从标记理论的视角谈英汉商业广告的翻译

发布时间：2019-04-24 02:37

【摘要】： 本文旨在从标记理论的视角入手,通过大量分析英汉商业广告的标记特点,来进一步探讨英汉商业广告的翻译策略。通过对标记理论和商业广告的大量研究发现,二者之间存在天然的内在联系,即:广告语言是带有人为标记的大众语言。为了区别于因司空见惯而常常受人忽略的常用型大众语言,广告语言呈现出其自身的特点。广告中有意形成的人为标记就是为了吸引人们的注意,激起人们的兴趣,培养其购买欲望,加深其对产品的印象,以便促使人们最终实施购买行为。从标记理论的角度看,在常用型大众语言中,一个词、一个短语、一个句子,甚至一段篇章都没有什么特别之处,但经过广告设计者有意安排,特别设计之后,这些表达就变成了有标记式表达,成为广告语言的一部分。这个有意安排和特别设计的过程也就是标记产生的过程。例如,在日常生活中,单音节词“擦”是普遍使用的一个词,是无标记词,但当“擦”与另外三个“擦”字同时使用在一则广告中时就构成了反复修辞,从而使其变得特别而具有了标记性;再如,一段平常无奇的段落通常被设计成树形或心形以形成标记。通过仔细对比、分析研究英汉商业广告中所呈现出的标记特征,发现了一些有趣的现象。尽管英汉两种语言来自不同的语系,它们在标记特征方面却拥有共同之处。单音节动词、形容词、副词、祈使句、问句或不合规则的省略句以及诸如比喻、拟人、夸张、反复、双关、仿拟等修辞手段在这两种语言中都有广泛应用。另外,正如所料,鉴于两种语言本身和文化方面的差异,使得此两种语言中许多标记的形成过程是不同的。设计者们充分利用字母语言——英语在音、形和句式方面灵活多变的特征而创造标记。因而,押头韵、谐音、押尾韵、同源词、新造词、缩略词以及分裂句在英语广告中被艺术性的创造出来以悦人耳目,这种标记性表达在汉语广告中很难找到类似表达形式。在汉语中,设计者们对于依照汉字特征创造标记也充满信心。在汉语广告里,尾韵和叠音词能增强广告的音乐性和节奏感,而如对偶、顶真、回文诗、藏头诗等特别的修辞手法能增强广告的原创性和新颖性。再者,混合语言也被引用到汉语广告中来形成标记以迎合消费者的“慕外”心理,激起他们的兴趣。英汉商业广告中标记的识别和分析对于此两种语言广告的翻译意义重大。在标记理论的指导下,通过对所收集的广告及其译文的大量分析,本文得出如下结论:在英汉商业广告中,由诸如祈使句、问句、比喻、拟人、反复等同种手段形成的标记,翻译时可以直接将这种标记转换到另一种语言中;对于具有语言特色和文化特色的标记只能选择恰当的迂回策略进行翻译——1.英语广告中由押头韵、谐音、押尾韵、同源词、新造词、缩略词、分裂句等形成的标记可以由汉语中押尾韵、叠音词、四字格、对偶、顶真、回文诗、藏头诗和混合语等形成的标记式进行转换,反之亦然;2.英汉广告中经常会对一些众人皆知的习语、谚语、名言、歌曲、诗歌等进行独特的“整形”而形成令人难忘的标记,如果对方文化中有类似表达,就可以用类似的方法对其进行“整形”,若没有类似的表达方式,可选用1中建议的策略,1中的标记也可以选用2中提到的方法进行转换;3.由文化的巨大差异形成的标记,建议采用顺应策略,否则该广告很可能遭到当地消费者的拒绝。尽管在所读的文献,所收集到的广告及笔者对英汉两种语言的精通程度等方面都存有许多局限,但依然衷心希望此研究对于那些致力于广告翻译的人有所启发。
[Abstract]:The purpose of this paper is to study the translation strategies of the commercial advertisements in English and Chinese through the analysis of the mark features of the commercial advertisements in English and Chinese from the perspective of the mark theory. Through a large number of researches on the mark theory and commercial advertisement, there is a natural internal relationship between them, that is, the advertising language is a popular language with man-made marks. The advertising language has its own characteristics in order to be distinguished from the common popular language, which is often neglected for common and often neglected. The artificial mark that is intentionally formed in the advertisement is to attract the attention of the people, to arouse the interest of the people, to cultivate the purchase desire, to deepen the impression of the product, so as to promote the people to finally implement the purchase behavior. From the point of view of the theory of marking, in the popular language, a word, a phrase, a sentence, and even a chapter have nothing special, but after the ad designer intends to arrange it, the expression becomes a mark after the special design. Of expression, becoming an advertising language. part. This intentional arrangement and the process of special design are also marked by the marking For example, in daily life, monosyllabic "wipe" is one of the most commonly used words, is a non-marked word, but when the "wipe" and the other three "wipe" words are used in an advertisement, the repeated rhetoric is made so that it becomes special and has a marked property. and, for example, a paragraph of the usual odd paragraph is usually designed in the form of a tree or heart-shaped By carefully comparing and analyzing the characteristics of the marks presented in the commercial and English commercial advertisements, it is found that Some interesting phenomena. Although the English and Chinese languages come from different languages, they are marked by the characteristics of the mark. But there is something in common. A monosyllabic verb, an adjective, an adverb, a imperative sentence, a question or an irregular sentence, as well as a rhetorical device such as a metaphor, a human, an exaggeration, a repetition, a pun, a parody, etc. In addition, as expected, in view of the differences in both language and culture, the shape of many of the two languages The process is different. The designers make full use of the letter language. The English is flexible and changeable in terms of sound, shape and sentence. Therefore, rhyming, homophonic, rhyming, homologous words, new words, acronyms and split sentences are created in the English advertisements to be pleasing to the ear, which is difficult to find in Chinese advertisements in Chinese, that designers are create for the character of the Chinese character The mark is also full of confidence. In the Chinese advertisement, the rhyming and overlapping words can enhance the music and rhythm of the advertisement, and the special techniques such as the dual, the top, the back and the poem, the Tibetan poem and so on can enhance the advertisement. in addition, that mix language is also refer to the Chinese advertisement to form a mark to cater to the consumer's "Mu-wai" psychology, To arouse their interest. The identification and analysis of the marks in the commercial advertisements of English and Chinese are for the two kinds of language advertisements The translation is of great significance. Under the guidance of the theory of marking, through the analysis of the collected advertisements and its translation, this paper concludes that in the commercial advertisements of English and Chinese, such as the imperative sentence, the question, the analogy, the anthropomorphic, the anti- a mark formed by the same means, which can be translated directly into another language at the time of translation; the marking with a language characteristic and a cultural characteristic can only be selected In English, the marks formed by the rhyming, the harmonic, the rhyming, the homologous words, the new words, the acronyms, the split sentences and so on can be marked by the Chinese, such as the rhyming, the tone, the four-character, the dual, the top, the back, the poem and the mixed language. notation And vice versa;2. English and Chinese advertisements often make a unique "shaping" to some well-known idioms, proverbs, quotes, songs, poems, and so on to form an unforgettable mark, and if there is a similar expression in the other's culture, it can be "trunk>" sha in a similar way. ping ", if there is no similar expression, you can select the recommended strategy in 1, and the mark in 1 can also be selected in 2 the method is to be converted;3. a mark formed by a great difference in culture, and it is suggested to adopt a compliance strategy, otherwise the advertisement can be It can be rejected by local consumers. Although there are many limitations in the literature to be read, the advertisements collected and the degree of proficiency of the two languages in English and Chinese, it is still our sincere hope that this study will be
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H315.9

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