广告英语汉译中的审美

发布时间：2018-03-07 12:09

本文选题：广告英语翻译　切入点：接受美学　出处：《上海海事大学》2005年硕士论文　论文类型：学位论文

【摘要】：广告是一门浓缩的、综合的、商业性的艺术,广告英语作为一种应用语言,因其所具有的特殊效用,已逐渐从普通英语中独立出来而发展成为非规范化的专用语言,用词造句与普通英语也有许多差异。长期以来,人们对该种文体的翻译已经进行过各种各样的研究。概括起来总共有以下几种:一、关于广告英语语体特点和功能与翻译的研究;二、关于英汉广告的比较研究;三、关于广告英语翻译方法的研究;四、关于广告英语翻译研究领域的翻译批评研究;五、关于广告英语翻译原则的研究;六、关于翻译理论在广告英语翻译中的应用研究。然而,以往的研究大多忽视了从美学的角度对广告英语翻译进行研究。由于美学的研究领域一直局限在文学范围内,因此从美学角度研究广告英语翻译所得的成果并不多,在该领域的研究还未形成一个全面、科学、系统的体系。文字广告的目的是将产品、企业、服务等美的品质、美的形象推荐给消费者,激发他们需求的欲望。这就要求广告文字本身就是一件能吸引人的美的作品。因此,广告英语存在着一定的审美价值,而在具体的翻译实践中应力求再现原文的美。从这个意义上来说,广告英语翻译是一种艺术。本文以接受美学理论和奈达的功能对等理论为指导,从审美角度对广告英语的翻译进行了研究。全文共分四章。第一章对广告及广告英语作了个总体介绍,并界定了本论文研究的广告类型。第二章概括了广告翻译的性质,介绍了姚斯、伊瑟尔的接受美学理论和奈达的功能对等理论,并论述了这两种理论对广告翻译的积极作用和影响。第三章对广告翻译进行了审美分析,具体探讨了广告翻译中的审美主体、客体及主要的审美活动,并分析了中英文广告,即两种审美客体,在语言和文化上的不同的审美倾向。第四章从广告英语的语言美和内容美的角度举例分析其在翻译中如何再现的问题,并论述了翻译中审美再现时的不可译性。语言美的再现主要涉及语音、词汇、句式和修辞
[Abstract]:Advertising is a concentrated, comprehensive, commercial art, advertising English as an application language, because of its special effect, has gradually developed from ordinary English and developed into a non-standardized special language. There are also many differences between lexical construction and common English. For a long time, people have done various studies on the translation of this kind of style. Research on the characteristics and functions of advertising English style and translation; second, a comparative study of English and Chinese advertising; third, a study of advertising English translation methods; fourth, a study of translation criticism in the field of advertising English translation; Research on the principles of Advertising English Translation; sixth, on the application of translation theory in advertising English translation. However, most of the previous studies have neglected to study advertising English translation from an aesthetic point of view. Since the field of aesthetic research has been confined to literature, there are few achievements in the study of advertising English translation from an aesthetic point of view. The research in this field has not yet formed a comprehensive, scientific, systematic system. The purpose of the text advertisement is to recommend the beautiful quality and image of products, enterprises and services to consumers. The desire to stimulate their needs. This requires that advertising text itself is an attractive piece of beautiful work. Therefore, advertising English has certain aesthetic value. In this sense, advertising English translation is an art. This paper is guided by reception aesthetics and Nida's functional equivalence theory. This paper studies the translation of advertising English from an aesthetic point of view. The thesis is divided into four chapters. Chapter one gives a general introduction to advertising and advertising English, and defines the types of advertisements studied in this thesis. Chapter two summarizes the nature of advertising translation and introduces Joss. Ethel's reception aesthetics theory and Nida's functional equivalence theory discuss the positive role and influence of these two theories on advertising translation. Chapter three makes an aesthetic analysis of advertising translation, and discusses the aesthetic subject in advertising translation. The object and the main aesthetic activities, and the analysis of Chinese and English advertising, that is, two aesthetic objects, Different aesthetic tendencies in language and culture. Chapter 4th gives examples from the perspective of linguistic beauty and content beauty in advertising English to analyze how to reproduce them in translation. This paper also discusses the untranslatability of aesthetic reproduction in translation. The reproduction of linguistic beauty mainly involves pronunciation, vocabulary, sentence structure and rhetoric.
【学位授予单位】：上海海事大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：H315.9

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