奈达的等效理论在英语广告汉译中的应用

发布时间：2019-04-28 17:33

【摘要】： 广告是一门浓缩的、综合性的商业艺术。随着国际贸易和跨国公司的日益发展,广告英语作为一种应用语言,已逐渐从普通英语中独立出来,发展成为非规范化的专用语言,继而在用词、句法、修辞等方面与普通英语有着诸多差异。而今,外国广告的大量涌入,使得英语广告成为我国企业与消费者获取商品经济信息的重要来源。因此对广告翻译进行探讨与研究尤为重要。作者在前人探索的基础上,在等效翻译理论的指导下,就广告翻译进行了较为系统全面的研究。文章首先论述了广告的基本知识,包括其定义、分类、功能及其特点,其次从用词、句法、修辞三方面论述了英语广告的特点并对中英文广告加以对比,指出两者在语言方面和文化方面的主要差异。文章继而介绍了奈达的等效理论及其发展过程,并分析等效理论与广告翻译的关系,以及等效理论能有效指导广告翻译的原因。最后作者根据奈达的等效理论,探讨了广告这一特殊文本的翻译原则和翻译策略,指出在广告翻译中应遵循可接受性原则和准确性原则。在这两个原则的指导下运用同化策略进行翻译。全文借助一百多个译例解释了奈达的等效理论在英译汉广告翻译中的应用。文章最后指出,虽然在翻译的过程中应该以目的语语言和目的语文化为导向,采取同化的策略,但同化的应用不应该绝对化,特别是在今天,中国的观众对英语语言和文化已有了较深理解的情况下,在不影响中国观众理解广告的前提下,可以对中英文广告中的差异,特别是文化差异酌情加以保留。另外,由于广告文本的特殊性,广告翻译人员应该采取灵活多变的翻译技巧,使翻译出来的广告和源语言一样精彩,一样能促使消费者进行购买行为,以达到功能对等的目的。
[Abstract]:Advertising is a condensed, comprehensive commercial art. With the increasing development of international trade and multinational companies, advertising English, as an applied language, has gradually developed from ordinary English into a non-standardized special language, and then in the use of words, sentences, and so on. There are many differences between rhetoric and ordinary English. Nowadays, with the influx of foreign advertisements, English advertising has become an important source for enterprises and consumers to obtain information about commodity economy. Therefore, it is very important to explore and study advertising translation. On the basis of previous exploration, the author makes a systematic and comprehensive study on advertising translation under the guidance of equivalent translation theory. This paper first discusses the basic knowledge of advertising, including its definition, classification, function and characteristics. Secondly, it discusses the characteristics of English advertising from the aspects of words, sentences and rhetoric, and makes a comparison between Chinese and English advertisements. It points out the main differences in language and culture between the two. The paper then introduces Nida's theory of equivalence and its development, and analyzes the relationship between equivalence theory and advertising translation, as well as the reasons why equivalence theory can effectively guide advertising translation. Finally, according to Nida's equivalence theory, the author probes into the translation principles and strategies of advertising as a special text, and points out that the principles of acceptability and accuracy should be followed in advertising translation. Under the guidance of these two principles, assimilation strategies are used for translation. This paper explains the application of Nida's equivalence theory in the translation of English-to-Chinese advertising with more than one hundred examples. Finally, the paper points out that although the target language and target language culture should be taken as the orientation and assimilation strategy should be adopted in the process of translation, the application of assimilation should not be absolute, especially today. Without affecting the Chinese audience's understanding of the English language and culture, the Chinese audience can retain the differences between Chinese and English advertisements, especially the cultural differences, when they have a deep understanding of the English language and culture. In addition, due to the particularity of the advertising text, advertising translators should adopt flexible translation techniques to make the translated advertisements as wonderful as the source language, as well as to promote consumers to purchase behavior, in order to achieve the purpose of functional equivalence.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315.9

【共引文献】