從標記理論的視角談英漢商業(yè)廣告的翻譯
發(fā)布時間：2019-04-24 02:37
【摘要】： 本文旨在從標記理論的視角入手,通過大量分析英漢商業(yè)廣告的標記特點,來進一步探討英漢商業(yè)廣告的翻譯策略。通過對標記理論和商業(yè)廣告的大量研究發(fā)現(xiàn),二者之間存在天然的內在聯(lián)系,即:廣告語言是帶有人為標記的大眾語言。為了區(qū)別于因司空見慣而常常受人忽略的常用型大眾語言,廣告語言呈現(xiàn)出其自身的特點。廣告中有意形成的人為標記就是為了吸引人們的注意,激起人們的興趣,培養(yǎng)其購買欲望,加深其對產品的印象,以便促使人們最終實施購買行為。 從標記理論的角度看,在常用型大眾語言中,一個詞、一個短語、一個句子,甚至一段篇章都沒有什么特別之處,但經過廣告設計者有意安排,特別設計之后,這些表達就變成了有標記式表達,成為廣告語言的一部分。這個有意安排和特別設計的過程也就是標記產生的過程。例如,在日常生活中,單音節(jié)詞“擦”是普遍使用的一個詞,是無標記詞,但當“擦”與另外三個“擦”字同時使用在一則廣告中時就構成了反復修辭,從而使其變得特別而具有了標記性;再如,一段平常無奇的段落通常被設計成樹形或心形以形成標記。 通過仔細對比、分析研究英漢商業(yè)廣告中所呈現(xiàn)出的標記特征,發(fā)現(xiàn)了一些有趣的現(xiàn)象。盡管英漢兩種語言來自不同的語系,它們在標記特征方面卻擁有共同之處。單音節(jié)動詞、形容詞、副詞、祈使句、問句或不合規(guī)則的省略句以及諸如比喻、擬人、夸張、反復、雙關、仿擬等修辭手段在這兩種語言中都有廣泛應用。另外,正如所料,鑒于兩種語言本身和文化方面的差異,使得此兩種語言中許多標記的形成過程是不同的。設計者們充分利用字母語言——英語在音、形和句式方面靈活多變的特征而創(chuàng)造標記。因而,押頭韻、諧音、押尾韻、同源詞、新造詞、縮略詞以及分裂句在英語廣告中被藝術性的創(chuàng)造出來以悅人耳目,這種標記性表達在漢語廣告中很難找到類似表達形式。在漢語中,設計者們對于依照漢字特征創(chuàng)造標記也充滿信心。在漢語廣告里,尾韻和疊音詞能增強廣告的音樂性和節(jié)奏感,而如對偶、頂真、回文詩、藏頭詩等特別的修辭手法能增強廣告的原創(chuàng)性和新穎性。再者,混合語言也被引用到漢語廣告中來形成標記以迎合消費者的“慕外”心理,激起他們的興趣。英漢商業(yè)廣告中標記的識別和分析對于此兩種語言廣告的翻譯意義重大。 在標記理論的指導下,通過對所收集的廣告及其譯文的大量分析,本文得出如下結論:在英漢商業(yè)廣告中,由諸如祈使句、問句、比喻、擬人、反復等同種手段形成的標記,翻譯時可以直接將這種標記轉換到另一種語言中;對于具有語言特色和文化特色的標記只能選擇恰當?shù)挠鼗夭呗赃M行翻譯——1.英語廣告中由押頭韻、諧音、押尾韻、同源詞、新造詞、縮略詞、分裂句等形成的標記可以由漢語中押尾韻、疊音詞、四字格、對偶、頂真、回文詩、藏頭詩和混合語等形成的標記式進行轉換,反之亦然;2.英漢廣告中經常會對一些眾人皆知的習語、諺語、名言、歌曲、詩歌等進行獨特的“整形”而形成令人難忘的標記,如果對方文化中有類似表達,就可以用類似的方法對其進行“整形”,若沒有類似的表達方式,可選用1中建議的策略,1中的標記也可以選用2中提到的方法進行轉換;3.由文化的巨大差異形成的標記,建議采用順應策略,否則該廣告很可能遭到當?shù)叵M者的拒絕。 盡管在所讀的文獻,所收集到的廣告及筆者對英漢兩種語言的精通程度等方面都存有許多局限,但依然衷心希望此研究對于那些致力于廣告翻譯的人有所啟發(fā)。
[Abstract]:The purpose of this paper is to study the translation strategies of the commercial advertisements in English and Chinese through the analysis of the mark features of the commercial advertisements in English and Chinese from the perspective of the mark theory. Through a large number of researches on the mark theory and commercial advertisement, there is a natural internal relationship between them, that is, the advertising language is a popular language with man-made marks. The advertising language has its own characteristics in order to be distinguished from the common popular language, which is often neglected for common and often neglected. The artificial mark that is intentionally formed in the advertisement is to attract the attention of the people, to arouse the interest of the people, to cultivate the purchase desire, to deepen the impression of the product, so as to promote the people to finally implement the purchase behavior. From the point of view of the theory of marking, in the popular language, a word, a phrase, a sentence, and even a chapter have nothing special, but after the ad designer intends to arrange it, the expression becomes a mark after the special design. Of expression, becoming an advertising language. part. This intentional arrangement and the process of special design are also marked by the marking For example, in daily life, monosyllabic "wipe" is one of the most commonly used words, is a non-marked word, but when the "wipe" and the other three "wipe" words are used in an advertisement, the repeated rhetoric is made so that it becomes special and has a marked property. and, for example, a paragraph of the usual odd paragraph is usually designed in the form of a tree or heart-shaped By carefully comparing and analyzing the characteristics of the marks presented in the commercial and English commercial advertisements, it is found that Some interesting phenomena. Although the English and Chinese languages come from different languages, they are marked by the characteristics of the mark. But there is something in common. A monosyllabic verb, an adjective, an adverb, a imperative sentence, a question or an irregular sentence, as well as a rhetorical device such as a metaphor, a human, an exaggeration, a repetition, a pun, a parody, etc. In addition, as expected, in view of the differences in both language and culture, the shape of many of the two languages The process is different. The designers make full use of the letter language. The English is flexible and changeable in terms of sound, shape and sentence. Therefore, rhyming, homophonic, rhyming, homologous words, new words, acronyms and split sentences are created in the English advertisements to be pleasing to the ear, which is difficult to find in Chinese advertisements in Chinese, that designers are create for the character of the Chinese character The mark is also full of confidence. In the Chinese advertisement, the rhyming and overlapping words can enhance the music and rhythm of the advertisement, and the special techniques such as the dual, the top, the back and the poem, the Tibetan poem and so on can enhance the advertisement. in addition, that mix language is also refer to the Chinese advertisement to form a mark to cater to the consumer's "Mu-wai" psychology, To arouse their interest. The identification and analysis of the marks in the commercial advertisements of English and Chinese are for the two kinds of language advertisements The translation is of great significance. Under the guidance of the theory of marking, through the analysis of the collected advertisements and its translation, this paper concludes that in the commercial advertisements of English and Chinese, such as the imperative sentence, the question, the analogy, the anthropomorphic, the anti- a mark formed by the same means, which can be translated directly into another language at the time of translation; the marking with a language characteristic and a cultural characteristic can only be selected In English, the marks formed by the rhyming, the harmonic, the rhyming, the homologous words, the new words, the acronyms, the split sentences and so on can be marked by the Chinese, such as the rhyming, the tone, the four-character, the dual, the top, the back, the poem and the mixed language. notation And vice versa;2. English and Chinese advertisements often make a unique "shaping" to some well-known idioms, proverbs, quotes, songs, poems, and so on to form an unforgettable mark, and if there is a similar expression in the other's culture, it can be "trunk>" sha in a similar way. ping ", if there is no similar expression, you can select the recommended strategy in 1, and the mark in 1 can also be selected in 2 the method is to be converted;3. a mark formed by a great difference in culture, and it is suggested to adopt a compliance strategy, otherwise the advertisement can be It can be rejected by local consumers. Although there are many limitations in the literature to be read, the advertisements collected and the degree of proficiency of the two languages in English and Chinese, it is still our sincere hope that this study will be
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：H315.9
本文編號：2464038
[Abstract]:The purpose of this paper is to study the translation strategies of the commercial advertisements in English and Chinese through the analysis of the mark features of the commercial advertisements in English and Chinese from the perspective of the mark theory. Through a large number of researches on the mark theory and commercial advertisement, there is a natural internal relationship between them, that is, the advertising language is a popular language with man-made marks. The advertising language has its own characteristics in order to be distinguished from the common popular language, which is often neglected for common and often neglected. The artificial mark that is intentionally formed in the advertisement is to attract the attention of the people, to arouse the interest of the people, to cultivate the purchase desire, to deepen the impression of the product, so as to promote the people to finally implement the purchase behavior. From the point of view of the theory of marking, in the popular language, a word, a phrase, a sentence, and even a chapter have nothing special, but after the ad designer intends to arrange it, the expression becomes a mark after the special design. Of expression, becoming an advertising language. part. This intentional arrangement and the process of special design are also marked by the marking For example, in daily life, monosyllabic "wipe" is one of the most commonly used words, is a non-marked word, but when the "wipe" and the other three "wipe" words are used in an advertisement, the repeated rhetoric is made so that it becomes special and has a marked property. and, for example, a paragraph of the usual odd paragraph is usually designed in the form of a tree or heart-shaped By carefully comparing and analyzing the characteristics of the marks presented in the commercial and English commercial advertisements, it is found that Some interesting phenomena. Although the English and Chinese languages come from different languages, they are marked by the characteristics of the mark. But there is something in common. A monosyllabic verb, an adjective, an adverb, a imperative sentence, a question or an irregular sentence, as well as a rhetorical device such as a metaphor, a human, an exaggeration, a repetition, a pun, a parody, etc. In addition, as expected, in view of the differences in both language and culture, the shape of many of the two languages The process is different. The designers make full use of the letter language. The English is flexible and changeable in terms of sound, shape and sentence. Therefore, rhyming, homophonic, rhyming, homologous words, new words, acronyms and split sentences are created in the English advertisements to be pleasing to the ear, which is difficult to find in Chinese advertisements in Chinese, that designers are create for the character of the Chinese character The mark is also full of confidence. In the Chinese advertisement, the rhyming and overlapping words can enhance the music and rhythm of the advertisement, and the special techniques such as the dual, the top, the back and the poem, the Tibetan poem and so on can enhance the advertisement. in addition, that mix language is also refer to the Chinese advertisement to form a mark to cater to the consumer's "Mu-wai" psychology, To arouse their interest. The identification and analysis of the marks in the commercial advertisements of English and Chinese are for the two kinds of language advertisements The translation is of great significance. Under the guidance of the theory of marking, through the analysis of the collected advertisements and its translation, this paper concludes that in the commercial advertisements of English and Chinese, such as the imperative sentence, the question, the analogy, the anthropomorphic, the anti- a mark formed by the same means, which can be translated directly into another language at the time of translation; the marking with a language characteristic and a cultural characteristic can only be selected In English, the marks formed by the rhyming, the harmonic, the rhyming, the homologous words, the new words, the acronyms, the split sentences and so on can be marked by the Chinese, such as the rhyming, the tone, the four-character, the dual, the top, the back, the poem and the mixed language. notation And vice versa;2. English and Chinese advertisements often make a unique "shaping" to some well-known idioms, proverbs, quotes, songs, poems, and so on to form an unforgettable mark, and if there is a similar expression in the other's culture, it can be "trunk>" sha in a similar way. ping ", if there is no similar expression, you can select the recommended strategy in 1, and the mark in 1 can also be selected in 2 the method is to be converted;3. a mark formed by a great difference in culture, and it is suggested to adopt a compliance strategy, otherwise the advertisement can be It can be rejected by local consumers. Although there are many limitations in the literature to be read, the advertisements collected and the degree of proficiency of the two languages in English and Chinese, it is still our sincere hope that this study will be
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：H315.9
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