诗型广告汉译的可行性原则：功能对等

发布时间：2018-10-20 10:58

【摘要】： 广告已经成为现代人经济文化生活中不可缺少的一部分。诗歌这种高雅的艺术被引入经济领域,并起到独特的商业效果。其独特的商业效果来源于诗型广告独特的“三美”—音美、“意美”和辞美。诗型广告为语言研究和翻译研究提供了新的素材。广告翻译不再是传统意义上的翻译,应注意使原语言和目标语言达到语义、社会文化等方面的对等;应围绕广告应该具有的四种功能特性—Attention(注意),Interest(兴趣),Desire(欲望),Action(行动)进行翻译,通过广告刺激消费者的购买欲望,最终达到广告的商业目的—促进销售。第一章介绍了英语诗型广告的文体特征以及它在翻译中的制约因素。广告的主要功能是促使消费者购买某种产品或建立对某个品牌的好感和信赖。广告及其翻译都要受到多种因素的制约,即广告法律法规的制约、广告营销策略的制约、广告语言的制约和广告中文化因素的制约等。第二章简介了语言功能的分类、广告语言的功能以及功能对等理论发展。重点介绍了奈达的功能对等理论及其精华“内容由于形式”、“读者反应论”。奈达指出,对等是“最切近而又自然的对等”(Nida,2001:91)。为保存原作内容,必须改变形式。其变动程度的大小必须视不同语言之间在语言和文化上的距离大小而定(Nida Taber,2004:5)。同时指出要将原语文本读者的理解和欣赏方式与译语文本接受者理解和欣赏的方式进行比较;译文接受者与信息关系必须与原文接受者与信息关系大体一致;作者应让读者理解原文本中话语的整体意义和内容、接受其观念和情感(Nida Taber,2004:205)。第三章通过实际翻译案例的研究,发现运用功能对等原则来指导诗型广告翻译研究是可行的,它有利于再现诗型广告之美,有利于信息传递,有利于读者接受,有利于实现广告功能。该途径下的一系列理论对于诗型广告这种独特的实用文体的翻译具有很好的指导作用。
[Abstract]:Advertising has become an indispensable part of modern economic and cultural life. The elegant art of poetry was introduced into the economic field and had a unique commercial effect. Its unique commercial effect originates from the unique "three beauty" of poetic advertisement-sound beauty, meaning beauty and rhetoric beauty. Poetic advertising provides new materials for language research and translation studies. Advertising translation is no longer a traditional translation, we should pay attention to the original language and the target language to achieve semantic, social and cultural equivalence; The four functional features of advertising should be translated around Attention (notice), Interest ('s interest in), Desire (desire), Action (Action) to stimulate consumers' purchase desire through advertising, and finally to achieve the commercial purpose of advertising to promote sales. Chapter one introduces the stylistic features of English poetic advertising and its restrictive factors in translation. The main function of advertising is to encourage consumers to buy a product or build a good impression and trust in a brand. Advertising and its translation are restricted by many factors, such as the restriction of advertising laws and regulations, the restriction of advertising marketing strategy, the restriction of advertising language and the restriction of cultural factors in advertising. Chapter two introduces the classification of language function, the function of advertising language and the development of functional equivalence theory. Nida's functional equivalence theory and its essence, "content due to form" and "Reader's response Theory", are emphatically introduced. Nida points out that equivalence is "the closest and natural equivalence" (Nida,2001:91). In order to preserve the original content, the form must be changed. The degree of variation must depend on the language and cultural distance between languages (Nida Taber,2004:5). At the same time, it is pointed out that in order to compare the understanding and appreciation mode between the readers of the original language and the readers of the translated language, the relationship between the target text and the information must be basically the same as the relationship between the original text and the information. The author should make the reader understand the whole meaning and content of the discourse in the original text and accept its concept and emotion (Nida Taber,2004:205). The third chapter finds that it is feasible to use the principle of functional equivalence to guide the study of poetic advertising translation, which is beneficial to the reproduction of the beauty of poetic advertising, the transmission of information and the acceptance of readers. It is advantageous to realize advertisement function. A series of theories based on this approach can guide the translation of poetic advertising as a unique and practical style.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H315.9

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