基于多模态话语分析的商业广告英汉翻译研究
发布时间:2022-01-02 17:33
如今,人们越来越多地置身于多模态语境中,从多种意义模式中获取信息,例如广告。跨国公司利用广告来营销产品已经成为主流,并渗透到人们生活的方方面面。为打造独特的品牌身份、削减成本,各公司往往将同一个广告投放到不同的市场,这就使得基于多模态语篇分析的广告翻译不可或缺。但由于缺少理论指导和系统性的分析,这方面的研究还很不足。本研究围绕多模态平面广告语篇的翻译原则和翻译策略进行了探讨。围绕广告中视觉交际的解读,图片与文字的协同关系及其对翻译的影响,建立了用于指导翻译实践的框架。本文致力于解决三个问题:如何从社会符号学的角度解读平面广告中图片的视觉交际;如何确定广告中的图文关系和由此产生的广告效果及其对翻译的影响;基于以上分析,归纳翻译原则和翻译策略。本文运用kress和Van Leeuwen的视觉语法来解读广告的视觉交际,即广告想表达什么,用Maltinec和Salway提出的“地位和逻辑语义框架”做图文分析,即图片和文本如何协作产生意义,其中,表层结构和深层次组织结构都有涉及。两者相结合,提出了多模态平面广告的综合翻译体系。随后,本文对24例跨国公司的产品广告进行分析,并就不同的翻译版本进行对...
【文章来源】:广东外语外贸大学广东省
【文章页数】:80 页
【学位级别】:硕士
【文章目录】:
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER ONE INTRODUCTION
1.1 Research Background
1.2 Research Purpose
1.3 Rationale
1.4 Research Questions
1.5 Methodology and Data Collection
1.6 Organization of the Thesis
CHAPTER TWO LITERATURE REVIEW
2.1 Previous Studies on Advertisement Translation
2.2 Previous Studies on Multimodal Discourse Analysis
CHAPTER THREE THEORETICAL FRAMEWORK
3.1 Visual Grammar
3.1.1 Interactive Meaning
3.1.2 Compositional Meaning
3.2 Color Grammar
3.3 Image-Text Relationship
3.3.1 Theoretical Foundation of Martinec and Salway’s Image-Text Relation System
3.3.2 Martinec and Salway’s Image-Text System Theory
CHAPTER FOUR ANALYSIS OF COMMERCIAL ADVERTISEMENT TRANSLATION BASED ON VISUAL GRAMMAR AND IMAGE-TEXT RELATIONSHIP
4.1 Analysis of Commercial Advertisement Translation Based on Visual Grammar and Image-Text Relationship
4.1.1 Analysis of Translation under Independent-Exposition Relationship
4.1.2 Analysis of Translation under Independent-Exemplification Relationship
4.1.3 Analysis of Translation under Independent-Extension Relationship
4.1.4 Analysis of Translation under Complementary-Exposition Relationship
4.1.5Analysis of Translation under Complementary-Exemplification Relationship
4.1.6 Analysis of Translation under Complementary-Extension Relationship
4.2 The Integrated Framework of Commercial Advertisement Translation Based on Multimodal Discourse Analysis
4.2.1 Translation Principle and Sub-principles
4.2.2 Translation Methods
CHAPTER FIVE CONCLUSION
5.1 Summary
5.2 Implications of the Study
5.3 Limitations of the Study
5.4 Suggestions for Future Studies
REFERENCES
【参考文献】:
期刊论文
[1]目的论观照下的广告翻译改写研究[J]. 蒋勇,李静. 西安工业大学学报. 2015(11)
[2]从顺应论看广告翻译[J]. 周媛媛. 海外英语. 2012(05)
[3]从生态翻译学视域看广告翻译的多维转换[J]. 赖德富. 西南科技大学学报(哲学社会科学版). 2011(02)
[4]多模态语篇里图文关系的解构及其模式研究——关于图文关系的三种理论评述[J]. 曾方本. 外国语文. 2010(04)
[5]论多模态话语中的模态、媒介与情态[J]. 韦琴红. 外语教学. 2009(04)
[6]从目的论谈广告翻译[J]. 吴志伟. 绵阳师范学院学报. 2009(04)
[7]多模态话语分析综合理论框架探索[J]. 张德禄. 中国外语. 2009(01)
[8]功能翻译理论视野下的广告翻译研究[J]. 谭逸之. 安徽工业大学学报(社会科学版). 2008(05)
[9]广告翻译中影响传播的几个因素[J]. 曾文赟. 韶关学院学报. 2008(04)
[10]多模态语篇图像的概念意义与图文关系——当代教科书的多模态语篇分析[J]. 陈瑜敏,王红阳. 宁波大学学报(教育科学版). 2008(01)
本文编号:3564592
【文章来源】:广东外语外贸大学广东省
【文章页数】:80 页
【学位级别】:硕士
【文章目录】:
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER ONE INTRODUCTION
1.1 Research Background
1.2 Research Purpose
1.3 Rationale
1.4 Research Questions
1.5 Methodology and Data Collection
1.6 Organization of the Thesis
CHAPTER TWO LITERATURE REVIEW
2.1 Previous Studies on Advertisement Translation
2.2 Previous Studies on Multimodal Discourse Analysis
CHAPTER THREE THEORETICAL FRAMEWORK
3.1 Visual Grammar
3.1.1 Interactive Meaning
3.1.2 Compositional Meaning
3.2 Color Grammar
3.3 Image-Text Relationship
3.3.1 Theoretical Foundation of Martinec and Salway’s Image-Text Relation System
3.3.2 Martinec and Salway’s Image-Text System Theory
CHAPTER FOUR ANALYSIS OF COMMERCIAL ADVERTISEMENT TRANSLATION BASED ON VISUAL GRAMMAR AND IMAGE-TEXT RELATIONSHIP
4.1 Analysis of Commercial Advertisement Translation Based on Visual Grammar and Image-Text Relationship
4.1.1 Analysis of Translation under Independent-Exposition Relationship
4.1.2 Analysis of Translation under Independent-Exemplification Relationship
4.1.3 Analysis of Translation under Independent-Extension Relationship
4.1.4 Analysis of Translation under Complementary-Exposition Relationship
4.1.5Analysis of Translation under Complementary-Exemplification Relationship
4.1.6 Analysis of Translation under Complementary-Extension Relationship
4.2 The Integrated Framework of Commercial Advertisement Translation Based on Multimodal Discourse Analysis
4.2.1 Translation Principle and Sub-principles
4.2.2 Translation Methods
CHAPTER FIVE CONCLUSION
5.1 Summary
5.2 Implications of the Study
5.3 Limitations of the Study
5.4 Suggestions for Future Studies
REFERENCES
【参考文献】:
期刊论文
[1]目的论观照下的广告翻译改写研究[J]. 蒋勇,李静. 西安工业大学学报. 2015(11)
[2]从顺应论看广告翻译[J]. 周媛媛. 海外英语. 2012(05)
[3]从生态翻译学视域看广告翻译的多维转换[J]. 赖德富. 西南科技大学学报(哲学社会科学版). 2011(02)
[4]多模态语篇里图文关系的解构及其模式研究——关于图文关系的三种理论评述[J]. 曾方本. 外国语文. 2010(04)
[5]论多模态话语中的模态、媒介与情态[J]. 韦琴红. 外语教学. 2009(04)
[6]从目的论谈广告翻译[J]. 吴志伟. 绵阳师范学院学报. 2009(04)
[7]多模态话语分析综合理论框架探索[J]. 张德禄. 中国外语. 2009(01)
[8]功能翻译理论视野下的广告翻译研究[J]. 谭逸之. 安徽工业大学学报(社会科学版). 2008(05)
[9]广告翻译中影响传播的几个因素[J]. 曾文赟. 韶关学院学报. 2008(04)
[10]多模态语篇图像的概念意义与图文关系——当代教科书的多模态语篇分析[J]. 陈瑜敏,王红阳. 宁波大学学报(教育科学版). 2008(01)
本文编号:3564592
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