【摘要】：隨著經(jīng)濟(jì)全球化和一體化進(jìn)程的加速，廣告作為一種新興的產(chǎn)業(yè)，正在世界范圍日趨繁榮。作為該領(lǐng)域的后進(jìn)者，中國，隨著其經(jīng)濟(jì)地位的不斷提升，，也見證了廣告產(chǎn)業(yè)的大繁榮。據(jù)中國廣告網(wǎng)預(yù)測，由于其強(qiáng)勁的經(jīng)濟(jì)、互聯(lián)網(wǎng)及汽車產(chǎn)業(yè)等的增長，中國于2013年將成為世界第二大廣告體。廣告產(chǎn)業(yè)的持續(xù)繁榮催生了市場對廣告翻譯的海量需求。作為商品經(jīng)濟(jì)的特有產(chǎn)物，廣告翻譯區(qū)別于傳統(tǒng)的文學(xué)翻譯，帶有明確的、天然的商業(yè)目的。廣告翻譯的研究同樣引起了國內(nèi)的廣泛關(guān)注，相關(guān)的文章可謂不少，但大多局限于用文學(xué)性翻譯的思維去探討廣告翻譯，且僅僅停留在傳統(tǒng)的翻譯原則層面：或信或達(dá)或雅；或支持或反對。這種廣告翻譯的文學(xué)化，或應(yīng)用翻譯的文學(xué)化根本上忽視了廣告翻譯的價(jià)值目的性，與廣告的商業(yè)屬性背道而馳。鑒于此，筆者提出了與廣告翻譯價(jià)值屬性相一致的兩個(gè)翻譯原則：消費(fèi)心理學(xué)和功能目的論原則。消費(fèi)心理學(xué)通過對消費(fèi)者消費(fèi)心理、行為及認(rèn)知過程的剖析幫助廣告主或譯者改變消費(fèi)態(tài)度，激發(fā)消費(fèi)者的購買欲望，成功勸說消費(fèi)者完成購買。功能目的論強(qiáng)調(diào)目的決定手段，為了在目標(biāo)語語境中實(shí)現(xiàn)預(yù)期的效果，譯者可以靈活選擇翻譯策略，實(shí)現(xiàn)廣告的促銷目的。該文包括四個(gè)章節(jié)：第一章為廣告的相關(guān)性介紹，包括定義、構(gòu)成及廣告的本質(zhì)屬性。第二章為理論基礎(chǔ)，其中消費(fèi)心理學(xué)包括注意力、參與度、直接推斷心理和精細(xì)加工模型中的邊緣路線理論。功能派主要討論目的論原則。第三章為廣告翻譯案例及翻譯策略。第四章為總結(jié)，包括結(jié)論、創(chuàng)新點(diǎn)及不足之處。
[Abstract]:With the acceleration of economic globalization and integration, advertising, as a new industry, is becoming more and more prosperous all over the world. As a laggard in this field, China has witnessed the great prosperity of the advertising industry with its rising economic status. According to China Advertising Network, due to its strong economy, the Internet and the automobile industry. As a special product of the commodity economy, advertising translation differs from traditional literary translation with clear and natural commercial purposes. The study of advertising translation has also attracted much attention in China. Generally speaking, there are a lot of related articles, but most of them are limited to exploring advertising translation with the thinking of literary translation, and only stay at the level of traditional translation principles: faithfulness or expressiveness or elegance; or support or opposition. In view of this, the author puts forward two translation principles consistent with the value attributes of advertising translation: consumer psychology and functional Skopos theory. Consumer psychology helps advertisers or translators change their attitudes towards consumption and stimulates consumers by analyzing consumer psychology, behavior and cognitive processes. Functional Skopostheorie emphasizes the purpose-determining means. In order to achieve the desired effect in the target language context, the translator can flexibly choose translation strategies to achieve the promotion purpose of advertising. Chapter 2 is the theoretical basis, in which consumer psychology includes attention, participation, direct inference of the marginal line in the mental and fine-processing models. Functionalists mainly discuss Skopos Theory principles. Chapter 3 is advertising translation cases and translation strategies. Chapter 4 is a summary, including conclusions, innovations and shortcomings.
【學(xué)位授予單位】：西安外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H059


本文編號：2242754