从文本类型视角研究广告口号语的翻译

发布时间：2018-06-04 00:12

本文选题：文本类型 + 广告口号语　；参考：《西安外国语大学》2012年硕士论文

【摘要】：广告口号作为一种特殊的实用文本，有其自身的特点。公共广告口号语往往被用来表达并传播一些理念和信息；而商业广告口号语则被用作促销产品及服务。纽马克在布勒的语言功能的基础上提出三类文本：信息文本、表达文本和呼吁文本。广告口号语作为呼吁文本，其功能并非是单一的劝服功能。根据文本类型学与功能主义理论，作者将广告口号语分为四类：信息口号语、吸引口号语、劝服口号语和指引口号语。通过对中英广告口号语的语言特点和文化差异的对比研究，作者认为传统的忠实、对等的翻译方法并非一无是处，其中的一些方法依然可以用来指导一些广告语的翻译。在本文中，作者尝试结合文本类型学和语言功能理论对广告口号语的翻译进行了分析，并总结出一些相应的具体翻译方法。
[Abstract]:As a special practical text, advertising slogan has its own characteristics. Public advertising slogans are often used to express and disseminate ideas and information, while commercial slogans are used to promote products and services. Newmark puts forward three kinds of texts on the basis of Buller's language function: message text, expressive text and appeal text. As a text of appeal, the function of slogan is not a single function of persuasion. According to the theory of text typology and functionalism, the author divides advertising slogan into four categories: information slogan, attracting slogan, persuasive slogan and guiding slogan. Through a contrastive study of the linguistic characteristics and cultural differences of slogans in Chinese and English, the author holds that the traditional translation methods of faithfulness and equivalence are not without merit, and some of them can still be used to guide the translation of some advertising words. In this paper, the author tries to analyze the translation of advertising slogans by combining text typology and language function theory, and summarizes some specific translation methods.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059

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