西班牙语广告汉译中的原则与技巧

发布时间：2018-02-25 01:15

本文关键词： 西班牙语广告翻译创造性原则旅游广告　出处：《北京外国语大学》2017年硕士论文　论文类型：学位论文

【摘要】：在全球化的浪潮中,世界各国的经贸往来日益密切,中国与西班牙以及更为遥远的拉丁美洲之间的经贸往来经历了从无到有,从小到大的发展过程。如今,很多西班牙语国家的跨国企业都将开拓中国市场业务视作其发展战略的重要内容。这些企业都在努力扩大其产品或服务在中国市场的销量及企业品牌在中国消费者中的影响力。在现代商业活动中,广告有着极为重要的意义。成功的广告,不仅可以让消费者快速熟悉有关产品或服务的特点,优势,更可以激发消费者的购买欲望,影响消费者的消费行为。同时,这些广告更宣传了企业的文化和品牌追求,在企业产品的销售过程中发挥了十分积极的推动作用。那么,什么样的广告文案翻译才算得上是精彩,成功的翻译呢?笔者认为,在广告语言翻译的过程中,首要的原则应该是追求译文和原文的功能目的性对等。通过借鉴功能主义翻译理论和部分英语广告汉译翻译理论,尤其是"创造性原则",对西语广告汉译原则,策略和具体手段进行研究,可以为西语广告译者提供一些翻译技巧,并启发译者以功能性,创造性的视角重新审视广告翻译,进而帮助译者提高广告翻译质量,更可以为有意在华发展业务的西语企业提供参考,帮助它们正确的选择广告翻译版本,以成功的广告,更好的融入中国市场,进而促进中国和西语国家的经贸往来。本文将主要以"创译"理论为依据,通过分析的具体例子,总结出优秀的翻译的成功原因,失败的翻译的失误之处,同时,提供几种西语广告汉译的具体处理方法,供西语译者参考,进而抛砖引玉,激发西语译者对广告翻译的兴趣,促进西语广告汉译研究的发展。
[Abstract]:In the tide of globalization, the economic and trade exchanges between China and Spain and the more distant Latin America have experienced the process of development from scratch, from small to large. Many Spanish-speaking multinationals see opening up in the Chinese market as an important part of their development strategy. These companies are trying to expand sales of their products or services in the Chinese market and brand consumption in China. In modern business, Advertising is of great significance. Successful advertising not only enables consumers to quickly familiarize themselves with the characteristics and advantages of relevant products or services, but also stimulates consumers' desire to buy and affects consumer behavior. These advertisements promote the corporate culture and brand pursuit, and play a very active role in the sales process of enterprise products. So, what kind of translation of advertising copywriting can be regarded as a wonderful and successful translation? The author believes that in the process of advertising language translation, the primary principle should be to pursue the functional equivalence between the target text and the original text. In particular, the "Creative principle", a study of the principles, strategies and specific means of Chinese-Chinese translation of Spanish advertising, can provide some translation techniques for Spanish advertising translators and inspire translators to re-examine advertising translation from a functional and creative perspective. Furthermore, it can help translators to improve the quality of advertising translation, provide reference for Spanish language enterprises interested in developing their business in China, and help them to choose the correct translation version of advertisements so as to successfully integrate into the Chinese market. Based on the theory of "creative translation", this paper will sum up the reasons for the success of excellent translation, the failure of translation, and the failure of translation. This paper provides several specific methods for the translation of Spanish advertisements into Chinese for the reference of the Spanish translators, and then it can stimulate the Spanish translators' interest in the translation of advertisements and promote the development of the study of the Chinese-Chinese translation of the advertisements in the Spanish language.
【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H34

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