关联理论视角下商业广告翻译策略研究

发布时间：2018-05-15 13:23

  本文选题：关联理论 + 商业广告　； 参考：《东北石油大学》2017年硕士论文

【摘要】：随着世界商业贸易的发展以及全球经济一体化的深入,国际商贸市场上的商品流通日益增多且更为频繁,商业广告已经渗透到现代商业社会的各个层面,成为日常生活中的一个的必不可少的重要组成部分。商业广告在商品销售和促进全球市场贸易发展等各方面的作用日渐明显,商业广告翻译的重要作用也日渐凸显。然而,商业广告翻译这门学问并没有得到广泛且充分的重视。因此,作为商业广告语言转述媒介的翻译者来说,有责任去习得适当的、系统和高效的翻译理论和方法策略去解决商业广告翻译中的各种问题并且规范和提高商业广告的翻译水平。本文将关联理论应用于商业广告翻译实践,力图在分析商业广告这一特殊文体的语言特点的基础上,将关联理论嵌套于商业广告语言的特殊性中,尝试如何能够在构建源语广告与译文的最大关联的同时,从多角度重点探索出可以实现商业广告最佳效果的翻译策略,使商业广告翻译的实用性方法策略在关联理论的指导下在某种程度上得以发展和完善。本文分为六个部分,第一部分是前言,简要介绍了本文的研究背景、文章结构和研究方法。第二部分是商业广告综述,简要回顾了商业广告的定义、目的和功能以及商业广告独特的语言特点。第三部分是关联理论的理论认知部分,是本文的理论基础,主要介绍关联理论基本概念和主要原理。第四部分是关联理论视角下,对于商业广告的理解与解读。分析了关联理论为何适用于解释商业广告和翻译现象,阐述了关联理论对商业广告翻译的指导作用,说明了选择用关联理论来指导商业广告翻译的正确性和合理性,为进一步开展研究打下理论基础。第五部分是本文的重点部分,基于商业广告翻译案例的分析以及商业广告的语言特点,在关联理论的指导下,从修辞和文化角度,探讨在最小程度的努力情况下能够实现最佳关联的商业广告翻译策略。第六部分是结论部分,阐述本文的主要发现及局限性。
[Abstract]:With the development of the world commercial trade and the deepening of the global economic integration, the circulation of goods in the international trade market is increasing and more frequent, and the commercial advertisements have permeated every aspect of the modern commercial society. Become an essential and important part of daily life. Commercial advertising plays an increasingly important role in the marketing of goods and the development of global market trade, as well as the important role of commercial advertising translation. However, the study of commercial advertising translation has not been widely and fully valued. Therefore, as the medium of commercial advertising language reporting, translators have the responsibility to acquire the appropriate, Systematic and efficient translation theories and strategies to solve various problems in commercial advertising translation and standardize and improve the level of commercial advertising translation. This paper applies relevance theory to the practice of commercial advertising translation and tries to nest relevance theory into the particularity of commercial advertising language on the basis of analyzing the linguistic characteristics of commercial advertising. This paper attempts to explore translation strategies that can achieve the best effect of commercial advertising from multiple perspectives while building the maximum correlation between the source language advertising and the target text. Under the guidance of relevance theory, the practical methods and strategies of commercial advertising translation can be developed and perfected to some extent. This paper is divided into six parts, the first part is a preface, briefly introduces the research background, article structure and research methods. The second part is a summary of commercial advertising, briefly reviews the definition, purpose and function of commercial advertising, as well as the unique linguistic characteristics of commercial advertising. The third part is the cognitive part of relevance theory, which is the theoretical basis of this paper, mainly introduces the basic concepts and main principles of relevance theory. The fourth part is the understanding and interpretation of commercial advertising from the perspective of relevance theory. This paper analyzes why relevance theory is applicable to explain commercial advertising and translation phenomena, expounds the guiding role of relevance theory in commercial advertising translation, and explains the correctness and reasonableness of choosing relevance theory to guide commercial advertising translation. It lays a theoretical foundation for further research. The fifth part is the key part of this paper, based on the analysis of commercial advertising translation cases and the linguistic characteristics of commercial advertising, under the guidance of relevance theory, from the perspective of rhetoric and culture. To explore commercial advertising translation strategies that can achieve optimal relevance with minimal effort. The sixth part is the conclusion part, expounding the main findings and limitations of this paper.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H315.9
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本文编号：1892637