發(fā)布時間：2018-05-08 05:02

  本文選題：廣告翻譯 + 關聯(lián)理論��； 參考：《四川外語學院》2008年碩士論文

【摘要】： 廣告作為現(xiàn)代商業(yè)社會的推動力,已成為我們生活中不可或缺的一部分,它無處不在,無時不存,影響著社會生活的各個方面。它是推動經(jīng)濟進程的重要工具,對現(xiàn)代社會施加著巨大的心理影響力。隨著國際貿(mào)易及經(jīng)濟全球化進程的飛速發(fā)展,廣告及其翻譯在國際交流中的重要作用日益凸顯。作為一種特殊的綜合性藝術,廣告的創(chuàng)作及推行都處于經(jīng)濟學、哲學、心理學、美學等學科的影響下,這就決定了廣告研究的多面性及廣告文體的特殊性。 近年來,越來越多的語言學家和翻譯學家對廣告翻譯給予密切的關注。學者們從不同角度對這一問題進行了分析研究,并取得了一定成就。然而,人們更多的是用傳統(tǒng)的理論和方法來分析研究廣告翻譯。盡管有一些研究者已經(jīng)注意到了將關聯(lián)理論用于指導廣告翻譯的實用性,但是他們并未對此問題展開系統(tǒng)和全面的研究,特別是在俄語領域,幾乎沒有關于此類問題的研究。 既然廣告是一種形式、功能特殊的文體,傳統(tǒng)翻譯理論中的“信、達、雅”原則和強調(diào)譯文與原文“忠實”、“等值”的翻譯策略已經(jīng)無法適應廣告翻譯的客觀要求,不能取得積極的社會效應。而這些翻譯策略指導下的廣告譯文無法抓住廣告受眾的心理,達不到誘導和說服廣告受眾實施購買行為的目的,無法給企業(yè)帶來經(jīng)濟效益,因此,這樣的廣告翻譯是失敗的,這些傳統(tǒng)的翻譯理論不適合用于指導廣告翻譯。 本文基于廣告翻譯的特殊性,從關聯(lián)理論的角度出發(fā)來探討廣告翻譯的過程以及策略。 關聯(lián)理論是從認知學的角度研究交際的新的方法論。它認為交際是一個明示—推理過程。關聯(lián)理論的核心就是尋求最佳關聯(lián)性原則:即話語理解時付出有效的努力并獲得足夠的語境效果。關聯(lián)理論認為翻譯是一種對原文進行闡釋和推理的過程,目的在于再現(xiàn)原文作者的交際意圖。這一觀點對廣告翻譯具有強大的解釋力。 廣告是一種特殊的言語交際行為。無論是商業(yè)廣告還是非商業(yè)廣告,廣告商都會通過明示的手段對某種觀念或產(chǎn)品等進行宣傳或推銷,廣告受眾則借助常識等認知語境進行思辨、推理,從而理解廣告商的真正意圖。在進行廣告翻譯時,應以最佳關聯(lián)為翻譯的目標:即廣告譯文受眾接收廣告譯文時不需要作過多的努力就能獲得廣告譯文意欲傳達的信息,產(chǎn)生足夠的語境效果,實現(xiàn)廣告的交際意圖。足夠的語境效果取決于廣告譯文的信息和廣告受眾的認知語境相互作用的結果。因此廣告翻譯要實現(xiàn)最佳關聯(lián),這就要求譯者研究廣告受眾的認知語境,針對其特征,創(chuàng)立受眾認知易于接受,同時又能產(chǎn)生足夠廣告效應的文本,從而實現(xiàn)廣告商的意圖,誘導廣告受眾接受其產(chǎn)品或服務。 本文的研究目的在于:在總結前人在翻譯領域中取得的研究成果的基礎上,從新的視角出發(fā)來研究廣告翻譯并解決翻譯過程中可能碰到的各種情況。正如前面所說,該任務的完成對于廣告宣傳產(chǎn)品在國際市場上的推廣意義巨大。 本文的學術新意在于:首次從關聯(lián)理論的角度出發(fā)來探討俄漢廣告互譯,描述廣告翻譯的過程,揭示廣告翻譯的方法和策略。 本文的理論意義在于:本文的研究對今后語用翻譯理論基礎的形成,翻譯中推理過程的概念以及從關聯(lián)理論的視角研究一系列具有普遍理論意義的問題提供了必要的原則和方法。 本文的現(xiàn)實意義在于:本文提出的方法和策略能用于解決廣告翻譯實踐中出現(xiàn)的問題,并能夠完善廣告譯文的創(chuàng)作。 本文由前言、正文四章、結語及參考文獻構成。 前言部分簡述了選題的現(xiàn)實性,交代了研究目的、學術新意、理論意義和現(xiàn)實意義,并簡單介紹了論文結構。 第一章論述了廣告的幾個基本概念。分析了廣告的定義、特征以及目的,指出廣告文的功能以及結構,研究了廣告語言的作用以及特征。 第二章展開對關聯(lián)理論的論述。研究了關聯(lián)理論的基本原理:語境效果、關聯(lián)原則、最佳關聯(lián)、認知語境、互明以及明示—推理交際。從關聯(lián)理論的視野出發(fā)分析并研究了翻譯理論。揭示了譯者在翻譯的明示—推理過程中的作用。 第三章從關聯(lián)理論的角度出發(fā)分析研究了廣告翻譯的過程以及方法。 第四章通過對具體廣告實例的分析來揭示了從關聯(lián)理論角度指導廣告翻譯的策略。為了克服文化以及語言的差異,譯者必須突破廣告原文對譯文形式上的束縛,采用一些在過去被認為是違背了翻譯理論標準的翻譯方法和策略,例如:創(chuàng)新刪譯、意義擴譯和創(chuàng)造性改譯。這些翻譯策略在關聯(lián)理論中能夠得到充分解釋,能有效克服國際廣告中的種種障礙,實現(xiàn)廣告主的交際意圖:誘導消費者接受其產(chǎn)品和服務。 結語部分對全文進行了回顧和總結,并得出了基本結論: 1.根據(jù)“翻譯目的論”的原理,廣告翻譯的主要目的在于對消費者施加影響,激起他的興趣,刺激他的欲望,促成他的購買行動。在廣告翻譯中,譯者應該考慮下列因素:廣告目的、消費者特征、廣告原文的語言性質、廣告受眾的語言文化特性等諸多方面。 2.關聯(lián)理論是從認知角度研究交際的新的方法論,它把翻譯看作是一個認知推理的交際過程。這一理論認為,廣告翻譯是一種語用翻譯,它的目的在于譯文能和原文一樣對廣告受眾施加等效的語用影響力,即廣告譯文在受眾的認知環(huán)境中能產(chǎn)生等效的語境效果,激起廣告受眾的購買欲望,促成其實施購買行為。關聯(lián)理論的推理本質在廣告翻譯過程中賦予了譯者更多的自由。 3.鑒于目標受眾認知環(huán)境,審美情趣,消費觀念,價值取向,語言特征等方面存在著很大的不同,譯者可以采用下列翻譯方法和策略:創(chuàng)新刪譯,意義擴譯和創(chuàng)新性改譯。這些方法與傳統(tǒng)翻譯方法的不同之處在于必要時通過改變廣告的語言形式甚至文本的內(nèi)容信息,從而達到與原文相當?shù)恼Z用效果。它們能解決廣告翻譯中那些過去認為是不可譯的難題。 總之,在廣告翻譯中,譯者需要考慮到廣告受眾的文化特征、語言及認知結構,獲取廣告原文的語用效果,然后在翻譯過程中進行推理并決定該譯什么和怎樣翻譯。
[Abstract]:As the driving force of modern commercial society, advertising has become an indispensable part of our life. It is ubiquitous, time and time, affecting all aspects of social life. It is an important tool to promote the economic process and exerts great psychological influence on modern society. With the rapid development of international trade and economic globalization Development, advertising and its translation play an increasingly important role in international communication. As a special comprehensive art, the creation and implementation of advertising are under the influence of economics, philosophy, psychology, aesthetics and other disciplines. This determines the versatility of advertising research and the particularity of advertising style.
In recent years, more and more linguists and translators have paid close attention to advertising translation. Scholars have made an analysis of this problem from different angles and achieved certain achievements. However, more and more people use traditional theories and methods to analyze and study advertising translation. Although some researchers have noticed that The relevance theory is used to guide the practicality of advertising translation, but they do not carry out systematic and comprehensive research on this problem, especially in the field of Russian, with little research on such problems.
Since advertising is a form, a special style of style, the principle of "faith, Da, elegance" in the traditional translation theory and the emphasis on "faithfulness" in the translation and the original text, the translation strategy of "equal value" can not adapt to the objective requirements of advertising translation and can not achieve positive social effects. The psychology of the advertising audience is not able to induce and persuade the advertising audience to carry out the purchase behavior, which can not bring economic benefits to the enterprises. Therefore, such advertising translation is a failure. These traditional translation theories are not suitable for guiding advertising translation.
Based on the particularity of advertisement translation, this paper discusses the process and strategy of advertising translation from the perspective of relevance theory.
Relevance theory is a new methodology in the study of communication from the perspective of cognition. It believes that communication is an ostensive inferential process. The core of relevance theory is to seek the best relevance principle, that is, to pay effective efforts and to obtain sufficient contextual effects in discourse comprehension. The purpose of rationale is to reproduce the communicative intention of the original author. This view has powerful explanatory power in advertising translation.
Advertising is a special kind of verbal communication. Whether it is commercial or non commercial advertising, advertisers will publicize or sell some ideas or products by means of explicit means. The advertising audience thinks and reasoning with the help of common sense and other cognitive contexts, thus understanding the true intentions of advertisers. The goal of translation is the best relevance. That is, when the audience receives the advertisement translation, it does not need much effort to obtain the information intended to be conveyed by the advertisement translation, and produces enough contextual effects to realize the communicative intention of the advertisement. The effect of the context depends on the interaction between the information of the advertisement translation and the cognitive context of the advertisement audience. As a result, it is necessary for the translator to achieve the best relevance, which requires the translator to study the cognitive context of the advertising audience, to create a text that is easily accepted by the audience, and to produce enough advertising effects to achieve the advertiser's intention, and to induce the advertisement to accept its products or services.
The purpose of this study is to study the achievements of previous studies in the field of translation and to study advertising translation and to solve the possible situations in the process of translation from a new perspective. As mentioned earlier, the completion of this task is significant to the promotion of advertising products in the international market.
The new idea of this paper is to explore the process of advertising translation in Russian and Chinese from the perspective of relevance theory, and to reveal the methods and Strategies of advertising translation.
The theoretical significance of this paper is that the study of this paper provides the necessary principles and methods for the formation of the theoretical basis of pragmatic translation, the concept of the process of reasoning in translation and the study of a series of problems with universal theoretical significance from the perspective of relevance theory.
The practical significance of this paper is that the methods and strategies proposed in this paper can be used to solve the problems arising from the practice of advertisement translation and improve the creation of advertisement translation.
This paper is composed of preface, four chapters, epilogue and references.
The preface briefly describes the reality of the topic, explains the research purpose, academic innovation, theoretical significance and practical significance, and briefly introduces the structure of the thesis.
The first chapter discusses the basic concepts of advertising, analyzes the definition, features and purposes of advertising, points out the function and structure of the advertisement, and studies the role and characteristics of the advertising language.
The second chapter discusses the theory of relevance. It studies the basic principles of Relevance Theory: contextual effect, association principle, optimal relevance, cognitive context, mutual clarity and ostensive inferential communication.
The third chapter analyzes the process and methods of advertising translation from the perspective of relevance theory.
The fourth chapter reveals the strategy of guiding advertising translation from the perspective of relevance theory through the analysis of specific advertising examples. In order to overcome cultural and linguistic differences, translators must break through the binding of the original text to the translation form, and adopt some translation methods and strategies that have been considered contrary to the theory of translation in the past, for example: These translation strategies can be fully explained in the relevance theory, which can effectively overcome the obstacles in international advertising and realize the communicative intention of the advertisers: to induce consumers to accept their products and services.
The conclusion part reviews and summarizes the full text and draws the basic conclusion:
1. according to the principle of "translation skopos theory", the main purpose of advertising translation is to exert influence on consumers, arouse his interest, stimulate his desire and promote his purchase action. In advertising translation, the translator should consider the following factors: advertising purposes, consumer characteristics, the language nature of the original advertisement, and the language and culture of the advertising audience. There are many aspects of sex.
2. the theory of relevance is a new methodology that studies communication from a cognitive perspective. It regards translation as a communicative process of cognitive reasoning. This theory holds that advertising translation is a pragmatic translation. Its purpose is that the target translation can exert the equivalent pragmatic influence on the advertising audience as the original is, that is, the advertisement translation is in the audience's cognitive environment. It can produce the equivalent context effect, arouse the desire of the advertising audience to purchase, and promote the purchase behavior. The essence of relevance theory gives the translator more freedom in the process of advertising translation.
3. in view of the cognitive environment of the target audience, the aesthetic interest, the consumption concept, the value orientation, and the linguistic features, the translator can adopt the following translation methods and strategies: innovation, meaning expansion and innovative translation. The differences between these methods and the traditional translation methods lie in the need to change the language of advertising when necessary. Form and even the content information of the text, so as to achieve the same pragmatic effect as the original text. They can solve the difficult problems in the advertisement translation which used to be untranslatable.
In a word, in advertising translation, the translator needs to take into account the cultural features of the audience, the language and the cognitive structure, to obtain the pragmatic effect of the original advertisement, and then to make a reasoning and determine what to translate and how to translate in the process of translation.

【學位授予單位】：四川外語學院
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：H315.9

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