功能翻譯理論視角下電子產(chǎn)品廣告的翻譯研究
發(fā)布時間：2018-10-23 21:16
【摘要】：電子產(chǎn)品在現(xiàn)如今變得越來越流行，給現(xiàn)代生活增添了許多便利與效率。電子產(chǎn)品廣告不僅能夠有效傳達產(chǎn)品信息，還可以大大地刺激消費者的購買欲望，實現(xiàn)企業(yè)盈利。因而廣告也成為生產(chǎn)商推銷其新產(chǎn)品的重要渠道。伴隨著國際化程度不斷加深，越來越多的國外電子產(chǎn)品進入中國市場，深受中國消費者的喜愛。廣告被看成是國際貿(mào)易中的一個非常重要的組成元素，尤其是在國際貿(mào)易中承擔著不可取代的功能，因而電子產(chǎn)品廣告的翻譯也日益得到重視。 廣告，作為一種比較特殊的文本類型，廣告翻譯的理論與實踐研究在翻譯界很早就得到重視，到目前為止已經(jīng)有很多廣告翻譯的學術論文和許多關于不同類型產(chǎn)品廣告翻譯的學術研究。但是，作為廣告當中的一個小分支，關于電子產(chǎn)品廣告翻譯的研究仍處于薄弱環(huán)節(jié)，，少有學者做出系統(tǒng)研究。 長期以來，“對等”理論一直處于支配地位，但是在翻譯實踐中，該理論也存在一些缺陷。因此，德國功能翻譯理論應運而生，并經(jīng)歷了長期的發(fā)展與完善。其代表人物Vermeer的目的論較適合指導具有特殊的呼喚功能的廣告翻譯。 廣告是訴求型文本，具有非常強的功能性和目的性，其最終目的在于促使消費者購買商品，因此在翻譯的時候，也應該充分考慮目標語境中是否具有同樣的功能，并達到同樣的目的。德國功能翻譯理論認為翻譯行為所要達到的目的決定了整個翻譯過程，翻譯目的決定翻譯策略。為了達到廣告的最終目的，可采取任何能達到目的的翻譯策略。這同樣也適用于電子產(chǎn)品廣告的翻譯研究。 本文以電子產(chǎn)品廣告為研究對象，對電子產(chǎn)品的廣告特點進行分析，也探討了現(xiàn)存的廣告翻譯標準。本文以德國功能翻譯理論為理論框架，運用描述法以及例證法等研究對具體的電子產(chǎn)品廣告進行分析，總結出歸化和異化翻譯策略，并從這兩個策略出發(fā)，探討了多種有效的翻譯方法指導電子產(chǎn)品的廣告翻譯，使譯文容易讓目的語讀者理解和接受，實現(xiàn)廣告的預期功能。本文有效地證明了德國功能翻譯理論對于指導電子產(chǎn)品廣告翻譯的適用性。同時也指出了國內(nèi)現(xiàn)存的一些電子產(chǎn)品廣告翻譯中存在的諸多問題以及解決對策，以期能夠推動國內(nèi)對電子產(chǎn)品廣告翻譯的研究，引起人們對電子產(chǎn)品廣告翻譯方法和指導理論的關注。
[Abstract]:Electronic products are becoming more and more popular nowadays, adding many convenience and efficiency to modern life. Electronic product advertising can not only effectively convey product information, but also stimulate consumers' desire to buy and realize enterprise profit. As a result, advertising has become an important channel for manufacturers to market their new products. With the deepening of internationalization, more and more foreign electronic products enter the Chinese market, deeply loved by Chinese consumers. Advertising is regarded as a very important element in international trade, especially in the international trade, which has an irreplaceable function. Therefore, the translation of advertisements of electronic products has been paid more and more attention. Advertising, as a relatively special text type, has received much attention in the field of translation, both in theory and practice. Up to now, there have been many academic papers on advertising translation and many academic studies on advertising translation of different types of products. However, as a small branch of advertising, the research on advertising translation of electronic products is still weak, and few scholars have made systematic research. For a long time, the "equivalence" theory has been dominant, but in translation practice, it also has some defects. Therefore, the German functional translation theory emerged as the times require, and has undergone a long period of development and improvement. The Skopos theory of its representative character Vermeer is more suitable for advertising translation with special calling function. Advertising is a kind of appealing text with strong function and purpose, and its ultimate purpose is to urge consumers to buy goods. Therefore, when translating, we should also consider whether the target context has the same function or not. And achieve the same purpose. German functional translation theory holds that the purpose of translation behavior determines the whole process of translation and translation purpose determines translation strategy. In order to achieve the ultimate goal of advertising, any translation strategy can be adopted. This also applies to the translation of electronic product advertising. This paper analyzes the advertising characteristics of electronic products and discusses the existing advertising translation standards. Based on the German functional translation theory, this paper analyzes the specific advertising of electronic products by using descriptive and illustrative methods, and concludes the strategies of domestication and foreignization, and sets out from these two strategies. This paper discusses several effective translation methods to guide the advertising translation of electronic products so that the target language readers can easily understand and accept the target text and realize the expected function of the advertisement. This paper effectively proves the applicability of the German functional translation theory in guiding the advertising translation of electronic products. At the same time, it also points out the problems existing in the advertising translation of electronic products in China and the solutions to the problems, in order to promote the study of advertising translation of electronic products in China. It has attracted people's attention to the translation method and guiding theory of electronic product advertisement.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：H059
本文編號：2290484
[Abstract]:Electronic products are becoming more and more popular nowadays, adding many convenience and efficiency to modern life. Electronic product advertising can not only effectively convey product information, but also stimulate consumers' desire to buy and realize enterprise profit. As a result, advertising has become an important channel for manufacturers to market their new products. With the deepening of internationalization, more and more foreign electronic products enter the Chinese market, deeply loved by Chinese consumers. Advertising is regarded as a very important element in international trade, especially in the international trade, which has an irreplaceable function. Therefore, the translation of advertisements of electronic products has been paid more and more attention. Advertising, as a relatively special text type, has received much attention in the field of translation, both in theory and practice. Up to now, there have been many academic papers on advertising translation and many academic studies on advertising translation of different types of products. However, as a small branch of advertising, the research on advertising translation of electronic products is still weak, and few scholars have made systematic research. For a long time, the "equivalence" theory has been dominant, but in translation practice, it also has some defects. Therefore, the German functional translation theory emerged as the times require, and has undergone a long period of development and improvement. The Skopos theory of its representative character Vermeer is more suitable for advertising translation with special calling function. Advertising is a kind of appealing text with strong function and purpose, and its ultimate purpose is to urge consumers to buy goods. Therefore, when translating, we should also consider whether the target context has the same function or not. And achieve the same purpose. German functional translation theory holds that the purpose of translation behavior determines the whole process of translation and translation purpose determines translation strategy. In order to achieve the ultimate goal of advertising, any translation strategy can be adopted. This also applies to the translation of electronic product advertising. This paper analyzes the advertising characteristics of electronic products and discusses the existing advertising translation standards. Based on the German functional translation theory, this paper analyzes the specific advertising of electronic products by using descriptive and illustrative methods, and concludes the strategies of domestication and foreignization, and sets out from these two strategies. This paper discusses several effective translation methods to guide the advertising translation of electronic products so that the target language readers can easily understand and accept the target text and realize the expected function of the advertisement. This paper effectively proves the applicability of the German functional translation theory in guiding the advertising translation of electronic products. At the same time, it also points out the problems existing in the advertising translation of electronic products in China and the solutions to the problems, in order to promote the study of advertising translation of electronic products in China. It has attracted people's attention to the translation method and guiding theory of electronic product advertisement.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：H059
【參考文獻】
相關期刊論文 前5條
1 陸全;談廣告漢英翻譯的變通[J];山東外語教學;2000年01期
2 劉法公!315211浙江;論廣告詞的漢英翻譯原則[J];外語與外語教學;1999年03期
3 陳小慰;翻譯功能理論的啟示──對某些翻譯方法的新思考[J];中國翻譯;2000年04期
4 李克興;論廣告翻譯的策略[J];中國翻譯;2004年06期
5 仲偉合,鐘鈺;德國的功能派翻譯理論[J];中國翻譯;1999年03期
本文編號：2290484
本文鏈接：http://sikaile.net/wenyilunwen/hanyulw/2290484.html
