才能在充分消化原文的意思和掌握原文的特點(diǎn)的基礎(chǔ)上,翻譯出具有欣賞價(jià)值和市場(chǎng)效益的廣告語(yǔ)言。
[Abstract]:Language is a means to convey information and communicate emotions, while translation is one of many language activities. It is a practical activity in which one language is re-expressed in another language.In China, with the rapid development of the economy, China's accession to the World Trade Organization and the acceleration of the process of global economic integration, our field of international exchanges and cooperation is constantly expanding, and foreign trade and trade activities are increasing day by day.And language is the basic condition for doing a good job in commerce and commerce. We want foreign countries to understand China and their products. As a result, advertising has become a new industry in China. Now advertising is a major means of promoting products.It has gone deep into every corner of society and become an indispensable part of people's daily life.Every time you open a newspaper, open a magazine, turn on a TV, or walk down the street, you get ads everywhere.Advertising as a special applied style, its ultimate purpose is to attract the attention of readers and urge them to take action to purchase the advertised products or services.Therefore, different schools hold different views on the theoretical basis of advertising translation.This paper argues that the "functional equivalence" theory strongly advocated by Eugene Nida, an American translator, can emphasize the communicative function of translation and is the guiding theory of advertising translation.This paper is divided into five parts, using Eugene Nida's functional equivalence theory to analyze the translation of advertising language.In translating advertising text, whether English-to-Chinese or Chinese-English translation, it is necessary to highlight the function of advertising, that is, to attract the attention of consumers and to urge them to purchase the products or services advertised in the advertisements.We must not just be satisfied with literal translation, but must be precise and authentic in language translation, especially in expressing the "subtext" or the implied meaning of the original text.In Nida's theory, it is mentioned that "the target language reader's response to the target language is to a certain extent the same as the original reader's response to the target language", and some techniques and techniques are used to display the advertising personality.It can be seen that Nida's theory is the most appropriate guide for advertising translation.This paper expounds that advertising translation is not only the translation of language but also the transformation of different cultures. Because of the different degrees of cultural differences in different countries, the advertising design has its own characteristics, while the advertisement is translated.We must take into account the language and cultural characteristics of each other's advertisements, as well as the cultural habits and ideology of the opposite party's consumers.In the process of translation, the translator spends a lot of effort and effort as a process of re-creation and research.Only in this way can the advertising language with appreciative value and market benefit be translated on the basis of fully digesting the meaning of the original text and mastering the characteristics of the original text.
【學(xué)位授予單位】：天津理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：H315.9

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 鄧曉夢(mèng);;關(guān)于商務(wù)英語(yǔ)翻譯原則探討[J];黃岡師范學(xué)院學(xué)報(bào);2012年04期

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本文編號(hào)：1753328