从目的论视角看广告翻译中的文化传递

发布时间：2018-03-10 19:14

本文选题：广告翻译　切入点：目的论　出处：《中南大学》2006年硕士论文　论文类型：学位论文

【摘要】： 随着改革开放的进一步深化，中国加入世贸组织的成功以及经济全球化的影响日趋明显，被喻为商业化身的广告已渗透到了社会的各个角落，逐渐成为人们生活中的重要组成部分。再加上网络等信息通信技术的发展，使国际广告的跨文化传播成为可能。语言是文化的载体。从广义上讲，语言和广告都是文化的组成部分。一方面，语言在广告和广告翻译中发挥着重要的作用。广告人的最主要的意图就是通过语言形式的资料展示并销售他们的产品或服务，这就需要译者对广告语言进行深入细致地研究。作者从词汇，句法和修辞三个层面简要地分析了广告语言的特征，为进一步提出广告翻译的策略作了铺垫；另一方面，广告语言和广告翻译的研究要考虑到文化的因素。广告语言源于文化。文化是创作和理解广告的基础。作为文化的产物，广告可以更直接地展示语言和文化的关系，故广告语言是一门具有浓郁文化色彩与时代特点的艺术形式。国内外对英语广告的研究可谓方兴未艾，但大多数研究仅停留在单纯的语言特征或修辞手段等一些表面特征上。传统翻译理论已无法适应广告翻译的客观要求，因为广告的最终目的就是使消费者接受它所宣传的产品或服务，而不是寻求目标语文本与源语文本之间的对等，这样一来，在充分理解中西文化差异的基础上对翻译策略作出适当的调整就显得非常有必要了。本文从目的论的视角出发，将目的论、文化因素、广告翻译三者相结合，提出了广告翻译要重视翻译技巧及目标文本在其文化中的功能。目的论的最重要的四位陈述者是赖斯、弗米尔、曼塔里和诺德。Skopos是希腊语，它的意思是“目的，意图”。根据目的论的观点，决定翻译过程的最主要因素是整体翻译行为的目的。这符合对任何行为界定都会涉及意图性的道理。在这个理论中，任何形式的翻译行为，包括翻译本身，都看被成是一种行为。任何行为都有一个目标或是一个目的。Skopos这个词在这里专指翻译的目的。而且，一种行为会导致一种结果、一种新的情景、也可能是一个新的事物。在翻译中可能存在着以下三种目的：翻译过程中译者的基本目的(可能是“为了谋生”)，目标语环境中目标语文本的交际目的(可能是“为了教育读者”)，和使用特定的翻译策略或翻译程序的目的(例如，“为了体现源语结构上的特点而采用直译”)。Skopos这一术语通常用来指译文的目的。广告的主要意图在于使其读者信服并最终促成购买行为。这也就是说，一个好的广告首先要能引起消费者的注意，激发购买欲望，并给他们留下印象，加深记忆，最后促成其购买行为。这就是作者选择目的论来作为广告翻译主导理论的原因，因为目的论声称决定翻译目的的最重要因素是译文预期的读者。由于消费者的文化背景不同，一个好的广告在被翻译后不一定还能发挥同样的作用。这就需要译者在翻译的过程中充分留意到与本族文化有着巨大差异的文化。这种来自不同背景文化的人们因价值取向、思维方式和行为等的不同往往难以正确理解他国广告内容和接受其广告传播的方式。这就使得如何跨越文化障碍，提高跨文化广告传播的效果，成为了迫切需要解决的问题。在翻译的过程中不可能存在绝对的对等，，也不需要绝对的对等，翻译者必须根据翻译的目的来灵活制定翻译的策略。把翻译看作是一种有目的的行为，翻译活动是根据翻译目的使目标语文本与源语文本之间保持一定联系，而非完全对等的观点，从更深层次解析中西文化领域广告互译的技巧和艺术，通过大量的实例分析归纳了广告翻译的基本方法，探讨了如何将目的论运用到广告翻译。
[Abstract]:With the further deepening of reform and opening up, Chinese joined WTO's success and the impact of economic globalization is increasingly clear, has been hailed as the embodiment of commercial advertising has penetrated into every corner of society, has gradually become an important part of people's lives. Coupled with the development of the Internet and information communications technology, make the cross-cultural communication of international advertising possible.
Language is the carrier of culture. In a broad sense, language and advertising is part of the culture. On the one hand, language plays an important role in advertising and advertising translation. Advertising the main intention is through the form of language information display and sell their products or services, which requires the translator study on advertising language. The author from the three aspects of vocabulary, syntax and rhetoric briefly analyzes the features of advertising language, which paves the way for further put forward the strategies of advertising translation; on the other hand, the study of advertising language and advertising translation should take into consideration the cultural factors. Advertising language is rooted in culture and culture. Is the basis of creation and understanding of advertising. As the product of culture, advertisement can show the close relationship between language and culture, so the advertising language is the art form with a rich culture and the characteristics of the times Type. The domestic and foreign research on English advertising is just unfolding, but most of the studies are limited to linguistic or rhetorical features and some other surface features. The traditional translation theory has been unable to adapt to the objective requirements of advertising translation, because the ultimate purpose of advertising is to make consumers accept the advertised products or services, rather than seeking between the target text and source text equivalence, as a result, based on the full understanding of the differences between Chinese and Western culture on translation strategies to make appropriate adjustments is very necessary.
This article from the perspective of Skopos theory, the skopos theory, advertising translation and cultural factors, the combination of the three, the advertisement translation should pay attention to the translation skills and target text in its culture function. The purpose of the four most important presentation is Rice, Vermeer, manttari and Nord.Skopos is Greek. It means "purpose and intention". According to the theory, the main factors of the translation process is the purpose of the overall translation behavior. This conforms to any behavior will involve intentional truth. In this theory, the translation behavior in any form, including translation itself, are viewed as a kind of behavior. Any action has an aim or purpose of a.Skopos is the word here refers to the purpose of translation. Moreover, a kind of behavior will lead to a result, a new situation, may also be a new thing in the process of translation. There may be the following three objectives: the basic purpose of the translator in the translation process (possibly "in order to make a living"), the communicative purpose of the target language and the target language environment (may be "in order to educate the reader"), and the use of specific translation strategies and the purpose of the program (for example, "in order to reflect the structure of the source language the characteristics of the literal translation").Skopos this term is usually used to refer to the purpose of translation. The main purpose is to enable the readers that advertising and ultimately contributed to the purchase behavior. That is to say, a good advertisement must be able to attract the attention of consumers, stimulate the desire to buy, and impress them, enhance memory finally, to promote the purchase. This is why the author chooses skopos theory as leading advertising translation theory, skopos theory claims that because the most important factor determining the purpose of a translation is the expectation of readers. Due to fire Different consumer's cultural background, a good advertisement may not play the same role in translation. This requires the translator to fully aware of the great difference in culture and the native culture. People from different cultural background from the value orientation, thinking mode and behavior etc. it is often difficult to correctly understand him in different ways and acceptance of the content of the advertisement advertisement. This makes how to overcome cultural barriers, improve intercultural advertising communication effect, has become an urgent problem.
There may be no absolute equivalence in the translation process, also do not need absolute equivalence, translators must develop flexible translation strategies according to the purpose of translation. The translation as a purposeful activity, translation is the translation purpose according to the target language and the source language is connected, rather than equivalent point of view, from the skill and art of deeper analysis of cultural field of advertising translation, through the example analysis summarized the basic methods of advertising translation, discusses how to applies Skopostheorie to the translation of advertisements.

【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H059

【引证文献】