隨著改革開放步伐日益加快,經(jīng)濟的迅猛發(fā)展,中國的國際影響也不斷擴大,廣告翻譯也隨之顯得愈來愈重要。近些年來,中外許多學者對廣告翻譯進行了大量的研究,但大多數(shù)的研究僅停留在單純的語言特征或修辭手段等一些表面特征上或者微觀層面上。廣告翻譯的特殊商業(yè)意義決定了廣告翻譯的研究不只是停留在語言等微觀層面上,而應站在更高角度,從宏觀上分析廣告翻譯過程中所涉及到的各種要素。 清華大學胡庚申教授提出的生態(tài)翻譯學正是本文的理論依托。他認為翻譯是譯者適應翻譯生態(tài)環(huán)境的選擇過程。翻譯生態(tài)環(huán)境指的是原文、源語和譯語所呈現(xiàn)的“世界”,即語言、交際、文化、社會、以及作者、讀者、委托者等互聯(lián)互動的整體。翻譯的過程是譯者的選擇與適應過程。胡教授提出的生態(tài)翻譯學理論是從生態(tài)學的視角來研究翻譯,強調了翻譯研究的宏觀性,將翻譯活動放到一個大的生態(tài)環(huán)境中來研究譯者的翻譯活動,而不是孤立地從語言學或美學等微觀層面去研究翻譯。 從胡教授提出的生態(tài)翻譯學理論中不難發(fā)現(xiàn),翻譯的生態(tài)環(huán)境主要是由兩部分組成：一部分是諸如語言、交際、文化、社會等方面的客觀要素即客體要素。另一部分是包括作者、讀者、委托者等方面的主觀要素即主體要素。 本文擬...

【文章頁數(shù)】：89 頁

【學位級別】：碩士

【文章目錄】：
摘要
Abstract
Introduction
Chapter 1 Literature Review of Advertisement Translation Study
    1.1 Study of Advertisement Translation Abroad
    1.2 Study of Advertisement Translation at home
    1.3 Problems in Current Advertisement Translation
Chapter 2 Theoretical Framework of the Research
    2.1 Background of Eco-translatology
    2.2 Overview of Eco-translatology
    2.3 Philosophical Basis of Eco-translatology
    2.4 Contents of Eco-translatology
Chapter 3 Major Features of Advertisement and Advertisement Translation
    3.1 Overview of Advertisement
        3.1.1 Definition of Advertisement
        3.1.2 Classification of Advertisement
        3.1.3 Principles of Making an Advertisement
    3.2 Advertisement Translation
        3.2.1 Importance of Advertisement Translation
        3.2.2 Purpose of Advertisement Translation
        3.2.3 Relationship between Advertisement and Advertisement Translation
Chapter 4 Application of Eco-translotology in Advertisement Translation
    4.1. Eco-environment of Advertisement Translation
        4.1.1 Objects Involved in Eco-environment of Advertisement Translation
            4.1.1.1 Eco-environment of Advertisement Translation in Terms of Linguistics
            4.1.1.2 Eco-environment of Advertisement Translation in Terms of Communication
            4.1.1.3 Eco-environment of Advertisement Translation in Terms of Culture and Society
        4.1.2 Subjects Involved in Eco-environment of Advertisement Translation
            4.1.2.1 Translators in Eco-environment of Advertisement Translation
            4.1.2.2 Readers in Eco-environment of Advertisement Translation
    4.2. The Process of Advertisement Translation
        4.2.1 Translators' Adaptation to Extra-linguistic Elements in Pre-translating Advertisement
            4.2.1.1 Translators' Adaptation to Elements with Regard to Culture Taboos
            4.2.1.2 Translators' Adaptation to Values
            4.2.1.3 Translators' Adaptation to Social Customs
            4.2.1.4 Translators' Adaptation to Aesthetics
        4.2.2 Translators' Selection of Linguistic Elements in Translating Advertisement
            4.2.2.1 Translators' Selection of Speech Sounds
            4.2.2.2 Translators' Selection of Words and Phases
            4.2.2.3 Translators' Selection of Sentences and Structures
Chapter 5 Guidelines for Advertisement Translation in terms ofEco-translatology
    5.1 Strategies and Skills of Advertisement Translation
        5.1.1 Word-for-Word Translation
        5.1.2 Free Translation
        5.1.3 Transliteration
    5.2 Requirements for Advertisement Translators
        5.2.1 Good Command of Language
        5.2.2 Good Command of Knowledge in Other Fields
        5.2.3 High-performance of Abilities
Conclusion
Acknowledgements
Bibliography
在讀期間科研成果目錄



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