运用奈达的功能对等理论分析广告的翻译

发布时间：2018-04-15 08:25

本文选题：广告翻译 + 功能对等　；参考：《天津理工大学》2008年硕士论文

【摘要】： 语言是传递信息和交流情感的手段,翻译则是众多语言活动中的一种,它是将一种语言用另一种语言重新表达出来的语言实践活动。在我国,随着经济的高速发展中国加入世界贸易组织以及全球经济一体化进程加快,我们的国际交流与合作领域不断扩大,对外商贸活动也日益增加,而语言是做好商贸工作的基本条件,我们要让外国了解中国,了解中国的产品,于是,广告便成了我国一门新兴的产业,如今广告作为产品的一种主要促销手段,已经深入到社会的各个角落,成为人们日常生活不可缺少的部分。每当你打开一张报纸,翻开一本杂志,打开电视机或者走在大街上都会有广告映入你的眼帘,广告无处不在,无时不有。广告作为一种特殊的应用文体,其最终的目的是吸引读者的注意力,促使读者采取行动购买宣传的产品或者服务。于是对于广告的翻译,应当采用的理论依据,不同的学派持有不同的观点。本文认为,美国的翻译学家尤金奈达大力提倡的“功能对等”理论,可以突出翻译的交际功能,是广告翻译的指导理论。本文分为五部分,试用尤金奈达的“功能对等”理论分析广告语言的翻译。在翻译广告文字时,无论是英译汉还是汉译英,都必须突出广告的功能,即,吸引消费者的注意,促使他们去购买广告中宣传的产品或服务。不能只满足于字面上的翻译,必须是语言翻译得精准又地道,尤其是把原文中的“潜台词”或言外之意表达出来,奈达的理论中提到“目的语读者对对目的语的反应与原语读者对原语的反应在一定程度上是一样的”,此外再利用些技巧和手段把广告的个性表现出来。由此可以看出,奈达的理论指导广告的翻译最为合适。本文中阐述广告的翻译不仅仅是语言的翻译而且也是不同文化的转换,由于不同国家的文化存在着不同程度的差异,各自的广告设计也有各自的特色,在广告为翻译的同时,必须考虑到对方广告的语言和文化特色,以及对方消费者的文化习惯和思想意识。在翻译的过程中,译者当作再创造和研究的过程,投入大量的心血和劳动。只有这样才能在充分消化原文的意思和掌握原文的特点的基础上,翻译出具有欣赏价值和市场效益的广告语言。
[Abstract]:Language is a means to convey information and communicate emotions, while translation is one of many language activities. It is a practical activity in which one language is re-expressed in another language.In China, with the rapid development of the economy, China's accession to the World Trade Organization and the acceleration of the process of global economic integration, our field of international exchanges and cooperation is constantly expanding, and foreign trade and trade activities are increasing day by day.And language is the basic condition for doing a good job in commerce and commerce. We want foreign countries to understand China and their products. As a result, advertising has become a new industry in China. Now advertising is a major means of promoting products.It has gone deep into every corner of society and become an indispensable part of people's daily life.Every time you open a newspaper, open a magazine, turn on a TV, or walk down the street, you get ads everywhere.Advertising as a special applied style, its ultimate purpose is to attract the attention of readers and urge them to take action to purchase the advertised products or services.Therefore, different schools hold different views on the theoretical basis of advertising translation.This paper argues that the "functional equivalence" theory strongly advocated by Eugene Nida, an American translator, can emphasize the communicative function of translation and is the guiding theory of advertising translation.This paper is divided into five parts, using Eugene Nida's functional equivalence theory to analyze the translation of advertising language.In translating advertising text, whether English-to-Chinese or Chinese-English translation, it is necessary to highlight the function of advertising, that is, to attract the attention of consumers and to urge them to purchase the products or services advertised in the advertisements.We must not just be satisfied with literal translation, but must be precise and authentic in language translation, especially in expressing the "subtext" or the implied meaning of the original text.In Nida's theory, it is mentioned that "the target language reader's response to the target language is to a certain extent the same as the original reader's response to the target language", and some techniques and techniques are used to display the advertising personality.It can be seen that Nida's theory is the most appropriate guide for advertising translation.This paper expounds that advertising translation is not only the translation of language but also the transformation of different cultures. Because of the different degrees of cultural differences in different countries, the advertising design has its own characteristics, while the advertisement is translated.We must take into account the language and cultural characteristics of each other's advertisements, as well as the cultural habits and ideology of the opposite party's consumers.In the process of translation, the translator spends a lot of effort and effort as a process of re-creation and research.Only in this way can the advertising language with appreciative value and market benefit be translated on the basis of fully digesting the meaning of the original text and mastering the characteristics of the original text.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315.9

【引证文献】