从文化的视角看广告翻译

论文摘要

广告与文化密不可分。广告翻译最大的难题是不仅要获得语义的等值,还要实现文化价值和交际功能的对等。本文从文化的视角讨论和研究了广告的翻译。作者通过研究发现现有广告翻译中文化缺失问题尤为明显,其结果是造成产品信息沟通的失败和文化间的误解。论文还特别论述了广告的文化特征,即由价值观,社会规范和历史背景的差异所造成的中英广告特征的不同。本文以奈达的功能对等理论为基础,引入邱懋如(1989)翻译等值作为广告翻译的原则,提出了在此原则指导下广告翻译四个层次的对等,即语义对等,文体对等,功能对等和文化对等。为达到文化对等,大多数学者持归化这一观点,作者认为归化策略难以使消费者接触和了解外国文化,也难以将外国广告的新颖之处引入本国广告。鉴于此,作者提出应以归化为基本策略,合理使用异化策略,最后提出了广告翻译的方法。从文化的视角来研究广告的翻译有助于广告产品所蕴涵的文化信息的理解和沟通,以获得产品价值的最充分的宣传和推广,使之为消费者所吸引,熟知和喜爱,最终达到广告所预期的目标。

论文目录

• ABSTRACT
• 摘要
• Chapter 1 Introduction
• 1.1 Background Information
• 1.2 Purpose of the Study
• Chapter 2 Literature Review
• 2.1 Advertising Language and Culture
• 2.2 Culture and Translation
• 2.2.1 Studies on Culture and Translation Abroad
• 2.2.2 Studies on Culture and Translation at Home
• 2.3 Studies on Equivalence Translation Theories
• 2.3.1 Equivalence Translation Theories Abroad
• 2.3.2 Equivalence Translation Theories at Home
• 2.4 Summary
• Chapter 3 The Nature and Features of Advertisement
• 3.1 Working Definition of Advertisement
• 3.1.1 Objectives of Advertisement
• 3.1.2 Functions of Advertisement
• 3.2 Features of Advertising Language
• 3.2.1 Linguistic Features
• 3.2.2 Cultural Features
• 3.2.2.1 Values
• 3.2.2.2 Social Norms
• 3.2.2.3 Historical Backgrounds
• 3.3 Summary
• Chapter 4 Cultural Loss in Advertisement Translation
• 4.1 Cultural Loss in Translation
• 4.1.1 Loss of Meaning
• 4.1.2 Distortion of Meaning
• 4.2 Causes of Cultural Loss
• 4.2.1 Different Mental Maps
• 4.2.2 Culture Transfer
• 4.2.3 Cultural Gaps
• 4.3 The Importance of Culture in Advertisement Translation
• 4.3.1 Culture and Communication
• 4.3.2 Advertisement Translation as Cross-cultural Communication
• 4.4 Summary
• Chapter 5 Advertisement Translation in Practice
• 5.1 Translation Principle
• 5.1.1 Translation Equivalence
• 5.1.1.1 Semantic Equivalence
• 5.1.1.2 Stylistic Equivalence
• 5.1.1.3 Functional Equivalence
• 5.1.1.4 Cultural Equivalence
• 5.2 Cultural Strategies in Translation
• 5.2.1 Foreignization
• 5.2.2 Domestication
• 5.3 Translation Methods
• 5.3.1 Transliteration
• 5.3.2 Transference
• 5.3.3 Semantic Transliteration
• 5.3.4 Literal Translation
• 5.3.5 Culture Compensation
• 5.3.6 Imitation
• 5.3.7 Free Translation
• 5.3.8 Adaptation
• 5.4 Summary
• Chapter 6 Conclusion
• 6.1 Major Findings
• 6.2 Limitations of the Present Study
• 6.3 Suggestion for Further Study
• Bibliography
• ACKNOWLEDGEMENTS
• 个人成果简介