語用學語境對廣告翻譯過程的闡釋
發(fā)布時間：2018-12-11 22:21
【摘要】：語用學語境理論包括認知語境和語境順應。認知語境觀認為語境是由一系列語境假設構成的心理構建，是在交際過程中依據(jù)關聯(lián)性不斷選擇的結果，可以用于解釋交際過程中人的心理狀態(tài)。語境順應觀認為語言使用雙方可以選擇自己認為合適的語言表達形式，主動改變或創(chuàng)造語境，使交際向著有利于實現(xiàn)交際目的的方向發(fā)展。變化了的語境會進一步激活語言使用者已有的相關背景知識，使他們根據(jù)新情況繼續(xù)選擇新的語言表達方式。換句話說，語言使用和語境始終處于相互構建的動態(tài)關系中。因此，兩種語境觀都認為語境是動態(tài)生成的，，同時都強調了交際主體的能動性。但兩種語境的操作過程卻不同，認知語境的產生過程中，一方面說話人要最大程度增加話語語境的效果，另一方面聽話人要通過一系列的語境假設說話人話語的新假設，從中得出新的語境假設效果；語境順應過程中，主要考慮三個方面的要素,語境的控制、語境化和視覺的邊界。此外，它們對翻譯過程的理解也不同。認知語境將翻譯看作是由三方交際者共同參與的明示推理的過程，并強調是一個動態(tài)的認知過程。而語境順應認為翻譯是語境動態(tài)順應的過程，突出多重動態(tài)的選擇。所以，將二者結合起來才能更有效的說明語用學語境對翻譯的指導意義。 廣告翻譯作為一種跨語言跨文化的復雜交際活動，在實際操作過程中需要完成兩次交際，即譯者與原作、譯者與讀者的交際。在翻譯開始前譯者就面臨著動態(tài)的選擇，例如廣告作品的選擇、翻譯原則和策略的選擇等。所以語用學語境觀對廣告的翻譯具有一定的理論指導意義。長期以來，譯者對如何運用語用學語境指導翻譯實踐還有一定的不足。因此本文的研究意義在于通過本文的研究使人們對語用學語境有一個全面的了解，充分認識語境在廣告翻譯中的重要地位和作用，增強譯者的語境意識，以此指導翻譯實踐并提高譯文的質量。 本文以語用學語境為視角，著重探討語境對廣告翻譯過程的影響，并通過廣告翻譯實例論證語境在翻譯中對原語理解和譯語表達兩方面的作用，旨在全面揭示語用學語境對廣告翻譯的闡釋力。
[Abstract]:Pragmatic context theory includes cognitive context and contextual adaptation. The cognitive context view holds that context is a psychological structure made up of a series of contextual assumptions, which is the result of continuous selection based on relevance in the process of communication, and can be used to explain the psychological state of human beings in the process of communication. Contextual adaptation theory holds that both language users can choose their own appropriate forms of language expression and actively change or create context so that communication can develop in a direction conducive to the realization of communicative purposes. The changed context will further activate the relevant background knowledge of language users and enable them to continue to choose new language expressions according to the new situation. In other words, language use and context are always in a dynamic relationship with each other. Therefore, both view of context think that context is dynamic, and both emphasize the initiative of communicative subject. However, the operating process of the two contexts is different. In the process of producing cognitive context, on the one hand, the speaker should maximize the effect of the discourse context, on the other hand, the hearer should assume the new hypothesis of the speaker's utterance through a series of contexts. A new contextual hypothesis is obtained. In the process of contextual adaptation, three main factors are considered: contextual control, contextualization and visual boundary. In addition, their understanding of the translation process is also different. Cognitive context regards translation as an ostensive-inferential process with the participation of tripartite communicators and emphasizes that translation is a dynamic cognitive process. Contextual adaptation holds that translation is the process of contextual dynamic adaptation, highlighting multiple dynamic choices. Therefore, the combination of the two can more effectively explain the guiding significance of pragmatic context to translation. Advertising translation, as a complex cross-language and cross-cultural communicative activity, needs to be communicated twice in practice, that is, the translator and the original, the translator and the reader. Before the beginning of translation, translators are faced with dynamic choices, such as the choice of advertising works, the choice of translation principles and strategies, and so on. Therefore, pragmatics context theory has certain theoretical significance for advertising translation. For a long time, translators have some shortcomings on how to use pragmatic context to guide translation practice. Therefore, the significance of this study is to make people have a comprehensive understanding of the context of pragmatics, fully understand the important position and role of context in advertising translation, and enhance the translator's contextual awareness. In order to guide translation practice and improve the quality of the translation. From the perspective of pragmatic context, this paper focuses on the influence of context on the process of advertising translation, and demonstrates the role of context in both the understanding of the source language and the expression of the target language through an example of advertising translation. The purpose of this paper is to reveal the explanatory power of pragmatic context in advertising translation.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H03;H059
本文編號：2373324
[Abstract]:Pragmatic context theory includes cognitive context and contextual adaptation. The cognitive context view holds that context is a psychological structure made up of a series of contextual assumptions, which is the result of continuous selection based on relevance in the process of communication, and can be used to explain the psychological state of human beings in the process of communication. Contextual adaptation theory holds that both language users can choose their own appropriate forms of language expression and actively change or create context so that communication can develop in a direction conducive to the realization of communicative purposes. The changed context will further activate the relevant background knowledge of language users and enable them to continue to choose new language expressions according to the new situation. In other words, language use and context are always in a dynamic relationship with each other. Therefore, both view of context think that context is dynamic, and both emphasize the initiative of communicative subject. However, the operating process of the two contexts is different. In the process of producing cognitive context, on the one hand, the speaker should maximize the effect of the discourse context, on the other hand, the hearer should assume the new hypothesis of the speaker's utterance through a series of contexts. A new contextual hypothesis is obtained. In the process of contextual adaptation, three main factors are considered: contextual control, contextualization and visual boundary. In addition, their understanding of the translation process is also different. Cognitive context regards translation as an ostensive-inferential process with the participation of tripartite communicators and emphasizes that translation is a dynamic cognitive process. Contextual adaptation holds that translation is the process of contextual dynamic adaptation, highlighting multiple dynamic choices. Therefore, the combination of the two can more effectively explain the guiding significance of pragmatic context to translation. Advertising translation, as a complex cross-language and cross-cultural communicative activity, needs to be communicated twice in practice, that is, the translator and the original, the translator and the reader. Before the beginning of translation, translators are faced with dynamic choices, such as the choice of advertising works, the choice of translation principles and strategies, and so on. Therefore, pragmatics context theory has certain theoretical significance for advertising translation. For a long time, translators have some shortcomings on how to use pragmatic context to guide translation practice. Therefore, the significance of this study is to make people have a comprehensive understanding of the context of pragmatics, fully understand the important position and role of context in advertising translation, and enhance the translator's contextual awareness. In order to guide translation practice and improve the quality of the translation. From the perspective of pragmatic context, this paper focuses on the influence of context on the process of advertising translation, and demonstrates the role of context in both the understanding of the source language and the expression of the target language through an example of advertising translation. The purpose of this paper is to reveal the explanatory power of pragmatic context in advertising translation.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H03;H059
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