英文商业广告委婉语汉译及其翻译策略研究

发布时间：2018-01-24 11:21

本文关键词： 英文商业广告委婉语汉语翻译翻译策略　出处：《辽宁师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：广告语言的最终目的在于提高产品知名度,在竞争激烈的市场中脱颖而出,通过影响消费者的态度和偏好,促使他们购买产品或服务。为了达到促销产品的目的,广告语言要尽量能充满说服力和诱惑力来唤起受众各种愉快联想,广告设计者通常会使用委婉修辞来激发消费者对广告的多层次理解,使广告既能传达商业企图,又传递语言艺术的美好感受。本文将以委婉语的相关研究成果为视角,从英语商业广告中的委婉语入手,举实例来定性分析委婉语在英语商业广告中委婉语的语用特点及表现形式,并探讨英语商业广告中委婉语的翻译策略。通过研究实例分析,本文得出结论：人们出于提高语言交际效果的目的,通常使用委婉语来达到美化,避讳和表示礼貌尊重的积极效果。英文商业广告中的委婉语的表现形式主要为含糊词,替代词,夸张性词汇,带前后缀词汇或使用修辞格；委婉语在商业广告中的语用特点主要有美化和提升,避免禁忌,避免粗俗,表示礼貌尊重以及掩盖掩饰。当要将包含委婉语的英文商业广告翻译成中文时,实践中译者通常会针对不同委婉风格的广告制定特定的翻译策略。
[Abstract]:The ultimate goal of advertising language is to improve the popularity of products, stand out in a competitive market, through the impact of consumer attitudes and preferences. Encourage them to buy products or services. In order to achieve the purpose of promoting products, advertising language should be as persuasive and alluring as possible to arouse the audience's various pleasant associations. Advertising designers usually use euphemism to stimulate consumers' multi-level understanding of advertising, so that advertising can not only convey commercial intentions, but also convey the beautiful feelings of language art. From the perspective of the relevant research results of euphemism, this paper starts with euphemism in English commercial advertisements and gives examples to qualitatively analyze the pragmatic characteristics and forms of euphemism in English commercial advertisements. This paper also discusses the translation strategies of euphemism in English commercial advertisements. Through the analysis of examples, this paper concludes that euphemism is usually used to beautify English commercial advertisements for the purpose of improving the communicative effect of the language. The main forms of euphemism in English commercial advertisements are vague words, substitution words, exaggerated words, affixed words or rhetorical devices. The pragmatic features of euphemism in commercial advertisements include beautification and promotion, avoiding taboos, avoiding vulgarity, expressing polite respect and concealing. When the English commercial advertisements containing euphemism are translated into Chinese. In practice, translators usually formulate specific translation strategies for advertisements with different euphemism styles.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315.9

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