从符号学角度谈广告翻译
发布时间：2018-10-19 14:21
【摘要】：本文从符号学的角度对广告翻译进行了尝试性的探索。随着全球化趋势的发展，越来越多的公司成为跨国公司。为了节省成本，这些公司在进入外国市场或在外国市场进行扩张时，常常使用广告翻译。由于大多数消费者都通过广告译文了解这些公司及其产品，，因此在这一过程中，翻译成为营销成败的决定性因素。如商标词的翻译直接关系到公司能否建立起正面形象并给消费者留下深刻印象，而广告标语及文本的翻译能够决定营销成果是否令人满意。因此，译者需要使用一定的手段吸引消费者，而不仅仅是忠实地进行语言转换。换而言之，广告翻译必须与众不同才能抓住接收者的注意力。要想做出优秀的广告翻译，译者需要：1．熟悉广告的目的，功能，设计过程，结构及语言特征；2．找到一种深刻、实用的理论指导翻译活动；3．灵活运用一些实用的翻译技巧。作为最为复杂的符号系统，语言属于符号学的研究范畴。翻译活动与语言密切相关，涉及到在不同语码系统之间进行符号的使用、阐释及掌控。因此本文将广告翻译建立在符号学的基础之上。对广告翻译进行符号学分析，译者可以更加清楚地看到信息是怎样通过符号的组合而传递的，进而在目标语中根据目标语符号系统的编码规则再造能够产生同样信息的符号组合。在这一过程中，译者应当重视文化因素，因为文化因素常常是翻译的困难所在。广告是对社会的反映，它不是在文化真空中产生的，而是由依附于特定文化的符号组成。由于大部分符号都属于某一特定的文化，当广告从一个文化翻译到另一个文化中使用时，会产生一定的问题。因此广告翻译不仅仅意味着在目标语中实现语言对等，而且意味着要给予广告所传递的信息足够的重视，以确保译文实现和原文相同的功能。本文从符号学的角度分析了广告翻译中的文化问题，并对此提出了一些解决方法。最后，在这些理论和分析的基础
[Abstract]:This paper attempts to explore advertising translation from the perspective of semiotics. With the development of globalization, more and more companies become multinational corporations. To save costs, these companies often use advertising translations when entering or expanding in foreign markets. Since most consumers understand these companies and their products through advertising translations, translation becomes a decisive factor in marketing success or failure. For example, the translation of trademark words is directly related to whether the company can establish a positive image and impress consumers, while the translation of advertising slogans and texts can determine whether the marketing results are satisfactory or not. Therefore, translators need to use certain means to attract consumers, not just faithful language conversion. In other words, advertising translation must be different in order to capture the attention of the recipient. In order to achieve good advertising translation, the translator needs to be familiar with the purpose, function, design process, structure and linguistic characteristics of the advertisement, and find a profound and practical theory to guide the translation activities; 3. Flexible use of some practical translation techniques. As the most complex symbolic system, language belongs to the category of semiotics. Translation activities are closely related to language, involving the use, interpretation and control of symbols between different code-systems. Therefore, advertising translation is based on semiotics. Through semiotic analysis of advertising translation, the translator can see more clearly how information is transmitted through the combination of symbols. Then, according to the coding rules of the target language symbol system, the symbol combination which can produce the same information can be reconstructed in the target language. In this process, translators should pay attention to cultural factors, because cultural factors are often the difficulty of translation. Advertising is a reflection of society. It is not produced in a cultural vacuum, but is made up of symbols attached to a particular culture. Since most symbols belong to a particular culture, some problems arise when advertising is translated from one culture to another. Therefore, advertising translation means not only the realization of language equivalence in the target language, but also the importance of giving enough attention to the information conveyed by the advertisement in order to ensure that the translation achieves the same function as the original text. This paper analyzes the cultural problems in advertising translation from the perspective of semiotics and puts forward some solutions. And finally, on the basis of these theories and analyses,
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H059
本文编号：2281395
[Abstract]:This paper attempts to explore advertising translation from the perspective of semiotics. With the development of globalization, more and more companies become multinational corporations. To save costs, these companies often use advertising translations when entering or expanding in foreign markets. Since most consumers understand these companies and their products through advertising translations, translation becomes a decisive factor in marketing success or failure. For example, the translation of trademark words is directly related to whether the company can establish a positive image and impress consumers, while the translation of advertising slogans and texts can determine whether the marketing results are satisfactory or not. Therefore, translators need to use certain means to attract consumers, not just faithful language conversion. In other words, advertising translation must be different in order to capture the attention of the recipient. In order to achieve good advertising translation, the translator needs to be familiar with the purpose, function, design process, structure and linguistic characteristics of the advertisement, and find a profound and practical theory to guide the translation activities; 3. Flexible use of some practical translation techniques. As the most complex symbolic system, language belongs to the category of semiotics. Translation activities are closely related to language, involving the use, interpretation and control of symbols between different code-systems. Therefore, advertising translation is based on semiotics. Through semiotic analysis of advertising translation, the translator can see more clearly how information is transmitted through the combination of symbols. Then, according to the coding rules of the target language symbol system, the symbol combination which can produce the same information can be reconstructed in the target language. In this process, translators should pay attention to cultural factors, because cultural factors are often the difficulty of translation. Advertising is a reflection of society. It is not produced in a cultural vacuum, but is made up of symbols attached to a particular culture. Since most symbols belong to a particular culture, some problems arise when advertising is translated from one culture to another. Therefore, advertising translation means not only the realization of language equivalence in the target language, but also the importance of giving enough attention to the information conveyed by the advertisement in order to ensure that the translation achieves the same function as the original text. This paper analyzes the cultural problems in advertising translation from the perspective of semiotics and puts forward some solutions. And finally, on the basis of these theories and analyses,
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H059
【引证文献】
相关期刊论文 前1条
1 汤金霞;侯广旭;;社会符号学视角下商品广告跨文化翻译的语用意义[J];南京农业大学学报(社会科学版);2009年02期
本文编号：2281395
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