关联理论视野下的广告翻译研究

发布时间：2018-05-08 05:02

本文选题：广告翻译 + 关联理论　；参考：《四川外语学院》2008年硕士论文

【摘要】： 广告作为现代商业社会的推动力,已成为我们生活中不可或缺的一部分,它无处不在,无时不存,影响着社会生活的各个方面。它是推动经济进程的重要工具,对现代社会施加着巨大的心理影响力。随着国际贸易及经济全球化进程的飞速发展,广告及其翻译在国际交流中的重要作用日益凸显。作为一种特殊的综合性艺术,广告的创作及推行都处于经济学、哲学、心理学、美学等学科的影响下,这就决定了广告研究的多面性及广告文体的特殊性。近年来,越来越多的语言学家和翻译学家对广告翻译给予密切的关注。学者们从不同角度对这一问题进行了分析研究,并取得了一定成就。然而,人们更多的是用传统的理论和方法来分析研究广告翻译。尽管有一些研究者已经注意到了将关联理论用于指导广告翻译的实用性,但是他们并未对此问题展开系统和全面的研究,特别是在俄语领域,几乎没有关于此类问题的研究。既然广告是一种形式、功能特殊的文体,传统翻译理论中的“信、达、雅”原则和强调译文与原文“忠实”、“等值”的翻译策略已经无法适应广告翻译的客观要求,不能取得积极的社会效应。而这些翻译策略指导下的广告译文无法抓住广告受众的心理,达不到诱导和说服广告受众实施购买行为的目的,无法给企业带来经济效益,因此,这样的广告翻译是失败的,这些传统的翻译理论不适合用于指导广告翻译。本文基于广告翻译的特殊性,从关联理论的角度出发来探讨广告翻译的过程以及策略。关联理论是从认知学的角度研究交际的新的方法论。它认为交际是一个明示—推理过程。关联理论的核心就是寻求最佳关联性原则:即话语理解时付出有效的努力并获得足够的语境效果。关联理论认为翻译是一种对原文进行阐释和推理的过程,目的在于再现原文作者的交际意图。这一观点对广告翻译具有强大的解释力。广告是一种特殊的言语交际行为。无论是商业广告还是非商业广告,广告商都会通过明示的手段对某种观念或产品等进行宣传或推销,广告受众则借助常识等认知语境进行思辨、推理,从而理解广告商的真正意图。在进行广告翻译时,应以最佳关联为翻译的目标:即广告译文受众接收广告译文时不需要作过多的努力就能获得广告译文意欲传达的信息,产生足够的语境效果,实现广告的交际意图。足够的语境效果取决于广告译文的信息和广告受众的认知语境相互作用的结果。因此广告翻译要实现最佳关联,这就要求译者研究广告受众的认知语境,针对其特征,创立受众认知易于接受,同时又能产生足够广告效应的文本,从而实现广告商的意图,诱导广告受众接受其产品或服务。本文的研究目的在于:在总结前人在翻译领域中取得的研究成果的基础上,从新的视角出发来研究广告翻译并解决翻译过程中可能碰到的各种情况。正如前面所说,该任务的完成对于广告宣传产品在国际市场上的推广意义巨大。本文的学术新意在于:首次从关联理论的角度出发来探讨俄汉广告互译,描述广告翻译的过程,揭示广告翻译的方法和策略。本文的理论意义在于:本文的研究对今后语用翻译理论基础的形成,翻译中推理过程的概念以及从关联理论的视角研究一系列具有普遍理论意义的问题提供了必要的原则和方法。本文的现实意义在于:本文提出的方法和策略能用于解决广告翻译实践中出现的问题,并能够完善广告译文的创作。本文由前言、正文四章、结语及参考文献构成。前言部分简述了选题的现实性,交代了研究目的、学术新意、理论意义和现实意义,并简单介绍了论文结构。第一章论述了广告的几个基本概念。分析了广告的定义、特征以及目的,指出广告文的功能以及结构,研究了广告语言的作用以及特征。第二章展开对关联理论的论述。研究了关联理论的基本原理:语境效果、关联原则、最佳关联、认知语境、互明以及明示—推理交际。从关联理论的视野出发分析并研究了翻译理论。揭示了译者在翻译的明示—推理过程中的作用。第三章从关联理论的角度出发分析研究了广告翻译的过程以及方法。第四章通过对具体广告实例的分析来揭示了从关联理论角度指导广告翻译的策略。为了克服文化以及语言的差异,译者必须突破广告原文对译文形式上的束缚,采用一些在过去被认为是违背了翻译理论标准的翻译方法和策略,例如:创新删译、意义扩译和创造性改译。这些翻译策略在关联理论中能够得到充分解释,能有效克服国际广告中的种种障碍,实现广告主的交际意图:诱导消费者接受其产品和服务。结语部分对全文进行了回顾和总结,并得出了基本结论: 1.根据“翻译目的论”的原理,广告翻译的主要目的在于对消费者施加影响,激起他的兴趣,刺激他的欲望,促成他的购买行动。在广告翻译中,译者应该考虑下列因素:广告目的、消费者特征、广告原文的语言性质、广告受众的语言文化特性等诸多方面。 2.关联理论是从认知角度研究交际的新的方法论,它把翻译看作是一个认知推理的交际过程。这一理论认为,广告翻译是一种语用翻译,它的目的在于译文能和原文一样对广告受众施加等效的语用影响力,即广告译文在受众的认知环境中能产生等效的语境效果,激起广告受众的购买欲望,促成其实施购买行为。关联理论的推理本质在广告翻译过程中赋予了译者更多的自由。 3.鉴于目标受众认知环境,审美情趣,消费观念,价值取向,语言特征等方面存在着很大的不同,译者可以采用下列翻译方法和策略:创新删译,意义扩译和创新性改译。这些方法与传统翻译方法的不同之处在于必要时通过改变广告的语言形式甚至文本的内容信息,从而达到与原文相当的语用效果。它们能解决广告翻译中那些过去认为是不可译的难题。总之,在广告翻译中,译者需要考虑到广告受众的文化特征、语言及认知结构,获取广告原文的语用效果,然后在翻译过程中进行推理并决定该译什么和怎样翻译。
[Abstract]:As the driving force of modern commercial society, advertising has become an indispensable part of our life. It is ubiquitous, time and time, affecting all aspects of social life. It is an important tool to promote the economic process and exerts great psychological influence on modern society. With the rapid development of international trade and economic globalization Development, advertising and its translation play an increasingly important role in international communication. As a special comprehensive art, the creation and implementation of advertising are under the influence of economics, philosophy, psychology, aesthetics and other disciplines. This determines the versatility of advertising research and the particularity of advertising style.
In recent years, more and more linguists and translators have paid close attention to advertising translation. Scholars have made an analysis of this problem from different angles and achieved certain achievements. However, more and more people use traditional theories and methods to analyze and study advertising translation. Although some researchers have noticed that The relevance theory is used to guide the practicality of advertising translation, but they do not carry out systematic and comprehensive research on this problem, especially in the field of Russian, with little research on such problems.
Since advertising is a form, a special style of style, the principle of "faith, Da, elegance" in the traditional translation theory and the emphasis on "faithfulness" in the translation and the original text, the translation strategy of "equal value" can not adapt to the objective requirements of advertising translation and can not achieve positive social effects. The psychology of the advertising audience is not able to induce and persuade the advertising audience to carry out the purchase behavior, which can not bring economic benefits to the enterprises. Therefore, such advertising translation is a failure. These traditional translation theories are not suitable for guiding advertising translation.
Based on the particularity of advertisement translation, this paper discusses the process and strategy of advertising translation from the perspective of relevance theory.
Relevance theory is a new methodology in the study of communication from the perspective of cognition. It believes that communication is an ostensive inferential process. The core of relevance theory is to seek the best relevance principle, that is, to pay effective efforts and to obtain sufficient contextual effects in discourse comprehension. The purpose of rationale is to reproduce the communicative intention of the original author. This view has powerful explanatory power in advertising translation.
Advertising is a special kind of verbal communication. Whether it is commercial or non commercial advertising, advertisers will publicize or sell some ideas or products by means of explicit means. The advertising audience thinks and reasoning with the help of common sense and other cognitive contexts, thus understanding the true intentions of advertisers. The goal of translation is the best relevance. That is, when the audience receives the advertisement translation, it does not need much effort to obtain the information intended to be conveyed by the advertisement translation, and produces enough contextual effects to realize the communicative intention of the advertisement. The effect of the context depends on the interaction between the information of the advertisement translation and the cognitive context of the advertisement audience. As a result, it is necessary for the translator to achieve the best relevance, which requires the translator to study the cognitive context of the advertising audience, to create a text that is easily accepted by the audience, and to produce enough advertising effects to achieve the advertiser's intention, and to induce the advertisement to accept its products or services.
The purpose of this study is to study the achievements of previous studies in the field of translation and to study advertising translation and to solve the possible situations in the process of translation from a new perspective. As mentioned earlier, the completion of this task is significant to the promotion of advertising products in the international market.
The new idea of this paper is to explore the process of advertising translation in Russian and Chinese from the perspective of relevance theory, and to reveal the methods and Strategies of advertising translation.
The theoretical significance of this paper is that the study of this paper provides the necessary principles and methods for the formation of the theoretical basis of pragmatic translation, the concept of the process of reasoning in translation and the study of a series of problems with universal theoretical significance from the perspective of relevance theory.
The practical significance of this paper is that the methods and strategies proposed in this paper can be used to solve the problems arising from the practice of advertisement translation and improve the creation of advertisement translation.
This paper is composed of preface, four chapters, epilogue and references.
The preface briefly describes the reality of the topic, explains the research purpose, academic innovation, theoretical significance and practical significance, and briefly introduces the structure of the thesis.
The first chapter discusses the basic concepts of advertising, analyzes the definition, features and purposes of advertising, points out the function and structure of the advertisement, and studies the role and characteristics of the advertising language.
The second chapter discusses the theory of relevance. It studies the basic principles of Relevance Theory: contextual effect, association principle, optimal relevance, cognitive context, mutual clarity and ostensive inferential communication.
The third chapter analyzes the process and methods of advertising translation from the perspective of relevance theory.
The fourth chapter reveals the strategy of guiding advertising translation from the perspective of relevance theory through the analysis of specific advertising examples. In order to overcome cultural and linguistic differences, translators must break through the binding of the original text to the translation form, and adopt some translation methods and strategies that have been considered contrary to the theory of translation in the past, for example: These translation strategies can be fully explained in the relevance theory, which can effectively overcome the obstacles in international advertising and realize the communicative intention of the advertisers: to induce consumers to accept their products and services.
The conclusion part reviews and summarizes the full text and draws the basic conclusion:
1. according to the principle of "translation skopos theory", the main purpose of advertising translation is to exert influence on consumers, arouse his interest, stimulate his desire and promote his purchase action. In advertising translation, the translator should consider the following factors: advertising purposes, consumer characteristics, the language nature of the original advertisement, and the language and culture of the advertising audience. There are many aspects of sex.
2. the theory of relevance is a new methodology that studies communication from a cognitive perspective. It regards translation as a communicative process of cognitive reasoning. This theory holds that advertising translation is a pragmatic translation. Its purpose is that the target translation can exert the equivalent pragmatic influence on the advertising audience as the original is, that is, the advertisement translation is in the audience's cognitive environment. It can produce the equivalent context effect, arouse the desire of the advertising audience to purchase, and promote the purchase behavior. The essence of relevance theory gives the translator more freedom in the process of advertising translation.
3. in view of the cognitive environment of the target audience, the aesthetic interest, the consumption concept, the value orientation, and the linguistic features, the translator can adopt the following translation methods and strategies: innovation, meaning expansion and innovative translation. The differences between these methods and the traditional translation methods lie in the need to change the language of advertising when necessary. Form and even the content information of the text, so as to achieve the same pragmatic effect as the original text. They can solve the difficult problems in the advertisement translation which used to be untranslatable.
In a word, in advertising translation, the translator needs to take into account the cultural features of the audience, the language and the cognitive structure, to obtain the pragmatic effect of the original advertisement, and then to make a reasoning and determine what to translate and how to translate in the process of translation.

【学位授予单位】：四川外语学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315.9

【参考文献】