生态翻译学视角下的广告翻译研究

发布时间：2023-03-19 06:08

　　随着改革开放步伐日益加快,经济的迅猛发展,中国的国际影响也不断扩大,广告翻译也随之显得愈来愈重要。近些年来,中外许多学者对广告翻译进行了大量的研究,但大多数的研究仅停留在单纯的语言特征或修辞手段等一些表面特征上或者微观层面上。广告翻译的特殊商业意义决定了广告翻译的研究不只是停留在语言等微观层面上,而应站在更高角度,从宏观上分析广告翻译过程中所涉及到的各种要素。 清华大学胡庚申教授提出的生态翻译学正是本文的理论依托。他认为翻译是译者适应翻译生态环境的选择过程。翻译生态环境指的是原文、源语和译语所呈现的“世界”,即语言、交际、文化、社会、以及作者、读者、委托者等互联互动的整体。翻译的过程是译者的选择与适应过程。胡教授提出的生态翻译学理论是从生态学的视角来研究翻译,强调了翻译研究的宏观性,将翻译活动放到一个大的生态环境中来研究译者的翻译活动,而不是孤立地从语言学或美学等微观层面去研究翻译。 从胡教授提出的生态翻译学理论中不难发现,翻译的生态环境主要是由两部分组成：一部分是诸如语言、交际、文化、社会等方面的客观要素即客体要素。另一部分是包括作者、读者、委托者等方面的主观要素即主体要素。 本文拟...

【文章页数】：89 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Introduction
Chapter 1 Literature Review of Advertisement Translation Study
    1.1 Study of Advertisement Translation Abroad
    1.2 Study of Advertisement Translation at home
    1.3 Problems in Current Advertisement Translation
Chapter 2 Theoretical Framework of the Research
    2.1 Background of Eco-translatology
    2.2 Overview of Eco-translatology
    2.3 Philosophical Basis of Eco-translatology
    2.4 Contents of Eco-translatology
Chapter 3 Major Features of Advertisement and Advertisement Translation
    3.1 Overview of Advertisement
        3.1.1 Definition of Advertisement
        3.1.2 Classification of Advertisement
        3.1.3 Principles of Making an Advertisement
    3.2 Advertisement Translation
        3.2.1 Importance of Advertisement Translation
        3.2.2 Purpose of Advertisement Translation
        3.2.3 Relationship between Advertisement and Advertisement Translation
Chapter 4 Application of Eco-translotology in Advertisement Translation
    4.1. Eco-environment of Advertisement Translation
        4.1.1 Objects Involved in Eco-environment of Advertisement Translation
            4.1.1.1 Eco-environment of Advertisement Translation in Terms of Linguistics
            4.1.1.2 Eco-environment of Advertisement Translation in Terms of Communication
            4.1.1.3 Eco-environment of Advertisement Translation in Terms of Culture and Society
        4.1.2 Subjects Involved in Eco-environment of Advertisement Translation
            4.1.2.1 Translators in Eco-environment of Advertisement Translation
            4.1.2.2 Readers in Eco-environment of Advertisement Translation
    4.2. The Process of Advertisement Translation
        4.2.1 Translators' Adaptation to Extra-linguistic Elements in Pre-translating Advertisement
            4.2.1.1 Translators' Adaptation to Elements with Regard to Culture Taboos
            4.2.1.2 Translators' Adaptation to Values
            4.2.1.3 Translators' Adaptation to Social Customs
            4.2.1.4 Translators' Adaptation to Aesthetics
        4.2.2 Translators' Selection of Linguistic Elements in Translating Advertisement
            4.2.2.1 Translators' Selection of Speech Sounds
            4.2.2.2 Translators' Selection of Words and Phases
            4.2.2.3 Translators' Selection of Sentences and Structures
Chapter 5 Guidelines for Advertisement Translation in terms ofEco-translatology
    5.1 Strategies and Skills of Advertisement Translation
        5.1.1 Word-for-Word Translation
        5.1.2 Free Translation
        5.1.3 Transliteration
    5.2 Requirements for Advertisement Translators
        5.2.1 Good Command of Language
        5.2.2 Good Command of Knowledge in Other Fields
        5.2.3 High-performance of Abilities
Conclusion
Acknowledgements
Bibliography
在读期间科研成果目录



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