接受美学视域下广告修辞的翻译

发布时间：2019-04-16 09:27

【摘要】： 随着全球经济一体化,各国联系越来越紧密,如何翻译源语广告中的修辞,并在译语中保留原文广告中所蕴含的美感和语用效果,增添广告魅力,从而实现广告的最终目的—劝说译语读者购买产品或服务,越来越具有现实意义。然而,由于英汉两种语言属于不同的语系,其音,形,意以及所承载的文化历史均完全不同,所以,在翻译广告修辞的过程中,译者很难在译语中找到和源语在音,形,意上都对等的修辞。广告修辞翻译面临巨大困难,出现死译,误译等现象。有时,即便译者能够正确的表达意义,但是源语广告修辞中所蕴含的美感都丧失殆尽。以姚斯和尹瑟尔为代表的接受美学理论,打碎了传统的以作者或是文本为中心的翻译理论的枷锁,带来了以读者为中心的翻译理论新视角。接受美学注重语言的美感,认为文本本身即是某种“召唤结构”,其中富含大量的语意“空白”,需要读者自己去发掘,感知。而修辞是语言采用的艺术手段之一,其形式简洁,语意内涵丰富,具有特殊美感。译者在某种程度上可以说是源语广告的第一读者,肩负着传递源语广告者意图的重任。本文论证了接受美学的“语义空白”理论同广告修辞有着不可分割的内在联系,而“期待视野”和“召唤结构”则赋予了译者充分的自由。译者要想得到为译语读者所接受和欣赏的译本,就必须在接受美学的指导下,充分发挥自身的主动性,从而在译文中实现源语广告修辞所承载的审美情趣,美感和语义效果。
[Abstract]:With the integration of the global economy, countries become more and more closely connected. How to translate the rhetoric in the source advertisement, and to retain the aesthetic and pragmatic effects contained in the original advertisement in the target language, so as to increase the charm of the advertisement? In order to achieve the ultimate purpose of advertising-persuading the target readers to buy products or services, it is more and more meaningful. However, because the English and Chinese languages belong to different languages, their pronunciation, form, meaning and cultural history are completely different. Therefore, in the process of translating advertising rhetoric, it is very difficult for the translator to find the source language in the target language and the source language in the pronunciation and form, so it is very difficult for the translator to find the source language in the pronunciation and form in the process of translating advertising rhetoric. Rhetoric meant to be equal. Advertising rhetoric translation faces great difficulties, such as dead translation, mistranslation and so on. Sometimes, even if the translator can express the meaning correctly, the aesthetic feeling contained in the rhetoric of the source advertisement is lost. The theory of reception aesthetics, represented by Joss and Inther, breaks the shackles of the traditional translation theories centered on author or text, and brings a new perspective of translation theory with readers as the center. Receptive aesthetics emphasizes the aesthetic sense of language and thinks that the text itself is a kind of "calling structure", which is rich in a great deal of semantic "blank" and requires readers to discover and perceive it themselves. Rhetoric is one of the artistic means used in language, its form is concise, its meaning is rich, and it has special aesthetic feeling. To some extent, the translator is the first reader of the source advertisement, shouldering the important task of transmitting the intention of the source advertisement. This paper argues that the theory of "semantic blanks" in reception aesthetics is inextricably related to advertising rhetoric, while the "horizon of expectation" and "summon structure" give the translator full freedom. If the translator wants to get the translation which is accepted and appreciated by the target language reader, he must give full play to his own initiative under the guidance of reception aesthetics, so as to realize the aesthetic interest, aesthetic feeling and semantic effect carried by the rhetoric of the source language advertisement in the translation.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H315.9

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