从目的论的角度谈汉语广告的英译

发布时间：2018-04-21 06:41

本文选题：目的论 + 预期功能　；参考：《厦门大学》2006年硕士论文

【摘要】： 随着世界经济的迅猛发展及中国加入世界贸易组织,全球范围内的商品流通速度更快,范围更广。越来越多的国外商品进入中国,与此同时,国内的许多厂家也把他们的产品推向国际市场。要想自己的产品在国际市场上更有竞争力,众厂家必需使用恰当的广告以便他们的产品服务更好的为国外消费者了解并接受。因而,汉语广告英译对众厂家瞄准国际市场实现产品促销具有重要作用。研究汉语广告英译具有重要的现实意义和实用价值。广告翻译不同于一般的文学翻译。由于写作风格及动机不同,翻译目的也有所不同。不必说,广告翻译最重要的目的是广告以便促销产品服务,然而另一方面,文学翻译的主要目的是美学和艺术欣赏。广告翻译不同于一般的科技翻译,因为科技翻译的主要目的是将科技知识介绍给读者。目的论认为翻译本质上作为一种有目的的跨文化交际,应当把译文在译语文化中起到的功能作为首要参考。这就是弗米尔所说的目的原则。根据这一理论,本文认为译文预期功能的实现是汉语广告翻译的主要原则。本文试图把弗米尔的目的论作为汉语广告英译的理论指导。本文除了引言和结论外还包括四个章节。引言作为第一部分,介绍本文的研究背景,研究目的,以及本文的组织框架。第二章是文献综述部分。作者通过对前人翻译理论的评述,指出用他们做广告英译指导理论的局限性。之后简要介绍了弗米尔的目的论。作者指出了目的论是指导汉语广告英译的有效理论。在第三章中,作者首先介绍了广告的相关知识,随后比较了汉英广告在词汇、语法特征及写作风格方面的异同。作者在第四章中阐述了汉语广告英译的目的,分析了汉语广告英译的原则。详细论证了目的论三原则与汉语广告英译之间的关系,并提出了实用的翻译策略。在第五章中,作者首先阐述了语言、文化与汉语广告翻译的关系。之后,分析了文化因素及其对汉语广告英译的影响。并指出在汉语广告英译中的文化调整的必要性。在文章的最后,结论部分,作者再次强调目的论对于指导汉语广告英译有效。同时,作者指出本文对翻译研究可能具有的贡献。
[Abstract]:With the rapid development of the world economy and China's entry into the World Trade Organization, the global circulation of commodities is faster and wider. More and more foreign goods enter China, at the same time, many domestic manufacturers also push their products to the international market. In order for their products to be more competitive in the international market, manufacturers must use appropriate advertisements so that their products and services can be better understood and accepted by foreign consumers. Therefore, the translation of Chinese advertisements plays an important role in the promotion of products aimed at the international market. It is of great practical significance and practical value to study the translation of Chinese advertisements into English. Advertising translation is different from general literary translation. Due to different writing styles and motivations, translation purposes are different. Needless to say, the most important purpose of advertising translation is advertising in order to promote products and services. On the other hand, the main purpose of literary translation is aesthetic and artistic appreciation. Advertising translation is different from general scientific translation, because the main purpose of scientific translation is to introduce scientific and technological knowledge to readers. Skopos theory holds that translation is essentially a purposeful cross-cultural communication and the primary reference should be the function of the target text in the target culture. This is what Vermeer calls the principle of purpose. According to this theory, this paper holds that the realization of the expected function of the translation is the main principle of Chinese advertising translation. This paper attempts to use Vermeer's Skopos Theory as a theoretical guide for the translation of Chinese advertisements into English. In addition to the introduction and conclusions, this paper also includes four chapters. Introduction as the first part, this paper introduces the research background, research purposes, and the organizational framework of this paper. The second chapter is the literature review part. By reviewing the previous translation theories, the author points out the limitations of using them to guide English translation. Then it briefly introduces Vermeer's teleology. The author points out that Skopos theory is an effective theory to guide English translation of Chinese advertisements. In the third chapter, the author first introduces the relevant knowledge of advertising, and then compares the similarities and differences between Chinese and English advertising in terms of vocabulary, grammatical features and writing style. In the fourth chapter, the author expounds the purpose of translating Chinese advertisements into English and analyzes the principles of translating Chinese advertisements into English. The relationship between Skopos theory and Chinese advertising translation is discussed in detail, and practical translation strategies are put forward. In the fifth chapter, the author first expounds the relationship between language, culture and Chinese advertising translation. Then, it analyzes the cultural factors and their influence on the translation of Chinese advertisements. It also points out the necessity of cultural adjustment in English translation of Chinese advertisements. At the end of the thesis, the author emphasizes that Skopos theory is effective in guiding the translation of Chinese advertisements. At the same time, the author points out the possible contribution of this thesis to translation studies.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H315.9

【引证文献】