运用奈达功能对等理论研究汉语广告的英译

发布时间：2018-03-03 21:30

本文选题：广告翻译　切入点：功能对等　出处：《吉林大学》2004年硕士论文　论文类型：学位论文

【摘要】：随着中国加入世界贸易组织，全球化已经影响了广告领域。公司和企业不再局限于占领国内市场，同时更加注重国际市场的开拓。作为国际经济交流的产物，广告翻译越来越受到翻译者的重视而成为一个新的值得研究的领域。通过分析，作者注意到国内广告翻译实践中存在两种不同的现象：一、英语广告汉译的优秀成功范例；二、汉语广告英译的错误频出。基于发现问题和解决问题的原则，本文致力于汉语广告英译的研究。作者将从语言和文化两个角度对现存汉语广告英译领域出现的问题进行分析，并通过引入奈达功能对等理论来指导汉语广告英译实践。本文共包括五章：第一章，简述了论文的研究目的及现实意义；为了增加论文的可信度和可读性，本章还介绍了论文所引用实例的来源。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，论证了引入奈达功能对等理论指导汉语广告英译实践的可行性，并阐释了文化因素在翻译中的影响。第三章，从语言和文化两个角度对现存汉语广告英译领域的问题进行了分析。译者对英语广告语言在词汇、句法和修辞等方面特点的忽视是现存汉语广告英译语言错误的根源；同一词汇在中西方文化中的不同文化内涵，源语的文化缺省，及中西方广告文化本身存在的差异也给译者造成了难度。第四章，按照两条主线给出了具体的汉语广告英译方法。首先，根据影响汉语广告英译的两个因素，按照奈达功能对等理论中以译语语言和译语文化为中心的原则，给出了相应的翻译方法：基于译语语言中心原则，译者进行汉语广告英译时要遵循译语在词法、句法及修辞上的要求；基于译语文化中心原则，译者 WP=5 在进行汉语广告英译时要注意词和短语在不同文化中的内涵，，补偿源语中的文化缺省，并使译语符合西方广告文化。其次，语言因素和文化因素通常共存于广告语言中，因此广告翻译一般会同时涉及这两个方面。根据奈达功能对等理论中的归化策略，本文提出了三种归化翻译方法：直接转换，部分归化和完全归化。具体方法的选择取决于源语和译语在语言和文化上的差异程度，及这种差异给译语读者理解上造成的困难度。第五章，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]:With China's accession to the World Trade Organization, globalization has affected the advertising field. Companies and enterprises are no longer confined to occupying the domestic market, and are paying more attention to the development of the international market as a product of international economic exchanges. Advertising translation has been paid more and more attention to by translators and has become a new field worthy of study. Based on the analysis, the author points out that there are two different phenomena in the practice of advertising translation in China: first, the excellent examples of English advertising translation from Chinese to English; second, the frequency of errors in the translation of Chinese advertisements into English. Based on the principles of problem finding and problem solving, this paper is devoted to the study of the translation of Chinese advertisements into English. The author will analyze the problems existing in the field of translation of Chinese advertisements from the perspective of language and culture. Nida's functional equivalence theory is introduced to guide the practice of translating Chinese advertisements into English. This paper consists of five chapters:. In the first chapter, the purpose and practical significance of the thesis are briefly introduced, and the source of the cited examples is also introduced in order to increase the reliability and readability of the paper. The second chapter introduces the main points of Nida functional equivalence theory, explains the relationship between dynamic equivalence and functional equivalence, and demonstrates the feasibility of introducing Nida functional equivalence theory to guide the practice of translating Chinese advertisements into English. It also explains the influence of cultural factors on translation. Chapter three analyzes the problems existing in the field of English translation of Chinese advertisements from the perspective of language and culture. The translator's neglect of the features of English advertising language in terms of vocabulary, syntax and rhetoric is the root of the errors in the translation of Chinese advertisements into English. The different cultural connotations of the same word in Chinese and western cultures, the cultural default of the source language, and the differences between the Chinese and western advertising cultures also make it difficult for the translator. Chapter 4th, according to two main lines, gives the specific methods of translating Chinese advertisements into English. Firstly, according to the two factors that affect the translation of Chinese advertisements, according to the principle of Nida's functional equivalence theory, which focuses on the target language and the target language culture, The corresponding translation methods are given as follows: based on the principle of linguistic center in the target language, the translator should comply with the lexical, syntactic and rhetorical requirements of the target language when translating Chinese advertisements into English, and on the basis of the culture-centered principle of the target language, the translator should follow the requirements of lexical, syntactic and rhetoric. WP=5. When translating Chinese advertisements into English, we should pay attention to the connotation of words and phrases in different cultures, compensate for the cultural default in the source language, and make the target language conform to the western advertising culture. Secondly, linguistic and cultural factors usually coexist in the advertising language. Therefore, advertising translation generally involves these two aspects. According to the domestication strategy in Nida's functional equivalence theory, this paper proposes three domestication translation methods: direct conversion. The choice of specific methods depends on the degree of linguistic and cultural differences between the source language and the target language, and the difficulties caused by this difference to the readers of the target language. Chapter 5th, 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】：吉林大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：H315.9

【引证文献】