基于美学理论基础上的广告语翻译的分析

发布时间：2019-03-26 13:26

【摘要】：随着中国经济的高速发展和经济全球化进程的加快,广告的数量也在日益的飞速增加。作为一种应用文体,广告又具有不同于其他文体的商业性质,它的最终目的是提高产品销量并获取更多的商业利润。所以,对广告语的翻译也须具有不同于其他文体的指导方法与策略。尽管目前国内对广告已进行了大量的翻译实践活动,然而受时间限制,人们在此领域的翻译研究还相对年轻,对广告语翻译的研究主要还局限在对广告语英汉翻译方法的研究,却很少有对广告语翻译总的指导原则方面的研究,更是忽略了从美学角度对广告语翻译的探讨。在本文中,本文作者认为,广告语的创作目的就是期待其以美的形象展现给消费者,从而激发他们的需求欲望,这也就要求广告语本身就必须是一件美的艺术作品。这也就是说在翻译广告语的过程中,译者不但要考虑到功能对等效果还要考虑其审美效果,这是判断一篇广告语译文是否成功的重要标准之一,反之,广告语原有的吸引力将会大打折扣。本文在对广告语进行了简单的介绍的基础上,重点从审美学的角度对广告语的翻译进行了分析。在广告语翻译过程中,审美主体(译者)利用其固有的审美经验对审美客体(广告语)进行审美认识,然后对其进行审美转换将原广告语初步翻译成目的语,并在此基础上进行审美加工,以期达到其原有的审美效果,即审美再现。要将原有的广告语的审美效果完整甚至超额地展现出来,即采用何种审美活动或翻译方法,本文在第三部分提出了一定的指导原则与具体方法。
[Abstract]:With the rapid development of China's economy and the acceleration of economic globalization, the number of advertisements is also increasing rapidly. As an applied style, advertising has a commercial nature different from other styles. Its ultimate goal is to increase product sales and obtain more commercial profits. Therefore, the translation of advertising language must be different from other styles of guidance methods and strategies. Although a large number of translation practices have been carried out in China at present, however, due to time constraints, translation studies in this field are still relatively young, and the study of translation of advertising language is mainly limited to the study of English-Chinese translation methods of advertising language. However, there are few studies on the general guiding principles of advertising language translation, and the discussion of advertising language translation from the perspective of aesthetics has been neglected. In this paper, the author believes that the purpose of advertising language creation is to expect it to be presented to consumers in the image of beauty, so as to stimulate their desire for demand, which requires that advertising language itself must be a beautiful work of art. This means that in the process of translating advertising language, the translator should take into account not only the functional equivalence but also the aesthetic effect, which is one of the important criteria for judging the success of an advertising translation, and vice versa. The original appeal of the advert will be greatly reduced. On the basis of a brief introduction of advertising language, this paper analyzes the translation of advertising language from the perspective of aesthetics. In the process of advertising language translation, aesthetic subject (translator) makes use of his inherent aesthetic experience to make aesthetic understanding of aesthetic object (advertising language), and then carries on aesthetic transformation to translate the original advertising language into the target language. And on this basis to carry on the aesthetic processing, in order to achieve its original aesthetic effect, namely aesthetic reproduction. In order to show the aesthetic effect of the original advertising language completely or even more, that is, what kind of aesthetic activity or translation method should be adopted, the third part of this paper puts forward some guiding principles and concrete methods.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H059

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