功能理论视角下的法语广告汉译策略

发布时间：2018-05-07 12:48

本文选题：法语广告 + 功能主义翻译理论　；参考：《湘潭大学》2007年硕士论文

【摘要】： 随着国际贸易的飞速发展和跨国公司的迅猛壮大,广告翻译在国际交流中的重要作用日益凸现。然而在中国,广告翻译尚未得到充分发展。作为翻译学中的一个分支,广告翻译有着它自己的内在规律,因而需要对它进行系统的研究。本文从一个新的视角即功能派翻译理论出发来探讨法语广告汉译的基本策略,其目的在于帮助提高法语广告译文的质量,从而为促进两国经济和文化的交流作出贡献,与此同时,也通过借鉴法国经典广告的经验,为我国广告业的发展注入新的活力。传统的翻译理论中强调与原文“忠实”、“等值”的翻译策略已经无法满足广告翻译的客观需求。广告文体是一种具有极高商业价值的实用型文体,它的最终目的和主要功能就是要使消费者接受并购买它所宣传的商品和服务。如果一则广告达不到说服消费者实施购买行为的目的,这则广告无疑是失败和毫无价值的。与此同理,在广告翻译中,如果译文无法达到这样的目的和效果就不能算是成功的翻译。因此,在进行广告翻译和探讨广告翻译的基本策略时,必须把广告的特殊目的与翻译理论有机地结合起来。作为对传统翻译理论的一个重大突破和翻译理论研究的重要补充,由德国的莱斯、费米尔、诺德等学者所提出的功能翻译理论无疑为广告翻译的理论研究开辟了一个新视角。它以“目的论”为中心,强调目的文本在翻译过程中所起的作用。根据“目的论”的观点,所有翻译行为遵循的首要法则就是“目的法则”:翻译行为所要达到的目的决定整个翻译行为的过程,即目的决定方法。译文文本所要达到的目的是决定翻译策略的最重要的因素。而功能派翻译理论正是以目的文本及目的语文化为导向的。它强调译者应该利用各种资讯,并有权选择最适合实现译文预期功能的翻译策略。广告翻译应以目的语言为取向,这是因为不同语言背景下的广告有着各自的特点,尤其对于中文和法文这两种截然不同的语言。本文结合法语和汉语在词、句和修辞三个方面的不同特点,阐明了法语广告汉译中所必须遵循的基本策略——即以目的语言为取向进而重新设计的翻译策略。
[Abstract]:With the rapid development of international trade and the rapid expansion of multinational companies, advertising translation plays an increasingly important role in international communication. However, advertising translation has not been fully developed in China. As a branch of translation, advertising translation has its own internal laws, so it needs to be systematically studied. From a new perspective, functional translation theory, this paper discusses the basic strategies of translating French advertisements into Chinese. The purpose of this paper is to help improve the quality of the translation of French advertisements and thus contribute to the economic and cultural exchanges between the two countries. At the same time, by drawing lessons from the experience of classical advertising in France, we inject new vitality into the development of advertising industry in China. In traditional translation theory, the translation strategy of "faithfulness" and "equivalence" with the original text has failed to meet the objective needs of advertising translation. Advertising style is a kind of practical style with high commercial value. Its ultimate purpose and main function is to make consumers accept and purchase the goods and services it propagandizes. If an ad fails to persuade consumers to buy, it is undoubtedly unsuccessful and worthless. Similarly, in advertising translation, it is not a successful translation if the translation fails to achieve such a purpose and effect. Therefore, it is necessary to combine the special purpose of advertising with the theory of translation when carrying out advertising translation and discussing the basic strategies of advertising translation. As a major breakthrough in the traditional translation theory and an important supplement to the study of translation theory, the functional translation theory put forward by Les, Fimmel and Nord of Germany has undoubtedly opened up a new perspective for the theoretical study of advertising translation. It focuses on Skopos and emphasizes the role of Skopos in translation. According to Skopos Theory, the primary rule followed by all translation actions is the Skopos Rule: the process of Skopos determining the whole translation behavior, that is, the Skopos determination method. The purpose of the translated text is to determine the most important factors of translation strategy. The functionalist translation theory is guided by the target text and the target language culture. It emphasizes that translators should make use of all kinds of information and have the right to choose the translation strategies that are most suitable for the intended function of the translation. Advertising translation should be oriented to the target language, because advertisements in different language backgrounds have their own characteristics, especially for Chinese and French, which are two distinct languages. Combined with the different features of French and Chinese in terms of words, sentences and rhetoric, this paper expounds the basic strategies that must be followed in the translation of French advertisements into Chinese, that is, the translation strategies which are oriented to the target language and then redesigned.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H059

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