奈达功能对等理论指导下的英文广告标语翻译

发布时间：2018-02-12 07:42

本文关键词： 功能对等理论语言和文化差异广告标语翻译翻译策略　出处：《中国海洋大学》2009年硕士论文　论文类型：学位论文

【摘要】： 广告文体,作为一种具有很高商业价值的实用性文体,具有独特的艺术形式和语言特征。广告的主要目的是提升产品的知名度,促进销售。自20世纪90年代初期,国外产品大量涌入中国,广告已经成为其扩大营销的一种重要的手段和途径。随着中国加入世界贸易组织和改革开放的不断深入,外国的广告,尤其是英文广告在中国随处可见。作为潜在的消费群体,我们每天都在从各类新闻媒体上获得各种各样的产品和服务的广告信息,这些媒体包括报纸、杂志、收音机、电视、海报、互联网等。这些广告成为中国企业和消费者获得国外经济信息的重要来源。鉴于广告的普及性,在翻译领域,研究广告的翻译也变的越来越重要了。但是,由于中英语言和文化上的差异使得广告翻译在许多方面变的很复杂。广告标语翻译是一种比较特殊的翻译。广告具有鲜明的地域性和民族性,体现了不同民族的生活方式和价值观念,因此在进行英文广告标语翻译时,碰到的问题主要是语言和文化上差异和冲突。鉴于以上因素,本文研究英汉广告标语翻译有着很重要的现实意义。本文主要引入奈达的功能对等理论来指导英文广告标语的翻译,并进而归纳出英文广告标语翻译的翻译技巧与策略。本文共包括六章。第一章,介绍了英文广告的基本知识,包括:广告的定义、功能、分类、构成及论文研究的目的和现实意义。第二章,介绍了奈达功能对等理论的主要论点,解释了动态对等和功能对等的关系,论证了引入功能对等理论指导英文广告标语翻译的可行性。第三章,从词汇、句法、修辞等方面介绍了英文广告标语的特点。第四章,比较了中英文广告的语言和文化上的差异,正是这些差异给英文广告的标语翻译带来障碍。通过比较差异,总结出英文广告标语翻译的三条标准:忠实性、吸引性和可接受性。第五章,介绍了奈达的功能对等理论在英文广告标语翻译实践中的运用,从语言和文化两方面实现翻译上的对等。并进而探讨了英文广告标语翻译的策略与方法,总结出三种翻译技巧:直接转化、归化原则和避免文化禁忌的原则。第六章,综述了本文所进行的研究,客观评价了研究成果,并指出了论文的不足之处和改进方向。
[Abstract]:Advertising style, as a practical style with high commercial value, has unique artistic forms and language features. The main purpose of advertising is to promote the popularity of products and promote sales. Since the beginning of 1990s, With the influx of foreign products into China, advertising has become an important means and way to expand its marketing. With China's accession to the World Trade Organization and the deepening of the reform and opening up, foreign advertising, In particular, English advertising is everywhere in China. As a potential consumer, we are getting advertising information about a variety of products and services from all kinds of news media every day, including newspapers, magazines, radio, television, Posters, Internet, etc. These advertisements become an important source of foreign economic information for Chinese enterprises and consumers. In view of the popularity of advertising, the study of advertising translation has become more and more important in the field of translation. Because of the differences between Chinese and English languages and cultures, advertising translation becomes very complicated in many aspects. Advertising slogan translation is a kind of relatively special translation. Advertising has distinct regional and national characteristics. It reflects the life style and values of different ethnic groups, so the main problems encountered in the translation of English advertising slogans are linguistic and cultural differences and conflicts. In view of the above factors, it is of great practical significance to study the translation of English and Chinese advertising slogans. This thesis mainly introduces Nida's functional equivalence theory to guide the translation of English advertising slogans. Furthermore, the translation techniques and strategies of English advertising slogan translation are summed up. This paper consists of six chapters. The first chapter introduces the basic knowledge of English advertising, including: the definition, function, classification, composition, purpose and practical significance of the thesis. Chapter two introduces the main arguments of Nida's functional equivalence theory, explains the relationship between dynamic equivalence and functional equivalence, and demonstrates the feasibility of introducing functional equivalence theory to guide English advertising slogan translation. Chapter three introduces the features of English advertising banners from lexical, syntactic and rhetorical aspects. Chapter 4th compares the linguistic and cultural differences between Chinese and English advertisements, which are the obstacles to the translation of English advertisements. By comparing the differences, the author concludes three criteria for translating English advertising slogans: faithfulness. Attractiveness and acceptability. Chapter 5th introduces the application of Nida's functional equivalence theory in the practice of translating English advertising slogans, realizes translation equivalence in terms of language and culture, and then probes into the strategies and methods of translating English advertising slogans. Three translation techniques are summarized: direct transformation, domestication and avoidance of cultural taboos. Chapter 6th, summarizes the research in this paper, objectively evaluates the research results, and points out the shortcomings and improvement direction of the paper.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H315.9

【引证文献】