许渊冲三美理论视角下的诗型广告翻译研究

发布时间：2018-10-12 16:16

【摘要】：语言是传递信息和交流感情的手段，翻译是一种语言用另一种语言重新表达出来的语言实践活动，它是众多语言活动中的一种。随着经济的高速发展以及全球经济一体化进程的加快，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。语言是做好商贸工作的基本条件，而广告作为产品的一种主要促销手段早已经成为现代人经济文化生活中不可缺少的一部分。随着人们欣赏能力的提高以及对美的无限追求，诗歌这种高雅的语言艺术也已经被引入到商业广告领域，并以其独特的文体特征“三美”---音美，形美和意美，起到了独特的商业效果。这种新型广告叫做诗型广告，它是诗歌和广告的集合体。诗型广告对翻译研究引出了更多的问题和难点，同时，它也为语言研究和翻译研究提供了新的素材。本文以许渊冲的三美原则为指导，探讨了诗型广告翻译。诗型广告翻译不再是传统意义上的翻译，它注重以语言美来增强译文的广告功能--通过诗性语言刺激消费者的购买欲望，最终达到广而告之促进销售的商业目的。而三美原则以再现原文的音美，形美和意美为准则，以使译文读者知之，好之和乐之为目的，因此，它为解决诗型广告翻译的问题提供了崭新而有效的方法。本文包括以下五个章节。第一章首先阐述了本文的研究背景，研究意义以及本文的整体框架。第二章介绍了诗型广告的定义，特征及其翻译研究现状，并阐释了在翻译过程中译者所受到的各种制约以及对译者的特别要求。第三章介绍了许渊冲其人以及其三美原则的理论背景，主要内容和应用优点。第四章，作者在前几章的基础上，以三美原则为指导，从诗型广告翻译中的几对矛盾入手，包括科学与艺术，真与美，刨与译以及美的传递的解决等，，对诗型广告翻译的本质和标准进行了一系列的探索。同时，以翻译实例为个案分析，探讨了三美原则在诗型广告翻译领域中的应用方法。此外，也归纳出三美原则应用于诗型广告翻译的意义，即，有利于信息的传递，有利于读者接受，有利于实现广告的功能。第五章总结了本研究的主要发现，并对本文的不足之处以及诗型广告翻译问题的进一步研究作了阐述。
[Abstract]:Language is a means of transmitting information and exchanging feelings. Translation is a language practice reexpressed in another language, and it is one of many language activities. With the rapid economic development and the acceleration of the process of global economic integration, our international exchanges and cooperation fields are expanding, and foreign trade and trade activities are increasing day by day. Language is the basic condition for doing a good job in commerce and trade, and advertising, as a major means of promotion of products, has long been an indispensable part of modern economic and cultural life. With the improvement of people's appreciation ability and the infinite pursuit of beauty, the elegant language art of poetry has also been introduced into the field of commercial advertisement, and with its unique stylistic features, "three beauties"-sound beauty, form beauty and meaning beauty. Has played a unique commercial effect. This new type of advertising is called poetic advertising, it is a combination of poetry and advertising. Poetic advertising brings more problems and difficulties to translation studies, and it also provides new materials for language research and translation studies. Under the guidance of Xu Yuanchong's three-Beauty principle, this paper probes into the translation of poetic advertisements. Poetic advertising translation is no longer a traditional translation. It emphasizes the beauty of language to enhance the advertising function of the target text, which stimulates consumers' desire to buy through poetic language, and finally achieves the commercial purpose of promoting sales by advertising. The principle of "three Beauties" is based on the principle of reproducing the sound beauty, the form beauty and the meaning beauty of the original text, so as to make the target readers know about them and make them happy, so it provides a new and effective way to solve the problem of translation of poetic advertisements. This article includes the following five chapters. The first chapter describes the research background, research significance and the overall framework of this paper. The second chapter introduces the definition, characteristics and current situation of translation studies of poetic advertising, and explains the constraints on the translator and the special requirements for the translator in the process of translation. The third chapter introduces Xu Yuanchong's theory background, main content and application advantages. The fourth chapter, based on the previous chapters and guided by the principle of "three Beauties", starts with several pairs of contradictions in the translation of poetic advertisements, including science and art, truth and beauty, planing and translation, and the solution of the transmission of beauty, etc. This paper explores the nature and standards of translation of poetic advertisements. At the same time, the paper discusses the application of the three-beauty principle in the field of translation of poetic advertisements. In addition, the paper concludes the significance of the application of the three-beauty principle to the translation of poetic advertisements, that is, it is beneficial to the transmission of information, to the acceptance of readers and to the realization of the functions of advertisements. Chapter five summarizes the main findings of this study, and expounds the shortcomings of this study and the further research on the translation of poetic advertisements.
【学位授予单位】：广西师范学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H315.9

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