许渊冲译诗观对“诗型广告”翻译的作用

发布时间：2018-03-28 01:37

本文选题：诗型广告　切入点：许渊冲的“美化之艺术”　出处：《沈阳师范大学》2013年硕士论文

【摘要】：随着商品经济的快速发展，商界越来越重视广告在营销活动中的作用。聪明的广告人从迎合受众的口味出发，会创造出一种在视觉、听觉、联觉上与众不同、足以波动受众者心弦的“诗型广告”，即一种富于诗意、具有诗味的文字广告。与此同时，在全球经济一体化的影响下，我国对外的国际交流与合作领域不断扩大，商贸活动也日益频繁，作为众多语言交流活动的媒介，翻译的地位显得尤为重要。由于诗型广告既具备诗歌语言艺术的特征，又具备商业广告中音、形并举夺人耳目的优势，对诗型广告翻译的研究便有着特殊的意义，也越来越激起广大学者分析和探究的兴趣。本文以许渊冲的“美化之艺术”原则（即“三美”、“三化”、“三之”）为指导，分别从其本体论、方法论及目的论三个方面探讨了诗型广告翻译的内、外在特征。“三美”论揭示了诗型广告翻译的本体，形成受众者喜闻乐见的文本形式；“三化”是对诗型广告翻译的可操作性的探究，将以往的翻译方法依据其文本特征做一细致的区分；而“三之”则是基于受众者最终对广告译文文本的接受程度来探究翻译活动的最终目的是可实现的。本文主要由以下四个章节构成。第一章，作者首先阐述了本文的研究背景，研究问题及论文的结构。在第二章中，先对诗型广告的定义、特点及其功能做了简要介绍，其后详述了许渊冲翻译理论体系中“美化之艺术”原则的内容及其与诗型广告翻译的相容性。第三章，，作者在前两章的基础上，以“美化之艺术”原则为指导，分别从“三美”、“三化”、“三之”三个不同的角度，以翻译实例为个案分析，探讨了翻译的本体论，方法论及目的论在诗型广告翻译中的应用及指导性意义。此外，也针对性地提出了这一特殊文本的独特性以及对译者的特殊要求及本领域的发展艺术化的趋势。第四章，陈述了本研究的主要发现以及本文的不足之处，并对诗型广告翻译问题的进一步研究作出了前瞻性的阐述。
[Abstract]:With the rapid development of the commodity economy, the business community is paying more and more attention to the role of advertising in marketing activities. The "poetic advertisement", which can fluctuate the heart of the audience, is a kind of poetic and poetic advertisement. At the same time, under the influence of the global economic integration, the field of international exchange and cooperation of our country's foreign countries is constantly expanding. Commercial activities are also becoming more and more frequent. As a medium of many language communication activities, translation is of particular importance. Since poetic advertisements have the characteristics of poetic language art and commercial advertisements, they have the advantages of striking both ears and eyes. The study of poetic advertising translation is of special significance and arouses more and more scholars' interest in analysis and exploration. Under the guidance of Xu Yuanchong's "Art of beautification" (that is, "three Beauty", "three Modernization" and "three things"), this paper discusses the translation of poetic advertising from three aspects: ontology, methodology and Skopos. The theory of "three beauties" reveals the ontology of the translation of poetic advertisements and forms the text form that audiences like to see, and the "Sanhua" is a probe into the maneuverability of the translation of poetic advertisements. The former translation methods are carefully distinguished according to their text characteristics, while the "three of the three" approach is based on the audience's final acceptance of the target text to explore the ultimate purpose of translation activities. This paper is composed of four chapters. In the first chapter, the author first describes the research background, research problems and the structure of the thesis. In the second chapter, the definition, characteristics and functions of the poetic advertisement are briefly introduced. After that, the author elaborates on the content of the principle of "beautification of Art" in Xu Yuanchong's translation theory system and its compatibility with the translation of poetic advertisements. Chapter three is guided by the principle of "Art of beautification" on the basis of the first two chapters. This paper discusses the application and guiding significance of translation ontology, methodology and Skopos theory in the translation of poetic advertisements from the three different angles of "three Beauty", "three Modernization" and "three of the three", taking the translation examples as a case study, and discusses the application of the ontology, methodology and Skopos theory in the translation of poetic advertisements. It also points out the unique features of this particular text, the special requirements for the translator and the trend of artistry in this field. Chapter four states the main findings of this study and the shortcomings of this study. Furthermore, the further research on the translation of poetic advertisements is discussed in a forward-looking way.
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H059

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