语用学语境对广告翻译过程的阐释

发布时间：2018-12-11 22:21

【摘要】：语用学语境理论包括认知语境和语境顺应。认知语境观认为语境是由一系列语境假设构成的心理构建，是在交际过程中依据关联性不断选择的结果，可以用于解释交际过程中人的心理状态。语境顺应观认为语言使用双方可以选择自己认为合适的语言表达形式，主动改变或创造语境，使交际向着有利于实现交际目的的方向发展。变化了的语境会进一步激活语言使用者已有的相关背景知识，使他们根据新情况继续选择新的语言表达方式。换句话说，语言使用和语境始终处于相互构建的动态关系中。因此，两种语境观都认为语境是动态生成的，，同时都强调了交际主体的能动性。但两种语境的操作过程却不同，认知语境的产生过程中，一方面说话人要最大程度增加话语语境的效果，另一方面听话人要通过一系列的语境假设说话人话语的新假设，从中得出新的语境假设效果；语境顺应过程中，主要考虑三个方面的要素,语境的控制、语境化和视觉的边界。此外，它们对翻译过程的理解也不同。认知语境将翻译看作是由三方交际者共同参与的明示推理的过程，并强调是一个动态的认知过程。而语境顺应认为翻译是语境动态顺应的过程，突出多重动态的选择。所以，将二者结合起来才能更有效的说明语用学语境对翻译的指导意义。广告翻译作为一种跨语言跨文化的复杂交际活动，在实际操作过程中需要完成两次交际，即译者与原作、译者与读者的交际。在翻译开始前译者就面临着动态的选择，例如广告作品的选择、翻译原则和策略的选择等。所以语用学语境观对广告的翻译具有一定的理论指导意义。长期以来，译者对如何运用语用学语境指导翻译实践还有一定的不足。因此本文的研究意义在于通过本文的研究使人们对语用学语境有一个全面的了解，充分认识语境在广告翻译中的重要地位和作用，增强译者的语境意识，以此指导翻译实践并提高译文的质量。本文以语用学语境为视角，着重探讨语境对广告翻译过程的影响，并通过广告翻译实例论证语境在翻译中对原语理解和译语表达两方面的作用，旨在全面揭示语用学语境对广告翻译的阐释力。
[Abstract]:Pragmatic context theory includes cognitive context and contextual adaptation. The cognitive context view holds that context is a psychological structure made up of a series of contextual assumptions, which is the result of continuous selection based on relevance in the process of communication, and can be used to explain the psychological state of human beings in the process of communication. Contextual adaptation theory holds that both language users can choose their own appropriate forms of language expression and actively change or create context so that communication can develop in a direction conducive to the realization of communicative purposes. The changed context will further activate the relevant background knowledge of language users and enable them to continue to choose new language expressions according to the new situation. In other words, language use and context are always in a dynamic relationship with each other. Therefore, both view of context think that context is dynamic, and both emphasize the initiative of communicative subject. However, the operating process of the two contexts is different. In the process of producing cognitive context, on the one hand, the speaker should maximize the effect of the discourse context, on the other hand, the hearer should assume the new hypothesis of the speaker's utterance through a series of contexts. A new contextual hypothesis is obtained. In the process of contextual adaptation, three main factors are considered: contextual control, contextualization and visual boundary. In addition, their understanding of the translation process is also different. Cognitive context regards translation as an ostensive-inferential process with the participation of tripartite communicators and emphasizes that translation is a dynamic cognitive process. Contextual adaptation holds that translation is the process of contextual dynamic adaptation, highlighting multiple dynamic choices. Therefore, the combination of the two can more effectively explain the guiding significance of pragmatic context to translation. Advertising translation, as a complex cross-language and cross-cultural communicative activity, needs to be communicated twice in practice, that is, the translator and the original, the translator and the reader. Before the beginning of translation, translators are faced with dynamic choices, such as the choice of advertising works, the choice of translation principles and strategies, and so on. Therefore, pragmatics context theory has certain theoretical significance for advertising translation. For a long time, translators have some shortcomings on how to use pragmatic context to guide translation practice. Therefore, the significance of this study is to make people have a comprehensive understanding of the context of pragmatics, fully understand the important position and role of context in advertising translation, and enhance the translator's contextual awareness. In order to guide translation practice and improve the quality of the translation. From the perspective of pragmatic context, this paper focuses on the influence of context on the process of advertising translation, and demonstrates the role of context in both the understanding of the source language and the expression of the target language through an example of advertising translation. The purpose of this paper is to reveal the explanatory power of pragmatic context in advertising translation.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H03;H059

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