从目的论角度看诗型广告的翻译

发布时间：2018-01-26 13:25

本文关键词： 诗型广告目的论诗型广告翻译　出处：《东北大学》2009年硕士论文　论文类型：学位论文

【摘要】：现今,广告在我们的生活中扮演着很重要的角色。随着中国经济的快速发展,广告业务也正以令人难以置信的速度发展着。作为一个发展中国家,中国已经成为了世界广告巨头之一。所以,如何促销产品成为一个重要问题。广告作为有效手段被大家所关注。广告翻译曾经是很热门的话题。为了赢得更多的国外消费者,准确恰当地翻译出广告,对于中国和国外的企业来讲是非常必要的。从中国来看,英汉广告的互译是最重要的。可是,由于广告的特殊体裁,对于广告翻译这一领域的理论研究作的却不很令人满意。对于诗型广告这一同时具备诗歌和广告特点的新的广告形式,大家给予很少的重视,这是令人诧异的。因为较少有人作诗型广告这方面的研究,所以也就有很广的研究范围和余地。诗型广告,作为一种结合了诗歌和广告两种特点的文雅艺术形式,它给人带来美感,主要体现在音美,形美,意美这“三美”上。由于特殊的形式和明显的作用,诗型广告在翻译时有自己的特点和特别的技巧。旧的翻译标准,如“信”,“达”,“雅”已不能实现诗型广告翻译的适应性。因此,诗型广告为语言和翻译的研究提供了新的素材。本文作者试图从目的论的角度来分析诗型广告的翻译。本文由五个章节组成。第一章主要对这一理论进行了文献的综述,并且说明了广告翻译一直以来存在的问题；第二章对诗型广告这一形式作了综合全面的描述；第三和第四两个章节是本文的主要部分,这一部分里介绍了目的论这一理论的形成和发展,还有它在诗型广告翻译中是如何起作用的。作者在这里给出了几个原因,并且引用了很多例子来说明目的论应该被看作是诗型广告翻译恰当的指导原则。最后一章是文章的总结部分,总结了整篇文章的思想,同时对诗型广告未来的发展做了预见。如同前面提到的,目的论应用于诗型广告翻译是相当可行的。
[Abstract]:Nowadays, advertising plays a very important role in our life. With the rapid development of Chinese economy, advertising business is developing at an incredible speed. As a developing country. China has become one of the world's advertising giants. How to promote products has become an important issue. Advertising as an effective means of attention. Advertising translation used to be a very hot topic. In order to win more foreign consumers, accurately and appropriately translated ads. It is very necessary for Chinese and foreign enterprises. From the perspective of China, the translation of English and Chinese advertisements is the most important. However, due to the special genre of advertising, the theoretical research in the field of advertising translation is not very satisfactory. It is surprising that little attention has been paid to the study of poetry advertising, so there is a wide range of research scope and scope. As a kind of elegant art form which combines the characteristics of poetry and advertisement, it brings people a sense of beauty, which is mainly embodied in the "three beauties" of sound beauty, form beauty and meaning beauty. Because of the special form and obvious function. Poetic advertising has its own characteristics and special skills in translation. The old translation standards, such as "letter", "Da" and "elegance", can no longer achieve the adaptability of translation of poetic advertisements. Poetic advertising provides new materials for the study of language and translation. The author attempts to analyze the translation of poetic advertisements from the perspective of Skopos theory. This thesis consists of five chapters. The first chapter summarizes the theory and explains the problems in advertising translation. The second chapter gives a comprehensive description of the form of poetic advertising; The third and 42th chapters are the main part of this paper, which introduces the formation and development of Skopos theory. And how it works in the translation of poetic advertisements. Here the author gives several reasons. And many examples are cited to illustrate that Skopos should be regarded as the proper guiding principle of translation of poetic advertisements. The last chapter is the summary of the article, which summarizes the whole article's ideas. At the same time, it foresees the future development of poetic advertising. As mentioned above, Skopos theory is quite feasible in the translation of poetic advertisements.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H315.9

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