奈達(dá)的等效理論在英語廣告漢譯中的應(yīng)用
發(fā)布時(shí)間：2019-04-28 17:33
【摘要】： 廣告是一門濃縮的、綜合性的商業(yè)藝術(shù)。隨著國際貿(mào)易和跨國公司的日益發(fā)展,廣告英語作為一種應(yīng)用語言,已逐漸從普通英語中獨(dú)立出來,發(fā)展成為非規(guī)范化的專用語言,繼而在用詞、句法、修辭等方面與普通英語有著諸多差異。 而今,外國廣告的大量涌入,使得英語廣告成為我國企業(yè)與消費(fèi)者獲取商品經(jīng)濟(jì)信息的重要來源。因此對廣告翻譯進(jìn)行探討與研究尤為重要。作者在前人探索的基礎(chǔ)上,在等效翻譯理論的指導(dǎo)下,就廣告翻譯進(jìn)行了較為系統(tǒng)全面的研究。 文章首先論述了廣告的基本知識,包括其定義、分類、功能及其特點(diǎn),其次從用詞、句法、修辭三方面論述了英語廣告的特點(diǎn)并對中英文廣告加以對比,指出兩者在語言方面和文化方面的主要差異。文章繼而介紹了奈達(dá)的等效理論及其發(fā)展過程,并分析等效理論與廣告翻譯的關(guān)系,以及等效理論能有效指導(dǎo)廣告翻譯的原因。最后作者根據(jù)奈達(dá)的等效理論,探討了廣告這一特殊文本的翻譯原則和翻譯策略,指出在廣告翻譯中應(yīng)遵循可接受性原則和準(zhǔn)確性原則。在這兩個(gè)原則的指導(dǎo)下運(yùn)用同化策略進(jìn)行翻譯。全文借助一百多個(gè)譯例解釋了奈達(dá)的等效理論在英譯漢廣告翻譯中的應(yīng)用。 文章最后指出,雖然在翻譯的過程中應(yīng)該以目的語語言和目的語文化為導(dǎo)向,采取同化的策略,但同化的應(yīng)用不應(yīng)該絕對化,特別是在今天,中國的觀眾對英語語言和文化已有了較深理解的情況下,在不影響中國觀眾理解廣告的前提下,可以對中英文廣告中的差異,特別是文化差異酌情加以保留。另外,由于廣告文本的特殊性,廣告翻譯人員應(yīng)該采取靈活多變的翻譯技巧,使翻譯出來的廣告和源語言一樣精彩,一樣能促使消費(fèi)者進(jìn)行購買行為,以達(dá)到功能對等的目的。
[Abstract]:Advertising is a condensed, comprehensive commercial art. With the increasing development of international trade and multinational companies, advertising English, as an applied language, has gradually developed from ordinary English into a non-standardized special language, and then in the use of words, sentences, and so on. There are many differences between rhetoric and ordinary English. Nowadays, with the influx of foreign advertisements, English advertising has become an important source for enterprises and consumers to obtain information about commodity economy. Therefore, it is very important to explore and study advertising translation. On the basis of previous exploration, the author makes a systematic and comprehensive study on advertising translation under the guidance of equivalent translation theory. This paper first discusses the basic knowledge of advertising, including its definition, classification, function and characteristics. Secondly, it discusses the characteristics of English advertising from the aspects of words, sentences and rhetoric, and makes a comparison between Chinese and English advertisements. It points out the main differences in language and culture between the two. The paper then introduces Nida's theory of equivalence and its development, and analyzes the relationship between equivalence theory and advertising translation, as well as the reasons why equivalence theory can effectively guide advertising translation. Finally, according to Nida's equivalence theory, the author probes into the translation principles and strategies of advertising as a special text, and points out that the principles of acceptability and accuracy should be followed in advertising translation. Under the guidance of these two principles, assimilation strategies are used for translation. This paper explains the application of Nida's equivalence theory in the translation of English-to-Chinese advertising with more than one hundred examples. Finally, the paper points out that although the target language and target language culture should be taken as the orientation and assimilation strategy should be adopted in the process of translation, the application of assimilation should not be absolute, especially today. Without affecting the Chinese audience's understanding of the English language and culture, the Chinese audience can retain the differences between Chinese and English advertisements, especially the cultural differences, when they have a deep understanding of the English language and culture. In addition, due to the particularity of the advertising text, advertising translators should adopt flexible translation techniques to make the translated advertisements as wonderful as the source language, as well as to promote consumers to purchase behavior, in order to achieve the purpose of functional equivalence.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：H315.9
本文編號：2467826
[Abstract]:Advertising is a condensed, comprehensive commercial art. With the increasing development of international trade and multinational companies, advertising English, as an applied language, has gradually developed from ordinary English into a non-standardized special language, and then in the use of words, sentences, and so on. There are many differences between rhetoric and ordinary English. Nowadays, with the influx of foreign advertisements, English advertising has become an important source for enterprises and consumers to obtain information about commodity economy. Therefore, it is very important to explore and study advertising translation. On the basis of previous exploration, the author makes a systematic and comprehensive study on advertising translation under the guidance of equivalent translation theory. This paper first discusses the basic knowledge of advertising, including its definition, classification, function and characteristics. Secondly, it discusses the characteristics of English advertising from the aspects of words, sentences and rhetoric, and makes a comparison between Chinese and English advertisements. It points out the main differences in language and culture between the two. The paper then introduces Nida's theory of equivalence and its development, and analyzes the relationship between equivalence theory and advertising translation, as well as the reasons why equivalence theory can effectively guide advertising translation. Finally, according to Nida's equivalence theory, the author probes into the translation principles and strategies of advertising as a special text, and points out that the principles of acceptability and accuracy should be followed in advertising translation. Under the guidance of these two principles, assimilation strategies are used for translation. This paper explains the application of Nida's equivalence theory in the translation of English-to-Chinese advertising with more than one hundred examples. Finally, the paper points out that although the target language and target language culture should be taken as the orientation and assimilation strategy should be adopted in the process of translation, the application of assimilation should not be absolute, especially today. Without affecting the Chinese audience's understanding of the English language and culture, the Chinese audience can retain the differences between Chinese and English advertisements, especially the cultural differences, when they have a deep understanding of the English language and culture. In addition, due to the particularity of the advertising text, advertising translators should adopt flexible translation techniques to make the translated advertisements as wonderful as the source language, as well as to promote consumers to purchase behavior, in order to achieve the purpose of functional equivalence.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：H315.9
【共引文獻(xiàn)】
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