目的论视角下的诗型广告翻译研究

发布时间：2018-01-16 15:03

本文关键词：目的论视角下的诗型广告翻译研究　出处：《郑州大学》2010年硕士论文　论文类型：学位论文

【摘要】： 随着世界经济的全球化发展,世界各国的商品流通越来越频繁,国际竞争也越来越激烈。广告作为一种有效的竞争手段,在促进产品销售和占领市场等方面起到重要作用。因而,跨文化广告翻译研究的重要性也随之显现出来。如今许多学者从不同角度研究广告翻译。然而,仅有少数人关注应时代要求和社会发展而产生的一种新型广告----诗型广告的翻译研究。其实,在商品经济时代,诗歌这种高雅的艺术早已被引入经济领域,并起到独特的商业效果。特别在广告领域,广告艺术化是一种趋势。诗化的语言越来越多,也越来越妙,它已逐渐形成了一种独特的文本形式,为翻译研究提供新的素材,同时也引出了诗型广告翻译中许多问题和难点。二十世纪七十年代,由德国功能翻译学派的代表人物之一弗米尔提出的目的论为广告翻译研究提供了一个新的视野。根据弗米尔的目的论,任何行为都带有目的性,翻译行为也不例外。该理论的核心概念就是：决定翻译过程的最主要因素是整体翻译行为的目的,其中包括译者目的、目标语文本的交际目的和使用翻译策略或程序的目的。而决定翻译目的的最主要因素之一就是受众,他们有自己的文化背景知识、对译文的期待以及交际需求。在目的论中,目的法则是决定翻译行为的第一准则,篇际一致和篇内一致法则从属于目的法则。翻译行为作为一种有目的的跨文化交际,是根据翻译目的使译文与源文之间建立联系,使交流得以越过障碍畅通进行。诗型广告作为一种目的性很强的实用型文体,其最终目的就是要通过提供产品信息,促成消费者购买产品这一行为的实现。因此,在诗型广告翻译中,译文预期目的的实现应是首要考虑因素。本文首先简要概述了诗型广告的提出及基本释义并介绍了诗型广告其独特的“四美”,即“音美”、“意美”、“辞美”、和“形美”,以及诗型广告语的功能。之后以目的论为理论框架,结合实际广告翻译案例,揭示出跨文化诗型广告翻译过程中所涉及的主要影响因素,即文化因素、语言因素、媒体因素、受众因素、译者因素和广告行业制约因素等等。最后,通过理论联系实际的方式,文章在目的论的一些原则的指导下探讨研究实际翻译中应采取的一些翻译方法,指出除直译、意译、音译之外,适应性翻译及创新翻译都是实现诗型广告翻译的有效方法,目的就是使诗型广告翻译在的语文化中实现其目的和功能并达到甚至超出预期效果。通过对实际翻译案例的分析研究,作者发现以目的论为指导来进行诗型广告翻译研究是可行的。该理论下的一系列原则对诗型广告这一独特的实用文体的翻译具有很好的指导作用。
[Abstract]:With the globalization of the world economy, the circulation of goods around the world is becoming more and more frequent, and the international competition is becoming more and more intense. Advertising as an effective means of competition. It plays an important role in promoting product sales and occupying market. As a result, the importance of cross-cultural advertising translation also emerges. Nowadays, many scholars study advertising translation from different angles. Only a few people pay attention to the translation study of a new type of advertisement, which is produced in response to the demands of the times and the development of society. In fact, in the age of commodity economy. The elegant art of poetry has long been introduced into the economic field, and has played a unique commercial effect. Especially in the field of advertising, advertising artistry is a trend. More and more poetic language, but also more and more wonderful. It has gradually formed a unique text form, which provides new materials for translation studies, and at the same time leads to many problems and difficulties in the translation of poetic advertisements. In 1970s, the Skopos theory proposed by Vermeer, one of the representative figures of the German functional Translation School, provided a new perspective for the study of advertising translation, according to Vermeer's Skopos Theory. The core concept of this theory is that the most important factor determining the process of translation is the purpose of the whole translation act, including the translator's purpose. The communicative purpose of the target text and the purpose of using translation strategies or procedures. One of the most important factors determining the translation purpose is the audience, who have their own cultural background knowledge. In Skopos theory, Skopos rule is the first criterion to determine translation behavior. The rules of inter-text and intra-text coherence are subordinate to the Skopos principle. As a purposeful cross-cultural communication, translation behavior is to establish a link between the target text and the source text according to the translation purpose. As a kind of practical style with strong purpose, the ultimate purpose of communication is to provide product information. Therefore, in the translation of poetic advertisements, the realization of the intended purpose of the translation should be the primary consideration. At first, this paper briefly summarizes the proposition and basic interpretation of poetic advertising and introduces its unique "four beauties", namely, "sound beauty", "meaning beauty", "rhetoric beauty", and "form beauty". Taking Skopos Theory as the theoretical framework and combining with practical advertising translation cases, this paper reveals the main influencing factors, namely cultural factors, involved in the process of translation of cross-cultural poetic advertisements. Language factors, media factors, audience factors, translator factors and advertising industry constraints and so on. Under the guidance of some Skopos principles, this paper probes into some translation methods which should be adopted in the study of practical translation, and points out that besides literal translation, free translation and transliteration. Adaptive translation and innovative translation are both effective methods to realize the translation of poetic advertisements. The purpose is to achieve its purpose and function in the language culture and to achieve or even exceed the expected effect. Through the analysis of practical translation cases. The author finds that it is feasible to study the translation of poetic advertisements under the guidance of Skopos Theory, which has a good guiding effect on the translation of poetic advertisements as a unique practical style.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H059

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