基于图式理论对广告标语翻译的研究

发布时间：2018-03-05 09:36

本文选题：广告标语　切入点：图式理论　出处：《大连海事大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着全球经济化进程的加速,广告标语己成为一种表现跨文化交际的重要方式。因此,广告标语英汉互译的重要性日益彰显。广告标语的翻译不仅可以促进国家及地区间文化精神的交流,还可以刺激消费,开拓海外市场。图式理论拥有悠久的历史,最早是由德国哲学家Kant在1781年提出的。英国心理学家F. C. Bartlett成为这一理论的代表人物。图式理论是指人们对于新事物的理解是建立在头脑中已有图式的基础上；在理解新事物时,需将其与己知的背景知识联系起来。图式理论现在广泛的应用于语言学,人类学,心理学等诸多领域。本论文采用定性定量的方法分别从语言图式,形式图式,内容图式和文化图式四方面指出优秀的广告标语翻译对于经济和文化交流的重要意义。本篇论文将依据图式理论通过对中英广告标语的翻译来研究探讨广告标语翻译中所涉及的问题,以及探究译者在面对不同语言文化现象时所采取的翻译方式及效果。译者对不同图式的运用是本文重点讨论的内容,以此为中英广告标语的翻译抛砖引玉。
[Abstract]:With the acceleration of the process of global economy, advertising slogans have become an important way to express cross-cultural communication. The translation of advertising slogans between English and Chinese is becoming more and more important. The translation of advertising slogans can not only promote the exchange of cultural spirit among countries and regions, but also stimulate consumption and open up overseas markets. Schema theory has a long history, It was first put forward by German philosopher Kant in 1781. British psychologist F. C. Bartlett became the representative of this theory. Schema theory means that people's understanding of new things is based on the existing schemata in their minds. Schema theory is widely used in many fields such as linguistics, anthropology, psychology and so on. Formal schemata, content schemata and cultural schemata point out the importance of excellent advertising slogan translation for economic and cultural exchanges. Based on the schema theory, this thesis will explore the problems involved in the translation of advertising slogans through the translation of Chinese and English advertising slogans. The use of different schemata is the main content of this thesis, which can be used as a guide to the translation of Chinese and English advertising slogans, and to explore the translation methods and effects adopted by the translators in the face of different linguistic and cultural phenomena, and the use of different schemata by the translators is the focus of this paper.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059

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