功能翻译理论视角下电子产品广告的翻译研究

发布时间：2018-10-23 21:16

【摘要】：电子产品在现如今变得越来越流行，给现代生活增添了许多便利与效率。电子产品广告不仅能够有效传达产品信息，还可以大大地刺激消费者的购买欲望，实现企业盈利。因而广告也成为生产商推销其新产品的重要渠道。伴随着国际化程度不断加深，越来越多的国外电子产品进入中国市场，深受中国消费者的喜爱。广告被看成是国际贸易中的一个非常重要的组成元素，尤其是在国际贸易中承担着不可取代的功能，因而电子产品广告的翻译也日益得到重视。广告，作为一种比较特殊的文本类型，广告翻译的理论与实践研究在翻译界很早就得到重视，到目前为止已经有很多广告翻译的学术论文和许多关于不同类型产品广告翻译的学术研究。但是，作为广告当中的一个小分支，关于电子产品广告翻译的研究仍处于薄弱环节，，少有学者做出系统研究。长期以来，“对等”理论一直处于支配地位，但是在翻译实践中，该理论也存在一些缺陷。因此，德国功能翻译理论应运而生，并经历了长期的发展与完善。其代表人物Vermeer的目的论较适合指导具有特殊的呼唤功能的广告翻译。广告是诉求型文本，具有非常强的功能性和目的性，其最终目的在于促使消费者购买商品，因此在翻译的时候，也应该充分考虑目标语境中是否具有同样的功能，并达到同样的目的。德国功能翻译理论认为翻译行为所要达到的目的决定了整个翻译过程，翻译目的决定翻译策略。为了达到广告的最终目的，可采取任何能达到目的的翻译策略。这同样也适用于电子产品广告的翻译研究。本文以电子产品广告为研究对象，对电子产品的广告特点进行分析，也探讨了现存的广告翻译标准。本文以德国功能翻译理论为理论框架，运用描述法以及例证法等研究对具体的电子产品广告进行分析，总结出归化和异化翻译策略，并从这两个策略出发，探讨了多种有效的翻译方法指导电子产品的广告翻译，使译文容易让目的语读者理解和接受，实现广告的预期功能。本文有效地证明了德国功能翻译理论对于指导电子产品广告翻译的适用性。同时也指出了国内现存的一些电子产品广告翻译中存在的诸多问题以及解决对策，以期能够推动国内对电子产品广告翻译的研究，引起人们对电子产品广告翻译方法和指导理论的关注。
[Abstract]:Electronic products are becoming more and more popular nowadays, adding many convenience and efficiency to modern life. Electronic product advertising can not only effectively convey product information, but also stimulate consumers' desire to buy and realize enterprise profit. As a result, advertising has become an important channel for manufacturers to market their new products. With the deepening of internationalization, more and more foreign electronic products enter the Chinese market, deeply loved by Chinese consumers. Advertising is regarded as a very important element in international trade, especially in the international trade, which has an irreplaceable function. Therefore, the translation of advertisements of electronic products has been paid more and more attention. Advertising, as a relatively special text type, has received much attention in the field of translation, both in theory and practice. Up to now, there have been many academic papers on advertising translation and many academic studies on advertising translation of different types of products. However, as a small branch of advertising, the research on advertising translation of electronic products is still weak, and few scholars have made systematic research. For a long time, the "equivalence" theory has been dominant, but in translation practice, it also has some defects. Therefore, the German functional translation theory emerged as the times require, and has undergone a long period of development and improvement. The Skopos theory of its representative character Vermeer is more suitable for advertising translation with special calling function. Advertising is a kind of appealing text with strong function and purpose, and its ultimate purpose is to urge consumers to buy goods. Therefore, when translating, we should also consider whether the target context has the same function or not. And achieve the same purpose. German functional translation theory holds that the purpose of translation behavior determines the whole process of translation and translation purpose determines translation strategy. In order to achieve the ultimate goal of advertising, any translation strategy can be adopted. This also applies to the translation of electronic product advertising. This paper analyzes the advertising characteristics of electronic products and discusses the existing advertising translation standards. Based on the German functional translation theory, this paper analyzes the specific advertising of electronic products by using descriptive and illustrative methods, and concludes the strategies of domestication and foreignization, and sets out from these two strategies. This paper discusses several effective translation methods to guide the advertising translation of electronic products so that the target language readers can easily understand and accept the target text and realize the expected function of the advertisement. This paper effectively proves the applicability of the German functional translation theory in guiding the advertising translation of electronic products. At the same time, it also points out the problems existing in the advertising translation of electronic products in China and the solutions to the problems, in order to promote the study of advertising translation of electronic products in China. It has attracted people's attention to the translation method and guiding theory of electronic product advertisement.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H059

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