以目的论为指导的广告翻译

发布时间：2018-01-18 13:12

本文关键词：以目的论为指导的广告翻译　出处：《上海外国语大学》2012年硕士论文　论文类型：学位论文

【摘要】：作为经济快速发展的产物,广告成为人们日常生活的一个重要组成部分。广告翻译也得到越来越多的关注和重视。各类学术杂志和翻译教材中对广告翻译有过不少探讨,但主要集中在对于翻译策略的研究,理论研究尚显薄弱。总的来说,在该领域的研究中需要有一条总体原则来对广告翻译进行指导。广告是一种商业价值颇高的应用文体。无论采取何种形式,最终都是为了说服消费者购买广告所宣传的商品或服务。广告翻译同样如此。译者如果在翻译广告时按照传统方式坚持忠实于原文的内容和形式,其译文可能并不能达到预期说服效果,从而导致该广告产品在目的语市场不受青睐。为此,掌握更有效的翻译理论和翻译方法对广大译者来说是当务之急。由德国的一批学者诸如莱斯、费米尔、诺德等人提出的翻译功能理论突破了传统翻译理论的界限,为现今的广告翻译提供了新视野。费米尔的“目的论”指出,等同于其它任何行为,翻译也具有目的性。翻译的目的即为其所要遵循的首要原则,而翻译方法和策略是由目标文本的预期功能和目的决定的。根据目的论的阐述,目的法则应该是决定翻译行为之第一准则。广告人在广告的设计中一般只考虑该广告在源语受众中的接受度,因此语言和文化背景的差异可能会使一则成功的广告在目的语文化中遭遇滑铁卢,原本在源语受众身上体现出的有效说服效应很可能在新的环境中完全无法实现。为此,在广告翻译中必须使广告词符合目的语表达习惯,这样才能吸引目的语受众的注意力,并帮助他们体会其中的妙处。只有如此才能实现广告的功能。在功能目的论的指导下,本文提出几种有效的翻译方法并予以例证,希望能
[Abstract]:As the product of rapid economic development. Advertising has become an important part of people's daily life. Advertising translation has been paid more and more attention to. There have been a lot of discussions on advertising translation in various academic magazines and translation textbooks. However, the theoretical study is still weak. In general, there is a need for a general principle to guide advertising translation in this field. Advertising is a kind of applied style with high commercial value, no matter what form it takes. The ultimate purpose is to persuade consumers to buy the goods or services advertised in the advertisement. The same is true of the advertisement translation. If the translator insists on faithful to the content and form of the original text in the traditional way in the translation of the advertisement. The target text may not be able to achieve the desired persuasion effect, which leads to the unpopularity of the advertising product in the target language market. Therefore, it is imperative for the translators to master more effective translation theories and methods. The translation functional theory put forward by a group of German scholars such as Les Fimmel and Nord broke through the limits of traditional translation theory. Fimmel's Skopos Theory points out that translation is tantamount to any other behavior, and translation is also purposeful. The purpose of translation is the primary principle to be followed. However, translation methods and strategies are determined by the expected function and purpose of the target text. According to Skopos theory, Skopos rule should be the first criterion to determine translation behavior. Advertisers generally only consider the acceptance of the advertisement in the target language audience in the design of the advertisement, so the differences between the language and the cultural background may make a successful advertisement encounter Waterloo in the target language culture. The effect of effective persuasion in the source language audience is likely to be completely impossible to achieve in the new environment. Therefore, advertising words must be in line with the target language expression habits in advertising translation. In order to attract the attention of the target language audience and help them understand the beauty of the target language, only in this way can the function of advertising be realized. Under the guidance of functional Skopos Theory, this paper puts forward several effective translation methods and gives some examples.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H315.9

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