商业广告翻译策略和方法：多元与选择

发布时间：2018-05-13 01:14

本文选题：商业广告 + 文本类型理论　；参考：《西华大学》2017年硕士论文

【摘要】：随着国际一体化进程的加快,贸易竞争越来越激烈,商业广告翻译的需求日益增加。近年来,广告翻译研究不断深入,学者们在各种理论视角下提出了相应的翻译策略和方法,形成了广告翻译策略与方法多元的现象。但经过文献综述后发现,鲜有学者探讨面对多元的翻译策略和方法时如何进行选择。为了解决广告翻译策略与方法的多元选择问题,笔者借助文本类型理论对广告案例进行探讨。赖斯的文本类型理论是在应用型翻译兴盛后的一种功能翻译理论,它把文本被分为信息型文本、表达性文本和感召性文本,而且可能以某种功能为主并兼具其他两个功能,且这些功能之间有服务与被服务的关系。通过文本类型理论的视角来分析广告翻译的成功和失败案例,我们更清楚广告是典型的感召性文本,其翻译的策略应是以归化为主,其翻译方法是以意译为主,也更清楚其呼吁功能是建立在信息功能和表达功能之上。在广告翻译中,信息功能恒定,文本表达功能要从原语文化转向译语文化并帮助实现译语文化中的呼唤功能,才能产生良好的广告效应和拥有更多的消费者。译者的翻译策略和方法的选择都要以实现目的语广告的呼吁功能为归宿,只有帮助实现广告文本在目的语中的呼唤功能的策略和方法选择才是恰当的翻译选择。本文期望为商业广告翻译多元策略和方法的选择提供可操作的标准和方法,使广告翻译获得更好的传播效果,为广告翻译人员提供一定的参考。
[Abstract]:With the acceleration of the process of international integration, trade competition is becoming more and more intense, and the demand for commercial advertisement translation is increasing day by day. In recent years, the study of advertising translation has been deepened, and scholars have put forward corresponding translation strategies and methods from various theoretical perspectives, which has resulted in the phenomenon that advertising translation strategies and methods are diversified. However, after literature review, it is found that few scholars discuss how to choose translation strategies and methods in the face of multiple translation strategies. In order to solve the problem of multiple selection of advertising translation strategies and methods, the author discusses advertising cases with the help of text type theory. Rice's text type theory is a kind of functional translation theory after the prosperity of applied translation. It divides text into informational text, expressive text and inspirational text, and it may have one function and two other functions. And there is a relationship between the service and the service. From the perspective of text type theory, we analyze the success and failure of advertising translation. We know more clearly that advertising is a typical inspirational text, and its translation strategy should be mainly domestication and its translation method should be free translation. It is also clearer that its appeal function is based on information function and expression function. In advertising translation, the information function is constant, the text expression function should be changed from the original language culture to the target language culture and help to realize the calling function in the target language culture, in order to produce good advertising effect and have more consumers. The translator's choice of translation strategies and methods should be aimed at realizing the appeal function of the target language advertisement. Only the strategy and method choice that helps to realize the calling function of the advertising text in the target language is the appropriate translation choice. This paper hopes to provide operational standards and methods for the selection of multiple strategies and methods of commercial advertising translation, so that advertising translation can obtain better communication effect and provide a certain reference for advertising translators.
【学位授予单位】：西华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H315.9

【参考文献】