【摘要】：隨著中國(guó)經(jīng)濟(jì)的高速發(fā)展和經(jīng)濟(jì)全球化進(jìn)程的加快,廣告的數(shù)量也在日益的飛速增加。作為一種應(yīng)用文體,廣告又具有不同于其他文體的商業(yè)性質(zhì),它的最終目的是提高產(chǎn)品銷量并獲取更多的商業(yè)利潤(rùn)。所以,對(duì)廣告語(yǔ)的翻譯也須具有不同于其他文體的指導(dǎo)方法與策略。盡管目前國(guó)內(nèi)對(duì)廣告已進(jìn)行了大量的翻譯實(shí)踐活動(dòng),然而受時(shí)間限制,人們?cè)诖祟I(lǐng)域的翻譯研究還相對(duì)年輕,對(duì)廣告語(yǔ)翻譯的研究主要還局限在對(duì)廣告語(yǔ)英漢翻譯方法的研究,卻很少有對(duì)廣告語(yǔ)翻譯總的指導(dǎo)原則方面的研究,更是忽略了從美學(xué)角度對(duì)廣告語(yǔ)翻譯的探討。 在本文中,本文作者認(rèn)為,廣告語(yǔ)的創(chuàng)作目的就是期待其以美的形象展現(xiàn)給消費(fèi)者,從而激發(fā)他們的需求欲望,這也就要求廣告語(yǔ)本身就必須是一件美的藝術(shù)作品。這也就是說(shuō)在翻譯廣告語(yǔ)的過(guò)程中,譯者不但要考慮到功能對(duì)等效果還要考慮其審美效果,這是判斷一篇廣告語(yǔ)譯文是否成功的重要標(biāo)準(zhǔn)之一,反之,廣告語(yǔ)原有的吸引力將會(huì)大打折扣。 本文在對(duì)廣告語(yǔ)進(jìn)行了簡(jiǎn)單的介紹的基礎(chǔ)上,重點(diǎn)從審美學(xué)的角度對(duì)廣告語(yǔ)的翻譯進(jìn)行了分析。在廣告語(yǔ)翻譯過(guò)程中,審美主體(譯者)利用其固有的審美經(jīng)驗(yàn)對(duì)審美客體(廣告語(yǔ))進(jìn)行審美認(rèn)識(shí),然后對(duì)其進(jìn)行審美轉(zhuǎn)換將原廣告語(yǔ)初步翻譯成目的語(yǔ),并在此基礎(chǔ)上進(jìn)行審美加工,以期達(dá)到其原有的審美效果,即審美再現(xiàn)。 要將原有的廣告語(yǔ)的審美效果完整甚至超額地展現(xiàn)出來(lái),即采用何種審美活動(dòng)或翻譯方法,本文在第三部分提出了一定的指導(dǎo)原則與具體方法。
[Abstract]:With the rapid development of China's economy and the acceleration of economic globalization, the number of advertisements is also increasing rapidly. As an applied style, advertising has a commercial nature different from other styles. Its ultimate goal is to increase product sales and obtain more commercial profits. Therefore, the translation of advertising language must be different from other styles of guidance methods and strategies. Although a large number of translation practices have been carried out in China at present, however, due to time constraints, translation studies in this field are still relatively young, and the study of translation of advertising language is mainly limited to the study of English-Chinese translation methods of advertising language. However, there are few studies on the general guiding principles of advertising language translation, and the discussion of advertising language translation from the perspective of aesthetics has been neglected. In this paper, the author believes that the purpose of advertising language creation is to expect it to be presented to consumers in the image of beauty, so as to stimulate their desire for demand, which requires that advertising language itself must be a beautiful work of art. This means that in the process of translating advertising language, the translator should take into account not only the functional equivalence but also the aesthetic effect, which is one of the important criteria for judging the success of an advertising translation, and vice versa. The original appeal of the advert will be greatly reduced. On the basis of a brief introduction of advertising language, this paper analyzes the translation of advertising language from the perspective of aesthetics. In the process of advertising language translation, aesthetic subject (translator) makes use of his inherent aesthetic experience to make aesthetic understanding of aesthetic object (advertising language), and then carries on aesthetic transformation to translate the original advertising language into the target language. And on this basis to carry on the aesthetic processing, in order to achieve its original aesthetic effect, namely aesthetic reproduction. In order to show the aesthetic effect of the original advertising language completely or even more, that is, what kind of aesthetic activity or translation method should be adopted, the third part of this paper puts forward some guiding principles and concrete methods.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：H059

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