目的论视角下的汉语广告英译研究
发布时间：2018-10-30 08:27
【摘要】：随着全球经济的快速发展，各国之间进出口产品成为一个普遍现象。越来越多的厂家意识汉语广告的英译对于产品的推销非常重要。广告的英译的研究，具有非常大理论意义和实践意义。 广告，即广而告之，是指为了某一特定的目的需要，借助媒体，公开的并且广泛的向媒体进行宣传的一种手段。广告存在的意义就是促进消费。所以，在广告翻译过程中，仅仅忠实于源语文本往往不足以达到广告翻译的宣传目的。因此，本文从目的论角度对广告英译进行研究，为广告的英译带来全新的视角。 二十世纪七十年代，德国功能主义翻译理论家费米尔提出了目的论翻译理论。目的论以行为理论和跨文化交际理论为基础，认为任何行为都具有目的性。根据目的论，翻译是一个以源语文本的目的为导向，以目的语的接受者为目标，以实现源语文本的目的和功能为最终追求的过程。目的论的这些特点与广告翻译十分吻合，因此，目的论可以有效的指导汉语广告的英译。 本文以目的论为理论框架，对汉语广告的英译进行研究。根据研究得出，影响汉语广告英译的因素根据其来源不同，可分为语言学因素和非语言学因素两种。而在广告的英译过程中，为了更好的实现广告翻译的目的，有三大原则应当遵守：流畅性，精确性和简洁性。为了达到广告翻译的目的，作者在收集分析了大量成功广告的案例之后，提出了八种主要的翻译策略：（1）直译：对汉语广告直接翻译以保持汉语广告对消费者的呼吁效果。（2）意译：译者对原文的句子结构进行一定的调整以达到广告翻译的目的。（3）增译：在译文中增加一些解释或连接词使译文更易理解，从而更好的起到宣传作用。（4）创意：为了实现广告目的，可以脱离原文，创造性地进行翻译。（5）缩译：为了实现广告的简洁性，译者对过于繁琐的汉语广告进行一定的删减。（6）适应性翻译：指为了适应目标语的信仰和习惯，译者可以适当的调整源语文本，，这样有利于实现广告的目的。（7）仿译：使译文模仿国外著名的广告，谚语或者诗歌，使消费者对广告产生好感。（8）零译：故意的不对源语文本进行任何翻译以保持源语文本的原样，这有利于对中国文化的宣传，保持广告的中国特色。
[Abstract]:With the rapid development of the global economy, import and export products between countries have become a common phenomenon. More and more manufacturers are aware that the translation of Chinese advertisements into English is very important for the promotion of products. The study on the translation of advertisements into English is of great theoretical and practical significance. Advertising, that is, advertising, refers to a means of publicizing to the media openly and extensively in order to meet the needs of a specific purpose and with the aid of the media. The meaning of advertising is to promote consumption. Therefore, in the process of advertising translation, only faithful to the source language text is not enough to achieve the advertising purpose of advertising translation. Therefore, this paper studies the translation of advertisements from the perspective of Skopos theory, which brings a new perspective to the translation of advertisements. In the 1970 s, German functionalist translation theorist Fimmel put forward Skopos translation theory. Skopos theory is based on behavior theory and cross-cultural communication theory. According to Skopos Theory, translation is a process which is directed by the Skopos of the source language, which aims at the receiver of the target language, and takes the realization of the purpose and function of the source language as the ultimate pursuit. These characteristics of Skopos theory are consistent with advertising translation, so Skopos theory can effectively guide the translation of Chinese advertisements. Based on Skopos theory, this paper studies the translation of Chinese advertisements into English. According to the research, the factors affecting the translation of Chinese advertisements can be divided into linguistic factors and non-linguistic factors according to their different sources. In the process of translating advertisements into English, there are three principles: fluency, accuracy and brevity. In order to achieve the purpose of advertising translation, after collecting and analyzing a large number of successful advertising cases, Eight main translation strategies are proposed: (1) literal translation: direct translation of Chinese advertisements to maintain the appeal effect of Chinese advertisements to consumers. (2) Free translation: the translator adjusts the sentence structure of the original text to a certain extent. To the purpose of advertising translation. (3) add translation: add some explanations or connectives to the translation to make the translation more comprehensible. So as to play a better role in propaganda. (4) creativity: in order to achieve the purpose of advertising, can be separated from the original, creative translation. (5) contraction: in order to achieve the simplicity of advertising, (6) Adaptive translation: in order to adapt to the beliefs and habits of the target language, the translator can adjust the source language text appropriately. This is conducive to the purpose of advertising. (7) parody: make the translation imitate famous foreign advertisements, proverbs, or poems. (8) zero translation: deliberately do not do any translation of the source language text in order to maintain the source language version of the original, which is conducive to the promotion of Chinese culture, to maintain the Chinese characteristics of advertising.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H315.9
本文编号：2299476
[Abstract]:With the rapid development of the global economy, import and export products between countries have become a common phenomenon. More and more manufacturers are aware that the translation of Chinese advertisements into English is very important for the promotion of products. The study on the translation of advertisements into English is of great theoretical and practical significance. Advertising, that is, advertising, refers to a means of publicizing to the media openly and extensively in order to meet the needs of a specific purpose and with the aid of the media. The meaning of advertising is to promote consumption. Therefore, in the process of advertising translation, only faithful to the source language text is not enough to achieve the advertising purpose of advertising translation. Therefore, this paper studies the translation of advertisements from the perspective of Skopos theory, which brings a new perspective to the translation of advertisements. In the 1970 s, German functionalist translation theorist Fimmel put forward Skopos translation theory. Skopos theory is based on behavior theory and cross-cultural communication theory. According to Skopos Theory, translation is a process which is directed by the Skopos of the source language, which aims at the receiver of the target language, and takes the realization of the purpose and function of the source language as the ultimate pursuit. These characteristics of Skopos theory are consistent with advertising translation, so Skopos theory can effectively guide the translation of Chinese advertisements. Based on Skopos theory, this paper studies the translation of Chinese advertisements into English. According to the research, the factors affecting the translation of Chinese advertisements can be divided into linguistic factors and non-linguistic factors according to their different sources. In the process of translating advertisements into English, there are three principles: fluency, accuracy and brevity. In order to achieve the purpose of advertising translation, after collecting and analyzing a large number of successful advertising cases, Eight main translation strategies are proposed: (1) literal translation: direct translation of Chinese advertisements to maintain the appeal effect of Chinese advertisements to consumers. (2) Free translation: the translator adjusts the sentence structure of the original text to a certain extent. To the purpose of advertising translation. (3) add translation: add some explanations or connectives to the translation to make the translation more comprehensible. So as to play a better role in propaganda. (4) creativity: in order to achieve the purpose of advertising, can be separated from the original, creative translation. (5) contraction: in order to achieve the simplicity of advertising, (6) Adaptive translation: in order to adapt to the beliefs and habits of the target language, the translator can adjust the source language text appropriately. This is conducive to the purpose of advertising. (7) parody: make the translation imitate famous foreign advertisements, proverbs, or poems. (8) zero translation: deliberately do not do any translation of the source language text in order to maintain the source language version of the original, which is conducive to the promotion of Chinese culture, to maintain the Chinese characteristics of advertising.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H315.9
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