关联理论视角下的奥运广告翻译

论文摘要

2008奥运会即将在北京召开,这为国外企业在中国的发展,以及国内企业走出国门进入国际市场提供了一次绝好的契机。无论国外企业要进入中国市场,还是国内企业投入国际竞争,首要的是通过广告来宣传企业文化,推广企业产品,从而塑造良好的企业形象。因此关于奥运广告及其翻译的研究显得尤其重要。本文基于奥运广告及其翻译的特殊性,从关联理论出发来探讨奥运广告及其翻译方法,其目的在于帮助提高实际操作中奥运广告的翻译水平。首先,本文通过对奥运广告的明示-推理模式,语境效果和最佳关联的分析,探讨关联理论与奥运广告效果之间的内在联系。其次,探讨了关联理论的翻译观。关联理论认为交际是一个明示-推理的过程,在这个过程中双方之所以配合默契,主要由于有一个最佳的认知模式——关联性。而翻译作为一种特殊的跨文化、跨语言的交际行为,是一种语际间明示——推理的阐释活动,包含了两个明示——推理的过程。再次本文从语言及文化层次探讨了英汉奥运广告的差异,并提出了奥运广告翻译的原则:忠实性,吸引性和可接受性。最后建议采纳三大翻译策略:直译,意译和编译;通过大量例子证明翻译者可以通过灵活选择运用各种翻译策略来达到奥运广告翻译的目的。最后本文得出结论:鉴于奥运广告是一种具有明显意图的特殊文体,尽管难免有些理论缺陷,关联理论仍可作为指导奥运广告分析与翻译的理想原则。

论文目录

• Acknowledgements
• 摘要
• Abstract
• Chapter Ⅰ Introduction
• 1.1 Significance of the Research
• 1.2 Approach and Methodology
• 1.3 Structure of the Research
• Chapter 2 Literature Review
• 2.1 Relevance Theory
• 2.1.1 Ostensive-Inferential Model
• 2.1.2 Contextual Effects and the Principle of Relevance
• 2.1.3 Optimal Relevance
• 2.2 Major Studies of Relevance Theory at Home or Abroad
• Chapter 3 An Overview of Olympics Advertisements and Translation
• 3.1 An Overview of Olympics Advertisements
• 3.1.1 The History（?） Olympics Advertisements
• 3.1.1.1 The Development of Sports Advertisements and Olympics Advertisements abroad
• 3.1.1.2 The Development of Sports Advertisements and Olympics Advertisements in China
• 3.1.2 The Definition of Advertisements and Olympics Advertisements
• 3.1.3 The Features of Olympics Advertisements
• 3.1.3.1 The Features of Advertisements
• 3.1.3.2 The Features of Olympics Advertisements
• 3.1.4 The Classification of Olympics Advertisements
• 3.1.4.1 The Classification of Advertisements
• 3.1.4.2 The Classification of Olympics Advertisements
• 3.1.5 The Functions of Olympics Advertisements
• 3.1.5.1 The Functions of Advertisements
• 3.1.5.2 The Functions of Olympics Advertisements
• 3.2 An Overview of Olympics Advertisements Translation
• 3.2.1 The Necessity of Olympics Advertisements Translation
• 3.2.2 Connotation and Features of Olympics Advertisements Translation
• 3.3 Comparison between Chinese and English Olympics Advertisements
• 3.3.1 Persuasive Purpose of Olympics Advertisements Translation
• 3.3.2 Differences between Chinese and English Olympics Advertisements
• 3.3.2.1 Linguistic Differences
• 3.3.2.2 Cultural Differences
• 3.4 Principles of Olympics Advertisements Translation
• 3.4.1 Faithfulness
• 3.4.2 Attractiveness
• 3.4.3 Acceptability
• Chapter 4 Application of Relevance Theory to Olympics Advertisements and Translation
• 4.1 Application of Relevance Theory to Olympics Advertisements
• 4.1.1 Ostension and Inference in Olympics Advertisements
• 4.1.2 Contextual Effects in Olympics Advertisements
• 4.1.3 Optimal Relevance in Olympics Advertisements
• 4.2 Application of Relevance Theory to Olympics Advertisements Translation
• 4.2.1 Two Ostensive-inferential Processes of Translation
• 4.2.2 Strategies of Olympics Advertisements Translation from the Perspective of Relevance Theory
• 4.2.2.1 Literal Translation
• 4.2.2.2 Liberal Translation
• 4.2.2.3 Adaptation
• Chapter 5 Conclusion
• 5.1 Summary of the Present Research
• 5.2 Limitations of the Present Research and Suggestions for future Research
• Bibliography
• 详细摘要