适应选择论指导下的线上广告翻译

发布时间：2018-05-31 21:46

本文选题：生态翻译学 + 适应选择　；参考：《南京农业大学》2015年硕士论文

【摘要】：随着经济与贸易全球化的不断深化,越来越多的品牌与企业将触角伸向海外,跨国公司与海外销售日益增多。企业需要通过各类营销手段不断向其实际的与潜在的海外市场传递自身品牌与产品的价值信息,从而实现产品销售目的。而广告,则是吸引消费者,以及向海外消费者传达产品及品牌信息最直接的方式。近年来,互联网的飞速发展拓宽了人们了解海外品牌的渠道,各品牌与企业也竞相建立海外网站,并将销售搬上了网络平台。由于网络环境的特殊性,线上广告语言相较于传统线下广告语言有一定区别。因此,能否准确且生动地翻译线上广告文本将直接影响产品在海外消费者心目中的形象与销售成绩。国内目前针对于广告文本翻译研究多集中在目的论、顺应论、功能对等理论或美学的视角,且都集中在传统线下广告文本的翻译。而近年兴起的线上广告文本翻译更是研究的盲点。本文试图从生态翻译学的视角,运用适应选择的理论,结合线上广告翻译实例,对此类文本的翻译作系统性研究,探讨线上广告翻译的过程以及方法。本文认为,译者和译文的长存之道在于对网络营销这一翻译生态环境的适应,并根据该生态环境中不同要素所产生的要求与限制,进行合理且恰当的适应性选择。本文指出,线上广告文本的翻译需要在三个条件的约束与指导下进行。第一是适应选择的翻译原则,第二是适应选择的翻译方法,第三是网络营销生态环境的制约条件。遵循这三个条件,方可优化线上广告文本的翻译。生态翻译学视角下适应选择论的应用,增进了译者对网络营销生态环境的认识,使其在翻译该类文本的过程中能够做出适当的选择。这不仅有助于提升译者素质,更可以提高译文质量,对于翻译理论和方法的研究有一定的积极意义。
[Abstract]:With the deepening of economic and trade globalization, more and more brands and enterprises will reach overseas, and multinational companies and overseas sales will increase day by day. Enterprises need to transmit the value information of their brands and products to their actual and potential overseas markets through all kinds of marketing means, so as to achieve the purpose of product sales. Advertising is the most direct way to attract consumers and convey product and brand information to overseas consumers. In recent years, the rapid development of the Internet has widened people's understanding of overseas brands, brands and enterprises are competing to establish overseas websites, and sales to the Internet platform. Because of the particularity of the network environment, the online advertising language is different from the traditional offline advertising language. Therefore, whether the online advertising text can be translated accurately and vividly will directly affect the image and sales achievement of the product in the eyes of overseas consumers. At present, researches on advertising text translation focus on Skopos theory, adaptation theory, functional equivalence theory or aesthetic perspective, and all focus on the translation of traditional offline advertising texts. In recent years, online advertising text translation is a blind spot. This paper attempts to make a systematic study on the translation of this kind of text from the perspective of ecological translation, using the theory of adaptive choice and the example of online advertising translation, and to explore the process and methods of online advertising translation. This paper argues that the long term survival of the translator and the target text lies in the adaptation to the translation ecological environment of network marketing and the reasonable and appropriate adaptive choice according to the requirements and limitations of the different elements in the ecological environment. This paper points out that the translation of online advertising texts should be carried out under the constraints and guidance of three conditions. The first is the principle of adaptation, the second is the method of adaptation, and the third is the restriction of the ecological environment of network marketing. Following these three conditions, we can optimize the translation of online advertising text. The application of adaptive selection theory from the perspective of ecological translation enhances the translator's understanding of the ecological environment of online marketing and enables him to make appropriate choices in the process of translating such texts. This will not only improve the quality of the translator, but also improve the quality of the translation. It is of positive significance to the study of translation theories and methods.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H315.9

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