隨著經(jīng)濟(jì)全球化和國際貿(mào)易的發(fā)展,商業(yè)廣告已成為人們現(xiàn)代生活的一部分。商品促銷依賴于廣告,新產(chǎn)品的發(fā)展更依賴于廣告。由于商業(yè)廣告的主要作用是使人們對產(chǎn)品的質(zhì)量和服務(wù)有所了解,所以商業(yè)廣告的翻譯質(zhì)量就直接影響產(chǎn)品在消費(fèi)者心目中的形象。鑒于此,對商業(yè)廣告進(jìn)行科學(xué)的研究,對商業(yè)廣告翻譯具有重要的現(xiàn)實(shí)意義。商業(yè)廣告翻譯是一門學(xué)問,雖然吸引了不少研究者,但目前的翻譯研究現(xiàn)狀并不令人滿意,一些關(guān)于商業(yè)廣告翻譯的理論尚不夠成熟。1986年斯伯波和威爾遜在《關(guān)聯(lián):交際與認(rèn)知》一書中提出了關(guān)聯(lián)理論,該理論是以交際和認(rèn)知語言學(xué)的相關(guān)理論為基礎(chǔ),并對認(rèn)知和交際的關(guān)系做出了科學(xué)的闡釋。受此理論的啟發(fā),作者嘗試把關(guān)聯(lián)理論利用到商業(yè)廣告及其翻譯中。在關(guān)聯(lián)理論的視角下,交際包含兩個(gè)過程:明示和推理。關(guān)聯(lián)理論在人們交際上給我們展示了一個(gè)新的視角,在解決翻譯和商業(yè)廣告翻譯中提供了新方法,因?yàn)榉g和廣告都是一種特殊的交際。作者認(rèn)為,在翻譯過程中,譯者和廣告者以及廣告者和受眾之間包含了兩個(gè)交際過程。本文旨在關(guān)聯(lián)理論的視角下采取適當(dāng)?shù)姆g策略。本文采取了對比分析法,通過比較,作者發(fā)現(xiàn)不同的商業(yè)廣告應(yīng)采取不同的翻譯方法。在關(guān)聯(lián)理... 

【文章來源】：成都理工大學(xué)四川省

【文章頁數(shù)】：69 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgements
Abstract
摘要
Introduction
Chapter 1 Literature Review
    1.1 Definition of Relevance Theory
    1.2 Review of Relevance Theory
    1.3 Rationales of Relevance Theory
        1.3.1 Principles of Relevance Theory
        1.3.2 Ostensive-Inferential Communication
        1.3.3 Context and Context Effects
    1.4 Optimal relevance
Chapter 2 An Overview of Advertisements and the Functions and Characteristics of Commercials
    2.1 An Overview of Advertisements
        2.1.1 Definitions of Advertisements
        2.1.2 Classification of Advertisements
    2.2 Functions and Characteristics of Commercials
        2.2.1 Functions of Commercials.
        2.2.2 Characteristics of Commercials
            2.2.2.1 Lexical Characteristics of Commercials
            2.2.2.2 Syntactic Characteristics of Commercials
            2.2.2.3 Rhetoric Characteristics of Commercials
Chapter 3 Comprehension of Commercials and the Translation of Commercials
    3.1 Comprehension of Commercials
        3.1.1 Commercials as a Special Type of Communication
            3.1.1.1 Ostensive Communication in Commercials
            3.1.1.2 Inferential Communication in Commercials
        3.1.2 Translation as a Double Ostensive-Inferential Communication Process
    3.2 Translation of Commercials
        3.2.1 Two Factors Influencing Translation of Commercials
            3.2.1.1 The Role of the Commercials Translator
            3.2.1.2 The Role of the Commercials Translation Context
        3.2.2 Optimal Relevance in Translation Commercials
Chapter 4 Present State of the Translation of Commercials and Analysis of the Strategie
    4.1 Present State of the Translation of Commercials
    4.2 Analysis of the Strategies
        4.2.1 Strategies Commonly Employed in Translation
            4.2.1.1 Literal Translation
            4.2.1.2 Free Translation
        4.2.2 Employment of Special Techniques in Translation
            4.2.2.1 Parody and Pun
            4.2.2.2 Re-arrangement of Information Units
            4.2.2.3 Amplification
            4.2.2.4 Condensed Translation
Conclusion
Bibliography



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