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  本文關鍵詞： 廣告 廣告翻譯 跨文化交際　出處：《中南民族大學》2012年碩士論文　論文類型：學位論文

【摘要】：當今世界全球化已經(jīng)成為不可逆轉的潮流，因此與之前相比，進出口貿(mào)易變得平常。作為我們?nèi)粘Ｉ钭钪匾幕囊环矫�，廣告反映了人們的態(tài)度，，需求，價值及應對社會變革的一系列反應。隨著經(jīng)濟的發(fā)展以及七十年代廣告禁令的解除，中國廣告業(yè)正以無人預料的速度起飛。不僅中國民眾受惠于發(fā)達國際的先進產(chǎn)品，我國的民族產(chǎn)品也參與世界競爭。中國已經(jīng)成為世界貿(mào)易十強及最大的發(fā)展中國家出口國。 越來越多試圖占領世界市場的企業(yè)家認識到廣告的重要性。雖然他們在廣告設計上花費不菲，因為文化及語言的多樣性，重現(xiàn)譯出語的精妙之處十分困難。然而譯者可以抓住文化方面的重點，采用適當?shù)姆g策略。 事實上，廣告翻譯被譯者忽視了很長一段時間，直到近年來，它重要的現(xiàn)實意義才被發(fā)現(xiàn)。作為一種獨具特色的實用文體，廣告承載了非常豐富的文化內(nèi)涵。因此，翻譯不再是簡單的詞對詞的轉換，而是一項復雜的任務。在學術報刊或論文中，廣告翻譯這個主題很常見，但很少有從跨文化交際角度來探討的。從某種程度上來說，正是這個原因促使作者在此文中討論跨文化交際與廣告翻譯的聯(lián)系。 本文強調從跨文化交際角度探討廣告翻譯的重要性。它關注于在跨文化交際與西方翻譯理論指導下的廣告翻譯研究。而且，在實踐中提供了一些有效的策略及生動的例子。研究表明，在翻譯過程中應根據(jù)廣告的特點，選用適當?shù)谋磉_方法。如果原作在受眾國有文化共性，能被人理解接受，則可采用直譯；反之，若原作所蘊含文化與譯文讀者的本族文化不一致，則應靈活采用意譯，創(chuàng)造性翻譯等方法，使譯文表達出原文的風貌，以達到商業(yè)目的。
[Abstract]:In today's world, globalization has become an irreversible trend, therefore, compared with before, the import and export trade become commonplace. As one of the most important aspects of our daily life culture, advertising reflects the attitude of the people, demand, value and a series of reactions in response to social change. With the development of economy and the 70s release of advertising bans, Chinese advertising industry is not expected to speed off. Chinese advanced products not only to benefit the people in the developed world, our national products also participate in the world competition. Chinese has become the world's top ten largest developing country trade and exports.
Try to occupy the world market more and more entrepreneurs realize the importance of advertising in the advertising design. Although they spend a lot of money, because of the diversity of culture and language, language translation to reproduce the subtleties of very difficult. However, the translator can grasp the key cultural aspects, adopt appropriate translation strategies.
In fact, advertising translation has been neglected for a long time, until recently, it was found that the important practical significance. As a practical style, the unique characteristics of the advertising, carrying very rich cultural connotations. Therefore, translation is no longer a simple word for word translation, but a complex in academic journals or tasks. In this paper, the theme of advertising translation is very common, but rarely from the perspective of intercultural communication study. To some extent, that is the reason why the author of this paper discussed in intercultural communication and advertisement translation.
This paper emphasizes the importance of advertising translation from the perspective of intercultural communication. It focuses on the study of advertisement translation in intercultural communication and western translation theories. Moreover, some effective strategies and vivid examples. In practice research shows that in the process of translation should be based on the characteristics of advertising, choose the appropriate expression method. If the original audience in state-owned cultural universals can be understood, accepted, can use literal translation; on the contrary, if contained in the original culture and the readers of this culture is not the same, it should be flexible to use free translation, creative translation methods, so as to express the original style, to achieve business objectives.

【學位授予單位】：中南民族大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H059

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本文編號：1543333