从符号学角度看广告语的翻译

发布时间：2018-11-07 09:52

【摘要】： 作为一门独立的学科,符号学的研究始于20世纪60年代的法国,之后迅速勃兴于美国和前苏联等国家。然而无论在西方还是东方,人类对符号现象的关注和研究源远流长,可以说和人类文明的历史同样久远。现代符号学理论思想主要有四大来源:自然科学、社会与人文科学、现代哲学思想、现代语言学。其中现代语言学分支的先驱性代表有索绪尔,皮尔斯,莫里斯,罗兰巴特等。美国哲学家、符号学家莫里斯(Morris, C.W.)在1946年提出符号学三分野的思想——即语构、语义学和语用学。他认为语言在符号中占有特殊的、主要的地位。莫里斯非常明确地表明,符号的本质在于:符号过程是行为。本文主要以符号学家莫里斯的行为主义符号学为理论基础,从语构、语义和语用三个方面剖析广告语言的特点及其翻译。本文将广告语的翻译作为研究对象。广告在我们的生活中无处不在,各种类型的符号在广告中得到了最充分的展示。在广告里,符号得到了充分的利用和发挥,有时甚至达到登峰造极的地步。尽管这种极端的艺术总是使用过分和夸张的语言,但是其实社会的生产和消费确实需要,而且也离不开广告这个信息传播媒介。随着国际交流的不断发展,广告语的跨文化翻译变得越来越重要。既然语言是一种符号,那么两种语言之间的翻译活动应该可以从符号学的角度来加以界定。如何来描述这一翻译过程,如何使这一过程变得更有操作性和灵活性,便成为本论文力图解决的问题。我们主张广告语的翻译应该实现“信息再现”,该信息包括符号的语构信息、语义信息和语用信息。三种信息的同时再现将是最理想的翻译,然而很多时候它们不能同时再现,针对这种情况我初步总结了四种信息翻译模式。在以查尔斯莫里斯的符号学为理论背景的情况下,我们还借鉴了索绪尔、皮尔斯、艾柯、西比奥克等符号学家的部分符号学思想,将广告语言作为营销过程中所运用的一种极为重要的符号形式来考察其翻译。本文使用了比较的方法,如象征、信号和符号三个概念的比较;以及分类法、例证法、图表法、演绎、综合法等等多种研究方法,试图从多个角度多种方法来深入探讨。文章的意义在于突破传统的索绪尔符号学理论思维定势,以不同的视角来审视作为符号的语言,审视翻译,描述翻译过程;其次,试图通过探索语言来研究译者及广告人怎样进行广告信息的有效传播,实现广告语的社会价值和商业价值。
[Abstract]:As an independent subject, the study of semiotics began in France in the 1960's and flourished in countries such as the United States and the former Soviet Union. However, both in the West and in the East, human attention and research on symbolic phenomena have a long history, which can be said to be as long as the history of human civilization. There are four main sources of modern semiotics theory: natural science, social and humanities, modern philosophy and modern linguistics. The pioneer representatives of modern linguistics are Saussure, Pierce, Morris, Roland Bart and so on. Morris, C. W., American philosopher and semiotics In 1946, semiotics was put forward as the theory of construction, semantics and pragmatics. He thinks that language plays a special and dominant role in symbols. Morris made it very clear that the essence of the symbol is that the symbolic process is behavior. Based on the behaviorist semiotics of semiotics, this paper analyzes the characteristics of advertising language and its translation from three aspects: construction, semantics and pragmatics. This paper focuses on the translation of advertising language. Advertisements are everywhere in our lives, and all kinds of symbols are best displayed in advertisements. In advertising, symbols are fully utilized and used, sometimes to the point of reaching the top. Although this extreme art always uses excessive and exaggerated language, the production and consumption of society really need, and also can not be separated from advertising as a medium of information. With the development of international communication, cross-cultural translation of advertising language becomes more and more important. Since language is a symbol, translation activities between two languages should be defined from a semiotics perspective. How to describe the process of translation and how to make it more operational and flexible has become the problem this thesis tries to solve. We advocate that the translation of advertising language should realize "information reproduction", which includes symbolic construction information, semantic information and pragmatic information. Reproducing three kinds of information at the same time will be the most ideal translation, but most of the time they can not be reproduced at the same time. In view of this situation, I have preliminarily summarized four information translation modes. Under the background of Charles Morris' semiotics, we also draw lessons from the semiotics thoughts of Saussure, Pierce, Apoch, Sibiot, etc. Advertising language is regarded as an extremely important symbolic form in the marketing process to investigate its translation. This paper uses comparative methods, such as the comparison of symbolism, signal and symbol, as well as classification, illustration, chart, deduction, synthesis and so on. The significance of the thesis lies in breaking through the traditional Saussure semiotics theoretical thinking pattern, examining the language as a symbol from different perspectives, examining translation and describing the process of translation. Secondly, we try to explore how translators and advertisers can spread advertising information effectively and realize the social and commercial value of advertising language.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315.9

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