从操纵理论角度看意识形态对广告翻译的影响
发布时间：2019-03-31 09:40
【摘要】：随着合资企业的繁荣和成长及国际贸易的迅猛发展，广告翻译研究的必要性日益增加，因为广告是国际企业之间交流的重要途径。作为翻译的一个特殊分支，广告翻译有其独特性及其规律，因此对其进行系统实证研究尤其重要。 传统的翻译理论—基于对等原则的翻译理论远远达不到广告翻译的要求。因为基于对等原则的翻译理论过于强调源语言和目的语之间的形式对等，由此忽略了广告的交流功能，而交流功能是广告最重要的功能。勒菲弗尔提出的操纵理论对广告翻译有重要启示，它强调翻译中需实现最佳关联，需考虑诸如意识形态、语境效果和文化差异等因素以达到预期的语境效果。 操纵理论为翻译尤其是广告翻译开拓了一个新的视角，它为广告翻译等许多非传统的特殊翻译策略提供了理论基础。勒费弗尔认为翻译在形式上是一种文本重写，译者的任务就是创造出同一个形象的另外一个文本形式。在一个过程中，目的语文本中有三个重要的因素起着操纵性的作用，它们是意识形态，诗学和赞助人，这三者统称为三要素。其中，意识形态又是三要素中影响最为重要的一个因素。意识形态可指微观上的个人意识，也可以指宏观上社会群体意识。意识形态在无形中操纵着翻译活动的每一个环节。 因为广告翻译自身所具备的特殊性，对广告的翻译不仅仅是不同语言之间的的转换，同时，它也涉及到有关文化信息传递的现象。因为广告语本身就承载着大量的文化信息，，所以广告语也是一种文化现象。译者对广告语进行翻译的时候，除了要对两种不同的语言进行转换，更重要是需要转换两种语言所承载的文化信息。译者除了需要掌握必要的语言知识和翻译技能，还要熟悉不同文化背景，其中包括审美角度，文化，习俗等等。 本论文以操纵理论为依据，试图去探讨在翻译过程中意识形态，诗学和赞助人这三要素体现出来的操纵现象，尤其是意识形态的操纵角色，本论文将加以重点阐述和研究。本论文指出翻译活动是在意识形态的操纵下进行的，为了使广告语翻译达到预期的商业效果，译者需要在翻译活动中做出灵活的变动和妥协。本论文在操纵理论的指导下对广告语翻译实践进行了案例分析，试图去探讨在广告语翻译活动中意识形态操纵的重要性。
[Abstract]:With the prosperity and growth of joint ventures and the rapid development of international trade, the necessity of advertising translation research is increasing day by day, because advertising is an important way for international enterprises to communicate. As a special branch of translation, advertising translation has its own uniqueness and regularity, so it is very important to make a systematic empirical study of advertising translation. The traditional translation theory, which is based on the principle of equivalence, falls far short of the requirement of advertising translation. Because the translation theory based on the principle of equivalence overemphasizes the formal equivalence between the source language and the target language, it ignores the communication function of advertisement, and the communication function is the most important function of advertisement. The manipulation theory proposed by Lefevere has important implications for advertising translation. It emphasizes that optimal relevance should be realized in translation and factors such as ideology, contextual effects and cultural differences should be taken into account in order to achieve the expected contextual effects. Manipulation theory opens up a new perspective for translation, especially advertising translation. It provides a theoretical basis for many non-traditional translation strategies, such as advertising translation. Lefevere thinks that translation is a kind of text rewriting in form, and the translator's task is to create another text form of the same image. In a process, there are three important factors in the target language text, which are ideology, poetics and patron, which are called "three elements". Among them, ideology is the most important one of the three factors. Ideology can refer to individual consciousness in micro-level or social group consciousness in macro-level. Ideology manipulates every link of translation activities in an invisible way. Because of the particularity of advertising translation, the translation of advertisement is not only a transformation between different languages, but also involves the phenomenon of cultural information transmission. Because advertising language itself carries a lot of cultural information, advertising language is also a cultural phenomenon. When the translator carries on the translation to the advertisement language, in addition to carries on the transformation to the two different languages, the more important is needs to change the cultural information which the two languages carry. The translator not only needs to master the necessary language knowledge and translation skills, but also familiar with different cultural backgrounds, including aesthetic perspective, culture, customs and so on. Based on the manipulation theory, this paper attempts to explore the manipulation phenomenon embodied by ideology, poetics and patron in the translation process, especially the manipulation role of ideology, which will be elaborated and studied in this paper. This paper points out that translation activities are carried out under the control of ideology. In order to achieve the expected commercial effect, translators need to make flexible changes and compromises in translation activities. Under the guidance of manipulation theory, this paper attempts to explore the importance of ideological manipulation in the translation of advertising language through a case study of the practice of translation of advertising language in an attempt to explore the importance of ideological manipulation in the translation of advertising language.
【学位授予单位】：赣南师范学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059
本文编号：2450790
[Abstract]:With the prosperity and growth of joint ventures and the rapid development of international trade, the necessity of advertising translation research is increasing day by day, because advertising is an important way for international enterprises to communicate. As a special branch of translation, advertising translation has its own uniqueness and regularity, so it is very important to make a systematic empirical study of advertising translation. The traditional translation theory, which is based on the principle of equivalence, falls far short of the requirement of advertising translation. Because the translation theory based on the principle of equivalence overemphasizes the formal equivalence between the source language and the target language, it ignores the communication function of advertisement, and the communication function is the most important function of advertisement. The manipulation theory proposed by Lefevere has important implications for advertising translation. It emphasizes that optimal relevance should be realized in translation and factors such as ideology, contextual effects and cultural differences should be taken into account in order to achieve the expected contextual effects. Manipulation theory opens up a new perspective for translation, especially advertising translation. It provides a theoretical basis for many non-traditional translation strategies, such as advertising translation. Lefevere thinks that translation is a kind of text rewriting in form, and the translator's task is to create another text form of the same image. In a process, there are three important factors in the target language text, which are ideology, poetics and patron, which are called "three elements". Among them, ideology is the most important one of the three factors. Ideology can refer to individual consciousness in micro-level or social group consciousness in macro-level. Ideology manipulates every link of translation activities in an invisible way. Because of the particularity of advertising translation, the translation of advertisement is not only a transformation between different languages, but also involves the phenomenon of cultural information transmission. Because advertising language itself carries a lot of cultural information, advertising language is also a cultural phenomenon. When the translator carries on the translation to the advertisement language, in addition to carries on the transformation to the two different languages, the more important is needs to change the cultural information which the two languages carry. The translator not only needs to master the necessary language knowledge and translation skills, but also familiar with different cultural backgrounds, including aesthetic perspective, culture, customs and so on. Based on the manipulation theory, this paper attempts to explore the manipulation phenomenon embodied by ideology, poetics and patron in the translation process, especially the manipulation role of ideology, which will be elaborated and studied in this paper. This paper points out that translation activities are carried out under the control of ideology. In order to achieve the expected commercial effect, translators need to make flexible changes and compromises in translation activities. Under the guidance of manipulation theory, this paper attempts to explore the importance of ideological manipulation in the translation of advertising language through a case study of the practice of translation of advertising language in an attempt to explore the importance of ideological manipulation in the translation of advertising language.
【学位授予单位】：赣南师范学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059
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