基于消费心理学和功能论谈广告翻译
发布时间：2018-09-14 12:48
【摘要】：随着经济全球化和一体化进程的加速，广告作为一种新兴的产业，正在世界范围日趋繁荣。作为该领域的后进者，中国，随着其经济地位的不断提升，，也见证了广告产业的大繁荣。据中国广告网预测，由于其强劲的经济、互联网及汽车产业等的增长，中国于2013年将成为世界第二大广告体。广告产业的持续繁荣催生了市场对广告翻译的海量需求。作为商品经济的特有产物，广告翻译区别于传统的文学翻译，带有明确的、天然的商业目的。广告翻译的研究同样引起了国内的广泛关注，相关的文章可谓不少，但大多局限于用文学性翻译的思维去探讨广告翻译，且仅仅停留在传统的翻译原则层面：或信或达或雅；或支持或反对。这种广告翻译的文学化，或应用翻译的文学化根本上忽视了广告翻译的价值目的性，与广告的商业属性背道而驰。鉴于此，笔者提出了与广告翻译价值属性相一致的两个翻译原则：消费心理学和功能目的论原则。消费心理学通过对消费者消费心理、行为及认知过程的剖析帮助广告主或译者改变消费态度，激发消费者的购买欲望，成功劝说消费者完成购买。功能目的论强调目的决定手段，为了在目标语语境中实现预期的效果，译者可以灵活选择翻译策略，实现广告的促销目的。该文包括四个章节：第一章为广告的相关性介绍，包括定义、构成及广告的本质属性。第二章为理论基础，其中消费心理学包括注意力、参与度、直接推断心理和精细加工模型中的边缘路线理论。功能派主要讨论目的论原则。第三章为广告翻译案例及翻译策略。第四章为总结，包括结论、创新点及不足之处。
[Abstract]:With the acceleration of economic globalization and integration, advertising, as a new industry, is becoming more and more prosperous all over the world. As a laggard in this field, China has witnessed the great prosperity of the advertising industry with its rising economic status. According to China Advertising Network, due to its strong economy, the Internet and the automobile industry. As a special product of the commodity economy, advertising translation differs from traditional literary translation with clear and natural commercial purposes. The study of advertising translation has also attracted much attention in China. Generally speaking, there are a lot of related articles, but most of them are limited to exploring advertising translation with the thinking of literary translation, and only stay at the level of traditional translation principles: faithfulness or expressiveness or elegance; or support or opposition. In view of this, the author puts forward two translation principles consistent with the value attributes of advertising translation: consumer psychology and functional Skopos theory. Consumer psychology helps advertisers or translators change their attitudes towards consumption and stimulates consumers by analyzing consumer psychology, behavior and cognitive processes. Functional Skopostheorie emphasizes the purpose-determining means. In order to achieve the desired effect in the target language context, the translator can flexibly choose translation strategies to achieve the promotion purpose of advertising. Chapter 2 is the theoretical basis, in which consumer psychology includes attention, participation, direct inference of the marginal line in the mental and fine-processing models. Functionalists mainly discuss Skopos Theory principles. Chapter 3 is advertising translation cases and translation strategies. Chapter 4 is a summary, including conclusions, innovations and shortcomings.
【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】：2013
【分类号】：H059
本文编号：2242754
[Abstract]:With the acceleration of economic globalization and integration, advertising, as a new industry, is becoming more and more prosperous all over the world. As a laggard in this field, China has witnessed the great prosperity of the advertising industry with its rising economic status. According to China Advertising Network, due to its strong economy, the Internet and the automobile industry. As a special product of the commodity economy, advertising translation differs from traditional literary translation with clear and natural commercial purposes. The study of advertising translation has also attracted much attention in China. Generally speaking, there are a lot of related articles, but most of them are limited to exploring advertising translation with the thinking of literary translation, and only stay at the level of traditional translation principles: faithfulness or expressiveness or elegance; or support or opposition. In view of this, the author puts forward two translation principles consistent with the value attributes of advertising translation: consumer psychology and functional Skopos theory. Consumer psychology helps advertisers or translators change their attitudes towards consumption and stimulates consumers by analyzing consumer psychology, behavior and cognitive processes. Functional Skopostheorie emphasizes the purpose-determining means. In order to achieve the desired effect in the target language context, the translator can flexibly choose translation strategies to achieve the promotion purpose of advertising. Chapter 2 is the theoretical basis, in which consumer psychology includes attention, participation, direct inference of the marginal line in the mental and fine-processing models. Functionalists mainly discuss Skopos Theory principles. Chapter 3 is advertising translation cases and translation strategies. Chapter 4 is a summary, including conclusions, innovations and shortcomings.
【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】：2013
【分类号】：H059
本文编号：2242754
本文链接：https://www.wllwen.com/wenyilunwen/yuyanxuelw/2242754.html
