关联理论视角下的商业广告翻译策略

发布时间：2021-01-27 10:40

　　随着经济全球化和国际贸易的发展,商业广告已成为人们现代生活的一部分。商品促销依赖于广告,新产品的发展更依赖于广告。由于商业广告的主要作用是使人们对产品的质量和服务有所了解,所以商业广告的翻译质量就直接影响产品在消费者心目中的形象。鉴于此,对商业广告进行科学的研究,对商业广告翻译具有重要的现实意义。商业广告翻译是一门学问,虽然吸引了不少研究者,但目前的翻译研究现状并不令人满意,一些关于商业广告翻译的理论尚不够成熟。1986年斯伯波和威尔逊在《关联:交际与认知》一书中提出了关联理论,该理论是以交际和认知语言学的相关理论为基础,并对认知和交际的关系做出了科学的阐释。受此理论的启发,作者尝试把关联理论利用到商业广告及其翻译中。在关联理论的视角下,交际包含两个过程:明示和推理。关联理论在人们交际上给我们展示了一个新的视角,在解决翻译和商业广告翻译中提供了新方法,因为翻译和广告都是一种特殊的交际。作者认为,在翻译过程中,译者和广告者以及广告者和受众之间包含了两个交际过程。本文旨在关联理论的视角下采取适当的翻译策略。本文采取了对比分析法,通过比较,作者发现不同的商业广告应采取不同的翻译方法。在关联理... 

【文章来源】：成都理工大学四川省

【文章页数】：69 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
Abstract
摘要
Introduction
Chapter 1 Literature Review
    1.1 Definition of Relevance Theory
    1.2 Review of Relevance Theory
    1.3 Rationales of Relevance Theory
        1.3.1 Principles of Relevance Theory
        1.3.2 Ostensive-Inferential Communication
        1.3.3 Context and Context Effects
    1.4 Optimal relevance
Chapter 2 An Overview of Advertisements and the Functions and Characteristics of Commercials
    2.1 An Overview of Advertisements
        2.1.1 Definitions of Advertisements
        2.1.2 Classification of Advertisements
    2.2 Functions and Characteristics of Commercials
        2.2.1 Functions of Commercials.
        2.2.2 Characteristics of Commercials
            2.2.2.1 Lexical Characteristics of Commercials
            2.2.2.2 Syntactic Characteristics of Commercials
            2.2.2.3 Rhetoric Characteristics of Commercials
Chapter 3 Comprehension of Commercials and the Translation of Commercials
    3.1 Comprehension of Commercials
        3.1.1 Commercials as a Special Type of Communication
            3.1.1.1 Ostensive Communication in Commercials
            3.1.1.2 Inferential Communication in Commercials
        3.1.2 Translation as a Double Ostensive-Inferential Communication Process
    3.2 Translation of Commercials
        3.2.1 Two Factors Influencing Translation of Commercials
            3.2.1.1 The Role of the Commercials Translator
            3.2.1.2 The Role of the Commercials Translation Context
        3.2.2 Optimal Relevance in Translation Commercials
Chapter 4 Present State of the Translation of Commercials and Analysis of the Strategie
    4.1 Present State of the Translation of Commercials
    4.2 Analysis of the Strategies
        4.2.1 Strategies Commonly Employed in Translation
            4.2.1.1 Literal Translation
            4.2.1.2 Free Translation
        4.2.2 Employment of Special Techniques in Translation
            4.2.2.1 Parody and Pun
            4.2.2.2 Re-arrangement of Information Units
            4.2.2.3 Amplification
            4.2.2.4 Condensed Translation
Conclusion
Bibliography



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