本文選題：法語廣告 + 功能主義翻譯理論�。� 參考：《湘潭大學(xué)》2007年碩士論文

【摘要】： 隨著國際貿(mào)易的飛速發(fā)展和跨國公司的迅猛壯大,廣告翻譯在國際交流中的重要作用日益凸現(xiàn)。然而在中國,廣告翻譯尚未得到充分發(fā)展。作為翻譯學(xué)中的一個分支,廣告翻譯有著它自己的內(nèi)在規(guī)律,因而需要對它進行系統(tǒng)的研究。本文從一個新的視角即功能派翻譯理論出發(fā)來探討法語廣告漢譯的基本策略,其目的在于幫助提高法語廣告譯文的質(zhì)量,從而為促進兩國經(jīng)濟和文化的交流作出貢獻,與此同時,也通過借鑒法國經(jīng)典廣告的經(jīng)驗,為我國廣告業(yè)的發(fā)展注入新的活力。 傳統(tǒng)的翻譯理論中強調(diào)與原文“忠實”、“等值”的翻譯策略已經(jīng)無法滿足廣告翻譯的客觀需求。廣告文體是一種具有極高商業(yè)價值的實用型文體,它的最終目的和主要功能就是要使消費者接受并購買它所宣傳的商品和服務(wù)。如果一則廣告達不到說服消費者實施購買行為的目的,這則廣告無疑是失敗和毫無價值的。與此同理,在廣告翻譯中,如果譯文無法達到這樣的目的和效果就不能算是成功的翻譯。因此,在進行廣告翻譯和探討廣告翻譯的基本策略時,必須把廣告的特殊目的與翻譯理論有機地結(jié)合起來。 作為對傳統(tǒng)翻譯理論的一個重大突破和翻譯理論研究的重要補充,由德國的萊斯、費米爾、諾德等學(xué)者所提出的功能翻譯理論無疑為廣告翻譯的理論研究開辟了一個新視角。它以“目的論”為中心,強調(diào)目的文本在翻譯過程中所起的作用。根據(jù)“目的論”的觀點,所有翻譯行為遵循的首要法則就是“目的法則”:翻譯行為所要達到的目的決定整個翻譯行為的過程,即目的決定方法。譯文文本所要達到的目的是決定翻譯策略的最重要的因素。而功能派翻譯理論正是以目的文本及目的語文化為導(dǎo)向的。它強調(diào)譯者應(yīng)該利用各種資訊,并有權(quán)選擇最適合實現(xiàn)譯文預(yù)期功能的翻譯策略。 廣告翻譯應(yīng)以目的語言為取向,這是因為不同語言背景下的廣告有著各自的特點,尤其對于中文和法文這兩種截然不同的語言。本文結(jié)合法語和漢語在詞、句和修辭三個方面的不同特點,闡明了法語廣告漢譯中所必須遵循的基本策略——即以目的語言為取向進而重新設(shè)計的翻譯策略。
[Abstract]:With the rapid development of international trade and the rapid expansion of multinational companies, advertising translation plays an increasingly important role in international communication. However, advertising translation has not been fully developed in China. As a branch of translation, advertising translation has its own internal laws, so it needs to be systematically studied. From a new perspective, functional translation theory, this paper discusses the basic strategies of translating French advertisements into Chinese. The purpose of this paper is to help improve the quality of the translation of French advertisements and thus contribute to the economic and cultural exchanges between the two countries. At the same time, by drawing lessons from the experience of classical advertising in France, we inject new vitality into the development of advertising industry in China. In traditional translation theory, the translation strategy of "faithfulness" and "equivalence" with the original text has failed to meet the objective needs of advertising translation. Advertising style is a kind of practical style with high commercial value. Its ultimate purpose and main function is to make consumers accept and purchase the goods and services it propagandizes. If an ad fails to persuade consumers to buy, it is undoubtedly unsuccessful and worthless. Similarly, in advertising translation, it is not a successful translation if the translation fails to achieve such a purpose and effect. Therefore, it is necessary to combine the special purpose of advertising with the theory of translation when carrying out advertising translation and discussing the basic strategies of advertising translation. As a major breakthrough in the traditional translation theory and an important supplement to the study of translation theory, the functional translation theory put forward by Les, Fimmel and Nord of Germany has undoubtedly opened up a new perspective for the theoretical study of advertising translation. It focuses on Skopos and emphasizes the role of Skopos in translation. According to Skopos Theory, the primary rule followed by all translation actions is the Skopos Rule: the process of Skopos determining the whole translation behavior, that is, the Skopos determination method. The purpose of the translated text is to determine the most important factors of translation strategy. The functionalist translation theory is guided by the target text and the target language culture. It emphasizes that translators should make use of all kinds of information and have the right to choose the translation strategies that are most suitable for the intended function of the translation. Advertising translation should be oriented to the target language, because advertisements in different language backgrounds have their own characteristics, especially for Chinese and French, which are two distinct languages. Combined with the different features of French and Chinese in terms of words, sentences and rhetoric, this paper expounds the basic strategies that must be followed in the translation of French advertisements into Chinese, that is, the translation strategies which are oriented to the target language and then redesigned.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：H059

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本文編號：1856981