传播学视角下的汽车广告翻译研究

发布时间：2018-10-10 20:25

【摘要】：随着中国的开放,越来越多的汽车被介绍到中国,中国车市突飞猛进,因其超高速地增长成为全球车业一道绚丽的风景线。2016年,中国超越欧洲成为全球最大的汽车消费市场。汽车广告是汽车业的无形资产,它有助于树立品牌形象,并为品牌增值。汽车广告翻译作为应用文体翻译的重要组成部分,是汽车进入全球市场、树立良好形象和增强竞争力的好方法。因此,在全球化的背景下,寻找到一个最佳的汽车广告翻译方法具有重大意义。一则出色的汽车广告对产品的销售所起到的提升作用不可小视。这也是本文选择汽车广告翻译作为研究对象的原因。汽车广告翻译作为翻译学的一个新的分支,逐渐在全球范围内引起翻译领域学者的关注和研究。汽车广告包括了汽车的品牌、汽车的口号以及所有出现广告里面的文字和图像。在西方发达国家,汽车广告的翻译研究已经趋于成熟与系统化。反之,在中国,汽车广告翻译无论在理论或实践,并没有得到足够的重视,极少有学者在这一领域给予研究。近年来,汽车广告翻译的研究多数局限于翻译理论以及语言学。然而,汽车广告翻译的传播特性往往被忽略。针对目前的研究现状,本文从信息系统理论角度对目前英汉汽车广告翻译中的翻译方法进行了探讨和分类。从某种意义上说,传播学和翻译的本质是相似的,即信息的交汇和处理。本研究旨在探讨在全球一体化的实际背景下,传播学对汽车广告翻译具有指导意义和作用,最后提出了汽车广告的翻译策略和方法。汽车广告属于一种有明确商业目的的应用文本,在准确传达产品信息的同时,要求语言简洁明了、条理清晰、重点突出,同时它又有别于其它实用性文体,它既要求文字的准确精炼,还需要有艺术性,继而激发人们购买的欲望。在信息理论和使用与满足理论的指导下,基于研究分析汽车广告、汽车广告语言的特点,作者得出汽车广告传播模式。并且以此传播模式及香农的信息理论及使用与满足理论为基础进行了详细地分析研究总结得出传播学理论指导下的汽车广告翻译可以使汽车广告信息得到最好的传播效果,使汽车中英广告互译后仍然具有它们原有的魅力,使汽车广告翻译中的选择有实践价值。在进行汽车广告翻译时,译者应选择合适的翻译策略(直译、音译、创造性翻译、压缩性意译),以满足原文作者和译文读者的需求,创作出体现源语言广告魅力及目的的最佳译文。作者希望本文能够帮助译员在汽车广告翻译中更好地处理应对的问题,并能为汽车广告翻译实践提供一些参考性意见。
[Abstract]:As China opens up to the outside world, more and more cars are being introduced to China, and the Chinese car market is booming, as its super-fast growth has become a beautiful sight for the global auto industry. In 2016, China overtook Europe to become the world's largest auto consumer market. Automobile advertisement is the intangible asset of automobile industry, it helps to set up brand image and add value to brand. As an important part of applied style translation, automobile advertising translation is a good way for automobile to enter the global market, set up a good image and enhance its competitiveness. Therefore, under the background of globalization, it is of great significance to find the best translation method of automobile advertisement. An excellent car advertisement plays an important role in improving the sales of products. This is the reason why this thesis chooses automobile advertisement translation as the object of study. As a new branch of translation studies, automotive advertising translation has gradually attracted the attention and research of scholars in the field of translation all over the world. Car ads include car brands, car slogans, and all the text and images that appear in the ads. In the western developed countries, the translation study of automobile advertisement has become mature and systematic. On the other hand, in China, the translation of automobile advertisements has not been paid enough attention in theory or practice, and few scholars have done research in this field. In recent years, the study of automotive advertising translation is mostly confined to translation theory and linguistics. However, the communication characteristics of automobile advertising translation are often ignored. In view of the present research situation, this paper probes into and classifies the translation methods in English and Chinese automobile advertisement translation from the angle of information system theory. In a sense, the essence of communication and translation is similar, that is, the intersection and processing of information. The purpose of this study is to explore the guiding significance and role of communication in automotive advertising translation under the background of global integration. Finally, the translation strategies and methods of automotive advertising are proposed. Automobile advertisement is a kind of applied text with clear commercial purpose. It requires concise, clear and focused language while conveying product information accurately. At the same time, it is different from other practical styles. It requires both accurate refinement and artistry, which in turn arouses people's desire to buy. Under the guidance of the information theory and the theory of use and satisfaction, based on the research and analysis of the characteristics of the automobile advertisement and the language of the automobile advertisement, the author obtains the communication mode of the automobile advertisement. Based on the communication mode and Shannon's information theory and the theory of usage and satisfaction, this paper makes a detailed analysis and conclusion that the translation of automobile advertisement under the guidance of communication theory can make the best communication effect of automobile advertisement information. After the translation of Chinese and English advertisements, they still have their original charm, so that the choice of automobile advertising translation has practical value. The translator should choose appropriate translation strategies (literal translation, transliteration, creative translation, compressed free translation) in order to meet the needs of the original author and target readers. Create the best translation of the source language advertising charm and purpose. The author hopes that this paper can help the interpreters to deal with the problems better in the translation of automobile advertisements and provide some useful suggestions for the translation of automobile advertisements.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H315.9

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