【摘要】：隨著合資企業(yè)的繁榮和成長(zhǎng)及國(guó)際貿(mào)易的迅猛發(fā)展，廣告翻譯研究的必要性日益增加，因?yàn)閺V告是國(guó)際企業(yè)之間交流的重要途徑。作為翻譯的一個(gè)特殊分支，廣告翻譯有其獨(dú)特性及其規(guī)律，因此對(duì)其進(jìn)行系統(tǒng)實(shí)證研究尤其重要。 傳統(tǒng)的翻譯理論—基于對(duì)等原則的翻譯理論遠(yuǎn)遠(yuǎn)達(dá)不到廣告翻譯的要求。因?yàn)榛趯?duì)等原則的翻譯理論過(guò)于強(qiáng)調(diào)源語(yǔ)言和目的語(yǔ)之間的形式對(duì)等，由此忽略了廣告的交流功能，而交流功能是廣告最重要的功能。勒菲弗爾提出的操縱理論對(duì)廣告翻譯有重要啟示，它強(qiáng)調(diào)翻譯中需實(shí)現(xiàn)最佳關(guān)聯(lián)，需考慮諸如意識(shí)形態(tài)、語(yǔ)境效果和文化差異等因素以達(dá)到預(yù)期的語(yǔ)境效果。 操縱理論為翻譯尤其是廣告翻譯開(kāi)拓了一個(gè)新的視角，它為廣告翻譯等許多非傳統(tǒng)的特殊翻譯策略提供了理論基礎(chǔ)。勒費(fèi)弗爾認(rèn)為翻譯在形式上是一種文本重寫(xiě)，譯者的任務(wù)就是創(chuàng)造出同一個(gè)形象的另外一個(gè)文本形式。在一個(gè)過(guò)程中，目的語(yǔ)文本中有三個(gè)重要的因素起著操縱性的作用，它們是意識(shí)形態(tài)，詩(shī)學(xué)和贊助人，這三者統(tǒng)稱(chēng)為三要素。其中，意識(shí)形態(tài)又是三要素中影響最為重要的一個(gè)因素。意識(shí)形態(tài)可指微觀上的個(gè)人意識(shí)，也可以指宏觀上社會(huì)群體意識(shí)。意識(shí)形態(tài)在無(wú)形中操縱著翻譯活動(dòng)的每一個(gè)環(huán)節(jié)。 因?yàn)閺V告翻譯自身所具備的特殊性，對(duì)廣告的翻譯不僅僅是不同語(yǔ)言之間的的轉(zhuǎn)換，同時(shí)，它也涉及到有關(guān)文化信息傳遞的現(xiàn)象。因?yàn)閺V告語(yǔ)本身就承載著大量的文化信息，，所以廣告語(yǔ)也是一種文化現(xiàn)象。譯者對(duì)廣告語(yǔ)進(jìn)行翻譯的時(shí)候，除了要對(duì)兩種不同的語(yǔ)言進(jìn)行轉(zhuǎn)換，更重要是需要轉(zhuǎn)換兩種語(yǔ)言所承載的文化信息。譯者除了需要掌握必要的語(yǔ)言知識(shí)和翻譯技能，還要熟悉不同文化背景，其中包括審美角度，文化，習(xí)俗等等。 本論文以操縱理論為依據(jù)，試圖去探討在翻譯過(guò)程中意識(shí)形態(tài)，詩(shī)學(xué)和贊助人這三要素體現(xiàn)出來(lái)的操縱現(xiàn)象，尤其是意識(shí)形態(tài)的操縱角色，本論文將加以重點(diǎn)闡述和研究。本論文指出翻譯活動(dòng)是在意識(shí)形態(tài)的操縱下進(jìn)行的，為了使廣告語(yǔ)翻譯達(dá)到預(yù)期的商業(yè)效果，譯者需要在翻譯活動(dòng)中做出靈活的變動(dòng)和妥協(xié)。本論文在操縱理論的指導(dǎo)下對(duì)廣告語(yǔ)翻譯實(shí)踐進(jìn)行了案例分析，試圖去探討在廣告語(yǔ)翻譯活動(dòng)中意識(shí)形態(tài)操縱的重要性。
[Abstract]:With the prosperity and growth of joint ventures and the rapid development of international trade, the necessity of advertising translation research is increasing day by day, because advertising is an important way for international enterprises to communicate. As a special branch of translation, advertising translation has its own uniqueness and regularity, so it is very important to make a systematic empirical study of advertising translation. The traditional translation theory, which is based on the principle of equivalence, falls far short of the requirement of advertising translation. Because the translation theory based on the principle of equivalence overemphasizes the formal equivalence between the source language and the target language, it ignores the communication function of advertisement, and the communication function is the most important function of advertisement. The manipulation theory proposed by Lefevere has important implications for advertising translation. It emphasizes that optimal relevance should be realized in translation and factors such as ideology, contextual effects and cultural differences should be taken into account in order to achieve the expected contextual effects. Manipulation theory opens up a new perspective for translation, especially advertising translation. It provides a theoretical basis for many non-traditional translation strategies, such as advertising translation. Lefevere thinks that translation is a kind of text rewriting in form, and the translator's task is to create another text form of the same image. In a process, there are three important factors in the target language text, which are ideology, poetics and patron, which are called "three elements". Among them, ideology is the most important one of the three factors. Ideology can refer to individual consciousness in micro-level or social group consciousness in macro-level. Ideology manipulates every link of translation activities in an invisible way. Because of the particularity of advertising translation, the translation of advertisement is not only a transformation between different languages, but also involves the phenomenon of cultural information transmission. Because advertising language itself carries a lot of cultural information, advertising language is also a cultural phenomenon. When the translator carries on the translation to the advertisement language, in addition to carries on the transformation to the two different languages, the more important is needs to change the cultural information which the two languages carry. The translator not only needs to master the necessary language knowledge and translation skills, but also familiar with different cultural backgrounds, including aesthetic perspective, culture, customs and so on. Based on the manipulation theory, this paper attempts to explore the manipulation phenomenon embodied by ideology, poetics and patron in the translation process, especially the manipulation role of ideology, which will be elaborated and studied in this paper. This paper points out that translation activities are carried out under the control of ideology. In order to achieve the expected commercial effect, translators need to make flexible changes and compromises in translation activities. Under the guidance of manipulation theory, this paper attempts to explore the importance of ideological manipulation in the translation of advertising language through a case study of the practice of translation of advertising language in an attempt to explore the importance of ideological manipulation in the translation of advertising language.
【學(xué)位授予單位】：贛南師范學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：H059

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