發(fā)布時(shí)間：2018-01-18 13:12

  本文關(guān)鍵詞：以目的論為指導(dǎo)的廣告翻譯　出處：《上海外國(guó)語(yǔ)大學(xué)》2012年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 廣告 功能 目的論 翻譯

【摘要】：作為經(jīng)濟(jì)快速發(fā)展的產(chǎn)物,廣告成為人們?nèi)粘Ｉ�活的一個(gè)重要組成部分。廣告翻譯也得到越來(lái)越多的關(guān)注和重視。各類(lèi)學(xué)術(shù)雜志和翻譯教材中對(duì)廣告翻譯有過(guò)不少探討,但主要集中在對(duì)于翻譯策略的研究,理論研究尚顯薄弱�？偟膩�(lái)說(shuō),在該領(lǐng)域的研究中需要有一條總體原則來(lái)對(duì)廣告翻譯進(jìn)行指導(dǎo)。 廣告是一種商業(yè)價(jià)值頗高的應(yīng)用文體。無(wú)論采取何種形式,最終都是為了說(shuō)服消費(fèi)者購(gòu)買(mǎi)廣告所宣傳的商品或服務(wù)。廣告翻譯同樣如此。譯者如果在翻譯廣告時(shí)按照傳統(tǒng)方式堅(jiān)持忠實(shí)于原文的內(nèi)容和形式,其譯文可能并不能達(dá)到預(yù)期說(shuō)服效果,從而導(dǎo)致該廣告產(chǎn)品在目的語(yǔ)市場(chǎng)不受青睞。為此,掌握更有效的翻譯理論和翻譯方法對(duì)廣大譯者來(lái)說(shuō)是當(dāng)務(wù)之急。 由德國(guó)的一批學(xué)者諸如萊斯、費(fèi)米爾、諾德等人提出的翻譯功能理論突破了傳統(tǒng)翻譯理論的界限,為現(xiàn)今的廣告翻譯提供了新視野。費(fèi)米爾的“目的論”指出,等同于其它任何行為,翻譯也具有目的性。翻譯的目的即為其所要遵循的首要原則,而翻譯方法和策略是由目標(biāo)文本的預(yù)期功能和目的決定的。根據(jù)目的論的闡述,目的法則應(yīng)該是決定翻譯行為之第一準(zhǔn)則。 廣告人在廣告的設(shè)計(jì)中一般只考慮該廣告在源語(yǔ)受眾中的接受度,因此語(yǔ)言和文化背景的差異可能會(huì)使一則成功的廣告在目的語(yǔ)文化中遭遇滑鐵盧,原本在源語(yǔ)受眾身上體現(xiàn)出的有效說(shuō)服效應(yīng)很可能在新的環(huán)境中完全無(wú)法實(shí)現(xiàn)。為此,在廣告翻譯中必須使廣告詞符合目的語(yǔ)表達(dá)習(xí)慣,這樣才能吸引目的語(yǔ)受眾的注意力,并幫助他們體會(huì)其中的妙處。只有如此才能實(shí)現(xiàn)廣告的功能。 在功能目的論的指導(dǎo)下,本文提出幾種有效的翻譯方法并予以例證,希望能
[Abstract]:As the product of rapid economic development. Advertising has become an important part of people's daily life. Advertising translation has been paid more and more attention to. There have been a lot of discussions on advertising translation in various academic magazines and translation textbooks. However, the theoretical study is still weak. In general, there is a need for a general principle to guide advertising translation in this field. Advertising is a kind of applied style with high commercial value, no matter what form it takes. The ultimate purpose is to persuade consumers to buy the goods or services advertised in the advertisement. The same is true of the advertisement translation. If the translator insists on faithful to the content and form of the original text in the traditional way in the translation of the advertisement. The target text may not be able to achieve the desired persuasion effect, which leads to the unpopularity of the advertising product in the target language market. Therefore, it is imperative for the translators to master more effective translation theories and methods. The translation functional theory put forward by a group of German scholars such as Les Fimmel and Nord broke through the limits of traditional translation theory. Fimmel's Skopos Theory points out that translation is tantamount to any other behavior, and translation is also purposeful. The purpose of translation is the primary principle to be followed. However, translation methods and strategies are determined by the expected function and purpose of the target text. According to Skopos theory, Skopos rule should be the first criterion to determine translation behavior. Advertisers generally only consider the acceptance of the advertisement in the target language audience in the design of the advertisement, so the differences between the language and the cultural background may make a successful advertisement encounter Waterloo in the target language culture. The effect of effective persuasion in the source language audience is likely to be completely impossible to achieve in the new environment. Therefore, advertising words must be in line with the target language expression habits in advertising translation. In order to attract the attention of the target language audience and help them understand the beauty of the target language, only in this way can the function of advertising be realized. Under the guidance of functional Skopos Theory, this paper puts forward several effective translation methods and gives some examples.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：H315.9

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相關(guān)期刊論文 前2條

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2 陳小慰;翻譯功能理論的啟示──對(duì)某些翻譯方法的新思考[J];中國(guó)翻譯;2000年04期

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