从目的论角度看广告的翻译

发布时间：2018-01-28 12:32

本文关键词： 目的论广告翻译目的语语言和文化为取向的翻译策略　出处：《广西师范大学》2006年硕士论文　论文类型：学位论文

【摘要】： 随着中国经济的高速发展和全球经济一体化进程的加快,中国的广告业务正以惊人的速度增长。今天的中国已经跻身于世界十大广告强国之列。作为跨文化交际研究的一个新领域,广告翻译越来越得到人们的重视。虽然国内对于广告进行了大量的翻译实践活动,但是对此领域的理论研究却还相对落后。当前此领域的研究主要集中在分析某一特定的翻译策略在广告翻译中的应用,很少有人能够提出广告翻译总的指导原则。这是因为广告作为一种具有极高商业价值的实用文体,它的最终目的是使消费者接受它所宣传的商品或服务。而广告的翻译也具有同样的目的。在翻译广告时,如果译者一字不改地坚持原文的形式和内容,译文可能无法产生说服效应,进而导致该广告的译文无法在目的语市场获得成功。因此广大译者需要一门更实用的理论和更有效的翻译技巧。作为对传统翻译理论的一个重大突破和翻译理论的重要补充,德国的莱斯、费米尔、诺德等学者提出的翻译功能理论无疑为广告的翻译理论提供了一个新视野。根据费米尔的“目的论”,任何行为都带有目的性,翻译行为也不例外。翻译所要遵循的首要原则是整个翻译行为所要达到的目的。目标文本的预期目的和功能决定翻译方法和策略。在目的论的理论框架下,目的法则是决定翻译行为的第一准则,而其他法则:连贯性法则和忠实法则则从属于目的法则。由于语言文化上存在差异,一则成功的广告的译文不一定能成功地说服目的语受众。这是因为广告人在设计一则广告时只考虑该广告在源语语言和文化的背景下能够被理解和接受。一旦语言和文化背景发生改变,在源语文化中有效的说服效应就可能无法在目的语文化中得到复制。因此在翻译广告时只有使其广告词符合译语语言和文化的标准,才能使目的语受众更好地理解广告的内容,更容易接受广告的劝说,最后购买广告产品。为了达到广告的特殊目的,尽可能地发挥其说服功能,以目的语语言文化为去向的翻译策略应是广告翻译的基本策略。本文在功能理论指导下意图通过译例分析,归纳出几种有效的翻译方法,例如改写、删译、增译和语音语义翻译,希望能对广告翻译起到一定的作用。
[Abstract]:With the rapid development of China economy and the acceleration of global economic integration, Chinese advertising business is growing at an alarming rate. Today Chinese has been among the top ten advertising giants in the world. As a new field in the study of intercultural communication, advertising translation has gained more and more attention. Although the domestic a lot the translation practice for advertising, but the theory research on this field is still relatively backward. The current research in this field mainly focus on the analysis of the application of specific translation strategies in advertising translation, few people can put forward a general guiding principle of advertising translation.
This is because the advertising as a high commercial value and practical style, its ultimate aim is to enable consumers to accept advertised goods or services. While advertising translation has the same purpose. In the translation of advertising, if the translator rigidly adheres to the original form and content, the translation may not produce the persuasive the effect, which led to the advertising translation can not be successful in the target market. Therefore, translators need a more practical theory and translation skills.
As an important supplement to a breakthrough in the traditional translation theory and translation theory, German les Fimmel, translation theory proposed by Nord and other scholars will undoubtedly provide a new perspective for the study of advertising translation. According to Fimmel's "Skopos Theory", any action has its purpose, the translation is not the behavior of the first principle exception. Translation should follow the behavior of the translation is to achieve the purpose. The expected purpose and function of the target text determines the translation methods and strategies. In the framework of Skopostheorie, the Skopos rule is the first criterion for determining the translational action, and the other rules: coherence rule and fidelity rule are subordinate to the law.
Because of the differences of language and culture, a successful advertisement translation may not be successful to the target audience. This is because people only think of the advertisement advertisement can be understood and accepted in the source language and cultural background in the design of an advertisement. Once the language and culture change in the source language culture the persuasive effect may not be reproduced in the target culture. Therefore, in the translation of advertising advertising words only make it conform to the target language and cultural standards, in order to make the target audience better understand the contents of the advertisements, more easily persuaded to accept advertising, buy advertising products for special purposes at last. Achieve the advertising, exert its persuasive function to the target language to translation strategies should be the basic strategy of advertising translation.
Under the guidance of functional theory, this paper intends to conclude several effective translation methods, such as rewriting, deleting, increasing translation and phonetic semantic translation, hoping to play a certain role in advertising translation.

【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H059

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